Data Analyst

4 weeks ago

Palakkad, Kerala, India The Functionary Full time

Position Overview

We are seeking a highly business-savvy Data Analyst, dedicated to managing and optimizing the direct mail marketing performance for one of our three credit bureau partnerships.

In this role, you will own the end-to-end targeting and campaign selection process for your assigned bureau. Your primary goal is to ensure the right customers receive the right offers at the right time—driving response rates, conversion rates, loan volume, and profitability.

You will combine hands-on data analysis (SQL, Excel) with strategic business decision-making, requiring not only strong technical skills but also the ability to interpret historical performance in context, account for anomalies, and forecast future outcomes with confidence.

Key Responsibilities

  • Campaign Targeting & Selection
  • Pull and prepare data using SQL to identify target customers for direct mail campaigns.
  • Evaluate historical performance metrics such as response rate, approval rate, conversion rate, loan size, and payment performance.
  • Make informed selections for upcoming campaigns based on a combination of quantitative data and qualitative business context.
  • Performance Analysis & Optimization
  • Maintain and monitor performance metrics.
  • Identify and communicate trends, risks, and opportunities to stakeholders.
  • Recommend strategies to improve campaign performance and profitability.
  • Business Decision-Making
  • Use data-driven insights to directly influence credit policy and campaign execution.
  • Weigh trade-offs between targeting breadth, expected performance, and operational constraints.

Position Requirements

Mandatory:

  • Experience: Minimum 3 years in a consumer lending financial services company managing portfolio performance and making business-driven credit policy decisions.
  • Business Acumen: Proven track record of interpreting data within a business context to make high-impact decisions.
  • Technical Skills:
  • SQL – Proficiency in writing complex queries to extract and manipulate large datasets.
  • Excel – Advanced skills, including pivot tables, calculated fields, and data visualization.
  • Python – Ability to run underwriting (UW) and response rate models to score customer populations for direct mail targeting.
  • Analytical Skills: Ability to identify performance drivers, isolate anomalies, and develop actionable recommendations.
  • Communication: Strong verbal and written English skills for presenting findings to non-technical stakeholders.

Preferred/Plus Factors:

  • Experience with direct mail marketing in a financial services context.
  • Familiarity with credit bureau data and segmentation strategies.
  • Understanding of consumer credit products, including installment loans and lines of credit.

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