CRM Business Analyst

Location: Central London (Hybrid: 2-3 days onsite per week).

Reports to: CRM Product Manager.

We are seeking a proactive, detail-oriented Business Analyst to bridge the gap between business stakeholders and our CRM product development team. The successful candidate will build strong relationships across the business, elicit and challenge requirements, and translate business needs into clear, actionable specifications for technical teams. They will shape CRM product enhancements, maintain business scenarios across multiple business units, ensure high-quality product documentation, lead User Acceptance Testing (UAT), support product demonstrations, and use data-driven insights to continuously improve product performance, user experience, and adoption.

• Requirements Management - Elicit, analyse, challenge and document business requirements through workshops, interviews and stakeholder engagement. Translate requirements into user stories, acceptance criteria and business scenarios for the Salesforce development team. Create process maps, wireframes or mock ups as needed to define user experience and user journeys. Support the Product Owner in prioritising user stories based on business value, technical feasibility and strategic objectives. Define and maintain the CRM business process catalogue and conduct data analysis to support product decisions.
• Stakeholder Management - Build trusted relationships with stakeholders across business units, IT and delivery teams. Facilitate workshops to elicit, validate and refine business requirements. Challenge assumptions and identify opportunities to improve business processes. Act as the primary point of contact between business stakeholders and the Salesforce product team, managing expectations and communicating progress throughout the product lifecycle.
• Documentation & Governance - Create, maintain and update product documentation including feature specifications, release notes and process documentation. Ensure documentation is clear, consistent, and aligned with product strategy. Maintain a structured repository of product assets, support version control and documentation governance standards, and maintain traceability between business requirements, user stories, solution design and delivered functionality.
• User Acceptance Testing - Own the planning and coordination of UAT. Develop business test scenarios and acceptance test scripts. Coordinate business users through UAT activities, manage defects to resolution, and support sign off for production releases.
• Product Adoption & Change - Prepare product demo materials, scripts and walkthroughs. Support internal and client facing product demonstrations. Assist in developing training materials and user guides, partner with the Change Management team to ensure accurate product messaging, gather feedback from demos, support tracking of key product metrics, and measure the impact of new features and releases.
• Technical Collaboration & Delivery - Work closely with the Product Owner to support sprint planning, backlog grooming and release preparation. Liaise with technical architects and developers to clarify requirements, review and validate technical solution designs, and ensure alignment with business requirements and scenarios. Support the business with structuring support requests and own communication with the business teams.

• Proven experience as a Business Analyst, Product Analyst, CRM Analyst or similar role supporting product development, digital transformation, or business change initiatives.
• Experience within insurance or another complex, regulated industry is desirable, with the ability to translate business needs into clear user stories, acceptance criteria, process flows and business scenarios.
• Experience working in Agile delivery environments, including backlog refinement, sprint planning, release preparation, UAT planning and collaboration with Product Owners and technical teams.
• Excellent documentation skills, with experience creating and maintaining feature specifications, release notes, process documentation, training materials, user guides and product repositories.
• Experience supporting User Acceptance Testing, including test scenario preparation, defect triage, business validation and coordination with end users.
• Strong analytical, communication and presentation skills; ability to influence decisions without direct authority and facilitate workshops with senior stakeholders.
• Familiarity with Salesforce or other enterprise CRM platforms; experience with Azure DevOps, Jira or similar backlog management tools.
• Experience with Visio, Lucidchart or other process modelling tools.
• Collaborative and proactive working style, with confidence liaising with technical architects, developers, support teams, change managers and business stakeholders.

• Hybrid working model - 2-3 days onsite per week.
• Reasonable adjustments available, including flexible hours and hybrid working arrangements where possible.
• Commitment to diversity and inclusion, with a culture that values collaboration and ownership.