BI Analyst

JOB PURPOSE: This role sits within our centralised Analytics department. Our mission is to provide insight relative to Marketing, Customer Insights, Safer Gambling and establish a strong culture of data-driven decision making in our organisation's strategy.  This role supports the Digital business and as a Senior BI Analyst, you will work on a diverse range of projects, providing insightful and actionable analyses to support recommendations on commercial decisions, on areas such as acquisition, CRM and loyalty programs, cross-sell strategies, churn and customer behaviour. MAIN ACCOUNTABILITIES & RESPONSIBILITIES: Customer insights: Interpret and analyse a suite of daily, weekly, and monthly dashboards to identify key trends, opportunities, and risks across the business. Targeted Analytics for CRM Campaigns: Deliver deep-dive performance analysis across CRM journeys (email, SMS, direct mail). Provide segment-level analysis to guide targeting, cadence, and channel mix decisions. Evaluate uplift, conversion, and retention metrics to influence future planning. CRM Campaign Testing & Experimentation  Support test design and control group methodologies for CRM campaigns. Interpret results of control group experiments to inform strategic rollouts. Standardised reporting & ROI analysis Ensuring a test and control culture to statistically prove success of campaigns and promotional activities. Determining key success criteria and providing independent measurement of ROI on business activities. Stakeholder engagement Build and maintain close working relationships with key stakeholders across Marketing, CRM and Commercial teams. Present analytical findings and collaborate on strategies to drive business performance. Champion customer centricity Advocate for a customer-centric approach throughout the organization, driving commercial and ROI-focused decisions that prioritize both customer satisfaction and player protection. Mentorship Provide guidance and mentorship to junior analysts within the team. Ad-hoc analysis Providing ad hoc analysis to support various business departments, providing clear and actionable insights that contribute to strategic decision-making. WHAT'S NEEDED FOR SUCCESS - EXPERIENCE & QUALIFICATIONS Qualifications / Experience  Graduate and/or postgraduate degree in a relevant discipline (e.g. STEM, Maths, Statistics, Physics but not exclusively) or equivalent experience. Previous working experience in an analytical role, preferably within the gambling or gaming industry. Proficient in SQL and one or more of the following: Python, R, SAS Knowledge of Data visualisation software, Power BI preferrable Proven ability to analyse large sets and translate them into insights and actionable business recommendations Strong communication, collaboration, and presentation skills, with the ability to convey complex information to a variety of stakeholders  Personal Qualities  Strong problem-solving skills with a keen attention to detail. Strategic thinker with the ability to be tactically responsive to changing business needs. Confidence in analysing and interpreting complex data, providing clarity in discussions to achieve resolutions.