Senior Manager: Insights and Reporting at MTN

Mission/Core purpose of the job
To ensure the implementation of Group Brand Strategy across the MTN Group footprint i.e. Africa and the Middle East. The role will involve engagement and collaboration with the Group Fintech and Group Digital functions as well as other Head Office Functions that impact the development of the Brand Go-to-Market (GTM) plans for these two functions. The role shall also interface with the Communications and Research Agencies. The Brand Communication and Functional Go-To-Market (GTM) plans must be informed by insights about the target markets we serve, the Brand’s Core Belief, Vision, Values and Brand Positioning.
The purpose of the role is to carry out a systematic, objective search for, and analysis of data and information that is relevant to understanding market challenges. Based on the analysis carried out, the role must draw market insights and identify currently unmet needs, wants and desires with a view towards:

Identifying new revenue opportunities;

• informing the development of pricing, distribution and product strategies;
• ensuring campaigns are reaching the intended target markets and that the messaging resonate with the target markets;
• monitoring and measure brand awareness, engagement and sentiment;
• understanding competitor dynamics;
• using existing customer data and behaviour patterns to help enhance customer interactions with the brand and predict future behaviour

The role must therefore, define and deliver segmentation guidelines for the consumer and enterprise segments. The role will support the following commercial areas of the business: Group Brand and Marcoms; Group Consumer; Group Enterprise; GlobalConnect; Group Digital Services and Group Fintech and any other areas of the business that may require market insights.  Close interface with the Group BICC and Group Corporate Affairs functions.

Furthermore, the role will be required to develop and implement a reporting framework for the Group Brand and Marcom function at MANCO. Work very closely with the Business Intelligence teams, MANCO and Opcos

Key Performance Areas
Senior Manager: Insights and Reporting, will be accountable for the following:
Development of a framework which sets out Group best-practice standards for collecting primary (qualitative and quantitative) and secondary data on:

1. general market dynamics and current and future trends;
2. consumer/enterprise dynamics and current and future trends and;
3. competitor dynamics and current and future trends, this must include but no limited to insights on companies within and outside our category, pricing and business models, sales and distribution models and consolidate the information into actionable insights

• Develop a strategy (planning, questionnaire design, data collection methods such as surveys, focus groups, opinion polls, data evaluation) for market research (online and traditional) and a system to catalogue research findings into a database;
• Designing of routines to manage the execution and measurement of the brand health and the effectiveness of campaigns and manage the relevant research service provider(s) and the outputs of these service providers;
• Development or identification of tools to monitor and measure brand sentiment across digital platforms (social media, news websites, among others) and manage the relevant service provider(s)
• Interpret data (from primary and secondary research), formulate reports and make recommendations segmented and customised for the Consumer, Enterprise, Fintech and Rich Media Services functions (Group and MTN Opcos);
• Develop routines for engaging with the various business functions to understand their business objectives then design, commission and coordinate research studies (primary and secondary) to gain insights that will assist the business functions to meet or exceed their objectives
• Develop routines for sharing of in-depth research insights with the relevant Group and Opco business functions;

Develop brand and marketing communication reporting framework and data visualization and dashboards for MANCO and OpCos, with a focus on:

• brand performance matrix;
• brand sentiment,
• marketing spend (MANCO and Opcos),
• interface with the finance partners with regards to the management of the budget for MANCO Brand and Marcom team

Role Dependencies

• MTN Group Business Strategy
• MTN Group Functions and relevant functions in our Opco’s
• MTN Group Brand Strategy
• MTN Brand Identity
• MTN policies and procedures
• Media Landscape in all markets where we operate
• Management Company (MANCO), Opco’s and Agencies stakeholders

Job Requirements (Education, Experience and Competencies)
Education:

• Minimum of 4 – year Business/Commercial/Marketing Degree, or equivalent
• Post-graduate degree will be an advantage

Experience:

7 – 11 years of research experience in a global/multinational business environment (understanding of emerging markets advantageous)

3 – 5 years of experience in a supervisory / managerial role

2 – 3 years in the services industry

Experience in leading change / transformation at an operational level

Experience in continuous improvement through the implementation of best practices

Operational understanding of and experience in budget formulation and management

Compilation of reports for reporting performance (financial and non-financial)

Competencies:

Research strategy development and implementation

Analytical skills, translating business and research data into actionable insights (a marketing research association accreditation or research-related certification will be an advantage)

Fluency in the use of statistical software

Visualization of data into tables and graphs

Preparation and delivery of insightful reports

Project management skills

Ability to influence and collaborate with key stakeholders (persuasive)

Good command of spoken and written English (other languages will be an advantage)

Consumer, Enterprise and Operator (Wholesale) behaviour research

Good command of Microsoft Excel or equivalent

Microsoft Power BI or equivalent