Senior Data Analyst - CRM Analytics

Job description

We are seeking an experienced data analyst to join our CRM Analytics team, supporting both Personal and Business customer segments. As a key member of the Marketing Analytics organisation, you will report to the Manager of CRM Analytics and play a critical role in driving our lifecycle marketing capabilities through rigorous data analysis and actionable insights. This is a high-impact role where you'll collaborate closely with our CRM, Product, Data Science, and Growth teams.

You will help define and execute the measurement framework for CRM initiatives, ensure data quality is top-notch, and provide analytical expertise to truly optimise customer engagement strategies. Your work will directly influence how we acquire, engage, and retain customers by building and running data-driven CRM programs.

Key Responsibilities

Translate complex business questions into clear analytical frameworks, delivering insights that directly drive strategic decisions. Design and execute in-depth analyses to evaluate campaign performance, customer segmentation, and engagement patterns across the customer lifecycle. Apply advanced testing methodologies (A/B testing, incrementality) to measure and significantly improve the effectiveness of CRM campaigns. Develop and maintain critical dashboards and reporting tools that track key CRM metrics and provide actionable insights for marketing teams.

Collaborate closely with Analytics Engineering, CRM technology, and Product teams to ensure data integrity and help define requirements for new initiatives. Build and optimise customer segmentation models to enhance targeting and personalisation strategies. Contribute to the development of the overall CRM analytics strategy and measurement framework.

Required Qualifications

Proven, hands-on experience in marketing analytics, specifically within CRM or lifecycle marketing domains. You'll need a strong technical skillset, especially advanced SQL proficiency to handle complex data manipulation in a modern data warehouse (like Snowflake). Experience with data modeling (dbt) and visualisation tools to create insightful and easy-to-digest dashboards and reports. Comfortable with a programming language such as Python or R for data analysis.

Solid understanding of experimental design and statistical testing methodologies. Excellent communication skills with the ability to translate complex analyses into clear, actionable business recommendations. Experience working cross-functionally with marketing and product teams.

Preferred Qualifications

Knowledge of marketing automation platforms and CRM tools. Familiarity with various customer segmentation techniques and personalisation frameworks.