At Sun Group’s Digital Transformation Center, we are building enterprise-scale digital platforms that power operations, create seamless experiences, and elevate millions of users across tourism, hospitality, and entertainment.

As a Senior Business Analyst (CRM), you will play a critical role in shaping customer-centric digital ecosystems, transforming business needs, customer journeys, and operational challenges into scalable CRM solutions that enhance engagement, loyalty, sales effectiveness, and customer experience across Sun Group’s ecosystem.

You will work closely with business stakeholders, product teams, technology teams, and CRM/platform partners to ensure solutions are strategically aligned, operationally effective, and technically feasible.

Reports To: - Project Manager & Head of Product

Employment Type: - Full-time 

Location: - Hanoi, Vietnam (On-site) 

KEY RESPONSIBILITES

Lead CRM Requirements from Discovery to Delivery

- Drive end-to-end business analysis activities for CRM-related initiatives across sales, marketing, customer service, loyalty, and operations.

- Gather, analyze, and document business requirements, customer journeys, workflows, business rules, and CRM process enhancements.

- Build and maintain high-quality user stories, functional specifications, acceptance criteria, workflow diagrams, and process documentation.

- Collaborate with stakeholders to define CRM use cases, segmentation logic, campaign flows, customer lifecycle management, and automation requirements.

- Manage and refine the product backlog to ensure alignment between business priorities, customer experience goals, and technical feasibility.

Translate Customer & Business Needs into CRM Solutions

- Convert complex business challenges into scalable CRM solutions and actionable system requirements.

- Define CRM functionalities including customer profiles, lead management, loyalty programs, customer engagement workflows, campaign management, automation logic, and reporting requirements.

- Analyze customer data flows, integration points, and system dependencies across multiple platforms.

- Ensure CRM solutions support personalization, customer retention, operational efficiency, and data-driven decision making.

Bridge Business, Product, and Technology Teams

- Work closely with Product Owners, Solution Architects, UX/UI Designers, Data teams, and Engineers to ensure clear understanding of CRM requirements and customer experience objectives.

- Support development teams throughout delivery cycles by clarifying business logic, workflows, and edge cases.

- Participate in solution design discussions to ensure CRM architecture and workflows are scalable, maintainable, and user-centric.

- Coordinate with third-party vendors or CRM platform providers when required.

Drive Stakeholder Alignment & Cross-Functional Collaboration

- Facilitate workshops, stakeholder interviews, discovery sessions, and requirement alignment meetings.

- Present business requirements and CRM solution proposals clearly to both technical and non-technical stakeholders.

- Ensure alignment on customer experience goals, delivery scope, timelines, and expected business outcomes.

- Act as a trusted advisor between business teams and technology teams throughout project delivery.

Contribute to CRM & BA Best Practices

- Contribute to CRM process optimization, documentation standards, and BA best practices.

- Support continuous improvement initiatives related to customer journey management, CRM operations, and business process efficiency.

- Mentor junior Business Analysts and contribute to knowledge sharing within the team.

QUALIFICATIONS (MUST-HAVES)

- 5+ years as a Business Analyst

- Strong experience in high-complexity systems: enterprise platforms, data products, or large-scale software.

- Mastery in writing clear, structured, developer-ready documentation: user stories, functional specs, acceptance criteria, BPMN/process flows.

- A sharp analytical mind with the ability to simplify and model complex business logic.

- Excellent communication, facilitation, and stakeholder management skills.

- Hands-on experience working in Agile/Scrum environments.

Preferred Qualifications

- Experience in tourism, hospitality, digital platforms, or large B2B ecosystems.

- Familiarity with data governance, quality metrics, or API-driven products.

- Proficiency with modeling tools: Visio, Draw.io, Lucidchart, Miro.

- Professional certification (CBAP, PMI-PBA, or equivalent) is a plus.

WHY YOU‘LL LOVE WORKING HERE 

Impact That Matters

You’ll help shape large-scale digital platforms used across Sun Group’s iconic businesses from resorts and theme parks to entertainment and luxury hospitality.

Fast-Paced, Innovative, and Tech-Driven

You’ll be part of a high-performance team where ideas move quickly, experimentation is encouraged, and your contributions directly shape product success.

Top-Tier Benefits

- “An cư lạc nghiệp” policy: Apartment ownership for employees with 10 years of service.

- Premium Suncare Insurance for you and your loved ones (free for employees).

- Annual health check at Sun Group International Hospital.

- Free access to Sun Group theme parks, cable cars, plus exclusive hotel, resort & entertainment discounts.

- Special perks across aviation, banking, symphonic events, and real estate.