Primark
Digital Customer Intelligence Business Analyst
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Digital Customer Intelligence Business Analyst (Customer Data, CRM & Martech)
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.
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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.
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Desirable Experience
- Retail or eCommerce experience.
- Customer intelligence, personalisation, loyalty, or customer engagement programmes.
- Customer data platform (CDP) or marketing technology ecosystem experience.
- Agile product delivery environments.
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.
Interested? Apply now or get in touch to learn more.
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