Pearl - CRM Business Systems Analyst
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Requirements
• 3+ years of experience in Business Systems Analysis and/or Business Analysis and/or Product Manager including end-to-end business requirements identification and gathering. • Hands-on experience with CRM or marketing automation platforms and designing/supporting email and SMS workflows. • Familiarity with lifecycle messaging, segmentation, and experimentation concepts. • Strong communication skills and ability to translate between business users and technical teams. • Proven ability to prioritize, make trade-offs, and drive decisions across multiple stakeholders. • Experience in cross-functional coordination with Product, Engineering, UX, QA, Marketing, and external partners. • Ability to work with AI-enabled CRM features, translating business needs into clear requirements. • Data analysis skills, including SQL querying, Excel, and BI tools (e.g., Power BI), are a plus. • English proficiency (at least strong upper-intermediate level). • Our Commitment to an Inclusive Workplace
Responsibilities
• CRM Platform Ownership & Requirements Management (20%) • Act as the primary business owner for Touchpoint, our in-house marketing automation platform. • Partner with stakeholders across Product, Marketing, Branding, Finance, and Engineering to gather, refine, and document detailed functional and non-functional requirements. • Ensure CRM capabilities evolve to support AI-driven segmentation, personalization, and retention use cases. • Balance operational needs with longer-term platform scalability and growth initiatives. • Support for Emerging Businesses & New Use Cases (20%) • Support CRM communication requirements for emerging businesses (e.g., Fount), including onboarding flows, lifecycle messaging, and experimentation. • Help define repeatable CRM patterns that can be reused as new businesses launch. • CRM Experimentation, Optimization & Cost Efficiency (30%) • Partner with CRM and Branding teams to define, execute, and analyze A/B tests aimed at improving engagement, retention, and customer satisfaction. • Continuously optimize email and SMS workflows to reduce messaging costs while maintaining or improving business performance (e.g. retention). • Use data and experimentation results to inform prioritization and roadmap decisions. • Vendor & Third-Party Coordination (5%) • Act as the liaison with third-party messaging providers (e.g., Twilio). • Coordinate feature requests, issue resolution, and roadmap dependencies with external partners. • Support vendor performance reviews and cost optimization initiatives. • Planning, Prioritization & Delivery Management (25%) • Collaborate with stakeholders to define, negotiate, and prioritize quarterly OKRs for the CRM development team. • Translate business priorities into clear, actionable backlog items. • Identify and resolve implementation blockers. • Run cross-functional status meetings and communicate progress, risks, and outcomes to stakeholders.
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