Business Analyst, Digital

Intellistack is seeking a Senior Business Analyst to lead analytics for Formstack’s digital self-serve SaaS business, focused on SMB customers. The role connects marketing, website, product, billing, and customer data to inform decisions that improve customer outcomes and ARR.

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. 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 customers at risk and opportunities to improve adoption. Measure the results of retention programs against appropriate comparison groups
• Identify, 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 that show 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 the outcomes of sales-assisted handoffs especially related to upsell motion

Requirements:

• 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
• experience in digital self-serve or SMB SaaS
• Pendo or a similar product analytics platform; Zuora, Salesforce, web analytics, and a BI tool
• Churn or expansion propensity analysis, pricing measurement, or evaluation of automated customer journeys