Senior Analyst, CRM

State Benefits Overview

The Sr. CRM Analyst provides technical and analytical expertise in customer segmentation, guest profiling, campaign execution, performance measurement, and the optimization of enterprise CRM marketing systems. This role serves as a critical bridge between Marketing, IT, Analytics, and external vendors, ensuring customer data integrity, campaign accuracy, and effective audience targeting. The analyst is responsible for defining guest audiences and profiles, supporting CRM campaign development and execution, validating data integrations, conducting testing and quality assurance, and delivering actionable customer insights that drive business impact and revenue growth.

Roles And Responsibilities

• Design and evolve customer segmentation frameworks that enable personalized marketing communications and ensure the right guest receives the right message at the right time.
• Support the end-to-end build, testing, deployment, and optimization of CRM campaigns across enterprise marketing platforms.
• Evaluate customer, transactional, digital engagement, and campaign performance data to uncover opportunities for guest acquisition, retention, and reactivation.
• Establish and enhance guest profiles and audience definitions for each brand using demographic, behavioral, transactional, geographic, and engagement data.
• Generate recurring and ad hoc reporting and deliver actionable insights that measure campaign performance, customer engagement, segmentation effectiveness, customer value, and key CRM KPIs.
• Administer audience qualification rules, journey logic, trigger criteria, workflow schedules, and contact policies to ensure accurate and timely campaign delivery.
• Leverage SQL and CDP platforms to create audiences, validate targeting logic, troubleshoot campaign issues, and ensure customer data is accurately represented across systems.
• Partner with Marketing, CRM Strategy, Business Intelligence, Data Engineering, Technology teams, and external partners to develop scalable audience and campaign solutions.
• Syndicate first-party audience segments to social media platforms, collaborating with Paid Media teams to support audience-based targeting strategies.
• Investigate and resolve customer data and digital communication issues by validating data accuracy, identifying root causes, and implementing corrective actions with cross-functional partners.

• 3+ years of experience in an analytical, reporting, customer insights, marketing operations, or other data-focused role supporting business decision-making.
• Intermediate SQL querying skills and knowledge of relational databases, including experience leveraging Snowflake or similar enterprise data environments.
• Ability to develop and support customer segmentation strategies, audience targeting approaches, customer lifecycle initiatives, and campaign workflows.
• Understanding of data integration and ETL best practices, quality assurance methodologies, data validation techniques, and production support processes.
• Strong analytical, troubleshooting, and problem-solving skills, with the ability to translate data into actionable business recommendations.
• Proficiency with reporting, business intelligence, and data visualization tools such as Power BI, Tableau, or similar platforms.
• Knowledge of data management, governance, and data quality best practices.
• Demonstrated ability to synthesize and communicate complex analytical findings to both technical and non-technical stakeholders, driving informed business decisions.

• BS / BA in Information Technology, Computer Science, Business Analytics, Marketing Analytics, Mathematics, Business or a related discipline, or equivalent professional experience.

• Ability to work independently while managing multiple priorities in a fast-paced environment.
• Strong stakeholder management, collaboration, and communication skills
• Proven ability to bridge business requirements and technical solutions.
• Strong attention to detail and commitment to data accuracy, quality, and operational excellence.
• Demonstrated ownership mindset with a proactive approach to issue resolution and continuous improvement
• Familiarity with AI-powered solutions to improve efficiency and assist with problem-solving and decision-making.

• Hands-on experience with CRM platforms such as Microsoft Dynamics 365, Customer Data Platforms (CDPs), or marketing automation solutions.
• Proven ability to analyze and leverage large-scale customer, behavioral, and transactional datasets.
• Advanced SQL development, querying, troubleshooting, and data validation skills.
• Proficiency with advanced analytics and automation tools including Alteryx, Python, R, or comparable technologies.
• Familiarity with customer data platforms, guest data ecosystems, and audience segmentation strategies.
• Knowledge of restaurant, hospitality, retail, or other consumer-facing business environments.