Business Analysis Manager for Global Marketing/Operations(MJ035783)

For Global Marketing:

职位描述

1.  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；
   

2.  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；

1.  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；
   

2.  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；
   

3.  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；
   

4.  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。
   

任职要求（必备条件）

1.  学历专业：本科及以上学历，统计学、数学、经济学、计算机、信息管理、大数据等相关专业优先；
   

2.  SQL能力：SQL功底扎实，可独立编写复杂多表关联、窗口函数、CTE语法，具备SQL语句性能优化能力；拥有Hive/Spark SQL、BigQuery、Redshift任意一类大数据查询实操经验；
   

3.  数理能力：数理统计基础扎实，熟练掌握假设检验、回归分析、置信区间、显著性检验、基础因果推断知识，可独立研判统计结果，规避样本偏差、归因错误等分析常见误区；
   

4.  建模工具：熟练使用Python数据分析生态工具，精通Pandas、NumPy数据处理，掌握Scikit-learn工具库，可独立完成分类、聚类、业务预测类基础建模工作；
   

5.  AI能力：具备AI数据分析提效落地经验，可使用AI辅助代码开发、数据复盘、业务报告产出，面试可清晰说明使用场景、落地效果；
   

6.  业务认知：熟悉互联网主流广告平台、联盟投放底层逻辑，精通CPC/CPA/ROAS、多渠道归因等广告投放核心概念，具备投放效果复盘、渠道优化实操经验；
   

7.  从业经验：3年及以上互联网数据分析全职经验，拥有OTA在线旅游、电商、SEM渠道专项分析经验者优先；
   

8.  语言能力：英语读写能力良好，无障碍阅读英文平台文档、技术文档，可对接跨境海外业务对接工作。
   

加分项

1.  具备深度SEM渠道商务合作、渠道比价、渠道增量分析专项经验；
   

2.  精通A/B Test全流程实验设计，掌握DID、PSM进阶因果推断方法，了解营销Mix
   

Modeling营销测算模型；

1.  具备数据仓库建模、ETL开发、Airflow调度等数据工程相关基础能力；
   

2.  有海外头部OTA平台、跨境旅游行业全职数据分析从业经验
   

Job Description

1.  Responsible for full-funnel data analysis across overseas OTA platforms and cross-border SEM advertising channels, deconstructing core metrics including CPC/CPA/ROAS, conversion attribution, and channel costs; produce daily/weekly/monthly performance analysis reports to identify ad spend inefficiencies and traffic anomalies;
   

2.  Leverage SQL/Hive/Spark SQL for business data extraction, multi-table join data cleansing, and complex data modeling; optimize query performance to improve big data retrieval efficiency; align business metrics with data warehouse teams;
   

3.  Apply mathematical statistics and machine learning tools to execute user segmentation, traffic clustering, conversion prediction, and channel value modeling; validate advertising strategy effectiveness through hypothesis testing, significance analysis, and causal inference to prevent analytical bias;
   

4.  Collaborate with performance marketing teams to optimize SEM bidding strategies, channel mix, and audience targeting based on data insights; implement channel optimization and budget reallocation plans to improve ROAS;
   

5.  Interface with overseas business teams to align on international advertising policies and platform data definitions; build channel analytics dashboards and document performance analysis methodologies;
   

6.  Participate in A/B experiment design and post-hoc analysis; support marketing model estimation and channel incremental value assessment to build industry-specific channel analytics data assets.
   

Requirements(Mandatory)

1.  Education: Bachelor's degree or above; preferred majors in Statistics, Mathematics, Economics, Computer Science, Information
   

Management, or Big Data;

1.  SQL Proficiency: Solid SQL foundation with ability to independently write complex multi-table joins, window functions, and CTE syntax; experience in SQL query performance optimization; hands-on experience with at least one big data query engine: Hive/Spark SQL, BigQuery, or Redshift;
   

2.  Statistical Foundation: Strong grounding in mathematical statistics; proficient in hypothesis testing, regression analysis, confidence intervals, significance testing, and basic causal inference; capable of independently evaluating statistical results and avoiding common pitfalls including sample bias and attribution errors;
   

3.  Modeling Tools: Proficient in Python data analytics ecosystem; expert in Pandas and NumPy data processing; familiar with Scikit-learn library; capable of independently completing classification, clustering, and business prediction modeling tasks;
   

4.  AI Competency: Demonstrated experience in applying AI to improve data analysis efficiency, including AI-assisted code development, data review, and business report generation; able to clearly articulate use cases and impact during interview;
   

5.  Business Acumen: Familiar with mainstream internet advertising platforms and affiliate marketing mechanics; deep understanding of core advertising concepts including CPC/CPA/ROAS and multi-channel attribution; hands-on experience in performance review and channel optimization;
   

6.  Professional Experience: 3+ years full-time data analytics experience in internet industry; candidates with OTA online travel, e-commerce, or SEM channel specialization preferred;
   

7.  Language Skills: Strong English reading and writing proficiency; capable of reading English platform and technical documentation without difficulty; able to interface with cross-border overseas business operations.
   

Preferred Qualifications

1.  In-depth experience in SEM channel business development, rate negotiation, and incremental value analysis;
   

2.  Expertise in full-cycle A/B test design; proficiency in advanced causal inference methods including DID and PSM; familiarity with Marketing Mix Modeling;
   

3.  Foundational data engineering capabilities including data warehouse modeling, ETL development, and Airflow workflow orchestration;
   

4.  Full-time data analytics experience at leading overseas OTA platforms or cross-border travel industry.
   

For Global Operations：

岗位概述

面向全球市场制定数据驱动的用户运营策略，在以下至少一个领域具备经证实的专业能力：

B2C CRM全链路沟通策略与业务分析（CRM渠道订阅 - 用户分层 - 触达时机 - 渠道 - 内容），或

酒店旅游行业的忠诚度/会员体系策略与业务分析，或

用户运营补贴/激励策略与业务分析（用户分层 - 用户旅程与触点 - 激励机制）。

本岗位与业务目标及业绩达成紧密挂钩。需构建可量化的KPI体系并实现报告自动化，开展实验设计，标准化最佳实践，以提升转化、留存、复购及ROI。

核心职责

业务模式框架与评估：主导CRM沟通/会员体系/用户激励的业务KPI框架设计与落地，交付标准化看板及自动化报告。

业绩监控与业务复盘：持续追踪业务表现；主导周/月/季度复盘；向高层领导、业务负责人、区域负责人及跨职能利益相关方传递洞察与建议。

分析与洞察：执行队列分析与漏斗分析、多触点归因及倾向性模型（转化/流失/召回），生成可落地的洞察并支持业务决策。

实验与因果评估：设计并评估A/B及多变量测试；定义测试/对照组、频次控制、样本量及统计标准；酌情应用准实验/因果推断方法。

用户激励设计与评估：监控核销率、渗透率及边际ROI；实施风控及反欺诈机制。

AI赋能分析：构建并推广智能化分析能力，利用AI加速数据获取、分析、报告及解读；规模化自助式分析。

任职资格

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.