Senior Customer Data Analyst

About the Role

We’re looking for a Senior Customer Data Analyst to join our Customer Analytics team at Selfridges. In this role, you will help shape how we understand, measure, and improve the customer experience across both our stores and online. Reporting directly to the Customer Analytics Lead, you’ll use your analytical expertise to uncover insights, influence decision-making, and support key business initiatives.

What You’ll Do

Customer Insights & Performance

· Monitor and analyse customer behaviour through regular reporting and deep-dive analyses.

· Identify retention and reactivation drivers, and overall customer value to support lifecycle marketing and strategic initiatives.

Retention Analytics

· Unlocked program: Monitor and assess performance of the program, including enrolment, engagement and retention outcomes. Provide insights and recommendations that help optimise member experience and long-term value

· Shopping services: analyse the performance of one- to-one relationships to understand customer engagement, campaign impact and ROI. Provide data-driven recommendations to maximise service effectiveness and deepen customer relationships

· Events: Use advanced analytics to identify and target the right customers for events. Evaluate event performance, measure impact on customer behaviour and highlight opportunities to enhance effectiveness and commercial return

· Highlight opportunities to optimise the programme and enhance member value.

Data Visualisation & Storytelling

· Build compelling dashboards and reports in Power BI for over 300 users that translate complex data into clear, actionable insights.

· Promote self-service analytics by supporting stakeholders in using our tools confidently.

Stakeholder Partnership

· Collaborate with teams across the business—Membership, Finance, Buying & Merchandising, Marketing, Events, and Digital—to integrate insights into everyday decision-making.

Analytics Roadmap

· Partner with the Customer Analytics Manager to maintain and deliver the analytics roadmap, ensuring alignment with both immediate needs and long-term objectives.

Continuous Improvement & Innovation

· Recommend new ways to better understand customer behaviour through advanced analytics, experimentation, and testing.

· Look for opportunities to refine our processes and elevate our analytical capabilities.

What You’ll Bring

· Strong SQL skills – (Python experience is an advantage).

· Proficiency with data visualisation tools - ideally Power BI and best-practice data visualisation techniques.

· Experience in customer analytics—ideally within a B2C, loyalty-focused, or subscription-based environment and solid understanding of key customer metrics such as retention, lifetime value, and churn.

· Ability to communicate insights clearly to both technical and non-technical audiences.

· Proven track record of delivering insights that drive improvements in customer engagement or commercial outcomes.

· Comfortable working cross-functionally and influencing stakeholders at different levels of the organisation.

· Excellent time-management skills, with the ability to balance multiple priorities.

· Genuine passion for understanding customer behaviour and enhancing customer experience.

· Curiosity, adaptability, and enthusiasm for learning new tools and approaches