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 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
Voice of Customer Programs
- 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
Product Usage & Behavioral Intelligence
- 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
Win/Loss Analysis
- 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
Competitive & Market Intelligence
- 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
Strategic Content & Intelligence Artifacts
- 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
Customer Success & Case Study Development
- Build and maintain customer case studies that capture measurable outcomes, implementation success, and platform impact
- Partner with Customer Success and Sales to identify candidate accounts and secure customer participation
- Conduct interviews and synthesize findings into externally publishable case studies
- Keep 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 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
- Technically capable of launching surveys, writing reports in Salesforce or similar CRM platforms, using product analytics tools, and leveraging AI to scale output