Senior Principal Business Analyst in London

We are looking for a highly analytical and commercially minded Senior Principal Business Analyst to join our Growth Analytics organization and improve how King understands, models, and scales growth. This role sits at the intersection of Marketing, Product, Finance, Analytics, and our game teams. You will work on some of the most important commercial questions for the business: how marketing investment translates into player growth, revenue, profitability, and long‑term company performance; how CPI, RPI, elasticity, incrementality, and player quality interact; and where King should invest to unlock the next level of sustainable growth.

As Senior Principal Business Analyst you will help raise the quality of the analytical and commercial thinking behind major growth decisions. You will shape how models are interpreted, challenge whether assumptions make sense, connect insights across teams, and ensure outputs are translated into better investment, forecasting, and strategic decisions. This is a senior individual contributor role for someone who can operate independently in ambiguous environments, bring structure to complex business questions, and influence senior stakeholders through analytical depth, commercial judgement, and clear communication.

• Define the Commercial Logic Behind Growth Decisions – help establish the frameworks King uses to interpret growth performance, evaluate investment opportunities, and connect marketing activity to broader company outcomes.
• Set the Standard for Growth Model Interpretation – raise the quality of how analytical models are interpreted and applied across the business.
• Strengthen Forecasting, Elasticity, and Investment Governance – shape how forecasting and investment assumptions are created, tested, and governed across growth planning.
• Guide Portfolio‑Level Growth Trade‑Offs – bring structure to complex investment questions across games, channels, geographies, audiences, and marketing initiatives.
• Connect Marketing, Product, Finance, and Company Performance – shape how the organization understands the relationship between marketing performance, product outcomes, player behaviour, monetisation, retention, live operations, and company‑level growth.
• Drive Better Executive Decision‑Making – turn complex analysis, model outputs, and uncertain evidence into clear recommendations for senior stakeholders.
• Raise the Analytical Bar Across Teams – act as a senior expert and multiplier across Growth Analytics and partner teams, coaching others on commercial reasoning, modelling interpretation, assumption quality, and executive communication.

Skills to Create Thrills

• Advanced Analytical and Commercial Thinking – turning ambiguous business questions into structured analytical problems, connecting data, assumptions, and commercial context to clear recommendations.
• Financial and Growth Acumen – understanding how marketing investment connects to revenue, profitability, forecasting, and company‑level performance.
• Elasticity and Forecasting Expertise – experience working with elasticity, response curves, scenario modelling, and investment planning.
• Technical Fluency and Model Judgement – comfortable working with large datasets and analytical workflows using SQL, Python, R, or similar tools.
• Cross‑Functional Influence – working effectively with Marketing, Product, Finance, Analytics, and game teams.
• Executive Communication and Judgement – explaining complex analytical concepts in simple, business‑relevant language.

Tasty Bonus Points

• Experience in gaming, mobile apps, digital entertainment, or another high‑scale consumer business.
• Experience working on marketing investment models, response curves, elasticity analysis, forecasting frameworks, attribution models, or commercial planning tools.
• Experience connecting marketing performance with product outcomes, engagement, retention, monetisation, or portfolio‑level financial performance.
• Experience working closely with Finance teams on forecasts, investment cases, budget planning, or business performance reviews.
• Knowledge of tools and platforms such as BigQuery, Looker, Airflow, Python, R, or modern data modelling workflows.
• A passion for using data to improve strategic decision‑making, challenge assumptions, and unlock sustainable growth.

About King: With a mission of Making the World Playful, King is a leading interactive entertainment company for the mobile world with more than 20 years of history of delivering some of the world’s most iconic games in the mobile gaming industry, including the world‑famous Candy Crush franchise, as well as other mobile titles such as Farm Heroes Saga. King games are played by more than 200 million monthly active users. King, part of Microsoft (NASDAQ: MSFT), has Kingsters in Stockholm, Malmö, London, Barcelona, Berlin, Dublin, San Francisco, New York, Los Angeles and Malta.