Lead Business Analyst

This role plays a pivotal part in the growing CRM Consulting practice in London, working with sports rights holders and other clients. It is responsible for leading business analysis standards and capability across the global CRM consulting team, while also leading discovery and analysis on complex engagements. The role works closely with delivery managers, consultants, architects, developers, data teams and client stakeholders, and supports consulting practice activities such as scoping, proposals and pre-sales.

• Define, own and evolve the business analysis methodology, standards and ways of working across the global CRM consulting team
• Establish reusable templates, accelerators and documentation standards for Dynamics 365 and Salesforce engagements
• Share industry trends, tools and emerging practices, including AI-assisted analysis and documentation, and drive their adoption where they add value.
• Set quality expectations for BA deliverables, review other team members' work for consistency, completeness and fitness for delivery, and coach, mentor and upskill BA colleagues across regions to build a consistent, high-performing capability.
• Partner with practice leadership on BA onboarding, career frameworks and capability planning, and agree with delivery managers the boundary between BA and project management responsibilities.
• Lead client discovery workshops, interviews and process walkthroughs, set the discovery approach on complex engagements, and analyse current processes to identify gaps, inefficiencies and risks.
• Define business, functional, data, reporting and integration requirements aligned to Dynamics 365 and Salesforce capabilities, guide stakeholders in prioritising requirements and shaping roadmaps, and provide business context to technical teams.
• Own requirements documentation standards, including user stories, acceptance criteria and process maps, and create and review visual models such as use case, entity relationship, data flow and data architecture diagrams.
• Validate technical diagrams with architects, developers and data specialists, ensure requirements are detailed enough for delivery teams to design, build and test, and define the approach to testing, UAT and sign-off.
• Triage defects, confirm delivered functionality meets the agreed business need, build trusted relationships with client stakeholders at all levels, and communicate requirements, business decisions, risks, dependencies and scope impacts to delivery managers.
• Facilitate discussions on competing priorities, work closely with consultants, architects, developers and data teams, support backlog refinement, demonstrations and post-launch validation, and provide business input and training materials for change management and user adoption.
• Contribute to scoping, proposals, estimates and statements of work, identify future opportunities to drive greater value for clients, act as a senior BA voice in pre-sales, feed lessons learned back into standards and align approaches with BA colleagues and practice leads across regions.

• Significant experience as a Business Analyst within consulting, professional services or technology delivery, including mentoring other analysts.
• Experience delivering Salesforce, Microsoft Dynamics 365 or another CRM platform.
• Experience defining and embedding BA standards, templates and ways of working across a team.
• Strong requirements gathering, workshop facilitation and process analysis skills, including leading discovery on complex engagements.
• Expertise in user stories, acceptance criteria, process maps and visual models such as use case, entity relationship and data flow diagrams.
• Experience defining testing and UAT approaches and reviewing the work of others to a high standard.
• Strong stakeholder management skills, including confidence engaging with executive sponsors and guiding groups with competing priorities to aligned decisions.
• Ability to work in close partnership with delivery managers, with a clear understanding of the boundary between BA and PM responsibilities.
• Strong coaching and mentoring skills, ideally across regions or time zones.
• Experience in Agile, Waterfall or hybrid delivery environments, with strong organisation and attention to detail.
• Structured and analytical: able to break down complex or ambiguous problems, identify key issues and develop clear, practical recommendations.
• Curious and consultative: able to ask thoughtful questions, seek to understand the underlying business need and constructively challenge assumptions.
• Clear and confident: able to communicate complex information effectively and facilitate discussions with both business and technical stakeholders.
• Collaborative: able to build strong working relationships and bring together different perspectives to support effective decision-making and delivery.
• Accountable and adaptable: able to take ownership of work, follow through on commitments and remain effective as priorities, requirements or project conditions change.

• Exposure to sales, customer service, marketing, membership or customer-data processes.
• Experience gathering data, reporting, migration or integration requirements.
• Familiarity with Jira, Confluence, Miro, Lucidchart, Visio or similar tools.
• Relevant Business Analysis or Agile certifications.
• Experience and interest in utilising AI tools to accelerate project delivery while maintaining rigour and accuracy in the output.
• Knowledge of the sports and entertainment industry and a passion for sports and entertainment development and trends.

• London-based role within a global CRM consulting team.
• Occasional travel to client sites across EMEA.

• Summer away days.
• 23 standard days of holiday, plus 1 birthday day, 2 days for a big life event and 1 admin day; office closure for Christmas in addition to bank holidays.
• Discretionary bonus on company performance.
• Performance reviews every 6 months with discretionary salary increases.
• Private Healthcare (Vitality) or Medicash scheme.
• Mobile phone contribution.
• Sport challenge contribution.
• Gym membership contribution.
• 1x Annual kit drops.

Two Circles is a sports and entertainment marketing business that grows audiences and revenues by knowing fans best. It works with clients to understand and influence fan behaviour, including how fans spend money, which events they attend, which channels they respond to and what content they watch. Its platforms and services are trusted by over 1,000 clients globally, including the English Premier League, Red Bull, UEFA, VISA, the NFL, Nike and Amazon.