Hybrid CRM Analyst chez Cogent Bank

Description

Job Summary

A CRM (Customer Relationship Management) Analyst is a data-driven professional responsible for managing, analyzing, and optimizing the interactions and relationships that the Bank has with its customers. The CRM Analyst plays a vital role in enhancing customer satisfaction, loyalty, and lifetime value while contributing to the company’s overall business objectives. This position requires a blend of technical, analytical, communication and problem solving skills as well a strong understanding of sales strategies in order to be successful.  

Requirements

Responsibilities and Duties

CRM System Administration

• Maintain and optimize the CRM platform 
• Train new users on system and best practices
• Support CRM database management, including data cleaning, deduplication, and integration with other business systems.
• Collaborate with IT to troubleshoot system issues, implement upgrades, and ensure data security and compliance.

Data Analysis & Reporting

• Collect, process, and interpret customer data from various sources (e.g., sales, marketing, support, web analytics).
• Develop dashboards, regular reports, and presentations to communicate key metrics and actionable insights to stakeholders.
• Measure campaign effectiveness, customer segmentation, and customer lifecycle performance.
• Monitor KPIs such as customer acquisition, retention, churn, and engagement rates.
• Analyze product sales and profitability.
• Identify emerging patterns, trends, and opportunities for business growth.

Customer Journey Mapping & Segmentation

• Map and analyze customer journeys to identify touchpoints and pain points across all channels.
• Create and maintain customer segments for targeted marketing and personalized communications.
• Develop models for lead scoring, up-selling, cross-selling, and customer retention strategy.

Stakeholder Collaboration

• Partner with marketing, sales, customer support, and product teams to align CRM initiatives with broader company goals.
• Serve as the CRM subject-matter expert, educating teams on best practices, data governance, training, and customer insights.
• Participate in the design and execution of multi-channel campaigns and customer engagement programs.

Process Improvement and Best Practices

• Review existing workflows and recommend enhancements to improve productivity and data accuracy.
• Stay updated on CRM trends, tools, and best practices to ensure continuous improvement.
• Assist in creating documentation and user manuals for CRM system processes and policies.

Ensures BSA compliance by reading and being familiar with the BSA/AML program/policy; following all BSA/AML/OFAC policies and procedures; and completing all BSA/AML/OFAC related online courses.

All other tasks, responsibilities, or duties, as directed by management.

Qualifications and Skills

• Bachelor’s degree in Business Administration, Marketing, Information Systems, Data Analytics, or a related field.
• 3 to 5 years of proven experience in CRM analysis, data analytics, or a similar analytical role.  Banking or financial services industries preferred.
• Proficiency in using CRM platforms (FIS Connections, Salesforce, HubSpot, Microsoft Dynamics, etc.) and BI/reporting tools (Tableau, Power BI, etc.).
• Solid understanding of data management, database structures, and data visualization techniques.
• Excellent analytical, problem-solving, and critical thinking abilities.
• Strong verbal and written communication skills, with the ability to present complex findings in a clear and compelling manner.
• Attention to detail and a commitment to data accuracy and integrity.
• Ability to manage multiple projects and deadlines in a fast-paced environment.
• Curiosity and eagerness to learn about customer behavior and business strategy.