Senior Analyst, Market & Customer Intelligence

Position within the Organization 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. 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 panelsProduct usage intelligence: in-app behavioral analytics via tools such as Pendo to identify adoption patterns, friction points, and improvement opportunitiesWin/loss analysis: structured research into why AFS wins and loses competitive opportunitiesCompetitive intelligence: ongoing monitoring and analysis of AFS's core competitors and market positioningMarket intelligence: industry trends, buyer behavior, regulatory developments, and emerging dynamics in commercial lending technologyStrategic content: white papers, whitespace analysis, competitive positioning documents, and market-facing materials Core Responsibilities Voice of Customer Programs Design, execute, and analyze AFS's NPS and customer satisfaction programs, ensuring outputs are actionableConduct structured customer interviews and qualitative research to understand the customer experienceManage customer advisory panels and user research sessions that generate strategic insightSynthesize VoC findings into clear recommendations for Product, Customer Success, and the ELT Product Usage & Behavioral Intelligence Own deployment and analysis of product intelligence tools such as Pendo to understand customer product usageIdentify adoption gaps, high-friction workflows, underutilized features, and usage patterns that inform product prioritizationPartner with the CPO and product team to translate usage intelligence into specific, evidence-backed roadmap inputsTrack the impact of product changes on customer behavior over time Win/Loss Analysis Design and run a structured win/loss program across AFS's active pipeline and closed opportunitiesConduct post-decision interviews with buyers to understand factors that drove the outcomeIdentify where AFS consistently wins, where it loses, and the underlying driversDeliver win/loss findings to the CRO, CPO, and ELT in formats that drive commercial and product decisions Competitive & Market Intelligence Maintain current profiles of AFS's core competitors: positioning, pricing signals, customer wins/losses, and strategic directionMonitor the commercial lending technology market for emerging competitors, regulatory changes, and shifts in buyer behaviorProvide the CRO and commercial team with competitive intelligence that strengthens positioning, pricing, and objection handlingIdentify whitespace opportunities — where the market is underserved and where AFS's capabilities create a differentiated advantage Strategic Content & Intelligence Artifacts Translate market and customer intelligence into polished internal and external contentProduce competitive white papers that articulate AFS's differentiation for buyers and prospectsBuild whitespace analysis documents that identify market opportunities and inform product and commercial investment decisionsSupport the CBIO and CEO with market-facing narratives for board, investor, and strategic presentations Customer Success & Case Study Development Build and maintain customer case studies that capture measurable outcomes, implementation success, and platform impactPartner with Customer Success and Sales to identify candidate accounts and secure customer participationConduct interviews and synthesize findings into externally publishable case studiesKeep the case study library current and usable by Sales, Marketing, and executive leadership 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 intelligenceThe commercial team uses current competitive intelligence in positioning and deal strategyWin/loss patterns are tracked and drive changes in how AFS sells and builds productAFS has high-quality competitive and market content supporting internal and external positioningThe ELT uses VoC and market intelligence as a regular input to strategic decisionsNPS 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 preferredDemonstrated experience designing and running VoC programs including NPS, customer interviews, and advisory panelsExperience with product analytics tools such as Pendo, Mixpanel, or equivalentStrong qualitative research skills alongside quantitative analytical capabilityExceptional written communication skills, including white papers, competitive analyses, and executive intelligence briefsTrack record of influencing product and commercial strategy through structured intelligenceComfort operating in a PE-backed environment where insight is expected to drive measurable business outcomesTechnically capable of launching surveys, writing reports in Salesforce or similar CRM platforms, using product analytics tools, and leveraging AI to scale output