The Customer Data Analyst is responsible for:

• Customer Insights & Analytics – Analyse and interpret customer data to deliver actionable insights that drive informed business decisions.
• Reporting & Visualisation – Build and monitor dashboards, track KPIs, and provide both BAU and ad-hoc analytics with clear recommendations.
• CRM Reporting & Distribution – Create, populate, and deliver CRM reports with accuracy, timeliness, and relevance for business stakeholders.
• Customer Segmentation & Data Strategy – Develop and deploy customer segments across CDP and Emarsys, enabling audience activation across Meta, Google, Criteo, and other external channels.
• Data Governance & Quality – Maintain CRM data integrity, accuracy, and hygiene while ensuring compliance with Australian data and marketing standards.
• Loyalty & CRM Technology Management – Configure, manage, and support key platforms including CDP, Yotpo, Emarsys, and Experian.
• Technical Support & Issue Resolution – Provide expert troubleshooting, align business needs with technical requirements, and collaborate with developers and engineers to drive process improvements.

Key Result Areas and Responsibilities

A. Customer Data Analysis

• Analyse customer data to find patterns, trends, and insights.
• Use visualisation tools to present findings clearly.
• Extract and process data from multiple sources.
• Provide data-driven recommendations to solve business problems.
• Insights consistently lead to improved campaign or business outcomes.

B. Reporting

• Build and automate dashboards and reports across all brands.
• Ensure CRM data and reporting accuracy.
• Track and communicate campaign and loyalty results.
• Provide insights and recommendations to marketing and executives.
• Support business with reporting solutions and improve data literacy.

C. Data strategy

• Assist in the building and improvement of customer segments to advance lifecycle and promotional programs.
• Use insights and modelling to assist with customer segmentation improvements, opportunities and testing to increase sales, ATV, engagement, and LTV.
• Help set up retargeting and personalisation opportunities across CRM and Loyalty.
• Use predictive modelling to optimise campaigns.

D. Data governance

• Lead and manage best practice processes to ensure capturing of data is clean and discoverable.
• Monitor and cleanse data by identifying and removing errors or corrupted records, while implementing fixes to prevent recurrence.
• Monitor and improve data quality and compliance with Australian standards.
• Working with internal engineers and management to identify process improvement, system modifications, and devise data governance strategies.
• Additional ad hoc duties as required.

Key Skills Qualifications & Experience

Preferred Experience:

• 3+ years’ experience in CRM or Customer data analytic roles.
• Experience in retail/multi brand environment advantageous.
• Experienced in using reporting and analytical tools.
• Data mining experience.

Prerequisite Skills:

• Excellent analytical capabilities - the ability to identify trends, patterns and insights from data.
• Experience in data mining, modelling and visualisation
• Intermediate understanding of databases (e.g. SQL Server and SAP (Emarsys)).
• Understanding of reporting & data visualisation tools (e.g. PowerBI and Tableau 
• Advanced Excel skills with strong mathematical & numeracy skills.
• Digital marketing analytics tools including Google Analytics, Google Tag Manager and Adobe Marketing Suite.
• Experience using CDP, ESP and Loyalty platforms to build audiences and extract insights.
• Strong attention to detail, problem solving and critical thinking skills.
• Strong understating of the customer lifecycle and customer attributes.
• Presentation skills – ability to easily communicate complex ideas in a simple manner.

Education/Qualifications/Memberships:

• Tertiary qualifications or a background in statistics, maths, economics, or data science