Business Analyst

About the company

At the company, we're committed to revolutionizing the way organizations collect information, automate workflows, and create seamless digital experiences.

Founded with the belief that work should be simplified, the company has grown into a leading provider of powerful, no-code productivity solutions that help teams do more with less. Across thousands of organizations worldwide, our tools and platform empower users to quickly build custom forms, automate document generation, capture eSignatures, and streamline data-driven processes—all without needing to write a single line of code.

With intuitive solutions that put power in the hands of everyday users, we make it easier to build, automate, and optimize processes at scale.

Who We Are

At the company, we don’t do status quo. We move fast, think deep, and build what’s next—powered by people, supercharged by AI.

We’re a team of builders: curious, driven, and relentless about solving the real problem. Around here, feedback is fuel, clarity wins, and change is the default setting. If you’re hungry to grow and ready to leave a dent, you’ll fit right in.

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.

SALARY RANGE

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

The company is an equal opportunity employer, passionately committed to equitable hiring and boldly dedicated to diversity in our work and teams. We do not discriminate in employment opportunities or practices based on actual or perceived race, color, religion, national origin, sex (including pregnancy, childbirth, or related conditions), age, marital status, sexual orientation, gender identity or expression, veteran status, uniformed service member status, disability, or any other characteristic protected by law.

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.