Digital Customer Intelligence Business Analyst

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.

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