Senior Dashboard Lead

Role Purpose

Lead the development, governance, and continuous enhancement of commercial dashboards and performance reporting across AirAsia Rewards, MOVE, Aviation, and Ecosystem businesses. The role is responsible for translating complex data into actionable business insights, enabling leadership to make faster and more informed commercial decisions.

Key Responsibilities

• Own the commercial performance reporting framework across all business units.
• Develop executive dashboards covering: Revenue, Active Members, Acquisition, Engagement, Earn & Burn, Redemption, Tier Migration, Partner Performance, Campaign Effectiveness.
• Ensure leadership receives timely and accurate weekly, monthly, and quarterly performance updates.

Dashboard Development & Governance

• Define dashboard standards, KPI definitions, and reporting governance.
• Partner with Data Engineering and BI teams to ensure reliable data pipelines.
• Maintain a single source of truth for commercial reporting.
• Drive dashboard automation to reduce manual reporting effort.

Executive & Leadership Reporting

• Produce CEO, COO, CFO, and Leadership Team dashboards.
• Build board-ready performance scorecards.
• Simplify complex analytics into clear business narratives and recommendations.
• Identify key risks, opportunities, and performance drivers.

Business Performance Monitoring

Monitor and report key commercial metrics including:

• Loyalty Performance: Active Members, Monthly Active Users, Member Growth, Earn & Burn Ratio, Redemption Rate, CPP, Breakage, Tier Distribution, Tier Upgrade Rate.
• Commercial Partnerships: Partner Revenue, Points Issuance, Partner Acquisition, Partner Retention, Campaign ROI.
• Ecosystem Performance: Flight Bookings, Hotels, Ride, Insurance, Dining, Cross-Sell Performance.

Stakeholder Management

• Work closely with: Commercial Partnerships, Marketing & CRM, Loyalty Programmes, Aviation Commercial, MOVE Business Teams, Finance, Product & Technology.
• Gather reporting requirements and prioritize dashboard enhancements.

Continuous Improvement

• Identify reporting gaps and recommend improvements.
• Introduce self-service analytics capabilities.
• Drive adoption of dashboards across the organization.
• Benchmark reporting best practices against leading loyalty and travel companies.

Required Experience

• 5–8 years of experience in Commercial Analytics, Business Performance Management, Revenue Management, Loyalty, CRM, Customer Insights, Category Management, or Strategic Planning.
• Proven track record translating business performance data into actionable commercial recommendations.
• Experience supporting senior leadership teams with performance reporting, business reviews, and strategic decision-making.
• Strong understanding of key commercial metrics including revenue, customer acquisition, retention, loyalty, engagement, and profitability.
• Experience in aviation, travel, loyalty, retail, e-commerce, fintech, or digital platform businesses is highly desirable.
• Ability to identify business opportunities, performance gaps, and growth drivers through data analysis.
• Strong stakeholder management skills with experience working across Commercial, Marketing, Finance, Product, and Operations teams.
• Experience preparing executive-level presentations and board-ready performance updates.
• Strong storytelling and communication skills, with the ability to simplify complex information into clear business narratives.
• Comfortable working with BI and data teams to define reporting requirements and KPI frameworks, without necessarily being responsible for building dashboards.