Customer Relationship Management Business Analyst

Company Description Sumisho Motor Finance Corporation is a joint venture between Philippine Savings Bank (a member of the Metrobank Group) and Sumitomo Corporation of Japan, focused on motorcycle financing across all major brands. The company offers easy-to-acquire, flexible financing solutions and strives to be the leading and most reliable finance company in the Philippines. Sumisho is guided by the corporate values of integrity, strong commitment, and teamwork, and aims to provide friendly, flexible, and highly dependable service to customers and partners. Backed by PSBank and the Metrobank Group's extensive network, as well as Sumitomo's global expertise in motorcycle financing, Sumisho is positioned for continued growth in a dynamic market.

Position Summary

We are looking for a CRM Business Analyst who will be responsible for analyzing customer behavior, app usage, campaign performance, and CRM data to support digital marketing operations and app improvement decisions.

This role will help the team understand how different customer types behave in the app, which communications are effective, where customers drop off, and what actions should be taken to improve engagement, retention, payment-related behavior, and customer experience.

The ideal candidate should not only be able to analyze data, but also translate data into practical marketing, CRM, and app improvement recommendations.

Key Responsibilities

·      Analyze app usage data, customer behavior data, and CRM campaign performance.

·      Build and maintain dashboards for key app and marketing KPIs.

·      Track customer behavior by customer type, such as new customers, regular users, advocates, potential customers, and at-risk customers.

·      Monitor key behaviors such as registration completion, first login, login frequency, feature usage, payment screen usage, notification response, product interest, reward usage, and referral activity.

·      Define and refine customer segments based on actual app and service behavior.

·      Analyze the effectiveness of SMS, push notifications, in-app messages, social campaigns, and other CRM activities.

·      Work with the App Growth Lead to identify app improvement opportunities based on data.

·      Work with the CRM / Content Operations Manager to improve message timing, targeting, and content based on performance.

·      Support GA/Firebase event tracking design, KPI definition, and dashboard requirements.

·      Prepare weekly and monthly insight reports for Marketing, Management, and relevant business teams.

Required Skills and Experience:

·      Experience in data analysis, CRM analysis, digital marketing analysis, product analytics, or business analytics.

·      Ability to analyze customer behavior and campaign performance data.

·      Experience with Excel, Google Sheets, dashboard tools, and reporting.

·      Basic understanding of mobile app analytics, CRM, digital marketing KPIs, and customer segmentation.

·      Ability to explain data insights clearly to non-technical stakeholders.

·      Strong logical thinking and attention to detail.

·      Good communication skills in English.

Preferred Qualifications:

·      Experience with GA4, Firebase Analytics, BigQuery, Looker Studio, Power BI, Tableau, SQL, or similar tools.

·      Experience in financial services, lending, fintech, mobile apps, or customer lifecycle marketing.

·      Understanding of CRM metrics such as open rate, click rate, conversion rate, retention rate, churn, and customer lifetime value.

·      Experience with cohort analysis, funnel analysis, and segmentation analysis.

Success Measures

·      Accurate and useful KPI dashboards are established.

·      Customer behavior segments are clearly defined and monitored.

·      Weekly and monthly insights lead to actual marketing or app improvement actions.

·      CRM campaign performance is measured and improved over time.

·      Data-driven decision-making becomes part of regular app operations.