Business Analyst, Commercial & Insights

The Opportunity

Hullo is looking for a commercially minded Business Analyst, Commercial & Insights to turn data, customer behaviour and business performance into actionable insights and recommendations.

Reporting to the Director of Sales & Marketing, this role sits at the intersection of data, commercial strategy, customer insights and business performance. You will help Hullo understand what is happening across the business, why it is happening and what we should do about it.

You will lead the development of dashboards, reporting and analysis while also supporting pricing decisions, revenue opportunities, customer insights, forecasting, business cases and strategic planning.

The successful candidate will be comfortable moving beyond reporting the numbers to answering the “so what?” — identifying trends, diagnosing performance, evaluating opportunities and making explicit recommendations that support revenue, passenger growth, customer experience and broader business objectives.

The role will work closely with Sales & Partnerships, Marketing, Finance, Guest Experience, Operations, Technology and senior leadership, and will support the preparation of executive and Board reporting.

Key Responsibilities

Business Intelligence, Reporting & Performance

- Design, build and maintain commercial dashboards focused on passenger volumes, revenue, sales performance, customer behaviour, marketing performance and other key business KPIs.
- Establish best practices for dashboard design, data visualization and reporting using Power BI and related tools.
- Develop accessible, self-service reporting that enables stakeholders to understand and use key business metrics independently.
- Develop recurring reporting for commercial, operational, financial, customer and marketing performance.
- Establish clear definitions and consistent measurement of key KPIs across the organization.
- Identify gaps in reporting and proactively develop new measures or analysis to support emerging business needs.
- Support executive and Board reporting, translating complex business performance into concise, decision-ready insights.

Commercial Analysis & Business Insights

- Conduct ad hoc and recurring analysis to answer critical business questions and identify opportunities for revenue and passenger growth.
- Analyze booking patterns, passenger behaviour, sales performance, customer segments, channel performance and other commercial metrics.
- Identify trends, anomalies, root causes and opportunities and translate findings into clear recommendations.
- Move beyond reporting what happened to explain why it happened, what it means and what Hullo should do next.
- Develop business cases and analytical support for new products, services, partnerships, initiatives and investments.
- Support the broader commercial team with analysis that improves decision-making and prioritization.
- Conduct post-implementation analysis to determine whether commercial initiatives delivered their intended results.

Pricing, Revenue & Demand Analysis

- Lead analysis supporting pricing strategy, fare structures, promotions and ancillary revenue opportunities.
- Analyze booking curves, demand patterns, passenger segments, price sensitivity and historical performance to identify pricing opportunities.
- Monitor competitive pricing, market conditions and relevant external factors to inform pricing recommendations.
- Evaluate the performance and financial impact of pricing changes, promotions and new products.
- Support testing and experimentation around pricing, promotions and customer offers.
- Develop recommendations that balance passenger growth, revenue, yield and customer value.
- Support forecasting of passenger demand and revenue based on historical trends, booking behaviour, seasonality and relevant market factors.
- Transportation revenue-management roles increasingly combine booking behaviour, pricing analysis, demand forecasting and commercial recommendations rather than treating them as separate analytical functions.

Customer & Consumer Insights

- Develop a strong understanding of Hullo's customers through analysis of booking, demographic, behavioural, survey and engagement data.
- Identify customer segments, behaviours, needs and trends that can inform commercial and marketing strategy.
- Analyze customer journeys and identify opportunities to improve acquisition, conversion, retention and guest experience.
- Support customer research, surveys and other insight initiatives.




- Translate customer data and research into actionable recommendations for Marketing, Sales, Partnerships and Guest Experience.
- Identify emerging customer trends and opportunities that may impact Hullo's products, services or commercial strategy.

Strategy & Business Planning

- Support the Director of Sales & Marketing and broader leadership team with data and analysis required to develop commercial and marketing strategy.
- Provide analytical input into annual planning, business planning, forecasts and strategic initiatives.
- Evaluate strategic options and provide data-driven recommendations on potential opportunities.
- Develop scenario analysis and sensitivity models to understand the potential impact of different business decisions.
- Support market sizing, competitive analysis and benchmarking where relevant.
- Help establish targets, KPIs and measurement frameworks for new initiatives.
- Proactively identify opportunities where data and analysis can improve business performance.

Data & Analytics Infrastructure

- Define business data requirements to ensure reporting and analytics needs are considered as new systems and tools are implemented.
- Partner with Technology and technical stakeholders to define required data sources, fields, integrations and reporting outputs.
- Work with data warehouses and technical teams to support clean, reliable and accessible data.
- Identify data-quality issues and work with relevant teams to resolve them.
- Document key data definitions, processes and business logic to improve organizational understanding and self-service.
- Evaluate new data sources and tools based on their potential business value and reporting requirements.
- Support automation of recurring reporting and analytical workflows where appropriate.

Stakeholder & Executive Support

- Act as a trusted analytical partner to Sales, Marketing, Partnerships, Finance, Operations, Guest Experience and leadership.
- Proactively identify business questions where data and analysis can create value.
- Present findings and recommendations clearly to both technical and non-technical audiences.
- Translate complex analysis into concise business narratives and actionable recommendations.
- Support executive leadership with timely analysis for strategic and operational decisions.
- Prepare analysis, dashboards and insights for Board presentations and reporting.
- Build strong relationships across the organization and become a trusted source for commercial and customer insights.

What Success Looks Like

Success in this role means:

- Hullo has a clear and trusted view of its commercial and customer performance.
- Leaders can easily access the information they need to make better decisions.
- Pricing and revenue decisions are increasingly informed by demand, customer and competitive data.
- Business questions are answered with clear analysis and actionable recommendations.
- Customer insights are actively used to influence marketing, sales, product and guest-experience decisions.
- Forecasts and business cases become more accurate and data-driven.
- Reporting becomes more automated, consistent and efficient.
- The commercial team increasingly uses data to identify opportunities rather than simply report historical performance.
- Executive and Board reporting clearly communicates performance, drivers, risks, opportunities and recommended actions.

Core Competencies

Commercial Acumen

Understands how revenue, passenger demand, pricing, customer behaviour and marketing performance interact and can connect analysis to commercial outcomes.

Analytical & Critical Thinking

Able to investigate complex questions, identify root causes, recognize patterns and distinguish meaningful insights from noise.

Strategic Thinking

Can move beyond individual analyses to understand broader business implications and contribute to strategic planning and decision-making.

Business Communication

Can translate complex data into clear stories, insights and recommendations that senior leaders and non-technical stakeholders can understand and act upon.

Customer Orientation

Strong curiosity about customer behaviour and ability to translate customer data into commercial and guest-experience opportunities.

Problem Solving





Comfortable working with ambiguous questions, developing hypotheses, finding the necessary data and determining practical solutions.

Technical Capability

Strong analytical and BI capabilities, with the ability to work independently with data while partnering effectively with technical teams.

Experience & Qualifications

Must Have

- 3+ years of experience in business analysis, commercial analytics, business intelligence, revenue analytics, data analytics or a similar analytical role.
- Experience in a consumer-facing, service or transportation business, with demonstrated ability to analyze customer behaviour, sales trends and commercial performance.
- Proven experience building dashboards and reporting solutions using Power BI, Tableau, Looker or similar BI platforms.
- Strong SQL proficiency, including complex queries, joins and aggregations.
- Experience working with data warehouses and structured customer and commercial data.
- Demonstrated experience translating analysis into business recommendations and decisions, not simply reporting results.
- Experience with pricing analysis, forecasting, revenue analysis or commercial performance is strongly preferred.
- Strong analytical and critical-thinking skills with exceptional attention to detail.
- Excellent communication skills and the ability to translate technical concepts and analytical findings for non-technical audiences.
- Experience presenting insights and recommendations to senior stakeholders.
- Strong proficiency in Excel and financial/commercial modelling.
- Self-starter mentality with the ability to work independently, solve ambiguous problems and build new analytical capabilities.

Nice to Have

- Experience in transportation, tourism, hospitality, travel, retail or another high-volume consumer service business.
- Experience with revenue management, pricing optimization or demand forecasting.
- Experience with customer segmentation, customer lifetime value or customer journey analysis.
- Experience with statistical analysis, experimentation or A/B testing.
- Experience with GA4, GTM and digital marketing analytics.
- Experience with marketing attribution and measurement.
- Experience with Azure, APIs, data connectors or scripting languages such as Python or R.
- Experience with customer data platforms or CRM analytics.
- Experience supporting product development, growth initiatives or new revenue opportunities.

Key Performance Areas

Business & Commercial Insight

Quality and impact of analysis, recommendations and business cases that support revenue, passenger growth, pricing and strategic decisions.

Reporting & Data Enablement

Accuracy, usability and adoption of dashboards, reporting and self-service analytics across the organization.

Strategic & Executive Support

Quality and timeliness of analysis supporting leadership, commercial planning and Board reporting.

Customer & Market Insight

Ability to identify meaningful customer, market and behavioural trends and translate them into actionable opportunities.

Role Alignment

The Business Analyst, Commercial & Insights reports to the Director of Sales & Marketing and serves as a key analytical partner across the broader commercial organization.

The role does not simply own reporting. It is responsible for turning data into decisions.

The Business Analyst will work closely with:

Sales & Partnerships — sales performance, channel analysis, partnership ROI, pipeline and revenue opportunities.

Marketing — campaign performance, customer acquisition, audience insights and marketing effectiveness.

Finance — revenue analysis, forecasting, financial modelling and business cases.

Operations & Guest Experience — passenger behaviour, service performance and customer experience insights.

Technology/Data — data infrastructure, integrations, data quality and analytics capabilities.

Executive Leadership & Board — performance reporting, strategic analysis, forecasts, risks, opportunities and recommendations.

In simple terms: this role owns the insight layer between Hullo's data and its business decisions.

The goal is not just to tell the organization what happened, but to help leadership understand why it happened, what is likely to happen next, what opportunities exist and what Hullo should do about it.

Pay: $65,000.00-$85,000.00 per year

Benefits:

- Casual dress
- Commuter benefits
- Company events
- Dental care
- Employee assistance program
- Extended health care
- Flexible schedule
- On-site parking
- Paid time off
- RRSP match
- Vision care
- Wellness program

Work Location: In person

📌 Business Analyst- Commercial Team (Nanaimo)
🏢 Hullo Ferries
📍 Nanaimo