Senior BA, Digital Products – AI CoPilot & CRM Adoption

Tour Partner Group; Greater London; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading DMC in the UK is seeking a passionate Digital Products Senior Business Analyst in London. In this full-time role, you will work with a UX Expert to enhance CRM adoption and AI-driven initiatives. Responsibilities include facilitating workshops, documenting processes, and translating user insights into actionable requirements. Ideal candidates will have 4+ years of experience in business analysis, strong empathy, and collaboration skills, particularly in the travel or hospitality industries. Join our dynamic team to deliver tailored travel experiences for clients.

Qualifications

• 4+ years’ experience as a Business Analyst in customer-facing or commercial systems.
• Design Thinking or human-centred design experience.
• Proven ability in user research and synthesis.
• Experience documenting processes visually.
• Strong facilitation skills with diverse stakeholders.
• Excellent communication across business and technical audiences.
• Curiosity in understanding how people work.
• Comfort with working in ambiguous discovery modes.
• Proficiency with collaboration tools.
• Experience in travel or hospitality industry.
• Experience with CRM implementations.
• Exposure to AI/ML products.
• Experience capturing knowledge for management systems.
• Agile methodology experience.
• Change management awareness or certification.

Responsibilities

• Partner with UX Expert for Design Thinking workshops.
• Conduct contextual inquiry to observe user behaviors.
• Document current-state processes using journey maps.
• Identify gaps between official process and actual work.
• Synthesize research insights for solution design.
• Challenge assumptions to understand real needs.
• Work with sales teams to document quote-to-win processes.
• Translate user knowledge into structured requirements.
• Define user stories and acceptance criteria.
• Support User Acceptance Testing.
• Document changes required for CRM workflow improvements.
• Create training needs analysis.
• Establish adoption metrics and reports.
• Support change management efforts.
• Translate insights into functional requirements.
• Manage traceability of requirements.
• Facilitate alignment among competing stakeholder priorities.
• Communicate effectively with technical and business audiences.
• Design UAT scenarios based on real user workflows.
• Support post-launch measurement of user adoption.

Skills

Business Analyst experience

Design Thinking

User research

Facilitation skills

Excellent communication

Curiosity and empathy

Comfort with ambiguity

Proficiency in collaboration tools

Travel or hospitality industry experience

CRM implementations experience

Exposure to AI/ML products

Experience capturing tacit knowledge

Agile methodology experience

Change management awareness

Tools

Miro

Figma

Confluence

Jira

Job description

A leading DMC in the UK is seeking a passionate Digital Products Senior Business Analyst in London. In this full-time role, you will work with a UX Expert to enhance CRM adoption and AI-driven initiatives. Responsibilities include facilitating workshops, documenting processes, and translating user insights into actionable requirements. Ideal candidates will have 4+ years of experience in business analysis, strong empathy, and collaboration skills, particularly in the travel or hospitality industries. Join our dynamic team to deliver tailored travel experiences for clients.