The Role

Lead the strategic development and delivery of high-quality customer data analytics and insight, including ownership of the Customer 360 framework, to inform executive decision making, enhance customer experience, support marketing effectiveness, drive revenue growth, and enable continuous improvement across Transport for Wales (TfW).

Role responsibilities

• Lead the organisation's customer insight and analytics strategy to ensure insight directly shapes business direction and customer outcomes by setting strategic priorities, defining high analytical standards, and owning core customer metrics, segmentation frameworks and methodologies.

• Design, govern and evolve the Customer 360 and related insight systems to provide a single, trusted and actionable view of customer behaviour through robust data governance, quality assurance and GDPR‑compliant processes.
• Build and lead a high‑performing insight and analytics capability to drive evidence‑based decision making by coaching and empowering the team, establishing analytical standards, and fostering organisational data literacy.
• Translate strategic business problems into structured analytical programmes that deliver measurable customer and commercial outcomes by scoping questions, prioritising work, and aligning analytical activity with organisational needs.
• Oversee qualitative and quantitative research programmes to inform service, product and operational change by commissioning studies, managing user testing, and integrating research outputs with behavioural data.
• Develop advanced analytical models and frameworks by applying segmentation, profiling, predictive modelling and journey analytics techniques to support targeted communications, CRM optimisation and revenue growth
• Act as an internal insight consultant to shape organisational strategy and decision making by partnering with Customer, Marketing, Commercial, Digital and Operational teams to define analytical requirements and embed insight in planning conversations.
• Deliver high‑impact insight storytelling to senior leaders to influence priorities and investment decisions by simplifying complex data, articulating trends and risks, and presenting clear, commercially relevant recommendations.
• Champion the Voice of Our Customer across the organisation to keep customer needs central to strategic decision making by driving VOOC, NPS and CSAT programmes, identifying root causes, and prioritising customer‑focused actions.

Identify growth opportunities, risks and emerging behavioural trends to unlock improved customer and commercial value by synthesising CRM, digital and behavioural datasets and providing forward‑looking, actionable recommendations.

Who we're looking for

• Relevant degree or equivalent professional experience in customer insight, analytics, behavioural science, research or related social sciences.
• Significant leadership experience in customer data analytics and insight functions, including managing high‑performing teams, shaping customer‑focused decision making, and delivering storytelling‑led insight.
• Advanced technical expertise in analytics programming and tools (e.g. Python, R, SQL, Power BI), including data visualisation, modelling, segmentation, propensity modelling and Customer 360 / Single Customer View concepts.
• Experience in qualitative and quantitative research methods, customer journey understanding, and translating complex data into actionable insight for senior, non‑technical stakeholders.
• Excellent communication, influencing and stakeholder engagement skills, with knowledge of GDPR, data privacy and the ethical use of customer data.

Welsh Language Skills

While not essential for this role, Welsh language skills would make a great addition to your application.

TfW support anyone who wants to learn Welsh or improve their skills. We offer online learning, classroom courses and funding attendance at local community courses.

Equal Opportunities

We're changing the way the transport industry looks. By celebrating and embracing differences, we're building a workforce that represents Wales. We need talented people from all backgrounds and cultures to bring their perspectives and experiences. Diverse teams make better decisions and drive innovation. Join us in transforming the way Wales travels."

Who we are 

Transport for Wales is changing the way Wales travels, making sustainable transport the first choice. We're building a multimodal integrated transport network called the T Network, making it easier for people to travel by train, bus, walking, wheeling and cycling.

Next steps

See attached Job Description for further details and how to apply. If you want to find out more about what we're doing in Wales, see our Annual Report.

We're a Disability Confident Leader. Let us know about  any reasonable adjustments you may need in the recruitment process and as part of the role if you are successful.

This advert will close at 23:59 on the day of the application closing date stated above. However, we reserve the right to close this vacancy early if we receive enough applications. We encourage you to submit your application as early as possible.