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Digital Insights Lead

Information Technology
8186 Requisition #

du has recently embarked on a Business Transformation Journey to meet future business challenges and opportunities, and build a modern Telco capable of competing in the future.


Through the build-up of a brand new, solid and flexible Business Support Systems (BSS) stack as well as the establishment of an agile and adaptable organization, we aim to:


  • Greatly enhance our ability to offer relevant and customized products and services to our customers

  • Launch new business models that address continuously evolving market needs

  • Deliver impeccable and consistent experience across all channels and provide a best-in-class Customer Experience

  • Significantly improve our Time-to-Market through a more agile IT architecture

  • Accelerate our digital footprint to reach out digital ambitions

  • Enhance our ability to exploit emerging technologies and adjacent markets

  • Build a new way of working within the organization (Agile, DevOps, …)

  • Drive a high performance culture

  • Simplify our core processes and work in a more agile manner


    To achieve all of that, du has launched a multi-year Greenfield Transformation Program.


    The target state for the Program is to transform and enhance current business, technical and organizational capabilities and build new ones required to succeed tomorrow and in the years to come.


    EITC / du is structuring its Program across the following: Business readiness, Technical readiness, Organization & Process readiness and Program Management Office.


    The position that is sought, will be responsible for a truly transformational leveraging and embedding of digital insights (descriptive & predictive) for driving revenue growth and profitability, in collaboration with the required Commercial & Technical teams.


    As part of the GF Business Transformation, we are aiming for a transformation within 3 key areas:


  • Business: Advanced business capabilities, new revenue streams, new business models, enabling business autonomy, time-to-market, …

  • Technology: Resilient and flexible IT architecture, Innovation & adoption of emerging technologies, vendor partner effectiveness, …

  • Organization: Agile way of working, empowered teams and a collaborative culture, a results-driven culture where accountability is key, and a process-driven organization based on a high degree of automation.


    The key purpose of the role is to have a person to lead the analytics for a truly transformational leveraging and embedding of digital insights (descriptive & predictive) for driving revenue growth and profitability. Driving the use of digital analytics data to optimize our customer experience on web & app, thus optimizing marketing ROI, content offerings, and overall business performance. Ensuring the analysis of qualitative and quantitative data from our business and the competition to drive a continual improvement of the online experience.


    Steering and contributing to the achievement of the acquisition and base management targets by boosting performance, efficiency and also by increasing customer life time value, ARPU, AMPU (across fixed, pre & postpaid services, within Consumer and Enterprise units) through the development of optimized and timely marketing actions and further proactively retaining customers.


    Due to its nature, this role requires coordination and negotiation at a senior management and executive level to ensure that insights deliveries are balanced effectively between the tactical & strategic objectives of the Program. The job holder has to resolve strategic challenges faced by internal customers, manage inter-departmental relationships and help subordinate team members in trouble shooting.


    The role forms a crucial part of the transformation leadership team, in delivering insights & campaigns that can be leveraged to fulfill the Business & Technology transformational objectives. Therefore, it is critical that the job holder possesses both a strong Business & Technical digital insights delivery acumen. To ability to monetize advanced analytics insights and models through turning them into actionable strategies for campaign management, churn management, product design and acquisition push for all segments and business units.


    As the plan is to leverage the existing the Analytical/Insights stack (Google Analytics, Rapid Miner, Microstrategy), it is critical that the job holder possesses to some degree, a required working knowledge of such or similar technologies. Whilst additionally being fully conversant in driving the embedding of digital insights for customer value management activities such as pricing, segmentation, campaign post-assessments & A/B testing.




  • Leads and oversee the collection, measurement, analysis, visualization and interpretation of all digital data illustrating user behavior on websites, mobile sites and mobile applications.

  • Leads and oversees the scoping of all Digital descriptive & predictive insights use cases required to support the Business and Technology transformational objectives.

  • Leads and oversees the delivery and tagging of Digital insights data into the existing du Analytical/Insights stack.

  • Accountable to embed the utilization of digital insights within the customer value management strategies to improve the profitability of the customer base.

  • Monetize advanced analytics digital insights and models by turning into actionable strategies for campaign management, churn management, product design and acquisition push for all segments and business units.

  • Leads and oversees the build (train & test) and deployment of digital advanced analytics algorithms for the purpose of digital personalization & recommendation engines.

  • Leads and oversees the recruitment and sourcing (internal and external) of team members required to deliver against the program objectives

  • Ensures all digital insights deliveries are in alignment with business ambitions.


    Technical requirements:

  • A business acumen with a strategic ability in driving and end-to-end data-driven culture.

  • Proven track record of solving challenging problems by applying Digital Advanced Analytics

  • Expert analytical thinking and thought leadership

  • Experience with large data sets and knowledge of both structured and unstructured data

  • Ability to communicate analytical findings to senior management

  • Passion for data and innovation

  • Strong understanding of Event driven Marketing applications and architectures

  • Good understanding of Telco technology and knows how to leverage technology to achieve business / transformation objectives

  • Strong leadership and people skills; ability to shape senior executives’ thinking

  • Strong telco and digital experience

  • Sound understanding of Business Support Systems (BSS) and Telco OSS/BSS architecture



  • Master’s degree or equivalent (Quantitative, Qualitative Analysis & Research)

  • Minimum 20 Years relevant work experience

  • 15+ Years’ experience in leading complex Digital Insights / monetization programs



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