Business Systems Analyst

About the Role

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).

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