Customer & CRM Data Analyst

IAG Loyalty; Greater London; Hybrid; GBP 55,000 - 75,000; Full time

Job summary

IAG Loyalty in London is seeking a Customer Analytics & CRM Specialist to shape CRM, segmentation and growth of our B2C retail proposition. You'll partner with Trading, Product, Engineering and Data teams to optimise journeys and personalisation.

In this hybrid role, you'll work across Avios Retail Domain, using data to influence trading, marketing and CRM strategy, delivering insights that drive acquisition, retention, and lifetime value.

Qualifications

• Experience in Customer/CRM/Ecommerce or Digital Trading analytics.
• Hands-on with CRM platforms such as Klaviyo or Contentful.
• Strong segmentation, lifecycle marketing and CRM strategy.
• Using customer data to influence commercial decisions.
• Strong SQL and data interpretation to deliver insights.
• Experience with GA4, Snowflake or Contentsquare.
• Understanding of ecommerce and digital customer journeys.
• Excellent stakeholder management to influence senior teams.
• Curious, commercially minded and data-driven expert.

Responsibilities

• Own the analytical foundations for CRM and customer engagement.
• Develop customer segmentation and audience strategies.
• Identify opportunities via customer insight with Trading/Marketing.
• Ensure correct data capture and activation across digital platforms.
• Analyze campaign performance across Email, SMS, Push.
• Design and evaluate A/B tests to improve experiences.
• Act as subject matter expert for CRM/analytics platforms.
• Translate data into actionable recommendations for Product/Marketing/Ecommerce.
• Build reporting frameworks for data-driven decisions.

Skills

CRM Analytics

SQL

Ecommerce Analytics

Digital Trading Analytics

Stakeholder management

Tools

Klaviyo

Contentful

Snowflake

GA4

Contentsquare

Job description

Who we are

We're IAG Loyalty – one organisation with two ambitious, growing divisions across Loyalty and Holidays. Each has its own goals, strategy and team, but together we're united by a shared vision to create a more rewarding world of travel and experiences.

Our Loyalty division is home to Avios, the global loyalty currency, enabling millions of members to collect and spend rewards across travel, retail and financial services.

Our Holidays division, including British Airways Holidays and Iberia Vacaciones, connects customers to thousands of destinations worldwide through seamless travel experiences.

We're on an exciting journey of growth and transformation - and we'd love you to be part of it.

The opportunity

We're looking for a Customer Analytics & CRM Specialist, helping to shape the performance and growth of our B2C retail proposition.

Supporting categories across the Avios Retail Domain, you'll use customer, behavioural and commercial data to influence trading, marketing and CRM strategy, ensuring we're delivering the right products, to the right customers, at the right time.

Working closely with our Retail Marketing & CRM Lead, you'll become the go-to expert for customer insight within Retail, partnering with Trading, Product, Engineering and Data teams to optimise customer journeys, improve personalisation and identify new commercial opportunities.

This is a specialist role for someone who enjoys turning complex customer data into clear commercial actions and wants to influence the future direction of our retail business

What you'll be doing

• Owning the analytical foundations that underpin our CRM and customer engagement strategy.
• Developing customer segmentation and audience strategies to improve acquisition, conversion, retention and customer lifetime value.
• Working proactively with Trading and Marketing teams to identify opportunities through customer insight and behavioural data.
• Partnering with Product, Engineering and Data teams to ensure the right customer data is captured and activated across our digital platforms.
• Analysing campaign performance across Email, SMS and Push, identifying opportunities to improve targeting, personalisation and lifecycle marketing.
• Designing and evaluating A/B tests to optimise customer experiences and commercial performance.
• Acting as the subject matter expert for CRM and customer analytics platforms, including tools such as Klaviyo, Contentful (or similar CRM platforms), Snowflake, GA4, Contentsquare and other modern analytics technologies.
• Translating complex data into clear, actionable recommendations that influence Product, Marketing, Ecommerce and Trading decisions.
• Building trusted reporting frameworks that help the business make smarter, data-driven decisions.

What we need from you

• Experience in Customer Analytics, CRM Analytics, Ecommerce Analytics or Digital Trading Analytics.
• Hands-on experience working with modern CRM platforms such as Klaviyo, Contentful or similar customer engagement platforms.
• Strong understanding of customer segmentation, lifecycle marketing and CRM strategy.
• Experience using customer and behavioural data to influence commercial, trading or marketing decisions.
• Strong SQL and analytical skills, with experience interpreting data and communicating actionable insights.
• Experience working with digital analytics platforms such as GA4, Snowflake, Contentsquare or similar technologies.
• Commercial understanding of ecommerce and digital customer journeys.
• Excellent stakeholder management skills, with the confidence to influence Product, Marketing, Trading and senior business stakeholders.
• Naturally curious, commercially minded and motivated by becoming a recognised expert within your discipline.

We might not be right for you if

• You're looking for a role focused purely on reporting rather than influencing business decisions.
• You prefer working independently rather than partnering across Product, Data, Marketing and Trading.
• You're looking for a people management role rather than becoming a recognised specialist in your field.

If you think you have what it takes but don't meet every single requirement, we'd still love to hear from you.

The Blend

This role is part of our Loyalty Division and is based in our London office. We call our approach to hybrid working The Blend- giving you the flexibility to do your best work while staying connected with your team and the wider business.

You’ll typically spend at least two days a week in the office, with the flexibility to work remotely for the rest of the week.

Diversity and Inclusion

Our vision is to create a more rewarding world of travel and experiences. Delivering that requires diverse thinking and inclusive leadership. We are committed to building a workplace where people feel they belong and are valued for their perspective. Inclusion drives better decisions, stronger performance and more innovative outcomes. We actively encourage applications from people with different experiences and backgrounds, and are committed to ensuring our recruitment process is fair, inclusive and accessible.