Business & Data Analyst - Marketing SME

Business & Data Analyst - Marketing SME

Intrepid Asia · Kuala Lumpur, Malaysia (Hybrid) · — · Posted 2026-09-21

Workplace: hybrid

Department: Tech

Description

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.

Requirements

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.
• Comfortable applying statistical/analytical techniques — experimentation and test design, regression analysis, and time-series/cohort analysis — to answer causal questions about media impact, not just describe correlations.
• Demonstrated ability to reason about cross-channel effects (e.g. does TikTok spend show up in Shopee/Lazada sales, search demand, or new customer acquisition) rather than analyzing each platform in isolation.

Customer Analytics

• Practical experience with cohort analysis, customer acquisition and repeat purchase/retention metrics, and lifetime value (LTV) modelling.
• Ability to distinguish marketing activity that drives immediate conversion from activity that drives durable, valuable customers.

Analytical Curiosity

• A track record of exploring data unprompted and surfacing findings nobody explicitly asked for — we will assess this directly, not just requirements-gathering or dashboard delivery skills.

Technical & Data Capabilities

• Hands-on SQL and dashboarding experience (e.g. Apache Superset, Looker, Power BI, or similar), with the ability to validate and reconcile data from multiple sources yourself.
• Experience with or exposure to e-commerce marketplace data (Shopee, Lazada, TikTok Shop) is a strong plus, given Intrepid’s Martech and Analytics focus.
• Comfortable using Claude or other GenAI tools to accelerate analysis — SQL generation, summarizing large datasets, drafting narratives. Valuable, but secondary to the measurement and statistical capabilities above; we weight causal reasoning ability well above GenAI or low-code tool fluency.

Marketing Domain & Business Analyst Capabilities

• Solid understanding of marketing strategy — media mix, channel economics, campaign planning — sufficient to frame the right measurement questions.
• Baseline requirements-gathering and stakeholder management skills, with the ability to operate with minimal oversight across multiple country marketing teams. This is expected competence, not the primary differentiator for this role.
• Excellent communication skills, able to explain causal/statistical findings to a non-technical marketing audience without losing the nuance.

Preferred Experience

• 6+ years of experience with meaningful exposure to marketing measurement, growth/customer analytics, or applied statistics — not simply BA or dashboard-reporting experience.
• Hands-on experience with an MMM framework (e.g. Robyn, LightweightMMM) or having designed and run incrementality/holdout tests.
• Prior experience in e-commerce, marketplaces, or digital marketing in Southeast Asia.
• Experience covering multiple markets or countries remotely from a regional hub.
• Prior experience building or piloting an AI-assisted analytics workflow is a plus — but not a substitute for the statistical and measurement depth above.

Benefits

Why Join Intrepid

• Do real causal marketing measurement — attribution, incrementality, and cross-channel analysis — at regional scale across six SEA markets, not just report on what already happened.
• Be the first dedicated marketing measurement and customer analytics SME in this role, shaping how the function operates region-wide from the ground up.
• Work directly with real marketplace and campaign data — flowing from Intrepid’s own Martech platform, crawled/API data from platforms, and Marketing Dashboard — not theoretical frameworks.

In return, you will be getting

• We are building 'the operating system for digital commerce in South East Asia' covering all key platforms, working with leading international brands, with a breadth and depth of functionalities (Middleware, OMS, Inventory mgmt, Store Ops, CX, MarTech, Data & Analytics) that few in the industry can match
• You get the chance to work on exciting SaaS projects and sophisticated features and functionalities that will make a big impact in the industry, on a top-notch scalable infrastructure.
• Our Tech team has been around since 2017, so you will join a well-oiled and stable "machine" (= rockstar expert team), where processes are well established and enterprise-grade. But at the same time, our organisation is non-hierarchical, entrepreneurial and collaborative, and working on cool stuff, so you get the best of both worlds.
• Tech is a strategic pillar for intrepid, so you will feel the love and recognition for your work, and will partner closely with business stakeholders, who as internal users of the tech will provide the real-world feedback and inputs which help to take our tech stack to the next level

We also offer

Best of Both Worlds

We are a scale up: the sophistication of a small multinational, with the agility of a start-up. This means you get to work on cutting-edge projects, and besides your 'standard' job description, we love to see you show entrepreneurial initiative and want to see your take on how you can take your role and our company to the next level. Good ideas get implemented. You are the master of your own destiny.

Culture that Brings Out the Best

At Intrepid, culture is not just a buzzword, it is what we practice at work every day. We believe in collaboration over competition, transparency over politics, and willingness to learn over ego. You will be part of a team where people genuinely support one another, celebrate wins together, and face challenges head-on as one. We put our all into the work but we balance it with fun, whether that is through team lunches, after-work hangouts, events or shared laughter in the office. This is a place where you can thrive professionally while having a great time.

Grow Without Limits

Learning at Intrepid is constant and dynamic. You will have access to formal training through face-to-face sessions, coaching and our very own Intrepid Academy. On top of that, real-world experience such as leading clients, working with advanced tech, and mastering best-in-class processes will accelerate your growth every step of the way. Surrounded by a talented team that raises the bar daily, in a rapidly growing and ever-expanding business, the opportunities for your development are endless.

Rewarding You Right

We believe great work deserves great rewards at Intrepid. That’s why we offer competitive compensation and generous benefits, including comprehensive insurance and ample leave, to support you both in and out of the workplace. We want you to feel valued, cared for, and empowered to bring your best self to work every day.

Note: We will not be accepting any unsolicited resumes or CVs from headhunting or recruitment agencies at this point. Any CVs or profiles shared with us will not be entertained, and in the event of dispute, Intrepid will not be liable for any material compensation to third parties 

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