Job Purpose The Senior Business Analyst plays a vital role in shaping and delivering digital initiatives that enhance the end-to-end customer journey. This role bridges the gap between business needs, customer expectations, and technology solutions by gathering and analyzing requirements, identifying process improvements, and supporting the successful delivery of digital products and services.Working closely with Product Owners, UX designers, developers, and key stakeholders, the Business Analyst ensures that digital solutions are user-centered, strategically aligned, and operationally viable.Key ResponsibilitiesRequirements Gathering & Analysis (30%) Collaborate with product owners, stakeholders, and users to gather business and functional requirements. Conduct discovery sessions, workshops, and interviews to understand user needs and pain points. Elicit, analyze, and document functional and non-functional requirements. Translate insights into user stories, acceptance criteria, and process flows. Validate requirements against business objectives and customer experience principles. Document current (“as-is”) and target (“to-be”) business processes using standard tools. Identify opportunities for digital enablement, process automation, or data-driven improvements.Digital Product Support (20%) Support digital product teams in backlog prioritization, sprint planning, and refinement. Clarify requirements for designers and developers throughout the delivery lifecycle. Help prioritize features based on business value, technical complexity, and user need. Ensure traceability of requirements and manage scope alignment across the project lifecycle. Support User Acceptance Testing (UAT) by defining test cases and validating outcomes.Guest Experience & Journey Mapping (20%) Map current and future state customer journeys across digital channels. Identify gaps, inefficiencies, or opportunities to enhance the digital customer experience. Work with UX designers to ensure solutions align with user expectations and accessibility standards. Advocate for human-centered design and consistency across touchpoints (e.g., app, web, kiosk).Stakeholder Collaboration & Communication (20%) Act as a liaison between business teams, digital, technology, and external vendors. Prepare clear and concise documentation, presentations, and visuals to communicate findings and recommendations. Support workshops, stand-ups, retrospectives, and demos as part of Agile delivery. Ensure alignment between technical delivery and business objectives.Insight, Reporting & Continuous Improvement (10%) Monitor key digital product metrics and customer feedback to identify trends and improvements. Support A/B testing, prototype validation, and analytics interpretation. Recommend enhancements to tools, processes, or content based on evidence and best practices. Contribute to lessons learned and knowledge sharing across teams.Qualifications & Experience Education: Bachelor’s degree in business, IT, Computer Science, Engineering, or related field. Experience: Overall: 3–5 years Relevant: 3–5 years in Business Analysis, Digital Transformation, Solution Design, and Process Mapping.Skills & Tools:Expertise with DXP platforms, Headless CMS & Microservices Architecture, Omnichannel Architecture, CRM, web technologies, app frameworks, CDP and personalization engines, e Commerce, loyalty platforms. Experience in Agile methodologies.