Senior Business Analyst

Who We Are:

GMG is a global well-being company retailing, distributing and manufacturing a portfolio of leading international and home-grown brands across sport, everyday goods, health and beauty, properties and logistics sectors. Under the ownership and management of the Baker family for over 45 years, GMG is a valued partner of choice for the world's most successful and respected brands in the well-being sector. Working across the Middle East, North Africa, and Asia, GMG has introduced more than 120 brands across 12 countries. These include notable home-grown brands such as Sun & Sand Sports, Dropkick, Supercare Pharmacy, Farm Fresh, Klassic, and international brands like Nike, Columbia, Converse, Timberland, Vans, Mama Sita's, and McCain.

Role Overview:

The Senior Business Analyst (SBA) is a hands-on analytics leader who turns data into commercial value for GMG’s retail portfolio (Sports, Healthcare, Everyday Goods, Outdoor Furnitures), leveraging advanced analytics, practical AI/ML, and strong business acumen to deliver operational and financial impact. The role designs and codes data-driven algorithms and lightweight automations to streamline processes, implements clear, production-ready solutions, and communicates decision-ready insights. Success is measured by quantifiable efficiency gains, cost savings, and the sustained adoption of data-driven decision making across the organisation.

Role & Responsibilities:

• Transform ambiguous business challenges into well-defined analytical questions. Partner with stakeholders across functions to scope, size and sequence opportunities, ensuring the team focuses on the highest-value problems
• Mine, profile and model multi-source data to uncover trends, root causes and growth or efficiency levers that boost revenue, cut cost and elevate customer experience
• Design, build and productionise forecasting, optimisation and propensity models (e.g., demand, pricing, churn, segmentation) using Python, SQL and AutoML platforms. Translate model outputs into clear, actionable recommendations
• Drive adoption of analytics through compelling data stories, dashboards and self-service tools. Validate recommendations via A/B tests, what-if simulations and ROI tracking to ensure measurable impact
• Champion data integrity by defining business rules, collaborating with engineering teams to enrich datasets and automating pipelines that keep analytical assets reliable and scalable
• Identify and pilot practical AI use cases—such as GenAI-based summarisation or NLP sentiment analysis—that accelerate decision-making and reduce operational cost. Promote best practices and coach stakeholders on responsible AI adoption

Skills & Experience:

• Master or Bachelor’s degree in STEM or equivalent.
• 6 to 8 Years of overall work experience and 4 to 5 years relevant experience of analytics & insights preferably in retail domain.
• Demonstrated track record of delivering analytics projects that drove measurable revenue growth, cost savings, or process efficiency.
• Advanced SQL and Python; strong GA4 expertise for digital analytics and funnel/performance analysis.
• Hands-on with AWS (S3, Glue/Athena, Lambda) and Databricks for scalable data processing and orchestration.
• Practical ML/AI model development and fine-tuning using scikit-learn/AutoML, with clear evaluation and explainability.
• Prediction & optimisation problem-solving across demand forecasting, pricing elasticity, inventory allocation, and marketing ROI.
• Analytical solutioning: frame hypotheses, define success metrics, design A/B tests/what-if analyses, and quantify impact.
• Strong SQL for data retrieval & manipulation, plus working knowledge of data modelling and performance basics.
• Problem-solving and critical thinking with a bias to action and commercial outcomes
• Excellent communication and presentation, with sharp data-storytelling for non-technical stakeholders.