CRM Analyst

Because your new ideas are our way new ways of working. Evolve, your way.

Our digital teams are right at the heart of what we do. Surrounded by some of the best digital specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward‑thinking team.

We want you to feel challenged and inspired. Here, you’ll develop your skills across a range of responsibilities:

• Demonstrate CRM impact and effectiveness through analysis of campaign, customer, transactional, GA4, and app data.
• Deliver campaign reporting, post‑campaign analysis, and recommendations to improve CRM performance and support planning decisions.
• Develop and automate reporting on acquisition performance, enabling ROI tracking and activity prioritisation.
• Lead the delivery of CRM reporting initiatives, working cross‑functionally to ensure accurate, accessible CRM data within Tableau.
• Design and maintain KPI dashboards across the CRM funnel, providing actionable insights and clear performance visibility for senior stakeholders.
• Analyse customer data to build audience understanding, inform segmentation strategies, and optimise campaign targeting.
• Evaluate A/B test results, including target vs. control group analysis, to inform the CRM testing roadmap.
• Support ADHOC requests from across Digital to demonstrate the impact CRM has had on the wider business and commercial objectives.
• Present analytical findings clearly to both technical and non‑technical audiences.
• Promote data literacy by upskilling CRM teams and stakeholders in reporting, insights, and performance measurement.

• Proven experience in CRM, customer insights, digital analytics, or marketing analytics, with strong analytical skills and the ability to translate complex data into actionable recommendations that drive business outcomes.
• Strong CRM and customer analytics expertise, including experience analysing campaign performance, customer behaviour, segmentation, lifecycle analysis, CRM performance metrics, and identifying optimisation opportunities.
• Advanced technical skills, including proficiency in SQL for data extraction, manipulation, and analysis, along with experience working with large customer databases and multiple data sources such as transactional, behavioural, and campaign data.
• Experience with reporting and analytics tools, including data visualisation platforms such as Tableau, Power BI, or similar tools, as well as digital analytics platforms such as Google Analytics 4 (GA4) and app analytics data.
• Knowledge of testing and measurement methodologies, including A/B test design, performance measurement, results evaluation, and applying insights to improve customer engagement and business performance.
• Excellent stakeholder management and communication skills, with the ability to present insights effectively to both technical and non‑technical audiences and work cross‑functionally with CRM, Marketing, Digital, Data, and Technology teams.
• Highly organised, detail‑oriented, and proactive, with a passion for customer insight, continuous improvement, data accuracy, and the ability to manage multiple priorities in a fast‑paced environment. Experience with in retail, e‑commerce, or other customer‑focused industries is desirable.

People are at the heart of what we do here, so it’s essential we provide you with the right environment to perform at your very best. Let’s talk lifestyle:
Healthcare, pension, potential bonus. You will also get 27 days of annual leave and bank holidays and you can also buy five more. Because Primark is all about tailoring to you we offer a tax saver ticket, fitness centre and a subsidised cafeteria.

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to a £9bn+ turnover business and over 80,000 colleagues and over 440 stores in 17 countries today. Our values run through everything we do. In essence, we’re Caring and always strive to put people first. We’re also Dynamic, bravely pushing the boundaries to stay ahead.

And finally, we succeed Together.

If you need any reasonable adjustments or have an accessibility request during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology, please contact your talent acquisition specialist.

All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns, please reach out to our talent acquisition team to discuss.