Business Analyst Digital

Primark; Reading; On-site; GBP 42,000 - 62,000; Full time

Job summary

Primark is expanding its Digital team to enhance customer experiences across online and in-store channels. We’re seeking a Business Analyst to partner with Product Managers, technology colleagues, and business stakeholders to convert complex business needs into actionable requirements.

You will help shape digital initiatives, analyse customer journeys, and support agile delivery to drive growth and value for Primark customers.

Qualifications

• Proven experience as a Business Analyst in a digital/eCommerce/retail/product-led organisation.
• Strong ability to gather and translate business needs into practical tech solutions.
• Experience working in Agile environments with cross-functional teams.

Responsibilities

• Gather, analyse, and document detailed business requirements with stakeholders.
• Facilitate discovery sessions to understand processes and opportunities for improvement.
• Translate requirements into user stories, workflows, specs, and acceptance criteria.
• Collaborate with Product, UX, and Engineering to deliver value.

Skills

Business Analysis

Requirements gathering

Agile environments

Stakeholder management

Data analysis

Documentation

Job description

Technology at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

Technology at Primark

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

Join Primark's Digital team and help shape the customer experiences that support millions of shoppers across our online and in-store channels. Working closely with Product Managers, Technology teams, and business stakeholders, you'll turn complex business needs into clear, actionable requirements. You'll play a key role in delivering innovative digital products, improving customer journeys, and supporting business growth. This is an exciting opportunity to work in a fast-paced, product-led environment where your insights will directly influence strategic digital initiatives. If you're passionate about solving problems and driving digital transformation, we'd love to hear from you.

What You’ll Do

• Partner with business stakeholders, product teams, and technology colleagues to gather, analyse, and document detailed business requirements, ensuring solutions align with strategic objectives and customer needs.
• Facilitate workshops, interviews, and discovery sessions to understand current processes, identify pain points, and define opportunities for digital improvement and innovation.
• Translate business requirements into clear user stories, process maps, functional specifications, and acceptance criteria that support successful product delivery.
• Work closely with Product Managers, UX teams, and Engineers throughout the development lifecycle to ensure solutions are delivered as intended and provide measurable business value.
• Analyse customer journeys, operational processes, and business data to identify trends, inefficiencies, and opportunities to enhance the digital experience.
• Support Agile delivery teams through backlog refinement, sprint planning, user acceptance testing, and post-implementation reviews to ensure high-quality outcomes.
• Act as a trusted advisor to stakeholders, providing analysis, recommendations, and insights that help drive informed business and technology decisions.

What You’ll Bring

• Proven experience as a Business Analyst within a digital, eCommerce, retail, or product-led organisation, delivering business-critical projects and initiatives.
• Strong expertise in requirements gathering, business process analysis, workflow mapping, and translating complex business needs into practical technology solutions.
• Experience working within Agile environments, collaborating with cross-functional product and engineering teams to deliver iterative improvements and new capabilities.
• Excellent stakeholder management skills, with the ability to influence, challenge, and build relationships across both technical and non-technical audiences.
• Strong analytical and problem-solving capabilities, with experience using data and insights to support decision-making and continuous improvement activities.
• Exceptional communication and documentation skills, with the ability to clearly articulate requirements, findings, and recommendations to a variety of stakeholder groups.
• Experience working with digital platforms, customer-facing products, or retail technology solutions, with a strong understanding of customer experience and business value delivery

About Primark

Primark was founded on a mission that everyone deserves to look and feel good – without paying more. We stand for great value without compromise, offering affordable fashion and everyday essentials that are made to last. Founded in Ireland in 1969, Primark is now an international fashion retailer with more than 470 stores across 18 countries in Europe, the US and the Middle East, employing more than 80,000 colleagues. Millions of shopper’s trust Primark every week for everything from everyday essentials like t-shirts and socks, to the latest fashion trends – all at unbeatable prices.

Primark is built on a belief and passion for physical stores – helping to bring high streets and retail centres to life and creating joyful, social experiences. The company is focused on driving positive change by giving clothing a longer life, protecting life on the planet and supporting the livelihoods of the people who make Primark clothes.