Digital Business Analyst - Customer Experience & Growth

Primark; England; On-site; GBP 40,000 - 65,000; Full time

Job summary

Primark is seeking a Digital Business Analyst to help shape customer experiences across online and in-store channels. You will partner with product managers, technology teams, and business stakeholders to translate complex requirements into clear user stories and specifications.

You will facilitate discovery sessions, map processes, and support agile delivery through backlog refinement and testing, ensuring solutions deliver measurable business value and improved customer journeys.

Qualifications

• Proven experience as a Business Analyst within a digital, eCommerce, retail, or product-led organisation.
• Strong expertise in requirements gathering, business process analysis, workflow mapping, and translating complex needs into practical tech 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 technical and non-technical audiences.
• Strong analytical and problem-solving capabilities, with data-driven decision-making and continuous improvement.

Responsibilities

• Partner with business stakeholders, product teams, and technology colleagues to gather, analyse, and document detailed business requirements, ensuring solutions align with objectives and customer needs.
• Facilitate workshops, interviews, and discovery sessions to understand processes, identify pain points, and define digital improvement opportunities.
• Translate business requirements into clear user stories, process maps, functional specifications, and acceptance criteria for product delivery.
• Collaborate with Product, UX, and Engineering throughout the lifecycle to ensure solutions deliver measurable business value.
• Analyse customer journeys and data to identify trends, inefficiencies, and opportunities to enhance the digital experience.
• Support Agile delivery teams through backlog refinement, sprint planning, and testing to ensure high-quality outcomes.

Skills

Business analysis

Agile

Stakeholder management

Requirements gathering

Workflow mapping

Tools

Jira

Confluence

Job description

Primark is seeking a Digital Business Analyst to help shape customer experiences across online and in-store channels. You will partner with product managers, technology teams, and business stakeholders to translate complex requirements into clear user stories and specifications.

You will facilitate discovery sessions, map processes, and support agile delivery through backlog refinement and testing, ensuring solutions deliver measurable business value and improved customer journeys.