The Role
This is a senior individual contributor role. The successful candidate will act as the internal authority on how customer behaviour is defined, segmented and activated, driving a shift toward data-led personalisation, next-best-action (NBA) frameworks and propensity-driven marketing across the customer lifecycle. The role provides analytical leadership and decisioning frameworks that directly shape CRM performance and commercial outcomes.
Key Responsibilities
Behavioural Segmentation Ownership
- Act as the internal subject matter expert and owner of the group’s behavioural segmentation model
- Validate, challenge and approve segmentation methodology, outputs and ongoing evolution
- Translate segments into clear commercial strategies across acquisition, conversion, retention and cross-sell
- Ensure segmentation is consistently and effectively applied across CRM and marketing activity
Decisioning, NBA & Personalisation
- Define and evolve next-best-action frameworks and decisioning logic
- Establish how behavioural data, segmentation and context drive targeting, timing, message and proposition
- Develop scalable personalisation approaches that move beyond static campaigns to behaviour-led journeys
- Ensure decisioning logic is embedded within CRM execution
Propensity Modelling & Activation
- Identify and prioritise key propensity use cases (e.g. conversion, churn, cross-sell)
- Translate model outputs into actionable CRM rules, triggers and journey design
- Ensure propensity-led strategies are measurable and continuously optimised
Insight-Led Optimisation & Testing
- Define and lead the test-and-learn roadmap, ensuring strong hypotheses and statistical rigour
- Analyse customer journeys to identify drop-offs, triggers and optimisation opportunities
- Provide clear recommendations to improve enquiry generation, conversion and retention
Performance & Commercial Insight
- Develop performance frameworks linking segments, decisioning and campaigns to commercial outcomes
- Produce clear, actionable insight on what is driving performance and where to focus next
- Evaluate the effectiveness of segmentation, NBA and propensity approaches
Data & Martech Enablement
- Define requirements for data and martech to support segmentation, decisioning and personalisation
- Ensure data structures enable accurate targeting, measurement and optimisation
- Partner with technical teams to embed decisioning into CRM workflows
Cross-Functional Influence
- Act as the go-to expert on behavioural insight and customer decisioning
- Influence CRM, Data and Marketing teams to adopt segmentation-led and test-and-learn approaches
- Support the successful activation of segmentation within day-to-day CRM delivery
Core Skills Required
- Strong analytical capability, confident with SQL and data visualisation
- Working knowledge of Python or similar tools to explore data, validate outputs and interrogate model performance (not required to build models from scratch)
- Strong understanding of propensity modelling, predictive analytics and AI-driven decisioning concepts (classification models, uplift modelling, next-best-action frameworks)
- Familiarity with AI-enabled marketing approaches (real-time decisioning, recommendation engines, automated content optimisation)
- Ability to interpret, challenge and refine model outputs, translating them into practical marketing applications
- Experience translating segmentation, behavioural data and model outputs into CRM strategies and journeys
- Understanding of personalisation and decisioning systems, including how rules and models interact in execution
- Strong commercial mindset, able to prioritise activity based on value impact
- Excellent communicator, able to simplify complex analytics into clear business actions
- Experience working with CRM and marketing automation platforms
