Business Analyst, Digital

Intellistack

2d•$90,000 - $100,000

About The Position

Intellistack is seeking a Business Analyst to lead analysis for Formstack’s digital self-serve SaaS business, with a focus on SMB customers. The role connects marketing, website, product, billing, and customer data to understand how customers discover, purchase, adopt, retain, and expand their use of the product. Insights will help teams prioritize changes that improve customer outcomes and ARR. This is a hands-on business analytics and decision-support role focused on defining useful metrics, investigating performance, building trusted reporting, and evaluating growth and retention programs. The position also provides account insights and measures handoffs that support the broader Formstack sales motion. Its core responsibility is digital self-serve analytics; it does not own campaign execution or revenue operations.

Requirements

At least 4 years of experience in business intelligence, growth analytics, product analytics, or a related analytical role.
Strong SQL skills and experience analyzing customer-level data in a cloud data platform such as Databricks.
Experience with digital funnels, product event data, cohorts, dashboards, and experiment measurement.
Working knowledge of SaaS measures including ARR, GRR, NRR, churn, expansion, customer acquisition cost, and lifetime value.
Ability to explain findings in clear business terms.

Nice To Haves

Experience in digital self-serve or SMB SaaS is strongly preferred.
Experience with Pendo or a similar product analytics platform; Zuora, Salesforce, web analytics, and a BI tool.
Experience with churn or expansion propensity analysis, pricing measurement, or evaluation of automated customer journeys.

Responsibilities

Build and maintain a scorecard covering qualified traffic, acquisition spend, signup, purchase, activation, new customers, and new ARR.
Analyze performance by channel, campaign, customer segment, and cohort, including conversion, acquisition cost, customer quality, and payback.
Identify friction in the website, pricing, signup, checkout, and early product experience, and evaluate whether changes improve conversion and downstream retention.
Track customer and ARR retention by cohort, product, contract term, health, and segment; explain churn, contraction, reactivation, pricing, and expansion through a consistent ARR bridge.
Combine product use, support, billing, and engagement signals to identify at-risk customers and opportunities to improve adoption; measure retention program results against appropriate comparison groups.
Identify and size opportunities and segments for seat growth, upgrades, cross-sell, and upsell; measure conversion, expansion ARR, and subsequent customer health.
Use SQL and Databricks to develop reliable customer-level analyses, partnering with data teams on definitions, data quality, and reusable datasets.
Build dashboards and forecasts showing performance across the self-serve customer journey and explain changes to business stakeholders.
Evaluate experiments, automated journeys, and agentic programs using measures such as reach, completion, escalation, conversion, retained ARR, and expansion ARR.
Surface qualified digital intent signals for sales teams and measure outcomes of sales-assisted handoffs, especially those related to upsell.