As a Business Systems Analyst (BSA) for CRM, you will play a pivotal role in shaping how we communicate with customers at scale. You’ll act as the primary business owner for Touchpoint, our in-house marketing automation platform, translating business communication and engagement needs into scalable, data-driven CRM capabilities.
This role sits at the intersection of Marketing, Product, Engineering, Analytics, and Branding. You’ll partner closely with stakeholders to define CRM strategy, prioritize initiatives, and deliver high-impact messaging experiences across email and SMS. You will balance day-to-day operational needs with longer-term platform evolution — including AI-driven personalization, experimentation, and cost efficiency.
What You’ll Do
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.
What We’re Looking For * 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).
Perks and Benefits * Time off throughout the year (paid and unpaid) * Professional development support and encouragement * Resources to help improve your overall well-being * Free JustAnswer membership
