The Group Head of Digital Analytics will lead the end-to-end analytics function across the entire digital customer funnel — acquisition, activation, engagement, revenue, retention and advocacy — for both the core telco business and the mobile-financial-services (MFS) division. This leader will build and operationalise a high-impact analytics capability, delivering actionable insights, enabling data-driven marketing, product and growth decisions, and embedding analytics into the business to drive incremental revenue, optimise marketing ROI and support new value-streams such as credit, embedded finance and wallets.They will oversee funnel measurement, attribution, predictive modelling, experimentation and insight generation, while partnering with digital platforms, MarTech, business intelligence, data engineering and business stakeholders to scale analytics across the organisation.
Key Responsibilities
- Define and lead the analytics strategy across the digital funnel (acquisition to monetisation and retention) with clear KPIs and governance.
- Design and operationalise attribution and measurement frameworks (multi-channel, online + offline, paid + organic) to quantify ROI.
- Own funnel analytics: customer journey mapping, drop-off analysis, cohort analysis, segmentation, LTV modelling and behaviour modelling.
- Build and scale experimentation: A/B testing and multivariate testing across digital touchpoints (web, app, wallet, MFS flows).
- Lead predictive analytics: churn prediction, win-back models, propensity models, credit scoring, CLV modelling and next-best-action recommendations.
- Own the MarTech stack including tag management, analytics platforms and data collection systems.
- Drive dashboarding, real-time reporting, metrics governance and self-serve analytics capabilities.
- Convert insights into business actions for marketing, product, commercial and operations teams.
- Lead and develop a high-performing analytics team across geographies.
- Stay updated on emerging analytics, AI/ML, funnel measurement and apply innovative approaches.
- Ensure compliance with data governance, privacy and regulatory requirements across regions.
- Communicate analytics vision, progress and impact to senior executives and board members.
Qualifications & Experience
- 12–15 years of experience in digital analytics, data science or insights roles, ideally in digital media, telecom, fintech or e-commerce.
- Deep expertise in funnel analytics, conversion optimisation, attribution modelling and campaign measurement.
- Strong statistical/data science skills: regression, clustering, churn/survival modelling, uplift modelling, propensity modelling.
- Experience with analytics tools: GA4 / Firebase, Adobe Analytics, AppsFlyer, Mixpanel, Amplitude, Tableau/Power BI, SQL, Python/R.
- Experience with Big Data/Cloud platforms such as Snowflake, BigQuery, AWS or Azure.
- MarTech experience: tag management, event tracking, data layers, CDPs and automation.
- Experience in mobile apps, digital wallets or mobile-money is a strong plus.
- Strong business understanding of metrics such as CAC, activation rate, ARPU, CLV and churn.
- Proven leadership experience in building and managing analytics or data science teams.
Skills & Knowledge
Educational Qualifications
- Bachelor’s degree in Analytics, Statistics, Engineering, Computer Science or similar.
- Master’s degree preferred.
- Certifications or hands-on experience in digital analytics tools.
- Experience in telecom, digital payments, mobile money or digital wallets is highly preferred.
- Multi-geo experience (Africa/emerging markets) is valuable.
Relevant Experience
- 12+ years of digital analytics experience.
- Expertise in Google Analytics 360 and Google Tag Manager.
- Strong experience in funnel analysis, conversion optimization and customer experience analytics.
- Strong knowledge of event tracking, tag management and data layers.
- Hands-on GA360 integrations with BigQuery, Looker, or Google Data Studio.
- Experience with attribution modelling, A/B testing tools and multi-touch analysis.
- Experience working with multi-market digital properties.
Other Requirements
- Strong communicator able to present to senior executives and boards.
- Strategic thinker with the ability to define analytics roadmaps and drive growth.
- Collaborative leader who works effectively across business units.
- Change agent capable of improving analytics maturity across the organisation.
- Adaptability to fast-paced, evolving environments (telco, fintech, emerging markets).
- Strong governance mindset, understanding privacy and compliance requirements.
Required Skills
['Digital Analytics', 'Funnel Analysis', 'SQL']Additional Information
Key Metrics of Success
- Establish funnel analytics framework and baseline metrics across acquisition → activation → usage → revenue → retention.
- Implement multi-channel attribution and deliver measurable improvements in marketing ROI.
- Build cohort, segmentation and CLV models that are actively used in decision-making.
- Launch a structured experimentation programme (e.g., 50+ tests per year) with measurable impact.
- Build and grow the analytics team and establish strong ways of working and governance.
- Deliver incremental revenue or cost savings through analytics interventions (e.g., improved retention, reduced churn).
- Fully embed analytics into business-as-usual processes with self-serve dashboards and data-driven decisions.
