Senior Data Analyst (CRM & Loyalty)

The Growth Analytics &
Business Insights Analyst supports Growth &
Loyalty activities through data analysis, performance reporting, and business insights.
The role focuses on Loyalty, Loyalty-related Trade Marketing programs, customer behavior, and related digital marketing journeys. Working under the direction of the Growth Marketing Supervisor, the Analyst will prepare reports and dashboards, analyze campaign and customer performance, and help the team identify opportunities for improvement.
The Analyst is also encouraged to raise questions and provide alternative perspectives when supported by data.
Key Responsibilities
Growth, Loyalty &
Customer Analytics
Analyze customer, transaction, membership, campaign, and digital interaction data to support Growth Marketing activities.
Monitor key customer metrics, including acquisition, activation, engagement, retention, purchase frequency, spending, churn, and customer lifecycle.
Evaluate Loyalty performance across membership tiers, customer segments, point earning and redemption, voucher usage, and promotional participation.
Analyze Trade Marketing activities and digital customer journeys by relevant dimensions such as customer segment, campaign, channel, store, product, and time period.
Conduct segmentation, cohort, funnel, trend, and behavioral analysis based on business requirements.
Reporting &
Performance Analysis
Prepare recurring and ad-hoc reports for Loyalty, Trade Marketing, digital journeys, and other Growth Marketing initiatives.
Develop and maintain dashboards based on KPI frameworks and reporting requirements provided by the Growth Marketing Supervisor.
Track campaign performance against agreed targets, historical results, or reference groups, and summarize key outcomes after implementation.
Highlight material changes, unusual movements, funnel drop-offs, risks, and areas that may require further analysis.
Support the improvement and automation of recurring reports to reduce manual work and improve reporting efficiency.
Business Insights &
Recommendations
Interpret analytical results and translate them into clear and relevant business insights.
Help identify customer behaviors, performance drivers, business risks, and potential growth opportunities.
Explain what changed, identify possible contributing factors, and suggest areas for further monitoring or analysis.
Present findings in a concise, business-friendly format for both technical and non-technical stakeholders.
Raise questions or propose alternative interpretations when business assumptions are not sufficiently supported by data.
Data Quality, Documentation &
Collaboration
Validate source data, business rules, calculation logic, and reporting outputs before sharing results.
Investigate data discrepancies and coordinate with BI, Data, Technology, or system owners when support is required.
Maintain clear documentation of KPI definitions, calculation methods, data sources, and reporting logic within the Growth Marketing scope.
Work closely with Growth Marketing, CRM, Loyalty, Operations, Finance, BI, Data, and other relevant teams.
Follow company policies regarding customer data privacy, data security, access control, and responsible data usage.
Qualifications &
Experience
4+ years of experience in Data Analytics, Business Intelligence, Business Insights, CRM Analytics, Marketing Analytics, or a similar role.
Experience using data to support business decisions, customer analysis, campaign evaluation, or performance reporting.
Hands-on experience developing dashboards and preparing recurring or ad-hoc reports for business teams.
Experience working with customer, transaction, CRM, Loyalty, campaign, or digital journey data is preferred.
Experience in F&B, retail, e-commerce, consumer services, or other transaction-driven businesses is an advantage.
Required
Technical &
Analytical Skills
Strong SQL skills for data extraction, validation, reconciliation, and analysis.
Good proficiency in at least one visualization tool, such as Power BI, Tableau, or Superset.
Strong Excel or Google Sheets skills for data analysis and business reporting.
Familiarity with segmentation, cohort analysis, funnel analysis, trend analysis, and campaign performance analysis.
Good analytical thinking, attention to detail, communication, and data presentation skills.
Nice to Have
Knowledge of statistical analysis, test and control groups, or A/B testing.
Proficiency in Python or R for data manipulation or reporting automation.
Familiarity with data warehouse concepts or cloud data platforms such as BigQuery, Redshift, or ClickHouse.
Understanding of Loyalty programs, CRM, customer lifecycle management, promotional effectiveness, or digital conversion funnels.
Benefits
Working location: Hanoi Office at 315 Truong Chinh, Thanh Xuan, Hanoi
Working hours: Monday - Friday; flexible check-in time;
Equipment: The company provides all necessary working equipment such as Desktops/Laptops;
Statutory Benefits: Guaranteed full welfare benefits in accordance with the Labor Law, including: Full statutory insurance contributions, 24/7 accident insurance, etc.;
Health Care: Private health insurance (depending on job level);
Bonuses: KPI bonus, 13th-month salary;
Employee Discount: 10% - 30% discount on the total bill when dining at restaurants within the Golden Gate network;
Project Exposure: Opportunity to participate in large-scale digital transformation projects with a direct impact on business operations;
Culture: Professional working environment with cross-functional and partner collaboration.