Digital Customer Intelligence Business Analyst

Primark; Reading; Hybrid; GBP 77,000 - 118,000; Full time

Job summary

Primark in Reading is seeking an experienced Digital Business Analyst to join a high-profile Customer Data & Intelligence initiative within its Digital function. The role focuses on discovery, feasibility assessment and shaping the future roadmap for customer data, CRM, Martech and engagement capabilities.

You will lead discovery activities, gather and refine requirements, and work with stakeholders to translate needs into actionable product requirements, KPIs and success measures.

Qualifications

• Proven experience as a Business Analyst within a Customer Data, CRM, Martech, or Customer Engagement environment.
• Strong understanding of customer data, segmentation and journeys.
• Experience shaping CRM/Martech/CDP initiatives and data-driven engagement.

Responsibilities

• Lead discovery and analysis across customer data, CRM and Martech initiatives.
• Assess feasibility of new capabilities, technologies and engagement opportunities.
• Gather, document and refine business, functional and data requirements.
• Facilitate workshops with business and technology stakeholders to define solutions.
• Analyse customer journeys, data flows, integrations and system interactions.
• Support evaluation of CRM, Customer Data and Martech platforms.
• Collaborate with Product Owners, Architects, Engineers and Delivery teams to shape capabilities.
• Define KPIs, reporting requirements and measures of success.
• Translate complex business and customer needs into clear product requirements.

Skills

Business analysis

Customer data

CRM

Martech

Stakeholder management

Workshops

Data models

Tools

CRM platforms

CDP

Martech platforms

Job description

Location: Reading (Hybrid - 1 to 2 days per week)

Day Rate: Competitive (Inside IR35)

Duration: Initial 6 Month Contract

We're looking for an experienced Digital Business Analyst to join a high-profile Customer Data & Intelligence initiative within Primark's Digital function.

This role sits at the early stages of a major programme and will be part of a small, collaborative team responsible for shaping future customer data, CRM, Martech, and customer engagement capabilities. We're looking for someone who is comfortable operating in a discovery environment, assessing feasibility, defining requirements, and helping shape the future roadmap.

What You'll Be Doing

• Lead discovery and analysis activities across customer data, CRM, and Martech initiatives.
• Assess the feasibility of new capabilities, technologies, and customer engagement opportunities.
• Gather, document, and refine business, functional, and data requirements.
• Facilitate workshops with business and technology stakeholders to understand needs and define solutions.
• Analyse customer journeys, data flows, integrations, system interactions, and technology dependencies.
• Support the evaluation of CRM, Customer Data, and Martech platforms.
• Work closely with Product Owners, Architects, Engineers, and Delivery teams to shape future capabilities.
• Define KPIs, reporting requirements, and measures of success to support business outcomes.
• Translate complex business and customer needs into clear, actionable product requirements.

What We’re Looking For

• Proven experience as a Business Analyst within a Customer Data, CRM, Martech, or Customer Engagement environment.
• Strong understanding of customer data, customer intelligence, segmentation, customer journeys, and engagement strategies.
• Experience working on CRM, Martech, Customer Data Platform (CDP), customer analytics, or personalisation initiatives.
• Ability to assess solution feasibility, analyse options, and identify impacts across people, process, data, and technology.
• Strong requirements gathering, workshop facilitation, and stakeholder management skills.
• Good understanding of data models, data flows, integrations, and technology dependencies.
• Experience working within digital, product-led, or customer-focused transformation programmes.
• Retail or eCommerce experience.
• Customer data platform (CDP) or marketing technology ecosystem experience.

This is an excellent opportunity to join a growing team and help shape the customer data and engagement capabilities that will underpin future customer experiences, loyalty, and personalisation strategies.