We are seeking a **Principal Business Analyst** to shape and validate the analytical foundation of our program, bridging business strategy, customer experience and technology. This role translates complex inputs into actionable insights, requirements and decision\-ready artifacts, supporting both in\-store digital experience re\-imagination and the development of a lighthouse vision and technology roadmap. **Responsibilities** * Lead business and requirements analysis across multiple workstreams * Translate qualitative and quantitative inputs into clear insights and implications * Develop decision\-ready materials for client and internal leadership * Ensure alignment between business objectives, experience concepts and technology direction * Support program leadership with analysis for risks, dependencies and trade\-offs * Analyze current\-state store journeys, processes and pain points * Capture and structure business, functional and non\-functional requirements * Support definition of future\-state digital experiences with measurable KPIs * Partner with design and technology teams to ensure operational feasibility of concepts * Develop use cases, service blueprints and experience\-related documentation * Support validation of concepts with client stakeholders * Support development of the lighthouse vision through structured research and analysis * Contribute to capability mapping, gap analysis and prioritization * Translate business strategy into technology implications and roadmap inputs * Support creation of roadmap artifacts, including sequencing and dependencies * Help articulate the “so what” behind recommendations for executive audiences **Requirements** * 8\+ years of working experience in business analysis or related fields * Knowledge of BA risk management, stakeholder management and artifacts documentation * Skills in business analysis activities planning, elicitation of information and requirements traceability management * English level B2\+ **Nice to have** * Background in consumer, digital engagement or omni\-channel management * Familiarity with retail industry practices