Senior Manager - Analytics Insight and Machine Learning. at MTN Nigeria

MTN Nigeria is part of the MTN Group, Africa\'s leading cellular telecommunications company. On May 16, 2001, MTN became the first GSM network to make a call following the globally lauded Nigerian GSM auction conducted by the Nigerian Communications Commission earlier in the year. Thereafter the company launched full commercial operations beginning with Lagos, Abuja and Port Harcourt. MTN paid $285m for one of four GSM licenses in Nigeria in January 2001. To date, in excess of US$1.8 billion has been invested building mobile telecommunications infrastructure in Nigeria. Since launch in August 2001, MTN has steadily deployed its services across Nigeria. It now provides services in 223 cities and towns, more than 10,000 villages and communities and a growing number of highways across the country, spanning the 36 states of the Nigeria and the Federal Capital Territory, Abuja. Many of these villages and communities are being connected to the world of telecommunications for the first time ever. The company\'s digital microwave transmission backbone, the 3,400 Kilometre Y\'elloBahn was commissioned by President Olusegun Obasanjo in January 2003 and is reputed to be the most extensive digital microwave transmission infrastructure in all of Africa. The Y\'elloBahn has significantly helped to enhance call quality on MTN network.

Reports To: General Manager - Customer Value Management

Division: Marketing

Mission:

• Responsible for leading the architecture and development of advanced analytics use cases, modeling complex business problems, discovering insights, and identifying business opportunities using statistical, algorithmic, machine learning, mining, and visualization techniques. In addition to advanced analytic skills, this person needs to be proficient at integrating and preparing large, varied training and test datasets, optimizing 3rd-party models, leading the design and rollout of analytical toolsets, and supporting teams with their analytical capability building and design thinking.
• Drive and play a critical role in helping advance the application of business intelligence, advanced data analytics, and machine learning as a core building block for our product offerings and strategy in order to achieve commercial KPI targets.

Description:

• Review market and internal conditions and contribute to the development of marketing strategies for consumer segments.
• Develop detailed plans and programs to achieve set targets for profitability, revenue, value and market share, stir up preservation, etc. in support of defined marketing strategies.
• Implement strategy for market growth in conjunction with Product Development Managers, Regional Marketing, and other stakeholders.
• Responsible for cross-functional customer analytics with focus on extraction, mining, and model development to solve business problems, exploit value driving opportunities and improve the overall customer knowledge.
• Proactively identifies segment business opportunities through analytical interpretation of data /information and develop robust campaigns strategy with the aim of leveraging on the identified opportunities
• Delivers segment insights that inform strategic and tactical decisions and lead to improved consumer knowledge and business results.
• Responsible for applying advanced analytics and statistical methods to prepare and analyze data for machine learning models, from prototypes to production (advanced segmentation, hyper-personalization, recommenders etc.
• Define strategies, develop implementation plans and deliver customer specific offers across various channels with focus on customer retention and loyalty.
• Drive and manage delivery of insight for the customer base to the rest of business, including actionable value-and-need based segmentation and predictive models, linked with competitor intelligence, and market research.
• Evaluates commercial propositions through modelling & research, e.g. predictive models, telecom surveys etc;
• Responsible for driving fact-based customer analytics insights and their behavior across the business and ensuring that each project delivers measured value
• Drive the implementation of outbound and inbound marketing frameworks. Develop its key inputs such as eligibility rules, arbitration prioritization, predictive models, offer value, levers, channel capacity, previous activity performance evaluation, customer investment rules, and strategic priorities.
• Assist with the definition and build of the customer decisioning logic/rules.
• Ensure the effective management of the customer decisioning logic/rules
• Manage the post-activity reports and in-depth performance evaluation to determine how existing decisioning rules can be enhanced to drive increased business benefits.
• Responsibility for leading a team that identifies and delivers all analysis for leavers, joiners, customers at risk and in the early stages of their relationship with MTN Nigeria to give an informed direction to the campaign development.
• Responsible for the development of best practices on building, testing, and deploying marketing rules ranging from triggered campaigns to real-time marketing campaigns
• Leads team in developing effective customer retention strategies, identifying customer profitability and employing churn modelling techniques to define propensity to churn
• Responsible for managing multi-channel direct marketing programs and using data to ensure that the right offers are developed for the right customers at the right time across all consumer touch points
• Responsible for building and development of churn predictive models and lead the analytics and campaign management team to effectively operationalize these models
• Collaborate with internal stakeholders and teams to drive awareness of TMI (Test, Measure, Improve) programme and ensure all activities are delivered to time, budget and meet relevant processes, operational and regulatory requirements.
• Coach and train the team to ensure understanding of the objectives and goals of the department, awareness of set targets/requirements and regularly review their training needs.
• Review the performance of individual team members and complete appraisals in accordance with the employee performance appraisal procedures and time schedules.

Education:

• First degree in Computer Science, Engineering, Statistics, Applied Mathematics, Economics, or related discipline
• Industry certification(s) and/or postgraduate/ professional qualification(s) in a related field (an added advantage)

Experience:

9–17 years of experience comprising:

• Manager track record of 5 years or more; with at least 3 years in relevant sector/ industry.
• 4-6 years customer lifecycle management experience.
• 4 years’ experience in Telecom’s marketing, strategy development and implementation.
• Expert knowledge of competitive environment, consumer trends and trade practices in the industry.
• Experience in applying various quantitative techniques to address business problems.
• Strong acumen in implementing machine learning models and advanced analytics use cases.
• Experience leveraging analytical tools including SQL, python, R, Power-BI to build analytics product and perform analysis.
• Experience reviewing code for analytics models and providing recommendations for performance improvement.
• Experience presenting to and communicating with senior leadership teams to influence product direction and strategy.
• Experience in collaborating with subject matter experts to select the relevant sources of information & translates the business requirements into a data mining project. Adept at breaking down a project into its constituent phases.
• Experience with research- and analytics-driven quantitative pricing techniques (e.g., choice modelling)
• A strategic and creative thinker capable of developing analytical programs/solutions to address key business challenges or opportunities.
• Previous experience identifying and driving deployment of analytical collateral across a range of delivery channels and of measuring their effectiveness.
• Strong communicator who can operate at all levels taking complex analysis, interpret and communicate it appropriately to different audiences.

Method of Application