Regional Growth Analyst: Lifecycle & Activation Insights

ZUS COFFEE; Selangor; On-site; MYR 70,000 - 120,000; Full time

Job description

The Regional User Growth Analyst sits under Regional Growth team, serves as the analytic backbone for understanding user behaviour and lifecycle performance at scale.

This role provides strategic analytical support to CRM, Loyalty, Performance Marketing, and Regional Growth teams by identifying behavioural patterns, diagnosing funnel inefficiencies, and uncovering market-specific drivers of user activation, engagement, and retention.

Leveraging behavioural analytics, cross-market lifecycle modelling, and actionable insight generation, the Regional User Growth Analyst enables regional and local teams to optimise user strategies, strengthen lifecycle interventions, and drive sustainable user growth and value creation across the ZUS ecosystem.

• Identify lifecycle patterns unique to each market (MY, SG, TH, ID), including behavioural and cultural differences. Work directly with local country teams to adapt global strategies into market-relevant approaches based on user behaviour patterns.
• Provide regional teams(Marketing/CRM/Performance/Loyalty) with deep behavioural insights to support retention strategy, loyalty design, CRM segmentation, and lifecycle content
• Provide country team strategic analytical framework to enhance CLTV based on cross-market lifecycle modelling for each unique markets.
• Analyse user behaviour across onboarding, activation, repeat purchase, and long-term retention stages, evaluate triggers that influence habit formation and repeat purchase behaviour.
• Translate insights into recommendations for lifecycle improvements (activation nudges, habit loops, repeat triggers).
• Evaluate user sensitivity to promotions, points, loyalty rewards, and price changes by market.
• Conduct adhoc business/user analysis.
• Engage with regional stakeholders to gather market-specific requirements and ensure regional analysis framework meet local needs.
• Develop standardized metrics, reporting logic, and attribution frameworks across all markets.
• Collaborate with data engineering/product teams to improve tracking, tagging, and event instrumentation.
• Create scalable reporting models used by regional teams to support day-to-day and strategic decisions.
• Define experiment success metrics, build dashboards to monitor results, and provide recommendations.

Qualification and Experience

• Bachelor’s degree in Data Analytics, Statistics, Economics, Computer Science, Business Analytics, or a related quantitative field.
• 2–4 years experience in growth analytics, product analytics, marketing analytics, or behavioural analytics. Experience in multi-market roles is a plus.
• Strong analytical mindset with ability to translate insights into business decisions
• Knowledge of product funnels, user lifecycle metrics, cohort analysis, retention drivers
• Strong understanding of user behaviour, lifecycle funnels, activation, retention cohorts, and churn modelling.
• Strong SQL proficiency and analytics tools (Mixpanel, Amplitude, Firebase, GA4, Appsflyer)
• High proficiency in Excel/Sheets for quick analysis.
• Bonus: Experience collaborating with CRM/ Loyalty teams or supporting lifecycle automation
• High adaptability to face-paced working environment.
• Highly analytical with strong critical thinking
• Detail-oriented with strong QA discipline
• Able to translate data into clear, actionable recommendations
• Structured thinker with strong documentation skill