Senior Business Insights Analyst, Branch Network Distribution

Citizens Bank is executing a multi‑year transformation of its retail branch network, with significant investment in physical footprint actions including branch reformats, refreshes, closures, de novos, and changes to staffing models and operating hours. The Senior Business Insights Analyst, Branch Network Distribution will play a critical role in evaluating whether these actions are delivering their intended outcomes and in testing new ideas before broader implementation.

This role focuses on branch action analytics, experimentation, and impact measurement. The analyst will design analytical approaches to assess the effectiveness of network actions, partner with business leaders to frame test‑and‑learn agendas, and quantify the marketing and customer value of the physical distribution network. The role works closely with senior leaders across Distribution Transformation, Retail Banking, and the Consumer Bank.

This is a hands‑on analytical role requiring strong causal thinking, business judgment, and the ability to translate complex analysis into clear, executive‑ready insights.

Key Responsibilities

• Branch Action Analytics & Impact Measurement
  • Lead the analytical design and execution required to measure the impact of branch network actions, including reformats, refreshes, closures, de novos, and operational changes such as staffing levels and hours.
  • Deliver high‑quality insights that anticipate stakeholder questions and clearly assess whether actions are driving intended outcomes across customer behavior, productivity, financial performance, and growth.
  • Apply strong analytical judgment to isolate causal impact, accounting for market conditions, seasonality, and overlapping initiatives.
• Experimentation, Testing & Test‑and‑Learn Leadership
  • Partner with Distribution and Retail leaders to define test‑and‑learn agendas that pressure‑test ideas before broader implementation.
  • Design experiments and pilots with clear success metrics, control groups, and evaluation frameworks that enable credible, decision‑ready conclusions.
  • Translate test results into clear recommendations on whether to scale, refine, or discontinue initiatives, with explicit implications and trade‑offs.
• Physical Network Marketing Value Analysis
  • Analyze the physical branch network as a customer acquisition and brand asset, quantifying its impact on awareness, consideration, acquisition, and relationship deepening.
  • Assess how branch presence, format, and investment influence customer behavior across channels and over time.
  • Partner closely with Marketing, Finance, and Distribution teams to integrate physical network value into broader growth, investment, and prioritization decisions.
• Data Knowledge, Wrangling & Analytical Execution
  • Develop deep domain knowledge of branch, customer, marketing, and financial data to support robust analysis.
  • Use advanced SQL and tools such as Alteryx (or equivalent) to prepare clean, well‑structured datasets that support repeatable analysis and experimentation.
  • Ensure analytical rigor, metric consistency, and transparency in assumptions and methodology.
• Business Partnering & Influence
  • Serve as a trusted analytical partner to senior leaders across Distribution Transformation, Retail Banking, and the Consumer Bank.
  • Frame complex analyses into clear business narratives that influence decisions and drive action.
  • Provide thoughtful, practical recommendations grounded in data and aligned to strategic priorities.
• People & Project Leadership
  • Lead analytical initiatives end‑to‑end, including scoping, project planning, execution, and delivery.
  • Develop project schedules, manage dependencies, and provide clear, proactive status updates.
  • Mentor and coach junior analysts, raising overall capability in experimentation, impact measurement, and analytical thinking.
• Executive Communication
  • Produce polished, executive‑ready materials that clearly communicate findings, confidence levels, and implications.
  • Distill complex experimental and impact analyses into concise, decision‑focused messages for senior leadership.
• Ways of Working, Ownership & Continuous Improvement
  • Operate independently with strong ownership, accountability, and follow‑through.
  • Continuously improve analytical approaches, testing frameworks, and decision support tools.
  • Actively adopt GenAI and emerging analytical tools to increase speed, accuracy, and scalability