As CRM Data Analyst, you are responsible to set-up a reporting structure that provides relevant business insights to the commercial department (both sales as marketing) as to our external partners. The implementation of a new CRM-system will be one of your key missions. Afterwards, you will be in charge of the in-life management of the system and transform it into a CRM-platform that will provide an integrated view of our customer. Also, you will be responsible to create sales & marketing reports/dashboards to better focus our commercial strategy on the customer. To support our ambitious vision, you will steer our Analytical Sales Support/CRM Administrator and manage the CRM-budget.
Your key responsibilities
• You function as a solid point of contact for the commercial departments (Customer Care, Field Sales & Key Account Management, Trade & Channel Marketing) for data related topics.
o You collect and analyze their business needs into reports and dashboards using huge volumes of data.
o You are the liaison between our internal stakeholders, our external data partners (Systrion, Data Outlet,…) and our key accounts/wholesalers.
• You will develop a data acquisition strategy to improve and enrich our database supporting our understanding of the single customer view.
o In close collaboration with our external partners you will design, optimize and automate various data processes to support the reporting needs.
o Incl. defining the required database structure/lake, work on data extraction, matching and cleansing of the data as well as data analysis and reporting.
• You are in charge of the creation, automation and delivery of commercial reports.
o Development of appropriate sales analytical dashboards and ensuring their functioning.
o Periodic Customer Analysis to support Key Account Management in their Quarterly Business Reviews with customers.
o Supporting Category Management and Channel Marketing in providing insights and recommendations for business opportunities with promotional campaigning, customer acquisition and retention as well NPD introductions
o Supporting Field Sales and Trade Marketing with insights from MyfoodSpot (our digital/inspirational and loyalty platform) as well as data from external wholesalers in lead conversion efficiency and effectiveness to improve campaign performance.
You create target lists for all CRM campaigns and ensure a follow-up of the campaign until the analysis of its results.
Based on data analyses and insights in our customer buying behavior (eg: white spots, churn analysis, cross-and upsell opportunities), you will make clear recommendations to your internal (marketing, sales, customer care) and external customers for developing appropriate product, service and/or promotional programs to improve overall business performance.
You will develop a future proof strategy in close collaboration with internal and external stakeholders for addressing reporting, data management as well as business information needs.
You will support our business partners on the following topics
o senior management with the budgeting planning and forecasting process based upon analysis and business insights.
o the Sales and Marketing teams with a periodic analysis of our sales performance identifying opportunities to improve.
• You will work closely together with our IT and Digital teams – both within our decentral organization as at HQ – in ensuring technical functionalities and an effective implementation/running of the applications.
In addition to a Master’s degree in an analytical field of study (mathematics, engineering, statistics, economics, etc.), you have at least 5 years of experience in a customer analytics role.
You have a track-record in a customer centric & data-focused organization – FMCG experience is a plus but no must.
You demonstrate experience in the following technical areas:
o Experience with Microsoft Dynamics CRM/Salesforce, as well as Marketing and SalesAutomation Platforms (HubSpot/Pardot) is a must.
o Experience with data architecture/management, extraction, matching, cleaning. Master data management, defining parent/child data relationships.
o Experience with Power BI and/or other analytical reporting tools (experience with building Power BI dashboards in a simple and visual way is a must).
o SQL expert with knowledge in R or Phyton, Panda’s and/or Tydiverse and ETL solutions (SSIS, Azure Data Factory, …),
o Experience with Big Data and Datascience knowledge is a plus.
• You have a proficient level of English – and ideally you communicate fluently in Dutch and/or French.
Ideally you also master the following competences
a strong analytical mind
a business- and customer-oriented person and a continuous improvement mindset
organizational skills /communication & persuasion skills
a proactive and positive mindset