About the position
Introduction
The Sales Analyst is responsible for driving data-informed decision-making across marketing, sales, and enrolment functions. The role provides strategic and operational support through funnel performance management, business intelligence reporting, CRM and platform optimisation, lead nurturing initiatives, privacy compliance oversight, and cross-functional process improvement.
The incumbent plays a pivotal role in translating complex institutional and campaign data into actionable insights that improve conversion rates, strengthen operational efficiency, support stakeholder decision-making, and enhance the prospective student journey. This role also serves as a key enabler of digital transformation by supporting systems such as HubSpot, WhatsApp, webchat, and related enrolment technologies.
Duties & Responsibilities
Key Responsibilities
1. Business Performance Enhancement
- Identify and implement opportunities to improve current business processes, workflows, and operational efficiencies across marketing and enrolment.
- Lead or contribute to strategic improvement initiatives that enhance conversion, responsiveness, and business readiness.
- Provide analytical and operational support for new platform rollouts, campaign execution, and process redesign.
2. Funnel Management and Conversion Optimisation
- Manage and monitor the full lead-to-enrolment funnel to ensure optimal stage-by-stage conversion performance.
- Conduct regular funnel diagnostics to identify bottlenecks, drop-off points, and underperforming areas.
- Develop and communicate corrective actions required to improve funnel health and conversion outcomes.
- Equip regional and operational teams with dashboards, tools, and performance visibility to support funnel ownership.
- Produce structured enrolment risk reports and variance analyses for leadership decision-making.
- Support intervention strategies such as lead nurturing, WhatsApp engagement, and programme-based conversion focus plans.
3. Data Analysis, Reporting and Insights
- Analyse sales, marketing, student, campaign, and operational data to generate actionable business insights.
- Deliver weekly, monthly, and ad hoc reports to sales, marketing, leadership, and other business units as required.
- Produce accurate dashboards and performance summaries to support monitoring of targets and trends.
- Apply predictive and trend-based analysis to assess enrolment trajectory and determine whether targets are likely to be met.
- Interpret lead, conversion, campaign, and completeness data to support proactive planning and performance recovery strategies.
- Reconcile intake, performance, and variance data for reporting to senior stakeholders.
4.Lead Nurturing and Campaign Support
- Implement and monitor targeted lead nurturing campaigns across email, WhatsApp, and related channels.
- Track campaign performance and advise on improvements to strengthen engagement and conversion.
- Support the planning and execution of event-related communications and post-event conversion monitoring.
- Provide weekly programme priorities and campaign direction to marketing and digital teams.
5. Privacy, Compliance and Data Stewardship
- Serve as the departmental Privacy Champion and primary point of contact for data protection and privacy matters.
- Promote and support compliance with POPIA and institutional data governance requirements.
- Advise teams on the compliant handling, use, sharing, and processing of personal data.
- Escalate privacy risks, update relevant departmental practices, and support privacy awareness across functions.
- Ensure that systems, campaigns, and communications align with applicable compliance expectations.
Key Performance Areas
- Business process improvement and efficiency enhancement
- Funnel management and conversion optimisation
- Reporting accuracy, timeliness, and insight generation
- CRM and digital platform effectiveness
- Lead nurturing and campaign support performance
- Marketing budget monitoring support
- Privacy and POPIA compliance leadership
Training, capability development, and stakeholder enablement
Desired Experience & Qualification
Qualifications
- Bachelor's degree in Marketing, Business Management, Statistics, Data Analytics, Information Systems, or a related field.
- A postgraduate qualification would be advantageous.
Experience
- Minimum 3-5 years' experience in marketing analytics, sales analytics, CRM operations, business intelligence, or enrolment performance management.
- Experience working with lead funnels, conversion reporting, campaign analytics, and stakeholder reporting.
- Exposure to higher education, commercial education, or service-driven environments will be advantageous.
- Experience with privacy compliance and data governance practices is beneficial.
Technical Skills
- Advanced Excel and reporting capability
- CRM/platform experience, preferably HubSpot and/or Anthology
- Dashboarding and data visualisation
- Campaign performance tracking and conversion analysis
- Data interpretation and trend analysis
- Budget tracking and variance monitoring
- Knowledge of POPIA and data handling best practice
- Strong presentation and business communication skills
Competencies
- Analytical thinking
- Commercial acumen
- Attention to detail
- Problem-solving
- Strategic insight
- Process orientation
- Stakeholder management
- Initiative and innovation
- Accountability
- Cross-functional collaboration
- Service excellence
- Ethical conduct and confidentiality
Core Behavioural Expectations
The incumbent is expected to consistently demonstrate the organisation's core values through:
- Respect: professional, collaborative, and considerate engagement with all stakeholders
- Integrity: ethical conduct, transparency, and responsible stewardship of data and decisions
- Service: proactive, responsive, and solution-driven stakeholder support
- Excellence: high standards, continuous improvement, innovation, and quality delivery
