Lead Analyst

Job Description:

Job title:

Senior Data Scientist
Department:

Media – Data & Martech
Reports to:

Partner, Head of Data & Martech
Role Purpose:
The purpose of this role is to lead design, development, and deployment of advanced data science solutions to
drive business outcomes. The Senior Data Scientist will apply statistical modelling, machine learning, and
marketing analytics to deliver insights across multiple domains while also contributing to the team’s advancement
in emerging technologies such as Generative AI, automation, and scalable ML infrastructure.
Key responsibilities :
• Develop and maintain Dentsu Malaysia’s proprietary solutions leveraging machine learning, causal
methods to drive business outcomes & actionable insights for clients
• Build supervised and unsupervised machine learning models for use cases such as churn prediction,
customer segmentation (e.g., RFM), lifetime value (LTV) scoring, recommender systems, and other
marketing-focused predictive modelling tasks.
• Extract, transform, and analyse data using SQL from within BigQuery to support modeling, reporting, and
insight generation
• Operationalise models through automated batch processing, cloud deployment, and containerised
environments
• Maintain Git-based repositories and CI/CD-compatible workflows for production-ready code and
reproducible analytics.
• Build and implement attribution models using game-theoretic approaches such as Shapley values to
evaluate the relative contribution of marketing channels across the customer journey.
• Identify practical applications for Generative AI in analytics workflows (e.g., insight summarisation,
automated narrative generation, prompt-based tools)
• Build prototypes using large language models (LLMs) and integrate them into reporting, campaign
analysis, or data exploration tools
• Evaluate model output quality, fine-tune prompts, and ensure responsible AI practices are followed.
• Translate complex model outputs into actionable insights for cross-functional teams including marketing,
commercial, and product stakeholders.
• Lead requirements gathering, insight walkthroughs, and technical consultations with internal
stakeholders.
• Provide technical mentorship to junior data scientists across modelling, EDA, and statistical methods.
.
Key Experience:
•
Bachelor’s or Master’s degree in Data Science, Statistics, Computer Science, or a related field.
•
5+ years of experience in applied data science, with expertise in statistical techniques such as regression, forecasting, and hypothesis testing.
•
Demonstrated ability to translate data models into real-world business actions.
•
Proficient in Python, R, SQL, and Google Cloud Platform (BigQuery, Cloud SQL).
•
Experience with MMM libraries and probabilistic programming (e.g., Robyn, LightweightMMM, PyMC).
•
Strong grasp of machine learning theory, statistical inference, and model interpretability techniques (e.g., Shapley values).
•
Familiarity with LLMs (e.g., OpenAI, PaLM) and GenAI tools (e.g., LangChain, Vertex AI GenAI APIs) is preferred.
•
Understanding of digital campaign KPIs, attribution modelling, and customer journey analytics.
•
Experience building ML models that directly support business decisions across performance, retention, and ROI.
•
Strong technical writing and stakeholder communication skills.
•
Experience managing analytics workflows across multiple workstreams and regional stakeholders.
•
Able to deliver under tight timelines with minimal supervision.

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