Senior Business Analyst (Salesforce/Fonteva)

Organization: American Retirement Association (ARA)

Location: Hybrid (On-site 3+ days/week), Arlington, VA

Position Type: Full-Time | Exempt

Reports To: CIO

Applicants must be authorized to work for ANY employer in the U.S. We are unable to sponsor or take over sponsorship of an employment Visa at this time.

About ARA

The American Retirement Association (ARA) empowers retirement professionals to help all Americans achieve a secure retirement. Through education, advocacy, and innovation, we support a broad community of practitioners and organizations across the retirement ecosystem.

Position Summary

ARA is looking for a Senior Business Analyst with deep Salesforce experience to sit at the intersection of business strategy and platform capability. This is not a requirements-gathering role. It is a role for someone who can lead discovery, produce documentation that drives decisions, and help ARA expand and support the intelligent automation we are building across Sales Cloud and Service Cloud.

We are also actively exploring AI-driven capabilities within Salesforce, including Einstein lead and opportunity scoring, intelligent case routing, AI-assisted response recommendations, and automated workflows. We need an experienced individual who has done this before and can help us do it well, both in terms of the technical requirements and the adoption work that makes it stick.

Equally important is how you document and communicate. You should be comfortable producing high-quality visual artifacts such as process flow diagrams, swim lane maps, logical decision trees, and current- and future-state comparisons that guide stakeholder discussions and anchor solution decisions.

Familiarity with Fonteva or association management systems is a plus and represents a natural growth path.

Key Responsibilities

Business Analysis and Visual Documentation

• Lead discovery sessions with stakeholders to understand objectives, pain points, and workflows, then translate those conversations into clear requirements, user stories, and process documentation


• Produce high-quality visual artifacts including process flow diagrams, swim lane workflows, logical decision maps, and current- and future-state comparisons that guide discussions and support solution decisions


• Write functional requirements, acceptance criteria, and configuration specifications that work for both business and technical audiences


• Encourage platform-aligned design and help stakeholders move away from legacy workarounds

Sales Cloud and AI Automation

• Support and expand AI-driven capabilities within Sales Cloud, including Einstein lead and opportunity scoring, predictive pipeline analytics, AI-assisted outreach, and automated sales workflows


• Work with sales and membership teams to identify high-value automation opportunities, define requirements, and help configure and validate AI features that improve conversion rates, staff efficiency, and pipeline visibility

Service Cloud and Intelligent Automation

• Support and expand AI-driven capabilities within Service Cloud, including Einstein case classification, intelligent routing, AI-generated response recommendations, knowledge article surfacing, and automated escalation workflows


• Collaborate with operations and member service teams to identify where AI can reduce manual effort, improve response consistency, and elevate service quality


• Document requirements, support configuration and testing, and help ensure AI features are adopted in ways that build staff trust and deliver measurable outcomes

AI Implementation and Platform Expansion

• Identify and evaluate AI-enabled opportunities across the Salesforce platform, with a near-term focus on Sales Cloud and Service Cloud and a longer-term view toward Fonteva and adjacent systems


• Partner with IT and business leaders to define use cases, assess feasibility, and support responsible AI governance practices

Stakeholder Engagement and Change Support

• Build productive relationships across the organization and facilitate working sessions that surface real needs and align practical solutions


• Support training, communication, and adoption efforts to ensure new capabilities land well and are used effectively day to day

Testing, Reporting, and Agile Delivery

• Develop test scenarios, coordinate user acceptance testing, and validate that delivered capabilities meet business intent


• Support reporting and dashboard definition to ensure business teams have the insight they need


• Contribute to backlog grooming, sprint planning, and iterative delivery in an Agile or hybrid environment

What Success Looks Like

First 30 Days

• Learn ARA’s Salesforce environment, key business processes, and current AI initiatives


• Build relationships with stakeholders across sales, service, and operations


• Contribute to active requirements or documentation work

By 60 Days

• Deliver clear, usable process documentation and visual workflow artifacts


• Contribute meaningfully to an AI automation initiative in Sales Cloud or Service Cloud


• Earn trust with business partners through responsive, high-quality analysis

By 90 Days

• Operate as a reliable, independent contributor across analysis, documentation, and AI enablement work


• Help ARA move faster and more confidently on platform decisions with better documentation and clearer requirements

Required Qualifications

• Three or more years of experience in business analysis, business systems analysis, or a closely related role


• Direct experience implementing Salesforce Sales Cloud and Service Cloud


• Demonstrated experience implementing or expanding AI features within Salesforce, such as Einstein, Agentforce, or intelligent automation


• Proficiency with process and diagram tools such as Lucidchart, Visio, Miro, or equivalent, with the ability to produce publication-quality visual flows for stakeholders and executive audiences


• Experience with Salesforce Flow or similar declarative automation tools


• Strong communication and facilitation skills, with the ability to work comfortably across business and technical teams


• Organized, detail-oriented, and comfortable managing multiple priorities in a project-driven environment

Preferred Qualifications

• Experience configuring or validating AI-driven capabilities such as predictive scoring, intelligent routing, case classification, or AI-assisted recommendations


• Salesforce Administrator certification, Salesforce AI Specialist credential, or another relevant Salesforce certification


• Experience with Salesforce Agentforce, Einstein Copilot, or similar generative AI tooling within the Salesforce ecosystem


• CBAP, PMP, Agile certification, or demonstrated equivalent experience


• Experience facilitating change management or leading user adoption around AI-enabled capabilities


• Consulting or implementation partner background


• Familiarity with UAT processes and backlog tools such as Jira or Azure DevOps


• Background in association, membership, nonprofit, or service-oriented environments


• Experience with Fonteva or other association management systems

Why Join ARA?

This is an opportunity to help shape a modern Salesforce implementation at a mission-driven organization, with work that directly impacts how we serve members and scale our programs. You will have meaningful ownership, close partnership with leadership, and a platform roadmap that rewards strong engineering discipline and pragmatic solution design.

Employee Benefits

ARA offers a robust benefits package for full-time employees, including:

• Medical, Dental & Vision Insurance


• Life Insurance


• Short-Term & Long-Term Disability Insurance


• Profit Sharing 401(k) Plan


• Defined Benefit Pension Plan


• Health Savings Account


• Flexible Spending Account


• Eleven Paid Holidays


• Eighteen Days of Paid Time Off


• Two Hours of Personal Leave Per Month


• Parental Leave


• Hybrid Work Arrangement (Telework on Mondays and Fridays)


• Commuting/Telework Benefits


• Employee Assistance Program


• Membership in Absorb Learning Management System


• Membership in You Need a Budget (YNAB)


• Membership in Experian My Financial Expert


• Membership in Calm App


• Spot Pet Insurance Discount


• Worldwide Travel Assistance Program


• Will Preparation Services

Equal Opportunity Employer

American Retirement Association is an Equal Opportunity Employer. American Retirement Association provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.

Ready to Make an Impact?

Apply now to join a team that is helping build a secure retirement future for millions of Americans.