Job Description
Job Title: Customer Insights Analyst
Location: Corporate
Department: Strategy
Job Summary: The Customer Insights Analyst is responsible for aggregating Wawa’s numerous customer data sources, including Wawa’s loyalty program data, anonymized credit card data, brand perception tracking data, and direct customer feedback data to provide actionable insights that ultimately drive decisions to improve the customer experience and/or company financial performance. Develop strong cross functional relationships as many of the data sources are “owned” and maintained by a variety of teams throughout the organization. The Customer Insights Analyst will be responsible for developing and maintaining multiple levels of customer KPI reporting, integrating these different data sources, from executive level customer KPIs to customer metrics that are relevant for specific functions and/or stakeholders. Develop strategies and recommendations to improve key customer metrics. Additionally, the Customer Insights Analyst will be responsible for identifying future customer data needs and priorities to improve our customer data capabilities.
Principal Duties:
- Aggregate all key customer data sources across the company including Wawa’s loyalty program data, anonymized credit card data, brand perception tracking data, direct customer feedback data, third party data sources, and other feedback sources to understand the Macro Customer Environment and drive actionable decision making.
- Integrate customer and general consumer data from multiple sources to articulate a clear story around our customer for key stakeholders across the business. Share complex data results in a format that is easily understandable.
- Responsible for leveraging all customer data sources to develop a deep understanding of who our customer is, who our customer is not, and partner with the research arm of the Customer Insights team to understand and articulate the “why.” Own the story around who our top customers are on multiple dimensions, including by visit frequency, segment and by profit contribution.
- Contextualize key segments of Wawa’s customer base on different dimensions including demographics, purchase behavior, visit frequency, need states, etc. and take an active role in crafting how we view those segments in a standard way across the business.
- Lead effort to develop and then own customer KPI reporting at multiple levels, partnering with the Sr. Manager/Manager of Customer Insights & Strategy and the Senior Vice President-Chief Marketing and Brand Officer, including:
Executive Level Customer KPI Dashboard
Quarterly Brand Perception Tracking
Weekly Customer Sentiment Tracking
Monitor and identify notable shifts in Wawa’s customer base over time, highlighting customer groups that are growing and/or shrinking and developing hypotheses for root causes to further explore.
- Lead key business results discussions with customer data analysis including standing up repeatable customer analyses for campaign reviews, financial review discussions, advertising planning meetings, and others.
- Support major consumer research efforts, partnering with the research arm of Customer Insights team, by integrating customer data from relevant sources into research processes.
- Develop strategies and recommendations to impact key customer metrics including ways to grow brand trial, grow visit frequency, grow trial to categories in our store, and ultimately impact customer profitability.
- Partner with the Data Science team and the IT team to identify future customer data needs and scope work needed to make relevant data accessible.
Essential Functions:
- Ability to work well individually as well as in a team environment
- Excellent oral and written communication skills
- Excellent customer service skills
- Ability to work with little or no supervision
- Detail oriented and strong organizational skills
- Strong analytical and problem solving skills
- Ability to handle multiple projects and adapt to evolving timelines
- Excellent interpersonal skills
- Proven self-starter with demonstrated ability to make decisions
- Strong leadership skills
- Ability to quickly learn new software programs and/or data structures
- Ability to build collaborative and effective working relationships across organizations
Basic Qualifications:
- Bachelor’s degree preferred with a background in quantitative field such as business intelligence, mathematics, statistics
- 5+ years of experience conducting and facilitating work sessions to collect and define user and business stakeholder requirements
- Experience with BI and Visualization tools such as Tableau or PowerBI
- Experience with MicroStrategy Report construction preferred
- ANSI-SQL Experience, with use in Snowflake cloud as a bonus
- Proficiency with R and/or Python is preferred
- Proficiency with MS Office (Word, Excel and Powerpoint)
- Prior experience translating and communicating complex data results into an understandable format
Wawa will provide reasonable accommodation to complete an application upon request, consistent with applicable law. If you require an accommodation, please contact our Associate Service Center at asc@wawa.com.
Wawa, Inc. is an equal opportunity employer. Wawa maintains a work environment in which Associates are treated fairly and with respect and in which discrimination of any kind will not be tolerated. In accordance with federal, state and local laws, we recruit, hire, promote and evaluate all applicants and Associates without regard to race, color, religion, sex, age, national origin, ancestry, familial status, marital status, sexual orientation or preference, gender identity or expression, citizenship status, disability, veteran or military status, genetic information, domestic or sexual violence victim status or any other characteristic protected by applicable law. Unlawful discrimination will not be a factor in any employment decision.
