Senior Specialist: Marketing Data Analytics at Absa Group Limited (Absa)

Key Accountabilities:

Data Analysis and Modelling

• Utilise advanced analytics and machine learning techniques such as predictive modelling, clustering algorithms, and marketing mix modelling (MMM) to support key market segments and forecast marketing performance.
• Apply rigorous data analysis to uncover insights that support marketing strategy and decision-making.
• Translate analytical outputs and scenario planning to provide forward-looking insights that guide investment decisions.

Insights Generation and Consultation

• Translate complex data outputs into clear, actionable insights, linking findings to marketing strategy, customer behaviour, and performance outcomes.
• Collaborate with business stakeholders to define key questions and ensure data analysis aligns with strategic priorities.
• Present findings through presentations, reports, and visual dashboards to support executive-level decisions.

Marketing ROI Programme Management

• Implement and sustain the Group-wide Marketing ROI measurement programme.
• Partner with external suppliers to execute MMM and ML attribution models, ensuring consistency and accuracy in measurement across Business Units.
• Track, analyse, and report on marketing effectiveness metrics to support budget optimisation.

Dashboard Development and Automation

• Design and maintain interactive dashboards for real-time access to marketing insights.
• Automate reporting solutions that streamline data delivery and enhance decision-making efficiency.
• Identify opportunities to improve existing dashboards for accuracy, usability, and business relevance.

Data Management and Quality Assurance

• Ensure the integrity, accuracy, and reliability of data across multiple marketing and research systems.
• Apply data modelling principles to integrate diverse datasets and create holistic views of marketing performance.
• Oversee data validation processes and proactively identifies opportunities for improvement in data architecture and governance.

Cross-Functional Collaboration

• Provide analytical support for strategic projects and campaign evaluations across Business Units.
• Encourage shared learning and best practice adoption across teams to enhance analytical maturity.

Continuous Improvement and Innovation

• Stay abreast of emerging analytics methodologies, tools, and technologies to enhance insight generation.
• Proactively identify opportunities to digitise and optimise existing processes and reporting.
• Foster a culture of curiosity, innovation, and learning within the Research and Insights team.

Education & Qualifications:

• Bachelor’s Degree, Advanced Diploma, or B Tech [NQF 7]
• Field of Study (Preferred): Data Science, Business / Marketing Analytics

Work Experience:

• 5 - 12 years experience in Data science or Business/Marketing Analytics, including a track record of 3 years in a people management position.
• Exposure to process design, optimisation, quality management, customer centricity, technology and data-driven decision-making is preferred.
• Proven track record in managing marketing ROI programmes and delivering strategic insights.
• Experience in cross-functional collaboration and stakeholder consulting at senior levels.
• Exposure to digital marketing ecosystems and omnichannel campaign evaluation.