Overview We are seeking an experienced and strategic Business Analyst / Functional Lead to drive solution definition, business alignment, and successful delivery of Real-Time Decisioning initiatives and play a critical role in translating complex business needs into actionable functional requirements, guiding cross-functional teams, and shaping customer-centric decisioning strategies across digital channels. Responsibilities Gather, analyze, and document business and functional requirements for decisioning use cases (e.g., next-best-action, personalized offers, customer journeys). Act as the primary liaison between business stakeholders, product owners, and technical teams for real-time decisioning solutions. Define and maintain decision logic, business rules, and outcome scenarios in alignment with marketing and CX goals. Facilitate all Agile ceremonies including sprint planning, daily stand-ups, reviews, and retrospectives. Guide the team in Agile practices, track sprint progress, and manage delivery risks. Remove blockers and coordinate across business, design, tech, QA, and operations teams. Maintain ADO board, backlog grooming, sprint metrics, and continuous improvement initiatives. Collaborate with solution architects to design customer-centric, scalable real-time decisioning frameworks. Lead discovery and requirement workshops with marketing, data, and technology stakeholders. Own the functional design documents, user stories, and solution blueprints; ensure clarity, accuracy, and traceability. Work with engineering teams to define test scenarios and validate decisioning outputs. Support rollout, training, and adoption of decisioning platforms across business units. Continuously monitor and optimize decisioning logic and KPIs in partnership with analytics teams. Qualifications Candidate should have total 9 – 14 years of total IT experience and at least 3+ years of relevant work experience as an RTD Functional Lead and business analysis, functional consulting, or similar roles in MarTech, AdTech, or CX platforms. Bachelor's or Master's degree in computer science, information technology, or a related field. Strong understanding of real-time decisioning platforms such as: Salesforce Marketing Cloud Personalization / Interaction Studio CleverTap Proven ability to map customer journeys and define decision strategies based on personas, behavior, and context. Skilled in requirement gathering, functional documentation, user story writing, and backlog management. Excellent understanding of data flows, business rules, segmentation, and targeting. Ability to translate business needs into logical rules, decision tables, and KPIs. Strong communication and stakeholder management skills across business and technical audiences.