Product Owner - Business Analyst (Salesforce)

About B&B HOTELS

At B&B HOTELS, we are on an ambitious growth journey — scaling rapidly across Europe, the US and Brazil, with more than 900 hotels across 16 countries. To support this transformation, we’re looking for a Product Owner - Business Analyst (Salesforce) to join our Group team and play a key role.

Role Importance

As a Product Owner / Business Analyst Customer Activation, you act as the strategic bridge between the Marketing / Digital and technical teams. Your mission is to translate the customer engagement vision into concrete functional solutions, focusing on the personalization and effectiveness of digital journeys. The scope covers the entire CRM and Activation ecosystem (B2B and B2C). Your objective is to ensure that our automation and loyalty tools are perfectly calibrated to support the Group's growth and maximize customer lifetime value (LTV).

Key Missions

• Optimization of Activation Funnels: Review and implement end-to-end customer stimulation journeys to ensure smooth synchronization between CRM and digital platforms.
• Marketing Lifecycle Automation: Design and deploy robust frameworks for loyalty triggers and automated campaigns on an international scale.
• Personalization Integration: Lead the implementation of dynamic personalization solutions to improve engagement across all touchpoints.

Responsibilities

Business Analysis & Requirements Engineering

• Animate workshops with Marketing and CRM teams to capture needs for stimulation, loyalty, and retention.
• Map business processes (As-Is vs. To-Be) to identify optimization opportunities within the MarTech ecosystem.
• Translate complex business requirements into high-quality User Stories with precise and testable acceptance criteria.

Roadmap & Delivery Management

• Define, prioritize, and manage the 'Customer Activation' backlog in alignment with the Group's strategic priorities.
• Lead the delivery: Challenge technical estimates, control the quality of deliverables, and ensure adherence to functional best practices.
• Coordinate dependencies with other PO teams (Web, Mobile, Data, Salesforce) to ensure a consistent 360° customer view.

Solution Design & Acceptance (UAT)

• Oversee the functional design of activation solutions, ensuring their robustness in a multi-country and multi-currency environment.
• Lead the User Acceptance Testing (UAT) phase: define test plans, coordinate business testers, and validate anomaly resolution before production.
• Ensure solution compliance with local legal constraints (GDPR in particular).

Communication & Adoption

• Act as the primary point of contact for digital activation topics with marketing management and regional teams.
• Monitor the adoption and performance of features via precise KPIs (open rates, conversion, revenue increase, churn).

What We're Looking For

• 5 to 7 years of experience as a Product Owner or Business Analyst, with proven expertise in Customer Activation or CRM projects.

• Tool Expertise:

  • Proficiency in Marketing Automation tools (e.g., Salesforce Marketing Cloud, Braze, Adobe); a strong ability to understand data flows and APIs is essential.

• Agility:

  • Proficiency in Agile methodologies (Scrum/SAFe) and management tools (Jira/Confluence).

• Hybrid Profile:

  • Ability to speak 'Business' to marketers and 'Technical' to data engineers and developers.

• Mindset:

  • Strong results-driven culture, Analytical Mindset & Ability to make priority decisions under pressure.

• Languages:

  • Fluent English is imperative (international context).

Why Join Us?

• Join one of the fastest-growing hotel groups in Europe
• Participate in large-scale projects
• Evolve in a dynamic and international environment

If you are looking for a role that allows you to create, transform, and bring large-scale projects to fruition, look no further, this is it.