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Digital Analyst Team Lead, Southeast Asia


Data Analysis
Singapore - Technology Centre

Dyson is a global technology company with a unique philosophy - to solve problems that others ignore. It transforms every category it enters with radical and iconic re-inventions that work, perform and look very different.  


Three years ago 80% of Dyson’s business was full-sized vacuum cleaners. Today, its digital motor-powered cordless vacuums, robots, Airblade hand dryers, bladeless fans, humidifiers, purifiers and heaters are powering its growth in 75 countries around the world. 2015 saw the addition of Jake Dyson Light to the portfolio, and in April 2016 Dyson took its biggest leap yet, revolutionising the world of health and personal care with the launch of the Dyson Supersonic™ Hairdryer.  


Dyson is rapidly expanding; in its new and core categories, and across all of its global markets. The next four years are going to be Dyson’s biggest and busiest yet. By 2020, there will be 100 new machines, 4 new product portfolios and Dyson’s headcount will have doubled. With this pace of growth, these ambitious plans, and the complexities of global expansion, it is natural that Dyson is now thinking about the best ways to organise itself and manage its exciting new product ranges to best effect.  


Dyson’s culture is unique; dynamic, inventive, technology-obsessed and decidedly un-corporate. The mindset is geared to constant change and Dyson’s pace brings constant challenge. It’s not easy or comfortable, but it’s this way of working that drives performance. Dyson suits people with the courage and resilience to find their own way, spotting opportunities where others don’t, and having the self-belief to persevere where others give up. “Good enough” isn’t good enough. Experiences are more important than experience. And attitude counts as much as aptitude. 


Overview – Dyson Asia  


Dyson has set a regional office for Southeast Asia in Singapore. The Singapore office provides the vision and strategy for Dyson’s business in Southeast Asia, covering key markets such as Singapore, Malaysia and Thailand, and growth/new markets such as Philippines, Vietnam and Indonesia.  


Overview – Data Analyst at Dyson  


The analyst lead will play a crucial role in supporting the Marketing Director, Digital Marketing Manager and the wider SEA Marketing team to build insights which will help the team make informed decisions and measure campaign success – from awareness to conversion.  


The candidate will also be expected to have a close working relationship with the SEA eCommerce team, supporting with forecasting and insights to drive Dyson’s Direct business, and the regional Center of Excellence (CoE) teams.  


Main Responsibilities 


Floorcare, Environmental Control and Personal Care are rapidly growing categories in Southeast Asia. Over the past year, the business has also pivoted to focus on its eCommerce channels to fuel this growth.  


Given the current business landscape, we are now looking for a multi-faceted analyst who will be able to identify opportunities, gaps and areas for efficiencies across all markets, and provide valuable insights that will ultimately help the SEA team reach its targets.  


  • Forecasting and eCommerce Performance tracking – work closely with the media lead and eCommerce team to drive the analysis and reporting for both daily and key eCommerce activities. Be familiar with paid media forecasting of traffic, revenue and conversion data, and be able to work with our media buying agency (IPG) to both identify performance issues and provide solutions to improve conversions.   


  • Measurement – along with tools already available (Google Analytics, Similarweb, Adthena), work with agencies and Group/ CoE Performance Marketing teams to ensure that appropriate mechanisms are in place to measure the effectiveness of all Dyson online marketing activities including, but not limited to site traffic, site performance, conversion, paid media campaigns and affiliate performance. 


  • Reporting and optimization –  


Lead and manage all aspects of reporting and optimisation for Singapore as a key market responsibility. 


Lead team of junior analysts to identify onsite optimization opportunities across all other SEA markets that will allow us to improve our site performance. 


Manage prioritisation of team tasks on a weekly basis to ensure timely delivery on reporting and optimisation roadmap across different market clusters. 


Provide prompt campaign insights that will allow the team to optimize campaigns on-the-go, as well as drive the development of future campaigns. 


Communicate relevant top level online performance, learning and insights to the wider team on an ongoing basis. Also provide distributors with insights and reports which will help them understand opportunities present in their business.   


Report on the commercial success of campaigns by measuring Return on Investment, taking into account all marketing activities (offline, online, retail) and sales.  


  • Trend Reports – be able to spot trends, understand why it's happening, and how it might affect the business. Able to provide these insights not just through social listening tools, but from channel performance (e.g., Search, social campaigns).  


Key Stakeholders 



  • SEA Marketing team 

  • SEA Sales team (eCommerce team is a subset) 

  • SEA Finance team  

  • Regional Center of Excellence team in SG 

  • Group Media team in the UK 



  • Distributors 

  • IPG (media buying) 

  • Research agencies 


Person specification/core competencies 


Experience and Education 

  • 3 – 5 years of experience in measuring the performance of digital channels (search, social, video, display), some of which must be with a strong consumer multi-national brand or local pure play sites with proven track record. eCommerce experience is a plus.  

  • Bachelor’s Degree in Business, Marketing, Math, Statistics, Analytics or a related field.  

  • Expertise in web analytics, social analytics, and campaign performance reporting is a must.  

  • Experience in data mining and using data visualization tools would be an advantage.  

  • Experience managing a team would be a plus.  



  • Entrepreneurial 

  • Delivery focused, and prepared to roll up sleeves to make things happen 

  • Strives in a fast paced & dynamic environment  

  • An achiever, motivated by breaking new grounds and creating a business from scratch  


Skills and Competencies 

  • Highly analytical, strong attention to detail 

  • Advanced level Excel skills 

  • Passionate about digital & the opportunities it brings to drive commercial success for a business  

  • Ability to manage multiple stakeholders and work with cross-functional teams  

  • Good communication skills, both written & verbal 

  • Fluency in English, other Asian language would be an advantage (e.g., Mandarin, Thai, Bahasa) 

Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.

Interview guidance

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