Business Analyst - Customer Centricity

1. Job Purpose Statement

The Business Analyst is responsible for driving customer growth, engagement, and revenue uplift through data led insights across the organizations digital and assisted channels. The role partners closely with business, product, and marketing teams to identify growth levers, design experiments, and translate insights into scalable actions across the customer lifecycle.

1. Duties & Responsibilities

• Own growth analytics across key funnel stages – acquisition, activation, engagement, cross sell, retention, and monetization.
• Identify and size growth opportunities using data from digital platforms (App, Website), branch, field, and call center journeys.
• Partner with product, CX, and marketing teams to define growth hypotheses and translate them into measurable initiatives.
• Design, execute, and analyze A/B and multivariate experiments to drive improvement in conversion, engagement, and revenue KPIs.
• Build customer segmentation, funnel views, cohorts, and propensity based insights to inform personalization and next best action strategies.
• Work closely with AI/ML teams to operationalize models (propensity, prioritization, recommendation) into active growth journeys.
• Track performance of campaigns, features, and journeys; recommend course corrections and scale successful interventions.
• Support growth planning for new channels, products, and data sources (e.g., ULA - Universal Lead Accelerator generated prospects).

1. Key Challenges

• Identifying true growth drivers amid fragmented, multi channel customer data
• Demonstrating causal impact of initiatives versus correlation
• Balancing short term growth wins with long term customer value
• Aligning multiple stakeholders on prioritization and experimentation outcomes
• Ensuring data quality, consistency, and measurement discipline

1. Decision Making Authority

• Decisions made independently – Growth analyses, experiment design, KPI definition, insight generation, and day to day execution
• Decisions require manager consultation - Growth roadmap prioritization, campaign investments, and major experimentation initiatives. Large scale platform changes, budget allocations, or initiatives with material business risk

1. List of internal and external stakeholders the role is expected to interact with to execute duties effectively

• Internal stakeholders
• Product, Digital CX, Marketing, Sales, Credit, and Collections teams
• Data Science, Engineering, and IT teams
• External stakeholders
• Technology and analytics partners

1. Job Requirements

• Master's in Business, Economics, Statistics, Data Science, or Bachelor's in Engineering
• 2–4 years of experience in analytics, growth, or digital performance roles (BFSI preferred)
• Proven experience driving measurable business growth through data
• Growth frameworks (funnels, cohorts, LTV)
• Digital and omnichannel customer journeys
• Strong SQL and Python proficiency
• Data visualization and storytelling
• Experimentation and measurement best practices
• Familiarity with analytics tools and cloud platforms
• Result orientation with execution excellence
• Customer Focus
• Weaving passion and energy at work
• Can Do and Will Do attitude
• High degree of Emotional Intelligence in managing relationships with internal clients /stakeholders.