Sr. Analyst, Market & Customer Intelligence

Purpose of the Role

AFS is growing and transforming rapidly. New markets, new products, and an expanding customer base mean leadership decisions about where to invest, how to position, and what to build carry more weight than ever before.

The Senior Analyst, Market & Customer Intelligence is AFS's external intelligence function. This role exists to ensure that the signals customers and the market are sending — through surveys, product behavior, win/loss conversations, competitive moves, and industry trends — are systematically captured, analyzed, and translated into decisions that improve AFS's products, commercial strategy, and customer outcomes.

AFS operates in a specialized market with a defined customer base and a small number of direct competitors. This role unlocks that insight by ensuring customer feedback shapes the product roadmap, competitive intelligence informs how AFS positions and sells, and market signals reach executive decision-making.

Success means AFS makes fewer decisions based on assumption and more based on evidence. Product prioritization reflects actual platform usage. Commercial strategy reflects why AFS wins and loses. The organization has a repeatable intelligence capability that compounds in value over time.

The Senior Analyst, Market & Customer Intelligence reports directly to the Chief Business Intelligence Officer and operates as a senior individual contributor within the Business Intelligence function. This role works closely with Product, Commercial, and Customer Success teams and has direct working relationships with the CBO, CPO, CRO, and COO.

The Senior Analyst, Market & Customer Intelligence owns the external intelligence picture pe includes:

• Voice of Customer programs: NPS, customer surveys, executive interviews, and customer advisory panels
• Product usage intelligence: in-app behavioral analytics via tools such as Pendo to identify adoption patterns, friction points, and improvement opportunities
• Win/loss analysis: structured research into why AFS wins and loses competitive opportunities
• Competitive intelligence: ongoing monitoring and analysis of AFS's core competitors and market positioning
• Market intelligence: industry trends, buyer behavior, regulatory developments, and emerging dynamics in commercial lending technology
• Strategic content: white papers, whitespace analysis, competitive positioning documents, and market-facing materials

• Design, execute, and analyze AFS's NPS and customer satisfaction programs, ensuring outputs are actionable
• Conduct structured customer interviews and qualitative research to understand the customer experience
• Manage customer advisory panels and user research sessions that generate strategic insight
• Synthesize VoC findings into clear recommendations for Product, Customer Success, and the ELT
• Own deployment and analysis of product intelligence tools such as Pendo to understand customer product usage
• Identify adoption gaps, high-friction workflows, underutilized features, and usage patterns that inform product prioritization
• Partner with the CPO and product team to translate usage intelligence into specific, evidence-backed roadmap inputs
• Track the impact of product changes on customer behavior over time
• Design and run a structured win/loss program across AFS's active pipeline and closed opportunities
• Conduct post-decision interviews with buyers to understand factors that drove the outcome
• Identify where AFS consistently wins, where it loses, and the underlying drivers
• Deliver win/loss findings to the CRO, CPO, and ELT in formats that drive commercial and product decisions
• Maintain current profiles of AFS's core competitors: positioning, pricing signals, customer wins/losses, and strategic direction
• Monitor the commercial lending technology market for emerging competitors, regulatory changes, and shifts in buyer behavior
• Provide the CRO and commercial team with competitive intelligence that strengthens positioning, pricing, and objection handling
• Identify whitespace opportunities — where the market is underserved and where AFS's capabilities…