Senior Business Analyst

About the role

The Senior Business Analyst plays a pivotal role in advancing Hornets Sports & Entertainment’s (HSE) partnership strategy through fan research, sponsorship measurement, market intelligence and data-driven insights. You will be responsible for analyzing fan, consumer, and partnership performance data to support corporate partnership sales, retention, activation efforts and revenue growth.

Responsibilities

• Develop data-driven insights and research that support partnership sales, renewals, retention initiatives and revenue growth.
• Analyze fan demographics, consumer behavior, audience engagement, sponsorship performance, and marketplace trends to identify opportunities for partners and prospective sponsors.
• Build and maintain dashboards, reporting tools, and analytical frameworks used to evaluate asset performance, fan engagement and business outcomes.
• Partner with Solutions and Revenue Strategy to identify category white space and craft data-backed sales narratives that support new business development and revenue growth.
• Conduct fan research, market intelligence studies, competitive benchmarking, and audience analysis to support partnership strategy and new business development.
• Collaborate with Corporate Partnerships and cross-functional teams to develop insights and reporting that support partner recaps, renewal presentations, sales proposals and organizational objectives.
• Integrate data from internal and external sources to identify trends, quantify partnership value and deliver actionable business recommendations.
• Monitor industry trends, sponsorship best practices, and emerging research methodologies to continuously enhance the organization's partnership insights capabilities.
• Perform other duties as assigned by leadership.

Requirements

• To perform the job successfully, you should demonstrate the following competencies:
• Proven experience (4+ years) in business analytics, partnership analytics, or strategy in a sports, entertainment, or related industry.
• Demonstrated experience supporting partnership sales, activation and retention initiatives through research and analytics.
• Advanced proficiency in data analytics tools (Excel, SQL, Python, or R) and business intelligence platforms (Tableau, Power BI, or similar).
• Familiarity with fan research, sponsorship measurement and consumer intelligence platforms.
• 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, recommendations, and sales narratives 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.
• Willingness to work evenings, weekends and events as required within a professional sports environment.

Qualifications

• To perform the job successfully, you should demonstrate the following qualifications:
• Proven experience (4+ years) in business analytics, partnership analytics, or strategy in a sports, entertainment, or related industry.
• Demonstrated experience supporting partnership sales, activation and retention initiatives through research and analytics.
• Advanced proficiency in data analytics tools (Excel, SQL, Python, or R) and business intelligence platforms (Tableau, Power BI, or similar).
• Familiarity with fan research, sponsorship measurement and consumer intelligence platforms.
• 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, recommendations, and sales narratives 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.
• Willingness to work evenings, weekends and events as required within a professional sports environment.

Skills

• Proven experience (4+ years) in business analytics, partnership analytics, or strategy in a sports, entertainment, or related industry.
• Demonstrated experience supporting partnership sales, activation and retention initiatives through research and analytics.
• Advanced proficiency in data analytics tools (Excel, SQL, Python, or R) and business intelligence platforms (Tableau, Power BI, or similar).
• Familiarity with fan research, sponsorship measurement and consumer intelligence platforms.
• 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, recommendations, and sales narratives 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.
• Willingness to work evenings, weekends and events as required within a professional sports environment.

Benefits

• 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.