Loyalty, CRM & Customer Insights Specialist

The Loyalty, CRM & Customer Insights Specialist is responsible for providing analytical and customer intelligence support to country marketing teams through loyalty reporting, customer analytics, segmentation, campaign measurement, CRM support, and business insights. 

The role enables data-driven decision-making by transforming customer, loyalty, digital, and transactional data into actionable recommendations that improve customer acquisition, engagement, retention, and business performance.

KEY RESPONSIBILITIES & ACCOUNTABILITIES

Key Accountabilities
Loyalty performance analysis
CRM support and optimization
Customer segmentation
Campaign measurement and reporting
Customer behavior analysis
Customer insights and recommendations
Dashboard development and reporting
Marketing and category analytics support
Data-driven decision support

Key Responsibilities

Loyalty & CRM Analytics
Analyze loyalty program performance and identify opportunities to improve customer
acquisition, engagement, and retention.
Develop regular reporting on loyalty program metrics, customer participation, and campaign
effectiveness.
Support loyalty and CRM initiatives through audience identification, segmentation, and
performance measurement.

Customer Insights
Analyze customer behavior, purchase patterns, frequency, basket composition, and customer journeys.
Develop actionable recommendations that support business growth and customer engagement.
Identify trends and opportunities across customer segments and channels.

Campaign Measurement & Reporting
Measure campaign effectiveness, customer response, and return on investment.
Conduct post-campaign reviews and provide recommendations for future initiatives.
Develop dashboards, scorecards, and analytical reports for business stakeholders.

Analytics Support
Support category, retail, and non-fuel retail teams with customer and commercial insights.
Assist in evaluating promotional activities, pricing initiatives, and customer engagement
programs.
Provide analytical support for strategic projects and growth initiatives.

Data Governance & Quality
Ensure consistent reporting methodologies and data integrity.
Maintain reporting tools and analytical frameworks.
Coordinate with technology teams and platform providers as required.

DECISION MAKING AUTHORITY

Recommend customer segments, targeting strategies, and analytical approaches.
Recommend opportunities for loyalty and CRM improvement.
Develop reporting methodologies and business insight frameworks.
Escalate significant data quality, system, or business risks through appropriate channels.

QUALIFICATIONS

Bachelor's degree in business, Marketing, Statistics, Economics, Data Analytics, Mathematics, or related disciplines.
3+ years of experience in customer analytics, CRM, loyalty, marketing analytics, business intelligence, or related fields.
Strong analytical and problem-solving capabilities.
Experience handling large datasets and reporting tools.
Experience in loyalty programs, CRM platforms, customer analytics, or retail analytics.
Experience with visualization and reporting tools such as Power  BI, Tableau, Looker, or similar platforms.