Mobile World Live GSMA Intelligence

Marketing System Business Analyst

Role type
Marketing & Communications
Job Advert

GSMA – Our Role in the Mobile Industry

The GSMA is the global industry association that helps shape the future of the mobile industry. Our mission is to act as a guiding beacon for the mobile industry, focusing on activities where collective action can deliver significant benefit. In order to achieve this, the GSMA concentrates on four main activities:

  • We provide strategic direction and thought leadership to our members
  • We drive collaborative industry programmes aimed at maintaining operator relevance in the digital world
  • We advocate for the industry to regulators, policy makers and society as a whole
  • We convene the broad mobile communications ecosystem at our industry leading events

The GSMA unites nearly 800 of the world's mobile operators, as well as more than 200 companies in the broader mobile ecosystem, including handset makers, software companies, equipment providers, Internet companies, and media and entertainment organisations. The GSMA is focused on innovating, incubating and creating new opportunities for its membership, all with the end goal of driving the growth of the mobile communications industry.

We act as a “think tank” for the mobile community focusing on strategic and policy initiatives that will impact the direction of the industry.

Our organisation engages with a wide range of governments, regulators and NGOs (such as The World Bank, UN and philanthropic organisations such as the Bill & Melinda Gates Foundation) to advocate for the mobile industry and develop the social and economic value of mobile for countries, regions and continents.

We convene the mobile industry at our leading events such as Mobile World Congress Americas, Mobile World Congress Shanghai, Mobile World Congress 360 Series and the world leading Mobile World Congress in Barcelona.

Please visit for a wealth of further information


The Role

The GSMA is seeking an experienced Marketing System Business Analyst to work on an exciting digital transformation programme. This position will document requirements, build and optimize processes, and assist with the implementation of new elements within SalesForce. The Analyst will understand business requirements/requests and is able to translate such strategic requests into Marketing Automation tactics.


  • Support the GSMA team in migrating to a new Marketing Automation platform.
  • Documentation of the business processes and detailed requirements
  • Implement a lead scoring process for salesforce
  • Identify data conversion and data quality issues
  • Work with the project team on creating an event registration object in SF
  • Implement data processes, create and deploy website forms
  • Convert business requirements to technical system requirements to a detailed level
  • Document system requirements in project backlog
  • Support the implementation of system improvements from design to acceptance testing
  • Write test cases for User Acceptance Testing.
  • Conduct system testing and logging issues in bug tracking system
  • Review and update user training materials

Required Skills and Experience:

  • Business System Analyst and/or Marketing consultant experience.
  • Marketing Automation experience as admin or power user, Exact Target preferred.
  • Experience in CRM systems (Salesforce preferred), content management systems, systems and reporting applications.
  • Strong project management skills and the ability to manage a timeline.
  • Ability to engage in a friendly, but objective manner with multiple stakeholders
  • Provide documentation to a high standard and in a timely manner
  • Able to drive delivery, identify risks and escalate within a cross-functional matrix structure.
  • Excellent communicator and presentation skills – ability to communicate with a non-technical audience.
  • Strong analytical skills with a thorough understanding of sales and marketing processes.
  • Strong organizational and planning skill with meticulous attention to detail.
  • Advanced experience with Word, Excel, PowerPoint and Visio.
  • Self-motivated, highly driven and self-assured.
  • Bachelor’s degree in Marketing, Communication Science, Computer Science, Information Systems or related fields.
  • Some travel involved.