Hybrid Digital Customer Intelligence 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

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.