Business Analyst Digital

In this Digital Business Analyst role, you’ll help shape Primark’s online and in-store customer experiences by turning business needs into actionable requirements. You’ll work with Product Managers, Technology teams, and stakeholders to deliver digital products that improve journeys and drive growth. You’ll operate in a fast-paced, product-led environment, shaping strategic digital initiatives with data-driven insights. This position offers impact across cross-functional teams and a chance to contribute to Primark’s transformation journey.

• Gather, analyse, and document detailed business requirements aligned with strategy and customer needs
• Facilitate discovery sessions to reveal current processes, pain points, and opportunities for improvement
• Translate requirements into user stories, process maps, specifications, and acceptance criteria
• Collaborate with Product Managers, UX, and Engineers throughout the development lifecycle to ensure value delivery
• Analyze customer journeys, processes, and data to identify trends and opportunities to enhance the digital experience
• Support Agile delivery through backlog refinement, sprint planning, UAT, and post-implementation reviews
• Advise stakeholders with analysis, recommendations, and insights to drive informed decisions

• Proven experience as a Business Analyst in digital/eCommerce/retail/product-led settings
• Strong requirements gathering, process analysis, workflow mapping, and translation into tech solutions
• Experience in Agile environments with cross-functional teams
• Excellent stakeholder management and influencing abilities
• Strong analytical/problem-solving skills using data for decision-making and continuous improvement
• Excellent communication and documentation skills
• Experience with digital platforms or retail tech and understanding of customer value delivery

• Stakeholder influence
• Clear communication
• Problem-solving mindset
• Requirements gathering
• Business process analysis
• Workflow mapping