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
1. Design, build, and maintain high-quality Power BI dashboards and reports that deliver clear, actionable insights.
2. Apply best-practice data visualisation principles to ensure dashboards are intuitive, user-friendly, and impactful.
3. Translate complex datasets into compelling narratives for non-technical stakeholders.
Data Modelling & Performance Optimisation
4. Develop robust data models using SQL for ingestion and DAX for modelling within Power BI.
5. Apply strong database design principles, including star schemas and efficient dataset joins.
6. Optimise report performance by selecting appropriate data connection methods (DirectQuery vs Import), caching strategies, and efficient DAX calculations.
Insight Generation & Stakeholder Collaboration
7. Partner with stakeholders across Commercial, Digital, Marketing, and Operations teams to understand business needs and define meaningful KPIs.
8. Identify trends, risks, and growth opportunities across sponsorship, D2C, venue, and fan engagement data.
9. Present insights clearly and confidently to support strategic decision-making.
Data Quality, Governance & Documentation
10. Own data quality and validation at the BI layer, proactively identifying and resolving discrepancies or anomalies.
11. Maintain clear documentation covering data sources, metric definitions, assumptions, and dashboard logic.
12. Work closely with data engineers and digital analysts to ensure alignment with upstream data structures and definitions.
Organisational Structure:
13. The role sits within the Commercial Division at Manchester United.
14. Reports directly to the Commercial Insights Manager.
15. Works as part of an Analytics & Insights team of nine, with no direct reports.
The Person:
We are looking for someone who:
Personal Attributes
16. Is analytical, curious, and driven by problem-solving.
17. Maintains high standards of quality with strong attention to detail.
18. Is highly organised and able to manage multiple priorities in a fast-paced environment.
19. Communicates confidently and clearly with both technical and non-technical audiences.
Knowledge & Understanding
20. Deep understanding of Power BI data modelling, relationships, schema design, and performance optimisation.
21. Advanced DAX expertise, including time-based calculations, rolling and cumulative KPIs, comparative metrics, and derived commercial insights.
22. Strong SQL capability, with experience querying cloud data warehouses (e.g. BigQuery, Snowflake).
23. Solid understanding of the sports and entertainment industry, including commercial models, fan behaviour, and digital engagement.
Experience
24. Proven experience building impactful dashboards and visualisations that influence business decisions.
25. Experience working in digital, ecommerce, subscription, or marketing-led organisations.
26. Experience partnering with data engineers and analysts to understand data pipelines and transformations.
27. Digital analytics experience using Adobe Analytics or Google Analytics (desirable).
28. 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:
29. Annual incentive scheme
30. Wellness Support with access to mental health resources, digital health checks, and & nutritionists through Aviva Digicare+ Workplace
31. Exclusive Discounts through our United Rewards platform, giving you access to exclusive deals from the club and partners
32. Gym Facilities in our onsite locations and opportunities for regular social events and team-building activities
33. Enhanced family Leave Benefits and an opportunity to purchase additional holiday days
34. Enhanced Career Development with access to professional learning platforms like LinkedIn Learning, and internal training programs
35. A Supportive Work Environment that values diversity, equity and inclusion, and individual growth
Our Commitment to You:
At Manchester United, we believe that a diverse and inclusive environment makes us stronger. We are committed to building a team where everyone feels welcomed, valued, and empowered to contribute their unique perspectives. Diversity, equity and inclusion are at the core of our recruitment strategy, and we welcome applicants from all backgrounds.