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.

• 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