Data Analyst (Loyalty) in London

Collinson is the global leader in travel experiences and customer engagement, a business that builds loyalty 500 million times a day, across 140 countries, for some of the world’s most ambitious brands. Our clients include major financial institutions, airlines, transport operators and retailers who trust us to design programmes that move customers from passive participation to genuine, measurable commitment. Our loyalty practice sits at the intersection of behavioural strategy, data science and programme design. We believe that the best loyalty programmes are strategic assets - not cost centres - and we’ve built our methodology around the evidence: that incrementality, not points balances, is the true measure of a programme’s worth.

Recent mandates include the design and delivery of large-scale loyalty and customer engagement programmes across the transport, mobility and travel sectors. These are complex, high-stakes initiatives involving multiple stakeholders, significant commercial value and innovative customer propositions. They represent exactly the kind of work this role will be asked to support and lead.

Purpose of the job

We are looking for a commercially focused Data Analyst to turn customer and business data into actionable insights. The role will support CRM and loyalty programme planning, retention and commercial decision‑making through reporting, analysis and statistical model developments and recommendations. This will be a standalone analyst role, so the analytical abilities need to be strong.

The successful candidate will be comfortable working with large datasets, identifying trends and communicating findings clearly to non‑technical stakeholders. This role suits someone who combines analytical rigour with commercial awareness and enjoys solving business problems through data.

Key Responsibilities

• Reporting & Analysis
  • Build and maintain regular business and marketing performance reports
  • Analyse customer behaviour, retention, purchase frequency and lifetime value
  • Identify trends, risks and opportunities across customer and commercial performance
  • Produce clear insight summaries with practical recommendations
• Loyalty & Customer Insights
  • Develop segmentations and the identification of target groups for use in personalisation opportunities
  • Analyse campaign performance across email, SMS, push and onsite channels
  • Measure incremental impact of CRM and loyalty activity
  • Support A/B testing and experimentation analysis
  • Analyse incremental impact of loyalty activities
• Predictive Analysis & Modelling
  • Experience building propensity, churn, cross/ upsell, customer engagement or customer lifetime value models
  • Develop predictive models and forecasting approaches to support commercial and customer decision‑making
  • Support forecasting for revenue, customer value and campaign performance
  • Identify leading indicators and trends to inform proactive business actions
  • Work with stakeholders to translate predictive insights into practical commercial recommendations
  • Work with stakeholders to develop commercial models to identify likely ROI of new programmes and initiatives
• Data Management
  • Specify data extract requirements to support analysis and reporting requirements and campaign delivery
  • Extract, clean and validate datasets from multiple systems
  • Ensure reporting accuracy and consistency
  • Work with agency and client stakeholders to define reporting requirements and KPIs
  • Develop derived variables for targeting and personalisation through marketing automation platforms (e.g. Salesforce)
  • Help improve data structures and reporting processes
  • Identify data issues that will affect analytics and reporting
• Commercial Support
  • Support forecasting, budgeting and performance tracking
  • Identify opportunities to improve revenue, retention and customer engagement
  • Provide ad hoc analysis for leadership and commercial teams

Experience & Skills

Essential

• Minimum 4 years’ experience in a Data Analyst in an omni‑channel marketing environment with complex datasets
• Strong Excel skills including pivot tables, formulae and large dataset handling
• SQL experience for querying and extracting data
• Experience with BI tools such as Power BI, Tableau
• Strong analytical and problem‑solving skills
• Ability to communicate complex findings in simple business language
• Experience working with customer, marketing or transactional data
• Experience in CRM, loyalty or lifecycle marketing analysis
• Knowledge of customer segmentation and predictive modelling
• Python or R experience
• Experience with marketing automation or customer data platforms such as Salesforce, Braze, HubSpot or Klaviyo
• Understanding of retention and customer lifetime value metrics

Personal Attributes

• Commercially minded with strong attention to detail
• Curious and proactive in identifying opportunities
• Comfortable managing multiple priorities
• Collaborative and confident working with internal and client stakeholders
• Focused on practical outcomes rather than purely technical analysis

Key Measures of Success

• Accuracy and reliability of reporting
• Speed and quality of insight delivery
• Adoption and usage of reporting by stakeholders
• Contribution to revenue, retention and customer engagement goals
• Strength of relationships internally at the agency and externally with clients

Why Join Us

This is an opportunity to work on some of the organisation’s most strategic and visible client programmes, partnering with globally recognised brands and major transport and travel organisations. The role offers the opportunity to combine strategic client leadership with programme delivery in a fast‑paced and collaborative environment.

Collinson is an equal opportunity employer and welcomes differences in all their forms including: colour, race, ethnicity, gender identity, sexual orientation, neurodivergence, family status, age, individuals with disabilities and people from all backgrounds, cultures and experiences as we strongly believe this contributes to our on‑going success.

We are focused on continually evolving our purpose driven, high performing culture, providing an environment where our people have the opportunity to achieve their full potential and do interesting and meaningful work. Our company values are: Take Action, Do the right thing, One team and Be insight led. These help guide everything we do internally in terms of how we think, act and interact, right through to how we deliver value to our customers and clients.

In your application, please feel free to note which pronouns you use (For example - she/her/hers, he/him/his, they/them/theirs, etc). If you need any extra support throughout the interview process, please email us at.