Head, Analytics at Airasia in Kuala Lumpur, Kuala Lumpur, Malaysia

Head, Analytics Location: Wisma Capital A Job Description Head of Analytics Role Overview We are seeking a commercially driven Head of Analytics to lead Insights and Business Intelligence across the AirAsia ecosystem. This role will transform data into actionable growth strategies, enabling smarter decisions across Aviation, MOVE App, BigPay, and ancillary businesses. You will own the end-to-end analytics vision—driving customer insights, revenue optimisation, loyalty intelligence, and data storytelling—while partnering closely with Commercial, Marketing, Product, and Technology teams. This is a high-impact leadership role focused on building a unified view of the customer and unlocking monetisation opportunities across a multi-industry digital ecosystem. Key Responsibilities 1. Strategic Leadership & Vision ● Define and lead the Analytics & Insights strategy across the AirAsia ecosystem ● Build a single customer view (Customer 360 / DNA) across aviation, fintech (BigPay), and lifestyle platforms ● Translate business priorities into a data-driven decision-making framework ● Act as a key advisor to senior leadership on growth, monetisation, and customer strategy 2. Commercial & Revenue Impact ● Drive analytics to improve: ○ Revenue yield (pricing, ancillary attach rates) ○ Customer lifetime value (CLV) ○ Loyalty programme performance (earn/burn, tier progression, engagement) ● Identify new monetisation opportunities through data partnerships and ecosystem integration ● Support co-brand partnerships, campaigns, and cross-sell strategies with data insights 3. Business Intelligence & Reporting ● Oversee development of executive dashboards and KPI frameworks (DAU, MAU, conversion, retention, revenue) ● Standardise reporting across business units into a single source of truth ● Drive automation and self-serve BI capabilities for commercial teams ● Ensure timely and accurate reporting for leadership and board-level discussions 4. Customer Insights & Data Science ● Lead advanced analytics including: ○ Customer segmentation & targeting ○ Predictive modelling (churn, propensity, next best action) ○ Campaign measurement & incrementality ● Develop actionable insights to support: ○ Lifecycle marketing (activation, retention, reactivation) ○ Personalisation strategies across digital channels ● Partner with Product teams to embed AI-driven recommendations into customer journeys 5. Cross-Functional Collaboration ● Work closely with: ○ Marketing (campaign performance & targeting) ○ Loyalty (points economy, tier strategy, engagement) ○ Product & Tech (data integration, tracking, experimentation) ○ Finance (revenue tracking, forecasting, ROI measurement) ● Bridge gap between technical data teams and business stakeholders 6. Team Leadership & Capability Building ● Build and lead a high-performing team across: ○ Business Intelligence ○ Customer Insights & Research ○ Data Science / Advanced Analytics ● Establish best practices in: ○ Data governance (in collaboration with IT/Data teams) ○ Insight generation and storytelling ● Upskill organisation on data literacy and self-service analytics Key Success Metrics ● Growth in revenue driven by analytics-led initiatives ● Improvement in customer engagement (DAU/MAU, retention, frequency) ● Increase in loyalty metrics (active members, points burn, tier upgrades) ● Adoption of BI tools across business units ● Speed and quality of insights delivered to leadership Requirements ● 12–15+ years in Analytics, Insights, or Business Intelligence ● Proven leadership experience in consumer, aviation, fintech, or digital ecosystems ● Strong track record of driving commercial impact through data ● Experience managing cross-functional regional teams (APAC preferred) Technical & Functional Skills ● Strong expertise in: ○ BI tools (e.g. Tableau, Power BI, Looker) ○ Data visualisation and storytelling ○ SQL / data querying (hands-on understanding preferred) ● Experience in: ○ Customer analytics & segmentation ○ Experimentation (A/B testing) ○ Predictive modelling / data science (working knowledge) Leadership & Commercial Mindset ● Strong business acumen with ability to translate data into revenue opportunities ● Excellent stakeholder management at C-level ● Ability to operate in a fast-paced, entrepreneurial environment ● Strategic thinker with strong execution focus