Customer Insights Analyst (CRM and Loyalty)

Customer Insights Analyst (CRM and Loyalty) (Fulltime/Part-time, 32-38 hours per week)

As a CRM & Loyalty Analyst, you will play a key role in helping Action better understand its customers and strengthen customer engagement, retention and long-term customer value across Europe and the United States. 

You will transform customer, transactional, campaign and loyalty data into actionable insights that help us understand who our customers are, how they behave and how we keep them engaged. Working with tens of millions of customers across multiple markets, your analyses will directly support customer-centric decision making and help shape customer growth, CRM and loyalty initiatives.
This role combines broad customer analytics with a deep understanding of CRM and loyalty. You will help identify opportunities to improve customer engagement, strengthen loyalty participation and create more relevant customer experiences for both loyalty members and customers who are not yet fully engaged with our loyalty proposition.
You will work in a cloud-based analytics environment where Databricks serves as the central platform for customer data, analytics, AI and reporting, enabling you to transform large-scale customer data into business impact.
This role is ideal for analysts who enjoy combining hands-on analytics, reporting and stakeholder interaction while contributing to customer growth and loyalty ambitions.

This is your daily action

As our CRM & Loyalty Analyst, you will be part of the Customer Acquisition & Activation Value Stream, where customer growth, engagement and loyalty are central themes.
Within this value stream, you will work closely with marketers, CRM specialists, product owners and customer experts to improve how we acquire, activate, engage and retain customers.
At the same time, you will belong to the Customer Insights Chapter, giving you access to a broader community of analysts, data scientists and analytics professionals. This setup allows you to combine deep business involvement with strong analytical development and knowledge sharing.
You won't be doing this alone. You will work alongside another CRM & Loyalty Analyst, creating a strong analytical partnership within the value stream. Together, you will divide priorities, challenge each other's thinking, share best practices and help shape the future of customer analytics at Action.

In this role, you will:

• Support the Customer Acquisition & Activation Value Stream with insights that drive customer growth and engagement.
• Develop a deep understanding of customer behaviour and customer value across the full lifecycle.
• Translate customer, CRM and loyalty data into actionable business insights and recommendations.
• Drive the development of customer analytics capabilities, frameworks and measurement standards.
• Evaluate and improve CRM, customer engagement and loyalty initiatives through data-driven insights.
• Develop a complete customer view by connecting data across channels and touchpoints.
• Enable data-driven decision making through reporting, dashboards and self-service analytics.
• Partner with business stakeholders to identify opportunities for customer growth, engagement and long-term value creation.
  
  

Some examples of your tasks:

• Analyze customer purchase behaviour and identify drivers of frequency, spend, retention and customer value.
• Build customer segments based on behavioural, demographic and transactional characteristics.
• Evaluate CRM campaigns, measuring engagement, conversion and incremental business impact.
• Compare the behaviour of loyalty members and non-members to identify opportunities for programme improvement.
• Investigate which customer groups are most likely to become active loyalty members and what drives participation.
• Develop customer lifecycle dashboards and reporting to monitor customer health across markets.
• Support A/B testing for customer journeys, CRM communications and engagement initiatives.
• Partner with Marketing and CRM teams to optimize audience selection, channel effectiveness, and campaign performance using our Customer Data Platform (CDP).
• Identify churn risks and retention opportunities through customer analytics.
• Create clear management summaries and recommendations based on customer behaviour trends.
• Combine CRM, transactional, loyalty, digital and research data to develop a complete customer view.

Meet your team

With tens of millions of customers across Europe and a growing international footprint, understanding customer behaviour is becoming increasingly important to support Action's ambitious growth plans. Our challenge is unique: one brand, one format, and millions of customers across Europe and the United States. Every day, we use data and insights to help Action become more customer-centric and continue delighting customers wherever we operate.
Customer Insights is a key function within Action. The team combines customer analytics, CRM insights, market research and advanced data capabilities to build a deeper understanding of our customers and support better business decisions.
In this role, you will operate in a modern product and analytics organization. You will be embedded in the Customer Acquisition & Activation Value Stream while also being part of the Data & Analytics Chapter. This combination ensures strong business involvement, close stakeholder collaboration and continuous professional development.
You will work directly with another CRM & Loyalty Analyst, helping teams make smarter, data-driven decisions around customer engagement, loyalty and growth.

This is you

You are naturally curious and enjoy uncovering patterns in customer behaviour. You have a strong analytical mindset but also understand how to translate data into clear recommendations that drive business action.
You enjoy working with large datasets, collaborating with stakeholders and solving complex customer-related questions.
In addition:

• 3-5 years of experience in customer analytics, CRM analytics, loyalty analytics, marketing analytics or a related field.
• Experience analysing customer behaviour, retention, lifecycle, engagement or loyalty metrics.
• Strong analytical skills and experience working with large customer datasets.
• Experience with SQL and modern analytics platforms such as Databricks.
• Experience building dashboards, reporting solutions and scalable analytical frameworks.
• Ability to translate complex analyses into practical business recommendations.
• Experience measuring the effectiveness of CRM, marketing or customer engagement initiatives.
• Knowledge of customer segmentation methodologies and customer lifecycle frameworks.
• Familiarity with experimentation, A/B testing and statistical analysis techniques.
• Experience with CRM platforms, customer data platforms (CDPs) and customer data environments is a plus.
• Experience with Pyspark, Python, Databricks and advanced analytics techniques is a strong plus.
• Comfortable presenting findings to both technical and non-technical stakeholders.
• Fluent in English and comfortable working in an international environment.
• Experience in retail, e-commerce, FMCG, loyalty or consulting is preferred.
  
  

In addition:

• At least 3 years of experience in Retail or FMCG
• Strong commercial affinity with Buying and Category Management
• Experience working with (promo) data, dashboards, and analytics tooling
• Digital affinity: comfortable analysing online engagement and digital promotion performance
• SQL/Python or similar analytical skills are a plus
• Excellent command of Dutch (both oral and written)

What we offer

Surprisingly much! From our international headquarters in the Netherlands you have an impact on what happens in our stores across Europe. We welcome more than 22.5 million customers every week in more than 3,400 stores in 16 European countries. We have great growth ambitions. For Action and for you. Because our growth means that you can always take new steps. A different position, an interesting innovation project, new skills: you can continue to develop as a professional. And all this in a culture where our shared values are truly lived: customer focus, teamwork, simplicity, discipline, cost conscious and respect.

Did you know that you can also count on us for:

• A market-based salary based on a 38-hour work week
• 24 days of holiday and the option to buy 5 extra days (based on 38 hours per week)
• A temporary contract with the intention of offering you a permanent contract in the long term
• Flexible working hours and the possibility of working up to 40% from home, of course in coordination with your team and manager
• 15% staff discount on your purchases at Action 
• A good pension scheme and travel expenses allowance (Zwaagdijk-Oost is traffic jam-free and only 30 minutes by car from Amsterdam)

How we contribute to society

If you only know Action from our stores, working here opens up a different world. There's a lot happening behind the scenes, including how we work to make a positive impact. Our Action Sustainability Programme (ASP) sets out clear ambitions and goals across four pillars: People, Planet, Product and Partnership.

See where we stand today on sourcing, energy and packaging: company.action.com/planet-new.

And meet the causes we back, including SOS Children's Villages: company.action.com/partnerships-new.

Curious what else we're doing? Join our team and find out for yourself.

Interested?

We are proud to be an inclusive employer, and we warmly invite anyone who recognises themselves in the vacancy to apply. So take action and respond to this vacancy now!

What happens next:

• Response to your application within 14 days (and usually earlier)
• Introductory call with your recruiter
• First meeting with the manager and a colleague
• Second interview with your recruiter, among others
• There may be an online assessment (or assignment) to get to know you better
• Welcome to Action…
  
  

Throughout the process, your recruiter is your permanent point of contact and is available to answer any questions you may have.

Integrity is very important to us. Pre-employment screening is therefore part of the process for this vacancy. Ask your recruiter for more information.