Sr. Manager - Analytics

Date: 28-Dec-2021

Location: Gurugram, IN

Company: TATA SIA Airlines Limited

Job Overview

  • Lead Marketing Tech related projects to achieve short term and long term Organizational and Functional objectives & goals
  • Business requirements synthesizing from multiple sources including Senior Management, Business Heads, Product Managers, and functional group members
  • Ensure effective processes implementation and drive cross team collaborations
  • Weekly, monthly reporting latest trends, data consolidation and validation
  • Driving team members or agency resources to achieve business goal
  • Digital Measurement Framework & Personalization - Strategy, Set up, Management & Adoption
  • Marketing Communication Platform - Automation & Execution

Key Responsibilities


Data & Analytics

  • Lead the continuous development of the business performance analytics scope, including vision and roadmap evolution, reporting and constant improvement of our services, products, and solutions
  • Manage demand for insights and delivery of analytics services that are in alignment with overall strategy of the department and organization. Oversee the collection, tracking, mining and analysis of data and the generation of fact-based insights. Support Marketing, Club Vistara, IT, and CE teams to increase reach, engagement, buy and advocacy and inform digital strategy
  • Lead and drive analytics services to stakeholders within the wider org using multiple data sources
  • Drive assigned projects in areas such as analytics implementation, database integration, marketing attribution, tag management, qualitative data, etc.
  • Advise stakeholders to define goals, select appropriate KPIs, monitor performance and derive trends and opportunities
  • Provide stakeholders with actionable recommendations and calls for action based on gathered insights. Drive the translation of gathered insights into engaging, actionable, and easy to digest insights presentations
  • Drive the implementation and use of data driven decision processes, in line with a fact-based decision culture


New Website and Mobile Project 

  • To manage data design for the new website and app and ensuring that the existing reports and dashboards used by e-marketing, ancillary, Corp comm, CV, IT and CE teams do not break and the measurement framework is adopted correctly and completely for the day1 Launch


CX - Testing, Personalization & Optimization- A/B Testing & Personalization

  •  Creating the Road-map, Strategy, Processes & executing them to implement personalized & most appropriate content on website and app


Marketing Communication - Execution & Automation

  • Automating and managing the trigger-based campaigns based on time-bound/event-based customer actions. Bringing in multiple sources of data to sharpen the targeting of customers


Innovation & Collaboration

  • Co-define and implement new reporting structures or refine existing structures
  • Oversee the development of best practice guidance and their delivery to maximize the use of analytics capabilities
  • Collaboration with e-marketing team to help them envisage & solve the complex technical problems with innovative solutions and products
  • Collaboration with Partnerships & Ancillary team to help them design & implement the complex technical solutions with Partners
  • Build a strong internal and external network, keep the stakeholders informed on the latest trends and technological advances

Skills & Attributes

  • Passion for delivering data-based recommendations for quantifiable improvements in business results and consumer experience
  • Very good project management skills, including the ability to lead projects or work on several projects simultaneously
  • Proficient in MS Office
  • Very good communication skills, comfortable presenting complex topics to stakeholders at various organizational levels

Work Experience

  • 8+ years of experience in Digital Analytics, eCom experience is preferred
  • Extensive experience of digital marketing in a brand environment
  • Extensive experience with analytics tools and disciplines (web, app, eCom, social, mobile, sentiment, paid media, SEO, SEM, CRM, SQL etc.)
  • Extensive experience with visualization techniques
  • Experience in leading a team is preferred


  • Bachelor’s degree, preferably in Technology, Business, Marketing, Statistics, or a technical/quantitative field. Advanced degree is preferred
  • Preferably certified Multi-Solution architect with working experience with at-least 2 of these products of Adobe Stack – Analytics, Target, AEM, ACM, and Audience Manager
  • At least one of these certifications Adobe ACE – Analytics, Target, Audience Manager
  • Experience working with session replay tools like tealeaf, Glassbox, hotjar desired