Senior Analyst, Market & Customer Intelligence

Scope of Responsibility

The Senior Analyst, Market & Customer Intelligence owns the external intelligence picture at AFS. Scope 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

Core Responsibilities

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 create a differentiated advantage

Translate market and customer intelligence into polished internal and external content.

• Produce competitive white papers that articulate AFS's differentiation for buyers and prospects
• Build whitespace analysis documents that identify market opportunities and inform product and commercial investment decisions
• Support the CBIO and CEO with market-facing narratives for board, investor, and strategic presentations

Key Working Relationships

• Chief Business Intelligence Officer — Primary reporting relationship and day-to-day partner on intelligence program design, strategic content, and executive decision support.
• CPO — Primary consumer of product usage intelligence and VoC findings; partners on roadmap decisions.
• CRO — Primary consumer of win/loss analysis and competitive intelligence; partners on commercial strategy.
• COO — Partners on customer satisfaction data, NPS outcomes, and customer experience signals.
• Head of Strategy — Partners on market intelligence and competitive positioning inputs.

What Success Looks Like

• Product roadmap decisions are informed by structured customer intelligence
• The commercial team uses current competitive intelligence in positioning and deal strategy
• Win/loss patterns are tracked and drive changes in how AFS sells and builds product
• AFS has high-quality competitive and market content supporting internal and external positioning
• The ELT uses VoC and market intelligence as a regular input to strategic decisions
• NPS and customer satisfaction data lead to visible changes in product, support, or delivery

Profile

The right person is an exceptional analyst with deep expertise across qualitative and quantitative intelligence — from research design through executive communication. They can structure a win/loss program, interpret behavioral data from product analytics, and write competitive positioning that changes how the commercial team sells. They understand intelligence only has value when it changes a decision. They bring exceptional synthesis skills — turning NPS, product usage data, buyer interviews, and competitive monitoring into a coherent, actionable point of view. They write with precision, present confidently at the executive level, and attach recommendations to data.

Qualifications

• 10+ years of progressive experience in market research, customer intelligence, competitive analysis, or related analytical discipline in a B2B SaaS or technology environment; banking software or fintech strongly preferred
• Demonstrated experience designing and running VoC programs including NPS, customer interviews, and advisory panels
• Experience with product analytics tools such as Pendo, Mixpanel, or equivalent
• Strong qualitative research skills alongside quantitative analytical capability
• Exceptional written communication skills, including white papers, competitive analyses, and executive intelligence briefs
• Track record of influencing product and commercial strategy through structured intelligence
• Comfort operating in a PE-backed environment where insight is expected to drive measurable business outcomes
• Tech capable of launching surveys, writing reports in Salesforce or similar CRM platforms, using product analytics tools, and leveraging AI to scale output