CRM Business Analyst

At Aberdeen, our ambition is to be the UK's leading Wealth & Investments group. Strengthening talent and culture is one of our strategic priorities. We strive to make Aberdeen a great place to work so that we can attract and retain the industry's best talent. Our people put our stakeholders at the heart of everything they do by helping us to make a positive difference to the lives of our clients, customers, colleagues, shareholders, and society. We are focused on growing our direct and advised wealth platforms and repositioning our specialist asset management business to meet client demand. We are committed to providing excellent client service, supported by leading technology and talent.

The CRM Team is responsible for the delivery of the technology toolset required to manage client data, maximise sales opportunities and selling time, through the identification and implementation of technology, data analytics, and Salesforce-focused solutions. Salesforce is also central to wider abrdn business functions including Marketing (campaign management), Finance (performance reporting), and Client Service (onboarding and risk management). The team sits within the Client Group Function.

The CRM Business Analyst works with abrdn functions to articulate and document technology and data-driven requirements and introduce new solutions via Salesforce change, analytics initiatives, and the Client Data Transformation project.

• Lead business teams in articulating and documenting CRM and data analytics requirements as part of wider corporate projects or individual Salesforce initiatives.
• Facilitate solutions using technology, data insights, and process improvements.
• Manage the CRM delivery lifecycle, from user story creation to configuration, IT liaison/handover, UAT management, and release management.
• CRM configuration and administration.
• Build and develop client datasets, reports, dashboards.
• Manage data initiatives including creation, cleansing, transformation and loading of information to Salesforce from external sources.
• Conduct data analysis to provide actionable insight to business teams, supporting the identification of sales opportunities, client behaviours, and risk trends.
• Support the development of predictive or diagnostic analytics by partnering with internal data teams (e.g., Data Engineering, Data Science).
• Ensure data quality and completeness across CRM datasets; monitor data integrity and proactively resolve issues.
• Create and deliver business presentations and training materials, including data storytelling to communicate insights clearly.
• Communicate with stakeholders at all levels within the organisation.
• Keep abreast of CRM and data analytics technologies, recommending enhancements where appropriate.

• Business Analysis background with at least 3 years' experience creating user stories, process maps, UAT scripts, and training materials.
• At least 2 years' experience on Agile projects.
• Previous CRM experience (preferably Salesforce), including delivery of small change and system administration.
• Experience working with datasets, data modelling, reporting tools and dashboarding (e.g., Salesforce Reports & Dashboards, Tableau CRM/CRM Analytics, Power BI).
• Proven ability to derive insights from structured and unstructured data, and translate these into business recommendations.
• Stakeholder management experience up to senior management level.
• Asset management background, with understanding of Wholesale and Institutional client requirements.

• Salesforce Administrator Certification.
• Agile Certification.
• Qualifications in Data Analytics, Data Visualisation or related disciplines (e.g., BCS Data Analysis, Google Data Analytics, Tableau/Power BI certifications).
• Ideally educated to degree level.

Disability Confident Committed employer. If you have a disability and would like to apply to one of our UK roles under the Disability Confident Scheme, please notify us by completing the relevant section in our candidate questionnaire. One of our team will reach out to support you through your application process.

Our benefits include 40 days' annual leave, a 16% employer pension contribution, a discretionary performance-based bonus (where applicable), private healthcare and a range of flexible benefits - including gym discounts, season ticket loans and access to an employee discount portal.

An inclusive way of working: At Aberdeen we've adopted a 'blended working' approach. This approach combines the benefits of face-to-face collaboration, coaching and connecting in our offices with the flexibility of working from home. It enables colleagues to find a balance that works for their roles, their teams, our clients and our business.

An inclusive culture, where diverse perspectives drive our actions, is at the core of who we are and what we do. If you need assistance with your application, or a reasonable adjustment to your interview arrangements, please let us know and we'll be happy to help.