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Owner Experience Analyst - EMEA


Amsterdam - The Netherlands

About us

Dyson is a global technology enterprise.  We solve the problems others choose to ignore, with surprising new inventions that defy convention and simply work better.  We’re growing fast and our ambition is huge – more categories, more locations and more people.

About the role

You will be responsible for driving and evangilising the role of data in the Owner Experience and leading the region on how we can utilise this for data driven strategies across all the core touch-points to drive the business forward…
  • Reporting to the EMEA Head of Owner Experience, the scope and responsibilities of this role are critical as part of the success of Owner Experience and the wider business 
  • Our owner data is the catalyst to everything we do. It’s the critical factor of helping us understand who our owners are and using this insight to inform business strategies from acquisition to retention enabling the organization and key stakeholders make decisions based on owner insights and KPIs
  • As a lead analyst you will play a key part in the successful roll out of a global programme: Marketing Analytics Data Environment (MADE), which puts the Owner at the heart of the Dyson business, establishing a data-driven operating model
  • The MADE data-set will capture key consumer interactions from source systems (internal & external data sets) to help build and inform the enriched profiles we use to personalise our communications with Owners. This will help us design experiences that are consistently Dyson across multiple touch-points – from .com, to store, to email, sms, app and beyond
  • Typically a lot of these projects are new so developing methodologies and insight driven and actionable output is key for its success and working closely with key stakeholders to shape the insight in to business driving actions 
  • The scope is broad: from acquisition (e.g. supporting insight-led acquisition strategies, ensuring owners are reached with the right message at the right time in the right channel for optimum acquisition) to retention (like driving registration, developing automated life-cycle communications and understanding our Owners to find more customers like this).
  • Cross collaboration across different departments, markets and regions is essential to deliver the best solution. You will need to be self-starting and have good business application to ensure we can deliver insights that support the business ambition. Representing the owner voice in any situation and enable stakeholders (through insights and data) to do the same.
  • Driving owner insights and research projects in close cooperation with European and local insights teams. Understand and lead marketing data to insights that inform and improve our owner experiences
  • You will be expert in working with data and deriving insight to develop actionable Owner Engagement campaigns, demonstrating clear ROI through delivery of an active owner base that shows growth in NPS, engagement, retention advocacy and lifetime value. 
  • You will support both strategic, and tactical, business initiatives with high quality execution that resonates with owners, turning one-time purchasers into lifelong Dyson advocates 
  • Ensure regular tracking and reporting of Owner KPIs and derive actions from it
Further responsibilities:
  • To analyse and interpret data relating to marketing activity, to identify insights in respect of consumer behaviour and content performance
  • To make actionable recommendations in aid of commercial & digital strategy and creative work
  • Build and develop customer profiles to segment audiences more effectively 
  • Use profiles to create data-sets for local markets to activate campaigns and optimise engagement with consumers across different channels
  • Uncover new opportunities and insights through deep understanding of data manipulation techniques
  • Create new models as required and determined to serve the business needs
  • Work with the Privacy and Trust team to ensure alignment with global data quality standards
  • Work across teams (local and global) to ensure relevant data is being captured and fed into requirements to grow and develop the data sets
  • Monitor data availability to ensure compliance with global SLA’s
  • Feed the reports required to show the evolution of the data-set health

About you

We're looking for:
  • Hands-on experience of using SQL to interrogate data
  • Excellent knowledge of data and how it relates to marketing and business activities and potential outcomes - Digital, CRM, Media and Social
  • Campaign evaluation – developing evaluation methods and support the team in developing activity evaluation reports for markets and Group
  • Advanced level Excel skills
  • Able to utilise BI tools, especially Tableau
  • Detail and deadline focused 
And we'd love it if you are:
  • Proficient in data mining; able to find patterns and trends in data
  • Able to complete complex analysis or use of advanced statistical analysis
  • Experienced or knowledgeable of R, Python, SAS etc
  • Knowledgeable around Alteryx or other model building tools


  • Company Bonus Scheme OR Performance related bonus
  • Discount on Dyson products
  • Company Pension scheme
  • 29 days annual holiday plan
  • Company Fitness plan
  • EAP (Employee Assistant Programme)
  • Life Assurance Plan
  • Fresh fruits and Friday quiz


Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.