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 teams advancement
in emerging technologies such as Generative AI automation and scalable ML infrastructure.
Key responsibilities :
Develop and maintain Dentsu Malaysias 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:

Bachelors or Masters 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.

Location:

Brand:

Time Type:

Contract Type: