Job Specifications
Senior Business Intelligence Analyst
LOCATION: Old Trafford Stadium Complex
At Manchester United, we believe that excellence on the pitch starts with excellence off the pitch. Our Commercial team operates in a high-performance, insight-driven environment, united by a shared ambition to fuel growth across the Club’s global commercial ecosystem.
We thrive on collaboration, innovation, and continuous improvement — using data to inform smarter decisions and unlock new opportunities. Based at our iconic Manchester United offices, you’ll work alongside passionate, forward-thinking colleagues who are committed to shaping the future of one of the world’s most recognised sports brands.
The Role
The Senior Business Intelligence Analyst is a key member of the Commercial Operations department, sitting within the Analytics & Insights sub-team. Reporting to the Commercial Insights Manager, the role plays a vital part in transforming Manchester United’s commercial data into meaningful insights that support decision-making across Sponsorship & Partnerships, Direct-to-Consumer (D2C), and Venue operations.
Initially offered as a fixed-term contract with a focus on Power BI, the role will involve maintaining, developing, and creating high-quality dashboards and reports that bring data to life. There is potential for the role to become permanent.
Working closely with stakeholders across the Club, the Senior Business Intelligence Analyst will identify trends, challenges, and opportunities across a wide range of commercial products and touchpoints — including eCommerce, Membership, Content, Marketing, MUTV, ticketing, hospitality, and digital platforms.
Key Responsibilities
Data Analysis & Visualisation
Design, build, and maintain high-quality Power BI dashboards and reports that deliver clear, actionable insights.
Apply best-practice data visualisation principles to ensure dashboards are intuitive, user-friendly, and impactful.
Translate complex datasets into compelling narratives for non-technical stakeholders.
Data Modelling & Performance Optimisation
Develop robust data models using SQL for ingestion and DAX for modelling within Power BI.
Apply strong database design principles, including star schemas and efficient dataset joins.
Optimise report performance by selecting appropriate data connection methods (DirectQuery vs Import), caching strategies, and efficient DAX calculations.
Insight Generation & Stakeholder Collaboration
Partner with stakeholders across Commercial, Digital, Marketing, and Operations teams to understand business needs and define meaningful KPIs.
Identify trends, risks, and growth opportunities across sponsorship, D2C, venue, and fan engagement data.
Present insights clearly and confidently to support strategic decision-making.
Data Quality, Governance & Documentation
Own data quality and validation at the BI layer, proactively identifying and resolving discrepancies or anomalies.
Maintain clear documentation covering data sources, metric definitions, assumptions, and dashboard logic.
Work closely with data engineers and digital analysts to ensure alignment with upstream data structures and definitions.
Organisational Structure
The role sits within the Commercial Division at Manchester United.
Reports directly to the Commercial Insights Manager.
Works as part of an Analytics & Insights team of nine, with no direct reports.
The Person:
We Are Looking For Someone Who
Personal Attributes
Is analytical, curious, and driven by problem-solving.
Maintains high standards of quality with strong attention to detail.
Is highly organised and able to manage multiple priorities in a fast-paced environment.
Communicates confidently and clearly with both technical and non-technical audiences.
Knowledge & Understanding
Deep understanding of Power BI data modelling, relationships, schema design, and performance optimisation.
Advanced DAX expertise, including time-based calculations, rolling and cumulative KPIs, comparative metrics, and derived commercial insights.
Strong SQL capability, with experience querying cloud data warehouses (e.g. BigQuery, Snowflake).
Solid understanding of the sports and entertainment industry, including commercial models, fan behaviour, and digital engagement.
Experience
Proven experience building impactful dashboards and visualisations that influence business decisions.
Experience working in digital, ecommerce, subscription, or marketing-led organisations.
Experience partnering with data engineers and analysts to understand data pipelines and transformations.
Digital analytics experience using Adobe Analytics or Google Analytics (desirable).
Experience reviewing or contributing to data visualisation strategy (desirable).
What We Offer:
At Manchester United, We Recognise That Our People Are At The Heart Of Our Success. That’s Why We Offer a Range Of Rewards Designed To Support Your Professional And Personal Well-being
Annual incentive scheme
Wellness Support with ac
About the Company
Manchester United is one of the most popular and successful sports teams in the world, playing one of the most popular spectator sports on Earth. Through our 146-year heritage we have won 68 trophies, enabling us to develop the world’s leading sports brand and a global community of 1.1 billion followers. Our large, passionate community provides Manchester United with a worldwide platform to generate significant revenue from multiple sources, including sponsorship, merchandising, product licensing, new media & mobile, broadca...
Know more