Senior Analyst, Market & Customer Intelligence

AFS•Exton, PA

About The Position

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. 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.

Requirements

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

Nice To Haves

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.

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
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