Lead Business Analyst

We are Two Circles. We are a Sports & Entertainment Marketing business. We grow audiences and revenues. We do that by knowing fans best. We work with clients to help them understand & influence what their fans are doing – the way fans spend their money, the events that fans attend, the channels fans respond to, the content fans watch and more. And we use the understanding this gives us to help our clients grow. Grow their audiences and grow their revenues - both direct to consumer and business to business revenues. Our platforms and services are trusted by over 1000 clients globally, including the English Premier League, Red Bull, UEFA, VISA, the NFL, Nike and Amazon. We are over 1000 people, based out of 15 offices, and we deliver work for sports and entertainment businesses of all shapes and sizes all over the world.

This is a great opportunity to join and play a pivotal role in our growing CRM Consulting practice in London, working with some of the biggest and most exciting sports rights holders.  

The role will require the candidate to be responsible for:  

BA Practice Leadership and Standards 

• Define, own and evolve the business analysis methodology, standards and ways of working across the global CRM consulting team. 

• Establish and maintain a library of reusable templates, accelerators and documentation standards (e.g. requirements, user stories, process maps, test scripts, RAID logs) applicable to both Microsoft Dynamics 365 and Salesforce engagements. 

• Set quality expectations for BA deliverables and review work from other team members to ensure consistency, completeness and fitness for delivery. 

• Coach, mentor and upskill team members in Business Analysis skills across regions, supporting their professional development and helping build a consistent, high-performing BA capability. 

• Partner with practice leadership on BA onboarding, career frameworks and capability planning. 

• Agree with delivery managers where BA responsibilities end and project management responsibilities begin then embed in the team's ways of working. 

• Share industry trends, tools, and emerging practices (including AI-assisted analysis and documentation) and drive their adoption where they add value. 

Discovery and Analysis 

• Lead client discovery workshops, interviews and process walkthroughs as well as set the discovery approach on complex engagements. 

• Analyse current processes to identify gaps, inefficiencies and risks, producing current state maps and future state workflows. 

• Define business, functional, data, reporting and integration requirements aligned to Dynamics 365 and Salesforce capabilities. 

• Guide stakeholders in prioritising requirements and shaping roadmaps. 

• Provide business context to technical teams, evaluate solution options and communicate trade-offs. 

Documentation and Testing 

• Own the standard of requirements documentation, including user stories, acceptance criteria and process maps. 

• 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. 

• Define the approach to testing, UAT and sign-off, and support consistent application across the team. 

• Triage defects and confirm delivered functionality meets the agreed business need. 

Stakeholder and Project Delivery 

• Work alongside delivery managers, who own the project plan, budget, RAID management and client escalations. 

• Build trusted relationships with client stakeholders at all levels, including executive sponsors. 

• Communicate requirements and business decisions clearly, and flag risks, dependencies and scope impacts to the delivery manager. 

• Facilitate discussions on competing priorities and guide groups to aligned decisions. 

• Work closely with consultants, architects, developers and data teams. 

• Support backlog refinement, demonstrations and post-launch validation. 

• Provide business input and training materials for change management and user adoption, working with the delivery manager on planning and communications. 

Consulting Practice Support 

• 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, including presentations and solution shaping. 

• Feed lessons learned back into standards, templates and ways of working. 

• Align approaches with BA colleagues and practice leads across regions. 

A Lead Business Analyst in our CRM Consulting practice will possess a blend of the following skills.

 Required skills and experience: 

• 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. 

Helpful but not required: 

• 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.  

How you’ll work: 

• Structured and analytical: You break down complex or ambiguous problems, identify the key issues, and develop clear, practical recommendations. 

• Curious and consultative: You ask thoughtful questions, seek to understand the underlying business need, and constructively challenge assumptions. 

• Clear and confident: You communicate complex information effectively and facilitate discussions with both business and technical stakeholders. 

• Collaborative: You build strong working relationships and bring together different perspectives to support effective decision-making and delivery. 

• Accountable and adaptable: You take ownership of your work, follow through on commitments, and remain effective as priorities, requirements, or project conditions change. 

The role requires occasional travel to client sites across EMEA.  

• Summer away days

• 23 standard days of holiday (+1 Birthday, +2 for a big life event and +1 for Admin Day) closure of office for Christmas (Plus 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