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- Tasks: Analyse customer data to optimise marketing campaigns and enhance engagement.
- Company: Join National Express, a leading transport provider committed to innovation and customer satisfaction.
- Benefits: Enjoy free travel on our network, life assurance, and a supportive work environment.
- Why this job: Be part of a dynamic team driving data-led decisions that impact real-world customer experiences.
- Qualifications: Degree-level education with strong analytical skills and experience in SQL, Python, or Marketing Cloud.
- Other info: We value diversity and encourage applications from all backgrounds; adjustments available during recruitment.
The predicted salary is between 28800 - 48000 £ per year.
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.
What you\’ll do:
- 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
What you\’ll need:
- Educated to degree level with experience in an analytical role
- Strong technical skills in SQL, Python, R, SAS or similar
- Strong experience of Marketing Cloud and Salesforce
- Experience of a wide range of statistical techniques such as segmentation, regression and predictive modelling as well as having the ability to communicate complex analysis to internal and external stakeholders
- Ability to present, explain and interpret data or analysis to non-technical audiences and senior stakeholders
- Strong analytical skills and numerate
- Commercially astute
- Ability to collaborate, manage, influence and motivate across organisational boundaries
What we offer in return for your hard work and commitment…
- Free Bus & Coach travel for yourself on the National Express network
- Complimentary coach travel for a Nominated Person or complimentary bus travel for a Spouse or Partner on the National Express network
- Life Assurance
- Company pension
- Employee Assistance programme
- Private online GP service
National Express is committed to creating an inclusive workplace that reflects the diverse communities we serve and we positively encourage applications from all sectors of the community.
We are a Disability Confident Committed employer and should you require any adjustments at any stage of the recruitment process please let us know.
We reserve the right to close this advert early if we receive a high volume of applications before the advertised closed date.
At National Express, we are really proud of our health and safety record and as a result, we operate a Drugs and Alcohol Policy which is applicable to all employees.
As part of your initial assessment, we will complete Drug and Alcohol testing and you may be subject to random tests during your employment.
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CRM Insight Analyst employer: National Express Group PLC
Contact Detail:
National Express Group PLC Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land CRM Insight Analyst
✨Tip Number 1
Familiarise yourself with Salesforce Marketing Cloud and its features, especially Journey Builder and Automation Studio. Being able to demonstrate your proficiency in these tools during discussions can set you apart from other candidates.
✨Tip Number 2
Brush up on your SQL, Python, or R skills, as these are crucial for the analytical tasks you'll be handling. Consider working on a small project or case study that showcases your ability to analyse data and derive insights.
✨Tip Number 3
Prepare to discuss specific examples of how you've used data to drive marketing decisions in previous roles. Highlight any successful campaigns where your insights led to improved customer engagement or retention.
✨Tip Number 4
Network with professionals in the CRM and marketing analytics field. Engaging with industry groups or attending relevant webinars can provide valuable insights and connections that may help you during the application process.
We think you need these skills to ace CRM Insight Analyst
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights relevant experience and skills that align with the CRM Insight Analyst role. Emphasise your analytical background, technical skills in SQL, Python, or similar, and any experience with Salesforce Marketing Cloud.
Craft a Compelling Cover Letter: Write a cover letter that showcases your passion for data-driven decision-making and your understanding of customer engagement strategies. Mention specific examples of how you've used data analytics to drive marketing success in previous roles.
Showcase Technical Skills: In your application, clearly outline your technical skills, especially in statistical techniques and tools like Tableau. Provide examples of how you've applied these skills in real-world scenarios to support business objectives.
Highlight Compliance Knowledge: Since the role involves ensuring GDPR compliance, mention any experience you have with data protection regulations. This will demonstrate your understanding of the importance of data handling and regulatory compliance in CRM activities.
How to prepare for a job interview at National Express Group PLC
✨Showcase Your Analytical Skills
As a CRM Insight Analyst, your analytical skills are crucial. Be prepared to discuss specific examples of how you've used SQL, Python, or R in previous roles to derive insights from data. Highlight any experience you have with statistical techniques like segmentation and regression.
✨Familiarise Yourself with Salesforce Marketing Cloud
Since the role involves using Salesforce Marketing Cloud, make sure you understand its features, especially Journey Builder and Automation Studio. You might be asked how you would leverage these tools to enhance marketing workflows, so having practical examples ready will impress your interviewers.
✨Prepare for Data Compliance Questions
Given the importance of GDPR compliance in this role, be ready to discuss how you've ensured data accuracy and compliance in past positions. Familiarise yourself with data protection impact assessments and be prepared to explain how you would handle personal data responsibly.
✨Demonstrate Your Communication Skills
You'll need to present complex data insights to non-technical stakeholders. Practice explaining your past analyses in simple terms, focusing on how your insights led to actionable recommendations. This will show your ability to bridge the gap between technical and non-technical audiences.
