AD Merchant Insights & Analytics

**About easypaisa digital bank:** easypaisa is Pakistan’s first digital bank and has advanced Pakistan’s digital finance landscape. Backed by our shareholders, Telenor Group\-a leading telecom operator in Asia and the Nordics\- and Ant Group\-the force behind Alipay, the world’s leading open internet platform, easypaisa deliver secure, convenient financial solutions to millions of Pakistanis. **Position Summary:** The Assistant Director Merchant Insights \& Analytics will lead the analytics agenda focused on expanding customer footprint across the merchant ecosystem, including Digital Merchants, Retail Merchants, and Merchant\-to\-Distributor (M2D) channels. This role is centered on identifying, measuring, and accelerating growth by generating actionable insights on customer acquisition, activation, engagement, retention, and monetization within the merchant network. The position will translate complex transactional and behavioral data into clear strategies that drive ecosystem expansion, increase usage intensity, and strengthen merchant–customer linkages. The role works closely with Sales, Growth, Product, Marketing, and BI teams to ensure analytics directly informs growth initiatives, campaign strategies, and market expansion plans. **Duties and Responsibilities:** * Own the growth analytics framework for the merchant ecosystem, defining how customer footprint expansion is measured, tracked, and optimized. * Develop and refine KPIs that monitor customer acquisition, activation rates, repeat usage, merchant penetration, cross\-product adoption, and ecosystem density. * Analyze customer and merchant transactional behavior to identify growth drivers, drop\-off points, usage gaps, and monetization opportunities. * Design segmentation and hyper\-local clustering models to enable targeted expansion strategies in underpenetrated geographies and merchant segments. * Map merchant–consumer network linkages to identify high\-impact clusters, ecosystem density gaps, and opportunities to increase stickiness and transaction frequency. * Leverage large\-scale datasets to identify informal, dormant, or high\-potential merchants and customers, and recommend scalable onboarding and activation strategies. * Provide deep\-dive analytics on campaigns, incentive programs, and growth experiments to measure ROI, incremental lift, and behavioral impact. * Lead analytics support for campaign and promotion development across ATL, BTL, and Digital Marketing initiatives, ensuring clear targeting logic, performance measurement, and post\-campaign evaluation. * Develop and refine Customer Lifecycle Management (CLM) and Customer Value Management (CVM) frameworks to improve acquisition efficiency, engagement intensity, retention, and lifetime value. * Design user engagement programs and behavioral nudges using data\-driven triggers to increase usage frequency and cross\-product adoption within the merchant ecosystem. * Build attribution and performance measurement models to evaluate marketing effectiveness across channels and optimize spend allocation. * Develop predictive models to forecast customer growth, merchant productivity, churn risk, and lifecycle value. * Partner closely with Growth, Sales, and Marketing teams to design and optimize targeted initiatives that improve customer acquisition efficiency and deepen ecosystem penetration. * Support strategic planning and forecasting by translating data trends into forward\-looking growth projections and opportunity sizing. * Responsible for end\-to\-end performance reporting for Digital Merchants, Retail Merchants, and M2D channels **Tools \& Technical Competency** * Strong proficiency in SQL for advanced data extraction, cohort analysis, and campaign performance tracking. * Advanced Excel and experience with BI tools such as Power BI or Tableau. * Experience working with large transactional datasets and applying analytical techniques such as cohort analysis, funnel analysis, segmentation, attribution modeling, and predictive analytics. * Strong understanding of customer lifecycle management, distribution\-led growth, marketing analytics, and ecosystem\-based business models, preferably within fintech or digital payments. **Key Competencies** * Strong growth mindset with ability to connect analytics to measurable expansion outcomes. * Strategic thinking with focus on ecosystem scale, customer penetration, and marketing effectiveness. * Analytical rigor and comfort working with complex, high\-volume datasets. * Clear storytelling skills to translate insights into practical growth and campaign actions. * Commercial acumen and ability to influence cross\-functional stakeholders. **Direct Reports:** N/A **Role Relationship** **Internal** * Segments * Business Growth Teams * Business Intelligence **External** * Business Planning \& Analytics * Banking Sector * External Distributors **Knowledge and Experience** **Education:** Bachelor’s or Master’s degree in business, Economics, Data Science, Business Analytics, or related field **Experience:** 6\-8 years **Behavioral Skills \& Competencies:** * Strong understanding of merchant ecosystems and customer segments. * Demonstrated ability to manage large datasets and deliver actionable insights under tight deadlines. * Analytical thinking and problem\-solving mindset * Business acumen with strong understanding of sales and distribution * Attention to detail and data accuracy * Strong communication and stakeholder management skills * Strategic thinking with the ability to translate data into business impact * Self\-driven, proactive, and collaborative team player