Business Analyst

Who You Are

• 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.

What You’ll Do

Understand acquisition and conversion

• 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. Evaluate whether changes improve conversion and downstream retention.

Improve Retention and Expansion

• Track customer and ARR retention by cohort, product, contract term, health, and segment. 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, size opportunities and segments for seat growth, upgrades, cross-sell and upsell. Measure conversion, expansion ARR, and subsequent customer health.

Turn data into decisions

• 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.

What You Bring

• 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.

Helpful Experience

• 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.

Pay and benefits

SALARY RANGE $90,000 - $100k base salary + 5% variable bonus based on company and individual performance.

We strongly encourage individuals from all backgrounds - especially women, people of color (including bilingual and bicultural individuals), LGBTQ+ persons, and people with disabilities - to apply. Even if you don’t meet every single requirement, you might be the right candidate for this or other roles.