Senior Data Analyst

Muslim Aid

Published Date: • Remote

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Description

The Senior Data Analyst is Muslim Aid UK's specialist for supporter data, analysis and insight, and the technical owner of data quality on the CRM. Based overseas and reporting to the Supporter Relations & Data Insights Lead, the postholder turns supporter, income and campaign data into accurate selections, clear reporting and actionable insight that help the Growth Department raise more, retain more and spend well. 

The role serves the whole of Growth. It analyses donor giving behaviour and trends, delivers data selections and segmentation for every campaign and channel, prepares the data behind all email and SMS marketing, brings together digital marketing data from the website, ad platforms and agencies, builds the dashboards and reports used from team level to the Board, manages all data imports, exports and integrations, and leads the technical data work on the new CRM (data mapping, migration, testing and reporting build). It is also responsible for presenting data clearly, making sure the figures and visuals used across Growth are consistent, accurate and tell a clear story. It works closely with the Supporter Engagement Manager and Officer, the Supporter Relations Senior Officer, the Supporter Relations Regular Giving Senior Officer, the Product & Campaigns Manager and team, the Fundraising Lead's teams, Finance, and external agencies (I3media, YOC and MIN). 

The Supporter Relations & Data Insights Lead owns the data strategy, segmentation framework, CRM programme and data governance decisions. The Senior Data Analyst delivers and maintains them: building the segments, models, processes and reports that put the framework into practice, and flagging risks and opportunities early. 

The post-holder is central to the Operational Goal of the MAUK Growth Strategy (quality data and evidence-based insights, and best-in-class technology and AI), and to the strategy's Assurance Framework, which requires clear, audience-level reporting on products, channels and return on investment to support decisions at every level. 

Responsibilities

1.    Data Selections, Segmentation & Targeting
•    Deliver accurate, on-time data selections for all fundraising and marketing activity across email, SMS, direct mail, telephone, digital audiences and the external call centre. 
•    Build and maintain supporter segments in line with the segmentation framework owned by the Supporter Relations & Data Insights Lead, covering the five priority audiences (Communities and diaspora, Professionals, HNWIs, Corporates, Young People). 
•    Apply suppressions, consent and contact preferences correctly to every selection, in line with GDPR, PECR and the Fundraising Regulator's Code of Fundraising Practice. 
•    Apply campaign, appeal and source coding so that every activity can be tracked from selection to income.
2.    Email, SMS & Digital Marketing Data
•    Prepare the data for all email and SMS marketing: segmented send lists, personalisation fields, suppressions and consent checks, working with the Supporter Engagement Officer. 
•    Quality-check every email and SMS data file before sending, so the right message reaches the right supporter. 
•    Bring together digital marketing data from the website (Google Analytics 4), donation pages, paid media platforms (Meta, Google, YouTube, TikTok), email and SMS tools, and agency reports. 
•    Analyse digital performance (reach, engagement, click-through, conversion, cost per acquisition and return on ad spend) and link digital activity to CRM income where possible. 
•    Work with the Product & Campaigns team, the Digital & Influencer Marketing Senior Officer and agencies to agree tracking, UTM tagging and conversion standards.
3.    Donor Behaviour, Insight & Predictive Modelling
•    Analyse donor giving behaviour and trends: gift frequency and value, average gift, channel and payment method, cause and product preference, seasonality and campaign response. 
•    Analyse supporter behaviour across the full supporter lifecycle (acquisition, conversion, retention, upgrade, lapse and reactivation) to inform strategy and campaign decisions. 
•    Build and maintain an RFM (recency, frequency, monetary value) scoring model on the CRM and use it to drive segmentation, targeting and supporter journeys. 
•    Develop and maintain retention, attrition and lifetime value (LTV) models, and propensity models for regular giving, upgrade and legacy/Waqf. 
•    Produce income forecasts for major campaigns and the annual plan, and track performance against forecast. 
•    Design and analyse tests (A/B and multivariate) with the Supporter Engagement and Product & Campaigns teams, and turn results into clear recommendations.
4.    Reporting, Dashboards, Visualisation & Presentation
•    Build and maintain the Growth reporting suite, from daily campaign tracking to monthly management reporting and the quarterly Board and Committee dashboard. 
•    Report inputs and outcomes for each of the five key audience groups, analysed by product and channel, as required by the strategy's Assurance Framework. 
•    Measure return on investment and cost of fundraising by campaign, channel, product and agency, including income attribution across digital and offline channels.
•    Track the Board-level indicators: income growth, emergency versus development income mix, supporter versus institutional income, and cost-to-income ratio. 
•    Act as the single source of truth for Growth figures, making sure statistics used by different teams, agencies and reports are aligned and reconciled. 
•    Present data clearly through charts, visuals and short narratives, and present findings to the Lead, Head of Growth and Leadership Team as required.
5.    Data Quality, Governance & Compliance
•    Manage the day-to-day health of supporter data on the CRM, including deduplication, address and contact validation, and completion of key data fields. 
•    Run quarterly data quality audits and deliver corrective action plans. 
•    Maintain data processing procedures, data dictionaries and access controls in line with the data governance framework set by the Supporter Relations & Data Insights Lead. 
•    Support data protection compliance, including subject access and erasure requests, retention schedules and data breach checks, working with the organisation's Data Protection lead. 
•    Deliver data stewardship training to Growth and other teams who enter or use supporter data.
6.    CRM, Data Operations & Integrations
•    Manage all data imports, exports and integrations between the CRM and websites, payment platforms, fundraising platforms, event systems, the external call centre and agencies. 
•    Act as technical data lead on the new CRM project: data mapping, cleansing, migration, testing, reporting build and post-launch fixes, under the direction of the Supporter Relations & Data Insights Lead. 
•    Resolve CRM and data support requests from across Growth, prioritising by business impact. 
•    Work with Finance to keep CRM income and fund codes aligned with the finance system, supporting monthly reconciliation and Gift Aid claim data preparation.
7.    Automation, AI & Continuous Improvement
•    Create automation of recurring data tasks to improve speed, accuracy and insight, within data protection and ethical standards.

Key Performance Indicators (KPIs) 
KPIs are drawn from the MAUK Growth Strategy 2026-2030 Assurance Architecture and will be agreed with the Supporter Relations & Data Insights Lead during induction. Baselines will be set from the most recent completed campaign cycle. 

Area

KPI 

Target / Frequency 

Selections  

Data selections delivered accurately and on time; selection errors reaching supporters 

100% on time; zero compliance breaches; per campaign 

Data completeness 

Completion rate of key supporter data fields on the 

CRM 

80%+ maintained; quarterly audit 

(Strategy 4.2) 

Area

KPI 

Target / Frequency 

Data quality 

Duplicate rate and invalid contact records 

Year-on-year reduction against baseline; quarterly 

Segmentation  

Audience-segmented profiles available and refreshed for campaign planning 

Quarterly refresh (Strategy 1.2.2) 

Email & SMS 

Email and SMS data files delivered on time and error free; email open rate and tailored email clickthrough rate 

100% on time; open rate above 25% baseline (Strategy 1.1.3); 2.5% CTR (Strategy 3.2) 

Digital data 

Monthly digital marketing data report delivered; website conversion rate tracked 

Monthly; supports 2% website conversion by end 2026 (Strategy 3.1) 

RFM 

RFM scores applied and refreshed across the supporter base 

Monthly refresh; 100% of active and lapsed supporters scored 

Reporting  

Board and Committee dashboard data delivered validated and on time 

100%; quarterly 

Campaign insight 

Post-Campaign Review data packs completed 

Within 30 days of every major campaign 

Forecasting  

Accuracy of campaign income forecasts against actual income 

Within 10% variance; per campaign 

Retention insight 

Retention and LTV reporting that supports the donor retention target 

Monthly tracking against 50% baseline (Strategy 1.1.2) 

ROI 

Cost of fundraising and ROI reported by channel, campaign and agency 

Monthly; supports 20% cost-to-income ratio, target 15% 

Training  

Data stewardship training sessions delivered 

Twice a year (Strategy 4.2) 

Automation  

Data and reporting processes automated or enhanced using AI and new tools 

Minimum two per year (Strategy 4.4) 

Service  

CRM support requests resolved within agreed service levels; internal satisfaction 

90%+ within SLA; 75%+ satisfaction via bi-annual survey 

Personal Specification 
Qualification: Degree in Statistics, Mathematics, Data Science, Computer Science, Economics or a related field, or equivalent professional experience
Experience: Minimum four years' experience in data analysis, business intelligence or CRM data management, including at least two years at senior or lead analyst level
Salary: Market-competitive salary package

Muslim Aid is committed to the safeguarding and protection of children and vulnerable adults. All posts are subject to the relevant level of background check. Muslim Aid is an equal opportunities employer. 

 

Experience

4 Years

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