Senior Business Analyst


Luton, GB, LU2 9TN

Functional Area:  Digital & Technology
Type of contract:  Permanent
Working time:  37.5
Job ID:  24481

TUI is well on its way to transforming our marketing to be highly relevant to each individual customer, driven by what we understand about their history and reacting to the events and behaviours of each customer. Now is the perfect time to join the team as we embark on the next phase of our journey. We are moving to customer journeys, campaigns and activities that are highly personalised and automated by data and analytics in real-time. Working within the Marketing Capability team you will operate as Senior Business Analyst and will play a key role in the development and implementation of TUI’s global direct marketing platform. You will understand the critical business requirements to enable direct customer marketing journeys and be able to translate these into clear and actional Epics and user stories, working across both the commercial and technical teams.

At TUI, we never stop looking ahead, seeking new ways to delight our customers and grow our business. We recognise the power of digital and the massive contribution this brings to creating a truly unique and differentiated customer experience. TUI Group is the world’s number one integrated tourism business. The Group umbrella consists of strong tour operators, 1,800 travel agencies and leading online portals, six airlines with more than 130 aircraft, over 300 hotels with 210,000 beds, twelve cruise liners and countless incoming agencies in all major holiday destinations around the globe.  All this enables us to provide our 30 million customers with an unmatched holiday experience in 180 regions.


This role can be based in our Luton or London Bridge office and will involve international travel

Due to the COVID-19 pandemic our ways of working are a bit different just now with most of our colleagues working from home all the time.  Most colleagues worked from home at least a couple of days a week before the current situation, as looking after our colleague’s welfare is important to us.  We’re beginning to open our offices in limited ways in line with government guidelines.  However, it’s very likely this role will begin with you being based at home, there will be lots of opportunities to connect with your colleagues via technology, and when we can get together face-to-face, we will.


How you will make an impact as a Senior Business Analyst
There are many ways for you to get involved:    


Requirements Definition and Management

  • Working with Group CRM and IT teams understand the capabilities required to deliver TUI’s CRM customer journeys and translate these into epic and user story format to be delivered through an agile delivery framework.
  • Define acceptance criteria for user stories and ensure all relevant task to well understood and well defined within each user story.
  • Facilitating the negotiation of requirements amongst multiple stakeholders
  • Identifying and documenting current and future state business processes as well as helping the business stakeholders envision the future and how their work will need to change to support the future.
  • Creating, analysing and validating data requirements, facilitate design sessions with the delivery team as well as delivering elements of systems design; including data migration rules, business rules, wireframes, or other detailed deliverables that articulate how a business need should be satisfied.
  • A deep understanding of the potential business use and applications of the products and solutions produced by the Digital Platform teams
  • Deep understanding and proficiency of managing an agile backlog using Jira and Confluence.
  • Work closely with development and QA teams to prioritise key features and user stories with the input from commercial teams, markets, and users
  • Working closely with the Business Analysis Lead, you will plan and deliver high quality business analysis to support the on-going roll-out and growth of Digital Platforms programs across key source markets. 
  • Developing a deep understanding of the data and data flows across the Platforms and the link to business capabilities, for example which data points drive campaign types.
  • Delivery focus for the Digital Platform products ensuring we stick to key timelines and understand scope and requirement dependencies
  • Work with our Digital Platforms teams to ensure that new functional requirements for enhancements to the platform are fully understood by them, enabling them to deliver platform enhancements efficiently and on-time


  • Confident in building and managing a complex set of stakeholder relationships including Group and Market functional directors, department heads and general managers.
  • Confident in influencing and delivering business change in a positive way.
  • Facilitation of requirements gathering across multiple stakeholder groups including, developers, CRM managers, Product Owners, functional Heads, architects and testers.
  • Working alongside a varied set of stakeholders across TUI Group and source markets including Product Owners, Customer Data Analysts, colleagues in the wider CRM team, project teams and digital transformation teams

What you will bring as a Senior Business Analyst
There is more than one way to the perfect fit – here are some of the ideal things:


  • Proven track record of working with marketing technology, and ideally multi-channel marketing platforms (ideally Braze but also Salesforce, Adobe, EMarsys, IBM etc.)
  • Comfortable working in a large pan European business, where some travel will be required.
  • Fluent in English, ability in other languages desirable but not essential (German, French & Dutch)
  • Experience working using agile methodologies in digital product development
  • Exceptional business analysis skills, able to analyse and map complex business and systems processes and develop effective solutions to customer, business and technical challenges
  • Exceptional user story writing, able to articulate clearly and precisely what is required, and think through both happy and unhappy paths in detail
  • Proven stakeholder engagement, able to develop trusted working relationships across business boundaries
  • Strong communications and influencing skills, able to analyse and communicate technical concepts to create practical solutions and influence decisions 
  • Customer focused, able to champion the needs of our customers travelling with us in every feature
  • Good commercial awareness, able to deliver commercial outcomes whilst still delivering for customers
  • Strong understanding of relevant martech technologies, with the ability to harness their potential to drive value
  • Good numeracy skills, able to digest and track KPIs and manipulate simple spreadsheets

TUI and you


  • Competitive salary
  • Pension scheme, life assurance and options to buy shares
  • Generous holiday entitlement & holiday discounts
  • Forward thinking ways of working
  • TUI time off, purchase of additional holiday entitlement
  • Excellent rates with foreign exchange and discounts with retailers


TUI Group’s vision is to make travel experiences special. To fulfil this vision, we never stop looking ahead, seeking new ways to delight our customers and grow our business. We recognise the power of digital and the massive contribution this brings to creating a truly unique and differentiated customer experience.


TUI Group is the leading tourism business with over 70,000 employees internationally, across more than 100 countries. The Group umbrella consists of strong tour operators, 1,600 travel agencies and leading online portals, five airlines with more than 150 aircraft, over 380 hotels, twelve cruise liners and countless incoming agencies in all major holiday destinations around the globe.



If you want to know more about why TUI Group is the world’s leading tourism group, and our continuing work in the diversity & inclusion space, simply visit

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