Head Google Analytics

1. JOB PURPOSE

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 (e.G., credit, embedded finance, 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 for digital across the funnel (from acquisition through monetisation and retention) with clear KPIs, frameworks and governance.
• Architect and operationalise attribution and measurement frameworks (multi-channel, digital + offline, paid + organic) to quantify marketing / digital ROI and drive optimisation.
• Own and drive funnel analytics: map customer journeys, identify drop-off points, perform cohort analyses, lifetime value modelling, segmentation and behaviour modelling.
• Build and scale an experimentation & optimisation engine: A/B and multivariate testing across digital touchpoints (web, app, wallet, MFS flows), leveraging analytics to generate hypotheses, interpret results and drive improvements.
• Lead predictive analytics capabilities: churn prediction, win-back modelling, cross-sell/up-sell propensity models, credit scoring (for MFS), customer lifetime value (CLV) modelling and next-best-action recommendations.
• Own the MarTech stack (e.G., tag management, analytics platforms, data collection systems) and work with digital product owners, growth teams and business units to ensure data is captured accurately, dashboards are meaningful and insights are timely.
• Deliver a robust analytics operating model: define metrics / dashboards, set up real‐time and periodic reporting, establish self-serve analytics for business stakeholders while maintaining controls and data quality.
• Turn insights into action: work with commercial, product, marketing, operations teams to embed analytics outputs into decision-making (e.G., customer acquisition spend, product feature prioritisation, retention programmes, wallet product offerings).
• Lead, build and develop a high-performing analytics team (data scientists, analysts, measurement specialists) across geographies. Establish ways of working, standards, data-driven culture.
• Stay abreast of emerging analytics, AI/ML, funnel measurement technologies (e.G., using LLMs for insight generation, AI-driven propensity modelling, advanced customer metadata) and apply these to generate competitive advantage.
• Ensure compliance with data governance, privacy, regulatory requirements (especially relevant for MFS, wallets, credit products, data across Africa & emerging markets).
• Communicate analytics strategy, progress and value to the executive leadership and board (will require a strong communicator, able to translate complex analytics into business-language).

Qualifications & Experience:

• Minimum ~12-15 years’ experience in digital analytics, data science or insights roles, ideally in digital media, e-commerce, telecoms, financial services or fintech.
• Deep expertise in funnel analytics: understanding full customer journeys, drop-off analysis, conversion optimisation, attribution modelling, campaign measurement.
• Strong statistical / data science skills: regression, clustering, survival modelling/churn, attribution, uplift modelling, propensity modelling. Familiarity with ML frameworks.
• Experience building and deploying analytics platforms and dashboards: familiarity with tools such as Google Analytics 4 / Firebase, Adobe Analytics, AppsFlyer, Mixpanel, Amplitude, Tableau/Power BI, SQL, Python/R, Big Data/Cloud (e.G., Snowflake, BigQuery, AWS/Azure).
• Experience in MarTech ecosystem: tag management, event tracking, data layers, data pipelines, CDP, customer data platforms, campaign automation.
• Experience with mobile apps, digital wallets, mobile-money/fintech flows is a strong plus.
• Ability to design and implement experimentation (A/B, multivariate), digital optimisation frameworks.
• Strong business orientation: able to define key metrics (e.G., acquisition cost, activation rate, ARPU, CLV, churn), evangelise analytics, influence stakeholders and drive change.
• Leadership experience: building and managing teams of analysts/data scientists, defining ways of working, prioritising analytics initiatives.

1. SKILLS & KNOWLEDGE

(State the minimum acceptable proficiency for this job.Do not state incumbent-specific information)

Educational Qualifications & Functional / Technical Skills

• Bachelor’s degree in Analytics, Statistics, Computer Science, Engineering or related;
  Master’s preferred.
• Certification or hands-on experience in digital analytics platforms/tools.
• Industry experience in telecoms, digital payments, mobile money, or digital wallets is a significant plus.
• Experience operating across multiple geographies (especially emerging markets / Africa) is valuable.

Relevant Experience (Type of experience and minimum number of years)

• 12+ years of experience in digital analytics, with a strong focus on Google Analytics 360 and Google Tag Manager.
• Expertise in journey funnel analysis, conversion optimization, and digital customer experience.
• Strong knowledge of event tracking, data layers, and tag management.
• Experience with GA360 integrations with BigQuery, Google Data Studio, and Looker.
• Familiarity with A/B testing tools, attribution modeling, and multi-touchpoint analysis.
• Prior experience working with multi-market or multinational digital properties is required.

Other requirements (Behavioural etc.)

Key Skills:

• Excellent communicator: able to present to senior executives, board level, translate analytics into actionable business insight.
• Strategic thinker with a growth mindset: capable of defining and executing a roadmap, connecting analytics to business growth, not just retrospective reporting.
• Team player: works across business units (marketing, product, engineering, finance), influences without direct reporting where necessary.
• Change agent: able to embed a data-driven culture, challenge status quo, raise analytics maturity across the organisation.
• Adaptable: comfortable operating in fast-moving, emerging markets / Africa / fintech / telco environments with ambiguity and evolving data landscapes.
• Ethical and governance-aware: understands data privacy, regulatory constraints, and builds analytics responsibly.

Key Metrics of Success (first 12-24 months)

• Establish a funnel-analytics framework and baseline metrics across acquisition à activationà usage à revenueà retention, with dashboards accessible to stakeholders.
• Implement a multi-channel attribution model and demonstrate measurable improvement in marketing ROI (e.G., lowered cost per activation, improved ROI by X %).
• Build cohort, segmentation and CLV models that are being used in decision-making (for product, upsell, retention).
• Launch a structured experimentation programme (e.G., 50+ tests pa) and show positive impact in key digital flows (e.G., app onboarding, wallet activation, feature adoption).
• Build and grow the analytics team (hire key roles) and establish ways of working and governance.
• Demonstrate some incremental revenue or cost savings driven via analytics interventions (e.G., improved retention, reduced churn, better cross-sell).
• Embed analytics into business-as-usual operations: key business units actively use dashboards, self-serve analytics, and move decisions from gut-feel to data-driven.