Geo Marketing & Research Specialist

Role Purpose & Key Responsibilities

Role Purpose

To support business growth and network investment decisions through geo-marketing analysis, market research, customer insights, competitor intelligence, and performance monitoring. The role is responsible for generating actionable insights that optimize network rollout, improve customer experience, and enhance commercial performance. This role also supports the Manager Geo Marketing & Research in ensuring timely delivery of research and geo-marketing activities.

Key Accountabilities:

Geo-Marketing & Network Investment Support

• Conduct geo-marketing assessments to identify network expansion opportunities.
• Support site identification, feasibility studies, and business case development.
• Analyze population, economic activities, competition, and customer demand to assess location potential.
• Perform competitor coverage analysis and market mapping using GIS tools.
• Provide recommendations on site rollout, relocation, and optimization initiatives.

Market Research & Customer Insights

• Coordinate primary and secondary market research projects.
• Design questionnaires and support fieldwork execution.
• Analyze customer behavior, satisfaction, usage trends, and market opportunities.
• Translate research findings into actionable recommendations for commercial and network teams.

Business Intelligence & Performance Analysis

• Monitor site performance across revenue, subscriber growth, traffic, utilization, and value segments.
• Develop regular reports and dashboards to support management decision-making.
• Identify underperforming sites and recommend corrective actions.
• Support network monetization initiatives through commercial analysis.

Competitor Intelligence

• Track competitor network rollout, pricing strategies, products, and market activities.
• Produce competitor intelligence reports and recommend strategic actions.

Stakeholder Management

• Work closely with Commercial, Network, Regional, Finance, and Strategy teams.
• Support preparation of presentations, business cases, and executive reports.
• Coordinate with regional teams to validate market opportunities and rollout priorities.

Qualification, Skills, Competencies and Experience

• Bachelor's Degree in Marketing, Statistics, Economics, Geography, GIS, Business Analytics or related field.
• 3+ years’ experience in market research, geo-marketing, business intelligence, or telecommunications analytics.
• Proficiency in GIS and mapping tools (e.g., MapInfo, Google Earth).
• Experience with business case modelling and reporting tools.
• Strong presentation and analytical skills
• Geo-Marketing and Spatial Analysis
• Market Research and Consumer Insights
• Business and Revenue Analysis
• Competitor Intelligence
• Data Interpretation and Visualization
• Stakeholder Management and Communication
• Project Coordination