Data Scientist - Crm & Loyalty

Shell Business Operations, Chennai | Chennai

Date listed

2 months ago

Employment Type

Full time

Found on:

Responsive image Github

Keywords: azure python

General Position Definition

  • This role will drive analytics and insights for the Global CRM & Loyalty teams
  • The ideal candidate is passionate about customer analytics - specifically CRM and Loyalty
  • The candidate will have strong quantitative skills (like statistics, mathematics, machine learning) and has applied those skills in solving real world problems in marketing
  • Incumbent is responsible for working on a range of technologies and tools collaborating directly with the marketing stakeholders & other partners


  • Leverage analytics, data and deep customer insights to identify and execute innovative programs that continually push CRM initiatives to the next level
  • Build and maintain a test and learn roadmap (A/B Testing) and work to continually iterate and optimize CRM efforts in order to increase the effectiveness of all channels
  • Measure impact of customer engagement initiatives across all channels (email, SMS, push notifications, direct mail, etc.) and optimize campaign spends
  • Support development of the contact strategy with ad-hoc analysis and projects.
  • Lead the design and development of CRM reporting dashboards; establish templates and processes for regularly sharing out CRM progress and results with key stakeholders
  • Develop and evolve advanced segmentation strategies for targeted campaigns driving incremental revenues


Industry / Functional Expertise

  • Provide deep business expertise in:

º CRM, Loyalty Analytics: Strong Campaign Analytics experience in both online & offline. Must have worked with Campaign, Loyalty and CRM data. Understands campaign effectiveness study and experienced in planning/targeting for CRM activities based on learning from previous activities

º Marketing / Customer Analytics: Campaign design and effectiveness testing, churn prediction, cross-sell / up-sell, Market Basket Analysis, Customer segmentation, propensity analysis, customer lifetime value

º Preferably worked in the past in Retail companies

º Paid Media Experience is also preferable and will be an added advantage

  • Proficiency Level: Mastery

Stakeholder Engagement Skills

  • Working collaboratively across multiple sets of stakeholders – business SMEs, IT, Data teams, Analytics resources, etc. to deliver on project deliverables and tasks
  • Identify actionable insights that directly address marketing challenges / opportunities
  • Articulate business insights and recommendations (based on model output) to respective stakeholders
  • Understanding business KPI's, frameworks and drivers for performance
  • Proficiency Level: Mastery

Technology Skills

  • Strong experience in specialized analytics tools and technologies (including, but not limited to)

º Azure Databricks, Alteryx

º Power BI, Spotfire or other visualization tools

º Python, R

º Adobe Analytics (good to have)

  • Statistics / Mathematics: Data Quality Analysis, Data identification, Hypothesis testing, Univariate / Multivariate Analysis, Cluster Analysis, Classification/PCA, Factor Analysis, Linear Modeling, Affinity & Association, Time Series
  • Identify the right approach(es) for given scenario and articulate why the approach fits
  • Assess data availability and modeling feasibility
  • Proficiency Level: Skill-to-Mastery

Special Challenges

  • Must have Skills:

º Knowledge of Direct marketing and CRM principles (segmentation, lifecycle management, etc.).

º Familiarity with the marketing funnel and customer journey frameworks to guide strategy.

  • Easily analyzes, draws and synthesizes important insights from complex data.
  • Extremely curious and self-driven to understand business performance through data.
  • Ability to translate a business or marketing question into a well-defined analytical plan that includes data requirements for technical resources to extract the necessary data.
  • Rapid onboarding on projects, understanding analytics goal and working with ill-defined datasets
  • Communicating technical jargon in plain English to colleagues within Data Science team and outside
  • Virtual working with network of colleagues located throughout the globe


  • Support design and delivery of analytics projects, within Retail business unit in Shell


  • Minimum 5-7 years of relevant experience in Marketing / Customer Analytics
  • Preferred experience in Retail or E-commerce managing CRM and Loyalty Data
  • Good interpersonal communication skills and influencing skills
  • Eagerness to learn and ability to work with limited supervision
  • Advanced university degree in Mathematics, Statistics, Engineering, Economics, OR, etc.


Click here for the application form!

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