Sami El-Kashef
Hounslow,London
Summary
Results-driven Business Analyst with extensive experience in business analysis and operational change management. Proficient in Visio, BPM, JIRA, Azure, and Confluence, emphasizing feature development and process enhancement. Demonstrated success in managing comprehensive project lifecycles and crafting communication strategies. Expertise in GDPR compliance, data security, and MuleSoft API integration, alongside strong team leadership and mentorship capabilities.
Overview
11
11
years of professional experience
4
4
years of post-secondary education
Work history
Business Analyst for Digital Transformation
PRS for Music
London, London
07.2024 - 12.2025
- Crafted comprehensive RFI/RFP for PMS and LMS, highlighting essential HR and L&D functionalities.
Designed user journeys and process maps for improved operational efficiency.
Established user profiles and course mappings to support platform usability.
Integrated HRBP inputs to align learning with organisational goals. - Led introduction of Microsoft AI tool, improving efficiency and minimising manual tasks across Business.
Generated interest by showcasing relevant use cases tailored to needs.
Oversaw recruitment of trialists for comprehensive testing.
Gathered trialist feedback to refine implementation strategies.
Shared insights with Board to drive strategic decision-making.
Executed subsequent programme phases informed by evaluation results. - Implemented automation to replace manual checks in data received by PRS for various activities.
Executed full E2E assessment of data entry procedures within PRS.
Optimised critical gates by utilising automation techniques.
Elevated data quality to fulfil audience needs for dashboards and insights.
Supported informed decision-making with reliable data and actionable insights. - Performed comprehensive audit of '5 Steps' operational checks to improve efficiency.
Analysed QA checks for redundancy, ensuring only necessary checks were conducted.
Defined responsibility for data accuracy among Publishers, Suppliers, and Members.
Introduced traffic light gating mechanism to reduce manual effort during ETL/Processing.
Lead Business Analyst
Whitbread PLC (Owners of Premier Inn Hotels)
London, London
07.2023 - 06.2024
- Operating within Whitbread’s Digital domain, managing Premier Inn; Restaurants and diverse Digital experiences (such as Kiosks and Distribution)
- Collaborated with relevant Product Owners to define new features and enhance Web/App engagement for end users across Business and Personal booking profiles.
- Worked collaboratively with Comms, UXD, Data, E-Commerce, and Payment sectors to define end-to-end project scopes.
Streamlined architectural planning by integrating diverse functional expertise.
Assured comprehensive stakeholder engagement throughout the scoping process. - Facilitating collaboration among Scrum teams comprising FE, BE, QA developers and testers
- Conducted internal and external ceremonies to enhance team engagement.
Mentored junior and senior business analysts to develop skills and knowledge. - Delivering leadership direction in best practice frameworks and centre of excellence strategies
- Serving as primary contact for escalations and P1’s
Senior Business Analyst
Virgin Media/O2
Reading, Reading
07.2022 - 06.2023
- Functioned as end-to-end Business Analyst, overseeing Sales Order, Fulfilment, Billing, and Service in B2B Programme.
Coordinated efforts among teams to optimise workflows and reduce bottlenecks.
Engaged stakeholders effectively to maintain clarity on project goals. - Defined scope and gathered requirements for 'Order Orchestration' Portfolio (provisioning and fulfilment of B2B Products) utilising Salesforce Front End and Cloud.
- Engaged initially to manage single portfolio, however within first week recognised need for E2E scoping and assumed responsibility for multiple portfolios.
- Oversee group of contract BAs within sales order portfolio following departure of previous BA lead.
- Optimised downstream and upstream reporting processes for all BA’s on programme, rectifying inconsistencies
- Implemented formal Demand Process, reducing ad-hoc requests for BA resources and enhancing prioritisation
- Cultivated improved partnerships with PO’s/SA’s and HOD’s to guarantee appropriate representation of BA resource in overall delivery framework, thereby mitigating circumvention of requirement gathering.
- Aligned all stakeholders to scope and requirements by enhancing manual operational processes across programme, integrating external 3rd parties effectively
- Streamlined requirement transfer from HL to LL, producing business-approved HLRs into DBRs.
Worked closely with Product Squads and developers within Agile Scrum framework. - Led pre-implementation and post-implementation ceremonies for effective delivery.
Senior Business Analyst
Sky UK (Broadband and Telephony)
Isleworth, Hounslow
04.2021 - 06.2022
- Returned to Sky based on closeness to HQ in West London, this position centres primarily on broadband technology
- Blending Waterfall and Agile approaches to enhance requirements engineering and delivery
- Created BPMN annotations for AS IS and TO BE processes across Salesforce Front End and Cloud systems.
Analysed existing workflows to identify areas for improvement using BPMN methodology.
Developed comprehensive process maps to facilitate communication among stakeholders. - Engaged in two major strategic ventures since joining, featuring Sky Glass as a primary example
- Redesigned and streamlined Transcomms operations for broadband services
- Outlined and implemented New Assurance UI enabling customers to access service information
Senior Business Analyst
Deltatre UK (OTT and VOD experiences)
London, City of London
01.2020 - 03.2021
- Facilitated delivery of roadmapped initiatives alongside Discovery Group, beIN Sports, and Turner Group during COVID pandemic.
- Leading client workshops focused on defining scope and refining requirements
- Leading development workshops to size and estimate project scope
- Led initiatives for JIRA backlog formation, encompassing epics, stories, and tasks.
Enhanced task visibility through structured backlog development processes.
Collaborated with cross-functional teams to maintain project momentum. - Directed Agile practices through standups, grooming sessions, impact assessments, bug reviews, and retrospectives.
Held daily standups to foster communication and resolve challenges.
Arranged backlog grooming for effective task prioritisation.
Implemented impact assessments and retrospectives for continuous improvement. - Driving weekly reporting and RAG/RAID updates
- Implementing process optimisations
- Driving User Journey optimisation across platforms including Salesforce Front End and Cloud
- working together on campaign marketing enhancements
- Overseeing product-led initiatives outlined in Product Roadmap, coordinating with Design to visualise new features and interactions
- Directing Tech-oriented initiatives specified in Tech Roadmap (Tech Debt; Endpoint/API deprecations and changes; Tech stories promoting superior tech delivery to advance business objectives)
- Overseeing Bug/Defect backlog (User feedback; Error journeys resulting from agile development)
- Prioritising relevant bugs in collaboration with product and tech to improve customer experience and tackle negative feedback
- Facilitating management of JIRA backlogs and stories with Dev leads and Scrum masters.
- Coordinating tactical and strategic UI/UX modifications according to previously mentioned roadmap initiative
- SDLC User Acceptance Analysis and Final Acceptance Testing
Senior Business Analyst
Formula One Ltd
Biggin Hill, Bromley
09.2018 - 12.2019
- Establishing new digital and operational frameworks and mentoring individuals in digital delivery on effective best practices
- Leading analysis initiatives to ensure successful project deployment across mobile TV platform and primary digital application
- Supervise team of BAs in managing project deliverables and assist with analysis of high-level strategic projects for F1.
- Delivering senior-level presentations and consultations
- Led end-to-end testing for F1 TV across multiple devices.
- Managed subscription products within F1 App, overseeing pricing changes and customer notifications.
- Facilitated smooth transition for F1 customers during the implementation process.
- Left due to office relocation to Kent, and could not commute to it any longer
Senior Business Analyst
NOW TV (a Sky UK Product)
Isleworth, Hounslow
04.2015 - 08.2018
- Consulted on multiple business-led initiatives to drive organisational success.
Directed project management strategies for effective content delivery.
Oversaw tactical and strategic delivery of customer experience enhancements to NOW TV subscribers.
Facilitated integration of award-winning product features into service offerings. - Facilitated deliverables for immediate team alongside E-Commerce, Marketing, and Customer Operations units.
Promoted collaboration among Lead BA’s, Senior BA’s, Junior BA’s, and various business functions. - Led configuration and migration of NOW TV Subscription products, including Sports, Movies, Entertainment, and Kids Pass.
- Directed end-to-end process for NOW TV EU Portability to enhance user accessibility.
- Managed migration of Adobe Campaign for marketing and service notifications to users.
- Oversaw implementation of NOW TV GDPR/CDDR compliance measures across all operations.
- Offering evaluations of test strategies and plans, and performing or managing user acceptance tests
- Creating or aiding in creation of business process models using BPMN notation (or UML/Business Process Diagram).
- Coordinated with internal and third-party development groups to assist in generating functional specifications, affirming understanding of requirements and consequences across applications like Salesforce Front End and Cloud.
- Producing high-level business requirements definition and prioritising specific requirements followed by aggregation for executive overview.
- Proactively scrutinise additional requirement requests to ensure alignment with precise needs and long-term objectives of both IT and business, mitigating scope creep while distinguishing between short-term delivery and long-term benefits.
- Define technology utilised for solution delivery.
- Work alongside Product Owner/Business Owner to draft epics and user stories and finalise prioritisation of tasks.
- Coordinating product development strategy by engaging with team and stakeholders to harmonise business and customer priorities
Education
BSC - SPORTS PSYCHOLOGY
BRUNEL UNIVERSITY
LONDON 09.1998 - 05.2000
2 A-LEVELS + 2 A/S LEVELS - Business and Technology; Sports Science; Psychology
WILLIAM MORRIS ACADEMY
LONDON 09.1996 - 05.1998
12 GCSE’S all at Grade ‘C’ and above -
SECONDARY SCHOOL EDUCATION, KING FAHAD ACADEMY
LONDON 09.1995 - 05.1996
Skills
- ISEB UAT certification
- ISEB certified business analysis
- Visio and BPM proficiency
BDD expertise - Operational change management
- Feature development
- Process mapping and improvement
Business analysis
/Data analysis - End-to-End Lifecycle Business Analyst
- Communication strategy development
Business analysis and reporting
Regulatory compliance expertise
- Journey mapping strategy
- Change management (Agile)
- Change management in retail
- GDPR knowledge
Compliance execution
Data security measures - JIRA and Azure proficiency
Confluence expertise
Feature and epic management
User story development
Acceptance criteria definition - Behavior Driven Development (BDD) expertise
- Team management and development
Business analysis expertise
Role-specific training
Cross-level mentorship - API proficiency
MuleSoft expertise
RESTful and SOAP knowledge
HOBBIES
Ex Cerebral Palsy International Footballer (England/GB), Ex Cerebral Palsy Footballer Chelsea Football Club, Current Cerebral Palsy Footballer Tottenham Hotspur Football Club, European Player of the Tournament Awards 2006; 2007 and 2010
AWARDS/RECOGNITION RECEIVED
PRS FOR MUSIC, AWARDS/RECOGNITION RECEIVED IN THIS ROLE:, Employee of the Month Award; Aug 2024; Dec 2024; Mar 2025; Aug 2025, WHITBREAD PLC, AWARDS/RECOGNITION RECEIVED IN THIS ROLE:, Employee of the Month Award; Dec 2023, VIRGIN MEDIA O2, AWARDS/RECOGNITION RECEIVED IN THIS ROLE:, Employee of the Month Award; Apr 2023, SKY UK LTD/NOW TV, AWARDS/RECOGNITION RECEIVED IN THIS ROLE:, Q2 NOW TV Award; Jan 2018, Customer Marketing Manager, Head of Customer Engagement, Head of Service Technology, Q3 NOW TV Award; May 2017, NOW TV Leadership team
Affiliations
- Ex Cerebral Palsy International Footballer (England/GB)
- Ex Cerebral Palsy Footballer Chelsea Football Club
- Current Cerebral Palsy Footballer Tottenham Hotspur Football Club
Accomplishments
PRS FOR MUSIC
AWARDS/RECOGNITION RECEIVED IN THIS ROLE:
- Employee of the Month Award; Aug 2024; Dec 2024; Mar 2025; Aug 2025:
WHITBREAD PLC
AWARDS/RECOGNITION RECEIVED IN THIS ROLE:
- Employee of the Month Award; Dec 2023:
VIRGIN MEDIA O2
AWARDS/RECOGNITION RECEIVED IN THIS ROLE:
- Employee of the Month Award; Apr 2023:
SKY UK LTD/NOW TV
AWARDS/RECOGNITION RECEIVED IN THIS ROLE:
- Q2 NOW TV Award; Jan 2018:
Customer Marketing Manager
Head of Customer Engagement
Head of Service Technology
- Q3 NOW TV Award; May 2017:
NOW TV Leadership team
Sporting Awards : European Player of the Tournament Awards 2006; 2007 and 2010
Languages
English
Native
Arabic
Native
Timeline
Business Analyst for Digital Transformation
PRS for Music
07.2024 - 12.2025
Lead Business Analyst
Whitbread PLC (Owners of Premier Inn Hotels)
07.2023 - 06.2024
Senior Business Analyst
Virgin Media/O2
07.2022 - 06.2023
Senior Business Analyst
Sky UK (Broadband and Telephony)
04.2021 - 06.2022
Senior Business Analyst
Deltatre UK (OTT and VOD experiences)
01.2020 - 03.2021
Senior Business Analyst
Formula One Ltd
09.2018 - 12.2019
Senior Business Analyst
NOW TV (a Sky UK Product)
04.2015 - 08.2018
BSC - SPORTS PSYCHOLOGY
BRUNEL UNIVERSITY
09.1998 - 05.2000
2 A-LEVELS + 2 A/S LEVELS - Business and Technology; Sports Science; Psychology
WILLIAM MORRIS ACADEMY
09.1996 - 05.1998
12 GCSE’S all at Grade ‘C’ and above -
SECONDARY SCHOOL EDUCATION, KING FAHAD ACADEMY
09.1995 - 05.1996