Regional CRM Strategy & Analytics Associate, Regional Brand & Growth Marketing

About the team The Regional CRM team is committed to driving active Shopee user growth, with the goal of maximising customer lifetime value. We achieve this through personalised customer journeys, tailored incentives, sophisticated data science models, and highly localised marketing strategies. In close partnership with both regional and local teams, we design and execute impactful initiatives that drive measurable results. Guided by a strong data-driven culture and an unwavering focus on innovation, we continuously refine campaign performance through rigorous testing and establish best-practice frameworks that scale across the region. Responsibilities Build user segmentation frameworks and design high-impact market initiatives tailored to diverse lifecycle stages, directly fueling core business objectives Develop comprehensive short-term and long-term budget allocations, coupled with innovative campaign mechanisms that balance user growth with sustainable ROI Proactively pilot and scale experimental initiatives aimed at enhancing long-term user stickiness and overall ecosystem vitality Advocate for CRM strategies across regional and local teams, securing stakeholder buy-in and driving implementation of initiatives Design and execute robust A/B testing protocols to validate hypotheses and test new initiatives Analyse test results and user behaviors to form actionable insights and strategic pivots Partner with Product and Engineering teams to integrate cutting-edge AI and algorithmic solutions; define sophisticated KPIs to measure the success of innovative solutions Oversee the deployment and optimization of automated campaigns across regions; work with regional and local teams to ensure precision targeting and operational excellence Requirements Bachelor’s degree in Business, Marketing, Analytics, Statistics, or a related field Relevant experience in working with data, drawing insights, designing reporting templates, and forming practical data-driven solutions is a plus Strong analytical skills and proficiency in Excel, Google Sheets and Google Slides. Hands-on experience with LLM is a plus Knowledge of A/B testing and able to design experiments to conduct hypothesis testing Good communication and stakeholder management skills Self-motivated and eager to learn, and have the ability to work both independently and collaboratively