CRM Insight Analyst
Join us on the Journey...
National Express are recruiting an experienced CRM Insight Analyst to join our team. Based at our Head Office in Digbeth, the successful candidate will drive data-led decision-making across our marketing activities. Using Salesforce Marketing Cloud, focusing on optimising customer segmentation, refining audience selections, and analysing customer behaviours to support personalised, high-performing campaigns. You will also be responsible for delivering actionable insights to enhance customer engagement, retention, and loyalty, while ensuring data accuracy and regulatory compliance. By leveraging customer and marketing performance data, the CRM Insight Analyst plays a key part in supporting commercial growth and helping the business tell a compelling story through data.
What you'll do:
- Apply analytical knowledge and measurement to determine the effectiveness of CRM, Marketing and Business Development activity with a view to continuous improvement
- Develop and maintain performance dashboards as required for key activity. Monitor trends and supply actionable insight to key stakeholders, through either Tableau/ and or existing tools
- Support the new product development pipeline by providing insightful data analytics, models and metrics
- Support ad-hoc analysis requirements or data requests from key business stakeholders
- Aid the strategic development of the customer database, integrating new data sources and developing capabilities to meet business objectives
- Working with the CRM Manager to ensure the database is updated with analytical content to meet the needs of the business and help drive better/quicker analytics for the team
- Ensure personal data processing is compliant with GDPR, ensure lawful conditions for processing are documented and conduct data protection impact assessments as required
- Production of customer MI suite, reporting on health of database, customer RFV and performance against objectives
- Manage the continuing development of the customer segmentation programme, maintaining and enhancing multiple, objective specific, segmentations
- Enhancing segment insight through integration of internal & external data sources
- Work closely with the CRM Manager and end users to ensure effective usage and implementation of segmentation and segmented offers
- Create and refine audience selections in Marketing Cloud to deliver the right messages to the right customers at the right time
- Monitor and evaluate the performance of CRM campaigns, generating insights and actionable recommendations for continuous improvement
- Leverage Marketing Cloud features, such as Journey Builder and Automation Studio, to streamline marketing workflows and enhance efficiency
- Ensure all customer data is handled/used in a manner compliant with relevant regulation
- Work with IT, Compliance and 3rd Party providers to stay informed about any changes in data usage/storage and/or regulations, implementing new requirements in a timely and robust manner
What you'll need:
- Educated to degree level with experience in an analytical role
- Strong technical skills in SQL, Python, R, SAS or similar
- Strong experience of Marketing Cloud and Salesforce
- Experience of a wide range of statistical techniques such as segmentation, regression and predictive modelling as well as having the ability to communicate complex analysis to internal and external stakeholders
- Ability to present, explain and interpret data or analysis to non-technical audiences and senior stakeholders
- Strong analytical skills and numerate
- Commercially astute
- Ability to collaborate, manage, influence and motivate across organisational boundaries
What we offer in return for your hard work and commitment...
- Free Bus & Coach travel for yourself on the National Express network
- Complimentary coach travel for a Nominated Person or complimentary bus travel for a Spouse or Partner on the National Express network
- Life Assurance
- Company pension
- Employee Assistance programme
- Private online GP service
National Express is committed to creating an inclusive workplace that reflects the diverse communities we serve and we positively encourage applications from all sectors of the community.
We are a Disability Confident Committed employer and should you require any adjustments at any stage of the recruitment process please let us know.
We reserve the right to close this advert early if we receive a high volume of applications before the advertised closed date.
Things to Note...
At National Express, we are really proud of our health and safety record and as a result, we operate a Drugs and Alcohol Policy which is applicable to all employees.
As part of your initial assessment, we will complete Drug and Alcohol testing and you may be subject to random tests during your employment.