BI & Reporting Analyst

Introduction

The BI & Reporting Analyst transforms the current high-volume, low-insight reporting environment into a focused analytics capability that supports decision-making across the sales organisation. The role is responsible for delivering automated, accurate and timely reporting, building self-service dashboards that the field and leadership can rely on, and producing the deeper analytical work that drives account, regional and strategic decisions.

The Analyst’s value is measured in the quality of insight generated and the decisions it enables — not in the volume of reports produced. A core part of the role is to actively reduce duplicated, low-value reporting and shift the organisation to self-service where appropriate.

Duties & Responsibilities

Financial Perspective :  Incentive and Target Support

• Support the setting and monitoring of sales incentives and targets through the reporting platform, working with Sales leadership and HR / Finance as required.

• Produce transparent, defensible incentive tracking so that the field has confidence in the numbers behind their pay.

Customer Perspective :Performance Analysis and Insight

• Provide account-level reviews, regional analyses and channel-level deep dives to support sales leadership decision-making.

• Identify trends, opportunities and risks in the data — e.g. underperforming accounts, declining categories, suspicious claim patterns — and bring them to the Head of Sales Enablement and the relevant Sales leader.

• Produce strategic insight (not just data) on goal achievement, customer mix, pricing effectiveness and promotional ROI.

Internal Processes :Data Governance and Quality

• Work closely with the Customer Service Manager (customer master) and the Trading Terms Controllers (commercial data) to ensure that BI is built on clean, governed data.

• Flag data quality issues at source and own the remediation conversation.

• Partner with IT on data architecture, source-system access and BI tooling

Continuous Improvement

• Continuously refine and improve dashboards based on user feedback and changing business needs.

• Identify analytical questions the business should be asking but is not, and bring them forward proactively.

• Stay current with BI tooling, analytical techniques and FMCG / distribution analytical best practice.

Reporting Automation

• Manage the automation of standard sales reports so that the sales team, leadership and other functions receive timely, accurate data without manual intervention.

• Eliminate duplicated reports across regions and functions; consolidate into a single, trusted source of truth.

• Maintain the reporting calendar and ensure delivery against published SLAs.

Self Service BI

• Build and maintain self-service BI dashboards (e.g. in Power BI or DSA’s chosen platform) covering sales performance, account performance, regional performance, promotional effectiveness and operational KPIs.

• Guide and enable the sales organisation to use the dashboards — deliberately moving the organisation away from ad-hoc reporting requests.

• Maintain data quality, definitions and documentation so that all users see consistent numbers.

Learning and growth

• Take responsibility for self-development through self-study, identification of learning opportunities

Desired Experience & Qualification

• A bachelor’s degree in a quantitative or business discipline (e.g. Statistics, Mathematics, Information Systems, Business Analytics, Commerce, Finance).

• A minimum of 3–5 years’ experience in a BI, analytics or commercial reporting role, ideally in FMCG, distribution, retail or a similarly data-rich commercial environment.

• Strong proficiency in BI tooling (Power BI, Tableau or equivalent), SQL, and Microsoft Excel (advanced).

• Working knowledge of SAP (data sources, sales and pricing tables) is highly desirable.

• Experience building dashboards used by senior business audiences.

Skills

• Analytical and intellectually curious — not just “what” but “so what” and “now what”.

• Strong data fluency: comfortable working with large data sets, building models, and verifying accuracy.

• Visual communication — designs dashboards and outputs that are clear, decision-grade and used.

• Business-savvy — understands sales, accounts, channels and commercial drivers, not just the data.

• Strong stakeholder management; can engage Sales leaders confidently.

• Disciplined approach to data quality, documentation and version control.