Manager - Customer Insights Shamal Holding

As Shamal Holding continues to grow, we re in search of a strong>Manager Customer Insights.

In this role, you will be responsible for driving data-led decision-making across Shamal s marketing and customer experience initiatives by owning customer data, insight frameworks, and measurement strategy.

This role transforms data into actionable intelligence that improves marketing effectiveness, enhances customer experience, and demonstrates clear business and brand ROI. The role owns customer data and CDP strategy, leads Voice of Customer (VoC) programs, and defines measurement frameworks, while working closely with agency and analytics partners to deliver advanced analytics, brand measurement, and reporting.

Customer Data, CDP & Analytics Ownership

• Own Customer Data Platform (CDP) strategy, governance, and roadmap, ensuring unified customer profiles across brands and touchpoints.
• Lead customer segmentation strategies using behavioural, demographic, and transactional data to support marketing and CX use cases.
• Partner with internal analytics teams and agency partners to deliver CRM insights, including lifecycle performance, retention, engagement, and loyalty indicators.
• Ensure data quality, privacy, and governance standards are upheld across all customer data sources.

Voice of Customer (VoC) & User Research

• Design and lead VoC and customer research programs to understand customer needs, behaviours, drivers, and barriers across the end-to-end journey.
• Establish and manage brand-level research frameworks covering awareness, consideration, journey pain points, and booking barriers.
• Partner with external research specialists (e.g. Sparks & Honey) to deliver brand measurement and qualitative insight programs aligned to business priorities.
• Translate research findings into clear, actionable recommendations for content strategy, experience optimisation, website performance, and campaign planning.
• Own customer satisfaction frameworks and KPIs (NPS, CSAT, CES) across the portfolio.

Marketing Effectiveness, Brand & Campaign Measurement

• Define and maintain measurement frameworks to assess marketing ROI, brand health, campaign effectiveness, and channel performance.
• Design full-funnel measurement approaches linking upper-funnel brand activity to lower-funnel conversion and revenue outcomes.
• Partner with agency and analytics teams to apply attribution models, brand lift studies, and media effectiveness analysis.
• Support marketing mix modelling and budget optimisation exercises in collaboration with Annalect and media partners.
• Deliver executive-ready dashboards and insight narratives that inform investment decisions and performance optimisation.

Measurement Strategy & Integration

• Proactively identify measurement gaps and embed analytics requirements early in marketing and CX planning.
• Develop measurement roadmaps connecting research, tracking, optimisation, and performance analytics.
• Create repeatable measurement playbooks for key initiatives such as campaigns, activations, partnerships, and launches.
• Lead cross-functional measurement planning with Marketing, CX, IT, Legal, agencies, and analytics partners.

CX & Journey Analytics

• Analyse customer journeys across digital and physical touchpoints to identify experience gaps and optimisation opportunities.
• Integrate VoC, behavioural, and transactional data to provide a holistic view of customer experience performance.
• Partner closely with CX teams to translate insight into experience design improvements and service enhancements.

Stakeholder & Partner Collaboration

• Support senior leadership in translating business objectives into insight and measurement strategies.
• Act as a trusted insights partner to Marketing, Media, CX, and Digital teams.
• Lead and govern relationships with agency partners including Sparks & Honey (brand measurement), Annalect (tools, technology, advanced analytics), and other analytics vendors.
• Collaborate with internal analytics teams to ensure alignment between insight needs, tooling, and delivery.