About this role

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

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Data Analyst