CRM Data Analyst

NW1 1BU, London (Greater)
Dependent on experience
24 Jul 2018
21 Aug 2018
Job Type

The Role

This is a new role within Whistles and is key in developing our understanding of customer behaviour patterns. The successful candidate will work in a collaborative manner across departments and be responsible for overseeing CRM data integrity, data flows and data analysis.  This role requires a strategic business thinker who will take ownership for analysing vast amounts of data from a variety of sources and visualise the data to influence marketing effectiveness and commercial decisions across the business.


Reporting to the Head of eCommerce and working with the Digital Marketing team, you will help to define and develop the ongoing CRM program. You will undertake detailed analysis of customers’ behaviour and shopping patterns across online and stores, identify trends, predict intent to purchase and provide recommendations. You will translate your insights in a clear and concise way to support decision making for marketing and communications activities by defining the most relevant and appropriate activity and drive loyalty and spend.

  • Responsible for managing customer data collection, its accuracy and maintenance across platforms to comply with GDPR
  • Management of data within the CRM database, ensuring data  is accurate and cleansed for reporting and analysis
  • Act as the single point of contact for all customer data and CRM analysis
  • Be proactive in translating customer lifecycle data into meaningful insights and actionable recommendations at a strategic and tactical level
  • Work closely with eCommerce, Retail and Marketing teams to scope and develop scheduled KPI reporting on acquisition, loyalty and marketing effectiveness
  • Set up and monitor Google Analytics dashboards for key ecommerce journeys by customer group and provide recommendations to the Conversion Analyst
  • Undertake weekly analysis of campaigns and promotions performance by customer group
  • Deliver seasonal analysis of product performance by customer group to feed into the product strategy
  • Develop new analytical techniques and predictive models to increase effectiveness of marketing activities, improve customer retention and add value to the business
  • Undertake ad hoc analytical needs that supports wider business decision making

Desired Skills and Experience

  • A graduate of a program in Statistics or a related field
  • An excellent strategic thinker
  • A strong communicator with presentation skills, both verbal and written
  • Solid understanding of customer engagement and CRM measures
  • Highly skilled in handling analysing ad cleansing large data sets using Excel and SQL
  • Experience of using a Campaign Management Tool, CRM System and data visualization packages
  • Ability to present complex data clearly and confidently to senior managers across the business
  • Flexible with the ability to react positively and to evolving business requirements
  • An independent worker who is detail-oriented and deadline driven


  • Drive AOV of active database segments
  • Increase of Conversion rates by customer segment
  • Increase of customer retention rates
  • Increase of customer lifetime value

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