岗位职责
- 负责海外OTA平台、跨境SEM广告渠道全链路数据分析，拆解CPC/CPA/ROAS、转化归因、渠道成本等核心指标，输出日报/周报/月度投放分析报告，定位投放损耗、流量异常问题；
- 依托SQL/Hive/Spark SQL开展业务数据提取、多表关联数据清洗、复杂数据建模，优化查询语句，提升大数据取数效率，对接数仓完成业务口径对齐；
- 运用数理统计、机器学习工具完成用户分层、流量聚类、转化预测、渠道价值建模，通过假设检验、显著性分析、因果分析验证投放策略有效性，规避数据分析偏差；
- 联动投放运营，基于数据结论优化SEM投放策略、渠道配比、人群出价方案，落地渠道优化、预算调优方案，助力投放ROAS提升；
- 对接海外业务团队，同步海外投放规则、平台数据口径，搭建渠道数据看板，沉淀投放分析方法论；
- 参与业务A/B实验设计、效果复盘，配合完成营销模型测算、渠道增量价值评估，沉淀行业渠道分析数据资产。
职位要求
学历要求 本科及以上学历，商业/数据分析、酒店与旅游管理、市场营销、经济学、统计学、信息系统或相关专业。 从业经验 5年及以上OTA、酒店旅游、电商或IT行业的业务分析经验。 在以下至少一个领域具备经证实的专业能力：B2C CRM沟通、酒店旅游忠诚度与会员策略，或B2C用户增长激励策略。 具备经证实的跨区域、跨文化协作及全球项目交付经验。 技术能力 精通SQL，可完成复杂数据提取与转换。 熟练使用BI及可视化工具（Tableau、PowerBI、Looker Studio等）。 具备A/B测试设计及评估的实战经验。 熟悉MarTech/营销自动化及CDP平台（如Braze、Salesforce\Marketing Cloud、Adobe Campaign等）优先。 业务与软性能力 具备强劲的增长及运营卓越意识；能够将洞察转化为可执行策略并完成闭环。 表达清晰、结构严谨；能够向非技术背景利益相关方解释复杂分析，并对高层领导施加影响力。 扎实的项目管理能力，可并行管理多个项目。 快速学习者，适应业务变化。 旅行爱好者。 语言能力 英语流利；中文能力优异者优先。 掌握其他语言者优先。 差旅要求 可灵活接受短期国际商务差旅。 愿意接受长期外派机会者优先。 Role Summary Develop data-driven user operation strategies across global markets, with proven expertise in one of the following areas : B2C CRM full-funnel communication strategy and business analysis (CRM channel subscription - user segmentation - timing - channel - content), or Loyalty/membership strategy and business analysis in the hospitality and tourism industry, or User operations subsidy/incentive strategy and business analysis (user segmentation - user journey and touchpoint - incentive). This role closely aligns with business targets and achievement. You will build measurable KPI frameworks and automate reporting, conduct experiment design, and standardize best practices to improve conversion, retention, repurchase, and ROI. Key Responsibilities Business Model Framework and Evaluation : Lead the design and rollout of business KPI frameworks for CRM communication/membership/user incentive, delivering standardized dashboards and automated reporting. Performance Monitoring and Business Reviews : Continuously track business performance; lead weekly/monthly/quarterly reviews; communicate insights and recommendations to senior leadership, business leaders, regional leaders, and cross‑functional stakeholders. Analysis and Insights : Run cohort and funnel analysis, multi-touch attribution, and propensity models (conversion/churn/reactivation) to generate actionable insights and support business decision-making. Experimentation and Causal Evaluation : Design and evaluate A/B and multivariate tests; define test/control groups, frequency controls, sample sizing, and statistical standards; apply quasi‑experimental/causal methods where appropriate. Design and evaluate user incentives : monitor redemption, penetration, and marginal ROI; implement abuse/fraud controls. AI-Enabled Analytics : Build and promote intelligent analysis leveraging AI capabilities to accelerate data access, analysis, reporting, and interpretations; scale self-service analytics. Requirements: Education Bachelor’s degree or above in Business/Data Analytics, Hotel and Tourism Management, Marketing, Economics, Statistics, Information Systems, or related fields. Master's degree or above is preferred. Professional Experience A minimum of 5 years in business analytics in OTA, hospitality & tourism, e-commerce, or fast-paced IT industries. Proven expertise in at least one of the following areas: B2C CRM communications, Loyalty and membership strategies in hospitality and tourism, or B2C user growth incentive strategies. Proven cross-regional, multi-cultural collaboration and global project delivery. Technical Skills Advanced SQL for complex data extraction and transformation. Proficiency with BI and visualization tools (Tableau, PowerBI, Looker Studio, etc.). Proven experiences in A/B testing and evaluations. Familiarity with MarTech/marketing automation and CDPs (e.g., Braze, Salesforce Marketing Cloud, Adobe Campaign, etc.) is a plus. Business and Soft Skills Strong growth and operation excellence acumen; ability to turn insights into executable strategies and close the loop. Clear, structured communication; able to explain complex analyses to non-technical stakeholders and influence senior leadership. Solid project management, able to manage multiple projects in parallel. A fast learner with adaptability to business changes. A travel enthusiast. Language Fluency in English; Chinese proficiency is a strong plus. Additional languages are a plus. Travel Requirements Flexible to undertake short-term international business travel. Openness to long-term relocation opportunities is a plus.
