Business Analyst

We are seeking a Business Analyst to lead analysis for Formstack's digital self-serve SaaS business, with a focus on SMB customers. You will connect marketing, website, product, billing, and customer data to understand how customers discover Formstack, purchase, adopt the product, stay, and grow. Your work will help teams prioritize changes that improve customer outcomes and ARR. This is a hands-on business analytics and decision-support role. You will define useful metrics, investigate performance, build trusted reporting, and evaluate the impact of growth and retention programs. You will also provide account insights and measure handoffs that support the broader Formstack sales motion. The core responsibility remains digital self-serve analytics; this role does not own campaign execution or revenue operations.

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 and evaluate whether changes improve conversion and downstream retention; Track customer and ARR retention by cohort, product, contract term, health, and segment and 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 and size opportunities and segments for seat growth, upgrades, cross-sell and upsell; 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; experience in digital self-serve or SMB SaaS is strongly preferred; 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

Nice to have

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

Benefits

5% variable bonus based on company and individual performance