Deputy Manager E-Commerce

The organisation is seeking a highly analytical, data-driven, and technically proficient Manager, Performance Analytics & CRM Intelligence. The role requires complete ownership of data ingestion pipelines, CRM transformations, API integrations, funnel analytics, and performance insights that directly impact ROI and revenue.

This is a deeply technical, analytical position for a specialist who can translate large volumes of Ads, CRM, and Customer Journey data into actionable insights. You will manage attribution systems, build automated dashboards, build lead-scoring and propensity models, and influence creative, landing page, and audience strategy through UI/UX intelligence.

You will play a central role in ensuring that all digital signals - from Ads platforms to CRM- are stitched end-to-end, enabling the team to make fast, precise, and revenue-anchored decisions.

Key Responsibilities:

1. Data Analysis & Ingestion Pipelines

• Data Ingestion Ownership: Build, maintain, and optimise ingestion pipelines from Google Ads, Meta Ads, publishers, CRM, and internal databases.
• API Integrations: Manage and coordinate API connectors with 3P vendors and internal teams to ensure real-time data flows into dashboards, CRM tables, and audience systems.
• Signal Accuracy: Ensure accurate mapping of UTM parameters, source tracking, event tagging, and CRM disposition codes.
• Data Cleaning & Validation: Build processes to clean, standardise, and quality-check incoming lead and campaign data.

2. CRM Intelligence & Funnel Analytics

• Dynamics 365 Expertise: Own the analytics layer in Dynamics CRMmonitor routing, conversion stages, timestamp hygiene, and funnel drop-offs.
• Funnel Diagnostics: Conduct deep analytics across the full funnel: Impression Click Lead QL Opportunity Sale Revenue.
• Lead Quality Analysis: Build frameworks to identify junk lead patterns and correlate them with campaign, audience, and publisher parameters.
• Sales Feedback Loop: Integrate Sales/Call Centre disposition data into performance dashboards and trigger optimisation recommendations.

3. Measurement Infrastructure & Attribution

• GA4 & GTM Management: Own tagging, tracking, and event schema for all digital assets, ensuring flawless signal flow from web CRM reporting systems.
• Attribution Models: Create multi-touch and first-touch attribution views, aligned with business-specific KPIs.
• CAPI Integrations: Maintain Meta CAPI, Google enhanced conversions, offline conversions, and server-to-server integrations.

4. Predictive Modelling & Performance Scoring

• Lead Scoring Models: Build scoring frameworks using ad intent signals, CRM fields, landing page behaviours, and call outcomes.
• Propensity Modelling: Construct propensity models to predict likelihood of conversion by campaign, audience, publisher, and product.
• Forecasting & Trend Modelling: Use historical analytics to forecast spend efficiency, lead volumes, and product-specific sales trends.

5. Creative, Landing Page & Audience Intelligence

• UI/UX Optimisation: Analyse landing page behaviours (scroll depth, form drops, bounce patterns) to recommend UI/UX improvements.
• Creative Intelligence: Provide insights on creative hooks, messaging patterns, and audience resonance based on CRM & funnel data.
• Audience Architecture: Build high-intent platform audiences using CRM segments, lookalikes, retargeting clusters, and product behaviour cohorts.

6. Reporting, Automation & Insights

• Dashboarding: Build automated dashboards in Power BI, Looker Studio, and Excel that visualise Spend Leads QLs Sales ROAS Revenue.
• Automation: Implement automated triggers for anomaly detection (CPL spikes, lead quality dips, publisher issues).
• Insights & Recommendations: Provide daily, weekly, and monthly insights that shape campaign direction, targeting, and creative strategy.

Candidate Profile:

1. Technical Expertise

• Analytics & Data Tools: 47 years of experience with Power BI, Looker Studio, GA4, GTM, SQL (preferred), Python/R (optional).
• CRM Systems: Strong experience with Microsoft Dynamics 365 or Salesforce, specifically with routing tables, disposition codes, and automation flows.
• API & Integrations: Hands-on experience with API connectors, webhooks, server-side integrations, and ETL processes.
• Advanced Measurement: Experience with CAPI, offline conversions, enhanced conversions, and multi-touch attribution.
• AI Literacy: Ability to use AI tools for modelling, data cleaning, analysis, creative recommendations, and insight generation.

2. Experience & Skills

• Proven background managing performance analytics in high-volume lead-generation setups (BFSI preferred).
• Strong command over data modelling, signal hygiene, funnel optimisation, and attribution science.
• Ability to convert complex datasets into simple, actionable insights for media, sales, and product teams.
• Fast problem-solving mindset with the ability to identify root causes and recommend fixes instantly.

Education

• MBA/MMS/Bachelors degree in Business Analytics, Marketing, Digital Marketing, Data Science, or related fields.