Senior Business Analyst, New verticals (Bangkok Based, relocation provided)

The Opportunity 

Agoda is very excited to launch a new B2C fintech product  

As Senior Business Analyst – New verticals, you will play a key role in defining, launching and growing the product across different markets. You'll devise, own and execute initiatives to drive acquisition, transaction growth and retention, working closely with product, fintech, and cross-functional marketing teams. This is a unique opportunity to incubate and grow a new business vertical within Agoda from the ground up. 

We are looking for someone who can handle ambiguity well while remaining independent in developing fast-paced initiatives across this new and interesting product.  

In this Role, You Will 

• Help on defining the Product Customer Value Proposition and Go To Market (GTM) Strategy 
• Design optimization strategy for the product across the full funnel – from user across key business metrices (i.e., acquisition, activation, transaction growth, top-ups loyalty and customer engagement) 
• Execute the marketing strategy: e.g.,   
  • Launch the different marketing channels (e.g., paid search, app campaigns, affiliates)  
  • Optimize performance campaigns across channels such as; App campaigns, KOL initiative and Paid search 
  • Optimize incentives via campaigns across markets to drive business objectives while maintaining sustainable unit economics 
  • Work closely with Product and Design to Shape onboarding, in-app messaging, and key user journeys 

• Collaborate with Fintech, Legal, and Compliance to ensure campaigns, claims, and messaging are accurate, compliant, and easy for customers to understand and translate regulatory constraints into clear, user‑friendly communications 
• Build and continuously improve dashboards, reporting, and processes on your respective portfolio to scale operationally over time. 
• This is a sole contributor role with strong visibility across Managers and Directors 

What You’ll Need to Succeed 

Must Have Qualifications 

• Marketing expertise: At least 3 years of experience with running strategic initiative within the e-commerce, consulting, OTA and fintech space 
• Strong analytical skills:  
  • Comfortable working with data and performance metrics (CAC, LTV, activation, retention, payback, cohorts) 
  • Ability to pull and analyze data using SQL and/or self‑serve BI tools 
• Demonstrated entrepreneurial / builder mentality:  
  • Able to operate in ambiguity, set up new processes, and “figure things out” without a playbook. 
  • Excellent organizational skills, attention to detail and ability to work independently 
  • Ability to think strategically, learn fast and understand new business dynamics 
  • Innate desire to take ownership, make an impact and influence outcomes 
  • Bias for action and experimentation 
  • Excellent verbal and written communication skills in English 

• Strong stakeholder management and communication skills, with experience collaborating with multi team in multiple department  

Nice to Have 

• Experience with Direct marketing, Performance marketing and Affiliate marketing for financial products  
• Experience in consulting, investment banking, e-commerce, fintech or financial services, such as Travel cards, multi‑currency wallets 
• Experience launching or scaling a new product or major feature as part of a team 

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