Senior Business Analyst – Global CRM Transformation

Overview

In this role you will lead discovery and shape requirements for WPPs global CRM transformation, partnering with cross-functional teams to translate business needs into high-quality solutions. You will help standardise processes and data-driven ways of working across markets, agencies, and functions, delivering measurable business value. You will work at the intersection of business, design, and technology to reduce complexity and enable adoption. This is an opportunity to shape how a global leader transforms its CRM landscape.

Responsibilities

• Lead end-to-end discovery across markets, agencies, and functions to understand current processes, systems, pain points, and opportunities
• Elicit, analyse, and document business requirements, use cases, and user stories aligned to the global CRM vision
• Support the design of future-state global CRM processes in partnership with the CRM Functional Lead and Design Authority
• Evaluate market, agency, and client-specific needs, distinguishing core global requirements from local configuration
• Ensure clear traceability between business requirements, functional design, and delivered outcomes
• Collaborate with technology teams and system integrators to clarify requirements and support delivery
• Contribute to prioritisation, release planning, and trade-off decisions through evidence-based analysis
• Support change and adoption by creating clear, user-friendly documentation and workflows
• Proactively identify risks, dependencies, and impacts related to scope, processes, and data
• Support the definition of CRM data structures, standards, and governance
• Ensure alignment between process design, data models, and reporting requirements
• Drive improvements in data quality, consistency, and usage across CRM

Key requirements

• Proven experience as a Senior Business Analyst on large scale, global technology or platform transformation programmes
• Strong discovery and analysis capability in complex, decentralised or multi business organisations
• Experience working on CRM, ERP, or enterprise SaaS implementations (Microsoft Dynamics experience beneficial but not essential)
• Demonstrated ability to translate ambiguous business needs into clear, structured requirements
• Strong stakeholder engagement skills, with the ability to work effectively with senior business leaders, product owners, and technical teams
• Comfortable operating across both strategic discovery and detailed delivery phases

• Stakeholder engagement
• Analytical thinking
• Collaborative mindset
• CRM
• ERP
• enterprise SaaS