Senior Business Analyst

The Senior Business Analyst plays a pivotal role in advancing the organization's data-driven marketing efforts by providing strategic insights, performance optimization, and analytics leadership across paid, owned, and earned media channels. This role will lead marketing performance measurement, audience strategy, and ROI analysis to support revenue growth, fan engagement, and long-term business strategy. The analyst will develop, manage, and present comprehensive dashboards, reports, and insights to senior leadership and cross-functional partners, helping guide key strategic decisions for the organization.

The Senior Business Analyst is a strategic role responsible for advancing the organization's analytics capabilities across marketing and fan engagement. This role is not a marketing content or campaign execution position; it is a business strategy and analysis role that requires the ability to build trust and influence decision-making at the organizational level.

Core Values

HSE embodies the following core values:

• Integrity
• Teamwork
• Competitiveness
• Candor
• Accountability
• Resilience

Essential Duties and Responsibilities

• Lead marketing and audience strategy analytics by developing data-driven insights to inform targeting, media optimization, segmentation, and campaign performance across paid and owned channels, using GA4 and other analytics platforms.
• Oversee lead generation and paid media performance measurement, ensuring accurate data collection, data hygiene, attribution modeling, and cross-platform reporting to evaluate ROI and optimize spend.
• Research and evaluate emerging digital media opportunities, advertising channels, and innovative platforms to expand reach, drive conversion, and strengthen marketing effectiveness.
• Design, build, and maintain business performance dashboards focused on marketing, automation tracking, and ROI measurement to support strategic planning and executive reporting.
• Conduct in-depth analysis of key performance indicators, including ticket sales, fan engagement, sponsorship performance, partnerships, merchandise, and food & beverage revenue to identify trends and business opportunities.
• Present strategic recommendations and insights to senior leadership, marketing teams, and other internal stakeholders, translating complex data into clear, actionable business strategies.
• Collaborate cross-functionally with Marketing, Partnerships, Ticket Sales, Business Intelligence, and Digital teams to support business objectives and improve organizational performance.
• Monitor industry trends, competitor performance, and evolving analytics tools to continuously enhance marketing measurement capabilities and business analytics maturity.

Required Skills, Experience, and Abilities

To perform the job successfully, you will have or demonstrate the following skills and abilities:

• Proven experience (4+ years) in business analytics, marketing analytics, or strategy in a sports, entertainment, or related industry.
• Demonstrated ability to analyze business and marketing data, present insights, and influence decisions at the senior leadership level.
• Advanced proficiency in data analytics tools (Excel, SQL, Python, or R) and business intelligence platforms (Tableau, Power BI, or similar).
• Strong expertise in digital marketing analytics platforms (GA4, Adobe Analytics, Facebook/Google Ads Manager, or similar).
• Strong understanding of sports business economics, revenue drivers, sponsorships, ticketing strategies, and fan engagement metrics.
• Excellent communication skills, with the ability to translate complex data into concise, compelling insights for both technical and non-technical audiences.
• Highly organized, detail-oriented, and capable of managing multiple projects simultaneously in a fast-paced environment.
• Self-motivated and solutions-focused, with the ability to work independently while thriving in a collaborative, cross-functional setting.
• Professional demeanor with the ability to build strong relationships across departments and with external partners.

Additional Information

This is a full time benefit eligible position. HSE is dedicated to creating and upholding a welcoming environment that celebrates diversity.

HSE provides valuable benefits and competitive time off policies to help you and your family lead healthy, balanced lives.

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. All requests for medical or religious accommodations to perform the stated job duties will be considered.