Digital Products Senior Business Analyst

Full time
Project Management Office

We are looking for a passionate and dynamic Digital Products Senior Business Analyst to join our team in London, UK. In this role, you will be embedded in the Digital Products team, working closely with the UX Expert to run workshops, map processes, and turn user insights into clear, actionable requirements. Your focus will be on two flagship initiatives, the AI CoPilot and the CRM Adoption Programme, helping teams improve how they quote, use CRM, and adopt new ways of working. Through observation, workshops, and questioning assumptions, you will identify friction points and design workflows that make technology easier and more natural to use. You will work as part of a collaborative, international team, creating memories that last a lifetime for our clients and their customers.

Apply

About the Team

Tour Partner Group is a leading DMC for the UK, Ireland, the Nordics and Baltics. We bring together more than 300 destination specialists, designing B2B travel for Groups and FIT. Along with our MICE division, HORIZONS by Tour Partner Group, we are the experts in creating authentic experiences and memories that last a lifetime.

We have offices in London, Edinburgh, Dublin, Copenhagen, and Phoenix. Our mission is to deliver personally tailored, authentic tours. Perfectly.

Your responsibilities

What will I be doing?

Partner with UX Expert to facilitate Design Thinking workshops with sales, operations, and commercial stakeholders
Conduct contextual inquiry – observe users in their actual work environment to understand real behaviours, workarounds, and pain points
Document current-state processes through journey maps, service blueprints, and process flows
Identify the gap between "official process" and "how work actually gets done"
Synthesise research findings into actionable insights that inform solution design
Challenge stakeholder assumptions – dig beneath surface requests to understand underlying needs
Work with Groups sales teams to document the quote-to-win process in granular detail
Capture tacit knowledge that experienced sales reps carry: destination expertise, supplier preferences, pricing intuition, client relationship nuances
Translate this knowledge into structured requirements for RAG knowledge bases (working with Data Product Owner)
Define user stories and acceptance criteria for AI CoPilot features: email parsing, itinerary generation, margin optimisation, win probability
Specify how AI suggestions should be presented, accepted, modified, or rejected by users
Support UAT – design test scenarios that validate AI outputs match real-world expectations
Document edge cases and exceptions that AI must handle gracefully
Conduct adoption diagnostics – understand why current CRM usage is low (process friction, data quality, training gaps, cultural resistance)
Map the customer lifecycle and identify where CRM should be the natural system of record
Document workflow changes required to make CRM usage effortless and valuable
Define automation opportunities – where can system integrations eliminate manual CRM updates?
Create training needs analysis and support training material development
Establish adoption metrics and reporting – what does "genuine adoption" look like beyond login counts?
Support change management by identifying adoption champions and resistance points
Translate discovery insights into clear functional requirements for development teams and external partners
Write user stories with robust acceptance criteria grounded in observed user needs
Manage requirements traceability – ensure what gets built connects back to validated user problems
Facilitate alignment across stakeholders with competing priorities (Sales, Operations, Finance, IT)
Communicate in business language with commercial stakeholders and technical language with developers
Support solution design sessions, bringing user perspective to technical discussions
Design UAT scenarios based on real user workflows, not just functional specifications
Coordinate user testing sessions and capture feedback systematically
Support post-launch measurement – are users adopting? Are outcomes improving?

Your profile

What skills do I need?

4+ years’ experience as a Business Analyst, ideally in customer-facing or commercial systems (CRM, sales tools, booking platforms)
Design Thinking or human-centred design experience – workshop facilitation, user research, journey mapping
Proven ability to conduct user research: contextual inquiry, interviews, observation, synthesis
Experience documenting processes as journey maps, service blueprints, or similar visual formats (not just traditional process flows)
Strong facilitation skills – ability to run workshops with diverse stakeholders and navigate competing perspectives
Excellent communication skills – able to translate between business and technical audiences
Curiosity and empathy – genuine interest in understanding how people work and why
Comfort with ambiguity – able to work in discovery mode where the solution isn't predefined
Proficiency in collaboration tools (Miro, Figma, Confluence, Jira)
Travel or hospitality industry experience
Experience with CRM implementations or adoption programmes (Salesforce, SugarCRM, HubSpot)
Exposure to AI/ML products – understanding of how to define requirements for AI-assisted features
Experience capturing tacit knowledge or subject matter expertise for knowledge management systems
Agile methodology experience (Scrum, Kanban) in product teams
Change management awareness or certification (Prosci, APMG)

Download