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Collinson Logo Collinson · IT - Software Development

Data Analyst (Loyalty)

United Kingdom, London · Job Posted June 29, 2026
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Job Description

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.

Job Responsibility

  • 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
  • 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
  • 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
  • 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
  • Support forecasting, budgeting and performance tracking
  • Identify opportunities to improve revenue, retention and customer engagement
  • Provide ad hoc analysis for leadership and commercial teams

Requirements

  • 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
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