Data Analyst

Job Title: Data Analyst

Department: Commercial

Reports To: Sales Operations Lead

Direct Reports: None

Indirect Reports: Sales Operations Supervisor

Job Grade: Specialist

Scope of Work:

Commercial data analysis, sales performance reporting, CRM data interpretation, stock analytics, and management intelligence for the Commercial Department. The Data Analyst is an analytical function.

Job Purpose:

To transform commercial data into clear, accurate, and actionable insights that improve decision-making, revenue performance, and operational efficiency across the Commercial Department. The Data Analyst serves as the analytical engine of the sales team producing consistent, high-quality reports, identifying trends and risks early, and ensuring management always has reliable data to support strategic and operational choices.

Main Duties and Responsibilities:

Sales & Performance Analytics

• Produce accurate daily, weekly, and monthly sales performance reports disaggregated by product category, region, client segment, team member, and revenue versus target.

• Analyse sales trends to identify growth opportunities, performance gaps, and patterns in fast-moving, slow-moving, and non-moving stock that can inform commercial strategy.

• Provide variance analysis comparing actual performance against set targets, with clear commentary on drivers and management recommendations.

• Track and report on team and individual KPI achievement to support structured performance reviews with data-backed insights.

CRM Analysis & Database Standardization

• Use the client database for analysis, reporting, and segmentation

• Clean and standardize CRM data for analytical purposes; removing duplicates, normalizing categories, correcting formatting inconsistencies to compile an accurate, analysis-ready master database from data provided by the Commercial team.

• Identify and formally flag data quality issues; incomplete records, missing contact fields, inactive accounts, or inconsistencies to the Sales Operations Lead for correction by the responsible Commercial team members.

• Conduct regular reconciliation of CRM entries to ensure the data used for reporting accurately reflects actual commercial activity.

Data Segmentation & Client Intelligence

• Develop and maintain client segmentation models based on purchase frequency, revenue value, product category, geographic region, and account type to support targeted sales and marketing activities.

• Collaborate with the Digital Marketing Executive to provide management-approved client data segments for campaigns, events, and targeted outreach.

• Produce client portfolio analyses and buying behaviour insights that support the Customer Care and Business Development teams in account prioritization.

Inventory & Stock Analysis

• Monitor and analyse stock movement data, identifying fast-moving, slow-moving, and non-moving inventory patterns and communicating actionable findings to the Sales Operations Lead.

• Prepare updated stock movement reports and demand forecasts by category to support import planning and prevent stockouts or over-stocking.

• Track and report on stock liquidation initiative performance, providing data that shows whether targets are being met and where gaps exist.

Management Reporting & Business Intelligence

• Develop and maintain management dashboards that present commercial performance data in a clear, visual, and decision-ready format.

• Produce ad-hoc reports and analysis as requested by the Sales Operations Lead, Commercial Director, or senior management; acknowledged within 2 hours and delivered within 24 hours unless a longer timeline is agreed.

• Ensure all reports are consistent, clearly labelled, derived from verified data sources, and include brief commentary explaining key variances; not just raw numbers

Role Specifications

Minimum Qualifications & Experience

• Bachelor's Degree or Diploma in Data Analytics, Business, Statistics, Mathematics, IT, or a related field.

• 1–3 years of experience in data analysis, preferably in a sales or commercial environment.

• Proficiency in MS Excel (advanced), SQL, and at least one BI or reporting tool (e.g. Power BI, Tableau).

• Experience working with CRM systems and sales data is a strong advantage.

Key Skills

• Strong analytical and data interpretation skills with high accuracy.

• Ability to present complex data in clear, accessible formats for non-technical stakeholders.

• Proficiency in data cleaning, standardization, and segmentation techniques.

• Excellent organizational and time management skills for managing multiple recurring reporting deadlines.

Core Competencies

• Analytical Thinking and Attention to Detail.

• Communication of Insights — translating data into business language.

• Process Discipline and Reporting Consistency.

• Intellectual Curiosity and Proactive Problem Identification.

• Confidentiality and Professional Discretion.

• Collaboration with Commercial and Digital Marketing teams