Database and BI Analyst

Job Description

Job Description

Five Star Parks & Attractions, a trailblazer in the amusement and hospitality industry, is more than just a rating; it's a dynamic workplace where enjoyment and excellence converge. Actively involved in creating vibrant amusement park locations, we are the force behind superior entertainment experiences and lasting success. With a proud portfolio of unparalleled FEC brands, we ensure unforgettable moments at every location. Our commitment to safety, trust, and pride in our work creates a warm and inclusive environment where guests are treated like friends. At Five Star Parks & Attractions, we embrace empathy, acknowledge possibilities for all, and celebrate the unique payoff for each individual guest. Join us in a workplace that's not only safe & secure but also FUN , where every day is exciting.  Position Overview

The Database and Business Intelligence Analyst turns our data into answers that drive decisions across the company. Reporting to the FP&A Manager, this role will own routine and custom reporting and analyze point-of-sale, customer, marketing, and promotion data across our portfolio of family entertainment centers, including Scene 75, Malibu Jack's, Celebration Station, Craig's Cruisers, Track Family Fun Parks, and LazerPort. The ideal candidate writes their own SQL, is comfortable taking a vague business question to a clear, data-backed answer, and can explain findings to operators and executives alike. You will work closely with Marketing and Operations, back up FP&A on reporting, and help lay the groundwork for forecasting and AI-driven insights.

This position can be remote but is ideally located in the Dallas, TX or Lexington, KY area.

Key Responsibilities

• Point-of-Sale & Sales Analysis
  • Analyze POS transaction data across brands, including revenue mix by category (attractions, game cards, food and beverage, redemption, parties and events), average check, per-cap spend, and transaction counts.
  • Track sales trends by park, brand, region, day part, day of week, and season, and explain what drove changes versus prior year and budget.
  • Analyze game card load and play data, attraction utilization, and throughput to inform pricing, packaging, and capacity decisions.
  • Measure the performance of new games, attractions, and capital investments after they open.
  • Combine sales with labor and Placer.ai traffic data to report on conversion, labor productivity, and sales per labor hour.
• Marketing & Promotion Analysis
  • Measure promotion and campaign results, including redemption rates, incremental revenue, discount cost, cannibalization, and return on spend.
  • Build pre- and post-campaign analyses and test-versus-control comparisons by park or market.
  • Report on online sales, e-commerce conversion, and digital channel performance in partnership with the Marketing team.
  • Use Placer.ai visitation and trade-area data to support market analysis and new-location decisions.
• Customer Data Analysis
  • Analyze customer data from POS, online booking, loyalty, membership, and email/CRM systems to understand visit frequency, spend, retention, and lifetime value.
  • Build customer segments (e.g., birthday party bookers, members, groups, first-time vs. repeat guests) to support targeted marketing.
  • Follow data privacy and access rules for customer and payment-related data.
• Routine & Custom Reporting
  • Own recurring daily, weekly, and period reports for General Managers, Regional VPs, brand leaders, Marketing, and executives, delivered accurately and on schedule.
  • Build and maintain dashboards at the location, regional, brand, and company levels so each metric means the same thing at every level.
  • Take ad hoc requests from leaders, clarify the question, and deliver custom analyses with a clear summary and recommendation.
  • Automate manual reports and move them onto the shared BI platform.
  • Present findings to non-technical audiences in plain language.
• Data Manipulation & Data Quality
  • Write and optimize SQL queries, views, and stored procedures to extract, join, and aggregate data from multiple systems.
  • Clean, transform, and reshape raw data, including deduplicating records, standardizing item and promotion codes across brands, and matching customers across systems.
  • Reconcile reported sales to financials and flag discrepancies.
  • Monitor data feeds from POS, UKG, Placer.ai, and marketing platforms and catch breaks after operators do.
  • Maintain the data dictionary as new fields, metrics, and sources are added.
  • Back up FP&A on period reporting and support forecasting and AI-driven insight projects.

Qualifications

• Bachelor's degree in data analytics, business analytics, information systems, computer science, statistics, finance, marketing, or a related field, or equivalent experience.
• 5+ years of experience in Database and Business Intelligence, data analysis, or reporting, ideally with retail, restaurant, hospitality, or consumer sales data.
• Strong SQL skills (required), including complex joins, subqueries, CTEs, window functions, and aggregations across large transactional datasets; able to write, troubleshoot, and tune queries independently.
• Working knowledge of relational databases (SQL Server, MySQL, PostgreSQL, or similar), including table design, keys, and indexing basics.
• Proven experience delivering both routine recurring reports and custom ad hoc analyses to business stakeholders.
• Hands-on data manipulation skills, including cleaning, transforming, merging, and reconciling data from multiple sources.
• Experience analyzing point-of-sale or transaction-level sales data.
• Experience measuring promotion, pricing, or marketing campaign performance.
• Proficiency with at least one BI tool (Power BI, Tableau, Looker, or similar), including building and publishing dashboards.
• Advanced Excel skills, including pivot tables, lookups (XLOOKUP/INDEX-MATCH), Power Query, and modeling.
• Strong grasp of core retail metrics such as comps, average check, per-cap, conversion, margin, and year-over-year analysis.
• Ability to explain findings clearly to non-technical leaders and turn analysis into recommendations.
• High attention to detail; validates that numbers tie out after sharing them.
• Able to manage multiple requests and deadlines with limited supervision.

Preferred Qualifications

• Experience in family entertainment, amusement, theme parks, restaurants, or other multi-unit consumer businesses.
• Familiarity with FEC or hospitality systems, including POS and game card platforms (e.g., Semnox), party and online booking, loyalty and CRM, and UKG or similar timekeeping.
• Experience with marketing data, including email and CRM platforms, Google Analytics, paid media, and attribution.
• Customer analytics experience, including segmentation, RFM, cohort and retention analysis, and lifetime value.
• Experience with A/B testing, test-versus-control design, or basic statistical analysis.
• Python or R for data cleaning, automation, or analysis.
• Exposure to ETL tools, data modeling, or data warehouses.
• Experience with location or traffic data such as Placer.ai.
• Interest in applying AI tools to forecasting, anomaly detection, and natural-language reporting.

What Success Looks Like

• 90 Days: Knows our POS, customer, marketing, UKG, and Placer.ai data and the data dictionary; owns the core weekly sales report; delivers a first promotion results analysis; covers routine FP&A reporting backup.
• 6 Months: Standard post-promotion reporting is in place for every major campaign; location and regional sales dashboards are live and reconcile to financials; first customer segmentation is delivered to Marketing.
• 12 Months: Leaders use dashboards as their default view; manual reports are largely automated; customer retention and lifetime value are tracked by brand; contributing to forecasting and AI-driven insight work.

Work Environment

• Primarily office-based computer work with extended periods at a desk and screen.
• Occasional travel to park locations to meet with General Managers and observe operations.
• Some flexibility needed around period close and high-volume seasons.

Five Star Park & Attractions is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, color, religion, sex (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, or other non-merit factors. We actively promote diversity and inclusion within our workplace and encourage candidates of all backgrounds to apply.