Business & Data Analyst - Marketing SME

Who we are Intrepid Asia is a leading Ecommerce and Digital Solutions Provider in South East Asia. We offer end-to-end omni-channel ecommerce management, Livestreaming, Video production & Affiliate Management for Social Commerce, plus full funnel Digital Marketing Services and advanced Market Intelligence, all powered by state-of-the-art in-house Technology to our client base of leading international brands across all key marketplaces and social platforms in all 6 SEA countries. Brands love our regional presence, our excellent data-driven, growth-focused services, enabled by the industry's strongest team, and our advanced marketing and tech capabilities. We are growing rapidly, and as the exclusive partner of Flywheel in SEA, we offer many exciting opportunities to work with leading brands across multiple categories and key industry players. By joining us, you will work on the cutting edge of digital and social commerce in SEA, and experience what it takes to drive a successful ecommerce business end-to-end. The Role We are looking for a Senior BA/DA — Marketing whose core strength is marketing measurement: attribution, incrementality, and ideally marketing mix modelling (MMM). This is not a "nice to have" layered on top of dashboards and reporting — it is the primary reason this role exists. You should be comfortable going beyond what platform-reported attribution tells us and answering harder questions of causality: what media investment is actually driving incremental outcomes, versus what would have happened anyway, and how spend on one channel (e.g. TikTok) shows up — or doesn’t — in another (Shopee/Lazada sales, search behaviour, new customer acquisition). Just as important: you explore data on your own initiative. We want someone who surfaces patterns and anomalies we haven’t explicitly asked about, not only someone who answers predefined business questions well. Alongside measurement, you should bring real customer analytics depth — cohorts, acquisition, repeat purchase, retention, and lifetime value (LTV) — so we understand which marketing activity is actually driving valuable, retained customers rather than just immediate conversions. This is a hybrid role — you will also gather requirements from country marketing teams, build your own SQL and dashboards, and work hand-in-hand with our central Data Engineering and BI team (based in Vietnam and Indonesia) in a hub-and-spoke model. But that translation and delivery work supports the measurement and analytical work above; it is not the main signal we’re hiring for. You are the person who connects media investment, customer behaviour, and commerce outcomes into one causally-grounded picture — not just a dashboard builder with a marketing vocabulary. You will work directly with data flowing through Intrepid’s own e-commerce enablement and marketing stack, as well as marketplace and social commerce data crawled or pulled via official API from Shopee, Lazada, and TikTok Shop, and third-party market intelligence and digital shelf data. Where useful, you’ll use AI tools such as Claude to accelerate analysis and move reporting toward more proactive insight — but the judgment behind a causal claim or an incrementality read has to be yours, not the tool’s. Key Responsibilities 1. Marketing Measurement & Incrementality • Own attribution and incrementality analysis for marketing spend — going beyond last-click or platform-reported attribution to assess the true causal impact of media investment. • Design and interpret incrementality reads (e.g. holdout tests, geo experiments) and, where relevant, build or interpret marketing mix modelling (MMM) to separate incremental lift from correlation. • Analyze cross-channel effects — for example, whether TikTok investment subsequently lifts Shopee or Lazada sales, shifts search behaviour, or drives new customer acquisition — rather than evaluating each channel in isolation. 2. Customer Analytics • Run cohort analysis to understand acquisition, repeat purchase, and retention patterns across markets and channels. • Build or interpret lifetime value (LTV) views, and identify which marketing activities are driving valuable, retained customers rather than only immediate conversions. • Connect customer-level patterns back to media investment decisions — informing not just "did this campaign convert" but "did it acquire customers worth keeping." 3. Proactive Exploration & Insight Generation • Explore marketing and commerce data on your own initiative to surface non-obvious patterns and anomalies — this is a core expectation of the role, not a bonus behaviour. • Present findings and recommendations directly to country marketing leads and regional leadership as a point of view, not just a finished chart. • Use AI tools such as Claude where they genuinely accelerate this work — automated anomaly flags, drafting narrative summaries, natural-language querying — while keeping the analytical judgment and causal reasoning your own. 4. Requirements, Delivery & Governance • Gather requirements from country marketing stakeholders and translate open-ended questions into structured data problems, working the hub-and-spoke model with the central Data Engineering / BI team in Vietnam and Indonesia. • Write your own SQL, build/validate your own dashboards, and reconcile Marketing Dashboard numbers, escalating recurring data quality issues to the central Data Governance & Quality function. • Maintain marketing metric definitions and methodology (including attribution and incrementality methodology) in Intrepid’s BI Business Glossary, so the more advanced measurement work above stays consistent and reproducible across markets. Marketing Measurement & Statistical Capabilities — Core • Strong, hands-on grasp of attribution methodology beyond last-click or platform-reported numbers — multi-touch attribution and incrementality testing (e.g. holdout or geo experiments); hands-on MMM experience is a strong plus.…