Digital Analytics Lead - CRM

We’re not just another bike brand - we're an iconic, British motorcycle brand with over 120 years of history behind us. Our new state-of-the-art facilities in Solihull, West Midlands are home to a tight-knit, but ever-expanding team that's passionate about delivering exquisite riding experiences to our customers.

Under new ownership and proud to be part of the TVS Motor family, we're entering a new era of global success. And we want you to be a part of it!

At Norton, we value respect, trust, and responsibility. We trust our employees to execute their roles exceptionally and professionally, and we value personal development, teaching, and learning. When you join our team, you'll have the opportunity to grow and learn alongside some of the most talented and dedicated people in the business.

So if you're passionate about motorcycles and looking to join a team that's shaping the future of this legendary brand, we'd love to hear from you!

The role:

We're looking for a Lead / Principal Data Analytics, CRM to drive the analytics, measurement, and insights agenda across our global CRM ecosystem.

This is a highly strategic role at the intersection of data, customer engagement, marketing effectiveness, and business growth. You'll transform customer signals into actionable insights, helping the organisation make smarter decisions across the entire customer journey while ensuring the customer remains at the center of every interaction.

Working closely with Marketing, Sales, CRM, and Business leaders, you will build a data-driven culture that optimizes engagement, conversion, personalisation, and customer lifetime value.

Duties/Responsibilities:

CRM Analytics Strategy

• Define and evolve signal-based and attribute-driven customer outreach strategies.
• Establish scalable measurement frameworks that deliver accurate, consistent reporting across global markets.
• Drive data-backed decision-making across the CRM and customer engagement ecosystem.

Customer Journey & Funnel Analytics

• Own end-to-end analytics across the customer lifecycle, from lead identification through nurturing and conversion.
• Measure prospect engagement and movement across every stage of the funnel.
• Track, analyse, and optimise engagement, response rates, and conversion performance.
• Develop attribution models that evaluate the impact of multiple outreach channels.
• Partner with CRM and Marketing teams to improve campaign effectiveness and customer conversion.
• Deliver content performance insights that improve mid-funnel engagement.
• Identify optimal communication channels, formats, and customer touchpoints.
• Drive personalised targeting strategies across macro and micro customer segments.
• Develop next-best-action insights to improve customer engagement and conversion.
• Generate actionable prospect and customer insights that influence business strategy.

CRM Systems & Customer Data

• Enhance Customer 360 capabilities through data enrichment and improved customer profiling.
• Support the evolution of Data Cloud architecture and customer data strategies.
• Provide recommendations on channel selection, outreach frequency, and campaign optimization.
• Improve lead scoring and lead management frameworks through predictive modelling, behavioural signals, and AI-driven scoring approaches.

Experimentation & Optimisation

• Champion a culture of testing, learning, and continuous improvement.
• Design and evaluate experiments across customer journeys and campaign programs.
• Drive measurable improvements in conversion rates, engagement, and customer experience.

Strategic Partnership & Leadership

• Act as a trusted advisor to Marketing, Sales, and CRM leaders, using analytics to shape strategic decisions.
• Translate complex data into clear business recommendations with measurable impact.
• Present insights, trends, and opportunities to senior leadership and executive stakeholders.
• Influence organisational actions through customer-centric, data-driven storytelling.

Personal Specification:

Skills & Expertise

• Deep expertise in CRM analytics, customer journey analytics, and funnel measurement.
• Strong understanding of attribution modelling and online-to-offline conversion tracking.
• Hands-on experience with CRM and MarTech platforms.
• Advanced knowledge of analytics and visualisation tools such as Adobe Analytics, Google Analytics, Tableau, or Power BI.
• Strong technical foundation in SQL, data modelling, statistical analysis, and data interpretation.
• Proven ability to transform complex data into clear, actionable business insights.
• Experience working with customer segmentation, personalization, lead scoring, and predictive analytics.

Experience and Qualifications

• 8+ years in CRM Analytics and Data Strategy
• Experience in global CRM including commerce in direct to customer business (financial services experience is a plus)
• Proven track record of driving lead conversion, marketing ROI, and customer insights
• Experience with lead scoring including signals and AI scoring output
• Experience managing cross-functional , global stakeholders/ Leaders

Rewards for working at Norton:

We like to take care of our Nortoneers and we think we offer some pretty decent rewards. Here's what you'll get when you join the team:

• Competitive salary package that recognises your skills and experience
• 33 days of holiday (inc. Bank Hols) to relax and recharge
• Generous pension scheme that sets you up for the future, with access to personalised advice.
• Private Medical Insurance and a Cash Back Programme to keep you feeling your best
• Life insurance (4x salary) because we've got your back no matter what
• FREE fruit, got to have your five-a-day!
• WeCare Employee Assistance Programme, which includes access to online GP services, dietary advice, mental health support, bereavement counselling, and a fitness programme
• Experience the thrill of an entrepreneurial environment within a larger, well-funded company with ambitious long-term goals.
• Elevate your career with our Ideas for Excellence scheme, where every brilliant idea is not just valued, but also rewarded!
• A diverse and international team that brings together different perspectives, backgrounds, and experiences.
• Join the fun with our twice-yearly employee events, payday socials, and loads of exciting activities in between!
• Want to go green? You can enjoy free electric bicycle hire
• Plus, no need to stress about finding a parking spot - we've got on-site free parking covered and FREE electric charge points.

We know how important it is to take care of our team, and we're committed to continually improving our reward offering in line with the business growth plan.