Head – Geo-Marketing Analytics

Responsible for defining and leading Zamtel’s geo-marketing analytics strategy to drive market expansion, revenue growth, and customer value optimisation. The role focuses on converting geospatial, customer, network, and commercial data into actionable insights that guide pricing, go-to-market strategy, network investment prioritisation, and competitive positioning.

PURPOSE OF JOB (RESPONSIBILITIES) KEY RESULTS AREAS (ACCOUNTABILITIES)

1. Geo-Marketing Analytics Strategy &  Leadership

• Define and execute the geo-marketing analytics strategy aligned to Safaricom’s commercial and growth objectives.

• Own the geo-analytics roadmap supporting acquisition, retention, and ARPU growth 

• Embed geo-insights into commercial  planning, budgeting, and market strategy

2. Market Expansion & Revenue Growth  Enablement

Lead geo-based analysis to identify high-growth and high-value market opportunities.

• Identify priority regions, towns, and micro markets for expansion 

• Support revenue growth through location-based pricing, offers, and bundles

3. Network Investment & Commercial  Alignment

Ensure alignment between network rollout decisions and commercial potential.

• Guide network investment prioritization using demand, revenue, and usage insights 

• Balance capex allocation with expected  market and revenue returns

4. Customer Value & Experience Analytics

• Lead analysis linking geography to customer  value and experience.

• Analyze CLV, churn, usage, and QoE by  location and segment 

• Support CVM and Product teams with  geo-driven customer strategies

5. Competitive Intelligence & Market  Positioning

• Oversee geo-based competitive analysis across  all regions.

• Track competitor coverage, presence,  and commercial activities 

• Inform defensive and offensive market  strategies

6. Campaign Effectiveness & Localised GTM  Strategy

• Guide design and evaluation of geo-targeted  campaigns and GTM initiatives.

• Enable localized promotions and channel strategies 

• Measure campaign ROI and market  impact by geography

7. Executive Reporting & Decision Support

• Provide clear, concise geo-marketing insights to executive leadership.

• Develop executive dashboards linking  geography to revenue, market share,  and profitability 

• Influence strategic decisions using data-driven recommendations

8. Stakeholder Leadership & Capability  Building

Lead and develop the geo-marketing analytics function.

• Build strong collaboration across Commercial, Network, CVM, Sales, Finance, and IT 

• Develop geo-analytics capabilities, tools,  and talent 

• Promote a data-driven, market-focused  culture

QUALIFICATIONS & EXPERIENCE ATTRIBUTES AND SKILLS

• Bachelor’s Degree in Marketing, Economics,  Statistics, GIS, Data Analytics, Engineering,  or related field 

• Master’s Degree in Business, Marketing, Data Analytics, or Strategy is an advantage • 8-10 years’ experience in telecom analytics,  geo-marketing, or commercial strategy • Strong understanding of telecom markets,  customer behaviour, and competitive dynamics

Attributes 

• Strategic thinker with strong commercial  acumen 

• Data-driven and outcome-focused 

• Confident decision-maker and influencer • Comfortable engaging at executive level

Skills 

• Deep expertise in geo-analytics, market  intelligence, and commercial analytics • Strong leadership and stakeholder  management skills 

• Strong presentation and storytelling  skills with data