Martech Business Analyst with SQL

KPG99 INC is seeking a Senior Martech Business Analyst to partner with Marketing, Digital, Analytics, and Technology teams. The role involves translating business needs into scalable marketing technology solutions and process improvements, gathering and documenting requirements, and supporting the delivery of capabilities across the martech ecosystem.

Responsibilities:

• Partner with business stakeholders to elicit, document, and validate business, functional, and non-functional requirements for martech initiatives
• Analyze current-state campaign, audience, lead, loyalty, and customer data processes and recommend improved future-state workflows
• Translate business objectives into detailed user stories, process maps, acceptance criteria, and solution requirements
• Collaborate with product managers, engineering teams, vendors, and QA resources to support delivery of marketing technology enhancements
• Support platform capabilities and integrations across CRM, CDP, campaign management, web personalization, tagging, analytics, and related digital tools
• Lead requirements workshops, stakeholder interviews, backlog refinement sessions, and solution walkthroughs
• Evaluate upstream and downstream data dependencies, system impacts, and process change implications across marketing and customer experience platforms
• Define and support testing strategy, test scenario creation, user acceptance testing, and production readiness activities
• Monitor business outcomes and platform adoption; identify opportunities to improve campaign execution, personalization, measurement, and operational efficiency
• Develop clear documentation including business requirements, process flows, decision logs, and training/support materials
• Work effectively in a fast-paced, cross-functional environment with multiple priorities and stakeholders
• Demonstrate a commitment to Hyatt core values

Requirements:

• Experience with enterprise marketing platforms such as Braze, Amperity, Adobe Experience Cloud, Tealium, or similar tools
• Familiarity with SQL, dashboarding/reporting tools, or data visualization platforms to support analysis and validation
• Experience in hospitality, travel, loyalty, e-commerce, or customer experience environments
• Knowledge of API-based integrations, tagging frameworks, consent/privacy considerations, and data governance practices
• Experience supporting vendor management, implementation projects, or platform optimization efforts
• Strong verbal and written communication skills with the ability to communicate effectively with both business and technical audiences
• Demonstrated experience as a Business Analyst supporting marketing technology, digital marketing, CRM, loyalty, or customer data initiatives
• Strong analytical and problem-solving skills with experience identifying root causes, dependencies, and business impacts
• Hands-on experience gathering requirements, documenting business processes, and translating needs into actionable user stories and functional specifications
• Experience working with martech platforms such as CRM, CDP, CMS, tag management, campaign automation, analytics, or personalization tools