Mustapha Ajibola Odutola

ODUTOLA AJIBOLA Data Analyst / Business Intelligence Analyst- -. linkedin.com/in/ajibolaodutola. St Julian’s Malta Professional Summary Dynamic and results-data-driven Senior Marketing and Business Intelligence Analyst with over 9 years of experience delivering actionable insights and performance optimization across the iGaming, retail, and digital marketing sectors. Expert in transforming large, complex datasets into compelling stories that drive strategic decision-making. Adept at building scalable dashboards, full-funnel marketing analytics systems, and customer segmentation models using tools like Power BI, Tableau, GA4, and SQL. Proven leader with experience managing cross-functional analyst teams, supporting C-level executives, and spearheading data-driven campaigns across 230+ competitors and multiple international markets. Recognized for driving over $2M in cost savings, improving marketing ROI, and implementing predictive models that enhance customer acquisition, retention, and monetization strategies. Passionate about leveraging data to uncover trends, optimize performance, and create competitive advantages in high-growth environments. Data tools: Advanced MS Excel, Power Query, PowerPivot, Power BI, Tableau, MySQL, TSQL & PostgreSQL, SPSS, R, Python (NumPy, Pandas, Scikit Learn, Matplotlib, OpenCV), Google Analytics 4 (GA4), Google Tag Manager (GTM), Microsoft Office Suite, Jupiter-Notebook, Google-Collab, Qliksense and Machine Learning. Tech Skills • Data analysis, data visualization & dashboard creation • Database design and management • Data mining and data quality assurance • Relational database management • Predictive analytics and model tuning • Customer segmentation, cohort analysis, Funnel tracking analysis, Root cause analysis • Statistics and probability • Pattern and trend identification • Problem solving and troubleshooting • Polls and survey creation • Data ETL • Logic and analysis • Data Modelling (dimensional and relational) • EDW Architecture & Bus matrix Soft Skills • Effective communication, Critical thinking and innovative, • Teamwork, collaboration, leadership, time management and decision making Work Experience Marketing Data AnalystDec 2022 - till date. ST Media Ltd (iGaming Group)/LeapSquare Ltd • Engaging in a direct reporting relationship with the Chief Marketing Officer (CMO), responding to daily business intelligence, data analysis, and predictive modeling needs. • Transforming complex datasets into user-friendly reports with data visualization tools like Tableau and PowerBI, promoting data-driven decision making. • Consistently evaluating multi-channel marketing performance metrics using tools such as Google Analytics and delivering key insights to the CMO. • Spearheaded the full-funnel marketing analytics setup across sportsbook and casino platforms using GA4 and GTM, tracking key touchpoints from campaign click to first-time deposit (FTD) and post-deposit engagement. • Developed and maintained dynamic Power BI dashboards to monitor player acquisition, retention, reactivation, and monetization performance segmented by campaign, affiliate, geography, and platform. • Creating, supervising, and refining comprehensive dashboards for brand performance tracking across multiple markets, leveraging business intelligence software. • Establishing and managing effective data collection strategies, employing opinion polls, market surveys, and questionnaires, to generate meaningful insights. • Gathering and dissecting competitor intelligence, performing thorough analysis of their marketing campaigns using data analysis tools, fostering a competitive market positioning among 230 competitions. • Undertaking exhaustive research on cutting-edge marketing strategies utilizing Big Data and machine learning to stay ahead in the industry. • Identifying and projecting marketing and sales trends using predictive analytics, providing management with data-driven reports and actionable insights. • Collecting and interpreting customer insights data through statistical analysis, driving informed and customer-centric marketing strategies. • Built player segmentation strategies using behavioral data to power personalized campaigns, email automation, and VIP engagement flows. • Supported performance marketing and SEO teams with real-time insights into traffic sources, landing page interactions, and time-to-convert metrics. • Documented analytics strategy, dashboards, and tag governance protocols to ensure scalability and knowledge transfer across departments. • Constructing budget plans, performing cost-benefit analyses for campaigns, and crafting strategic proposals for the executive team using financial modeling techniques. • Evaluating the ROI and overall effectiveness of various marketing and communication strategies using key performance indicators (KPIs) and data analytics. • Staying updated with emerging trends in data analytics and digital marketing, ensuring the implementation of industry best practices for data-driven marketing. Group Team Lead, Research & Data AnalysisJan 2022 – Nov 2022 Winners Golden Group (multi-gaming and gambling operators of lotto, sports bet, virtual, pools and slot) • I led a business analytics process review for a team of four regional analysts, ensuring optimal performance and efficient data management. • I pioneered the development of twenty-seven unique key performance indicators for six gaming brands. These KPIs encompassed four regions, twenty-six branches, and eighty-four sales and marketing areas across Nigeria, enhancing performance tracking and strategic decision-making. • I consistently monitored and visualized KPIs for weekly, monthly, and quarterly reports across eleven associated companies within the group. • Led marketing performance reporting during seasonal campaigns (e.g., World Cup, UEFA, Grand Slam slots tournaments), integrating GA4 with transactional and CRM datasets to provide granular campaign insights. • Delivered weekly executive reports showcasing KPIs like NDC (New Depositing Customers), ARPU, conversion rates, and churn probabilities to guide strategic marketing decisions. • I drafted and enacted a power compliance policy that effectively reduced the total equipment wattage in each of our 359 franchise gaming shops by 1,400 watts, leading to significant energy savings. • I led an analytical team in continuously optimizing the utilization of 64,300 Lotto POS systems, 1,300 principal agents, 1,500 sports betting shops, and 1,512 slot machines in 340 casino outlets. • I improved the group's profitability by analyzing and enhancing the profitability ratio across six gaming products, resulting in expense reductions exceeding $2 million. • On a monthly basis, I led an analytical team to evaluate the performance and ROI of digital marketing campaigns across multiple channels including SMS, email, social media advertising, and online analytics, providing insights on sales trends and customer acquisition. • Designed and managed end-to-end user tracking across casino and sportsbook platforms using Google Tag Manager and GA4, capturing player interactions, registration flows, and deposit behaviors. • Implemented custom GTM tags and GA4 events to monitor critical KPIs such as First Time Deposits (FTDs), conversion funnels, and bonus redemption activities. • Built automated Power BI dashboards visualizing acquisition, retention, and monetization metrics segmented by affiliate, geography, and campaign. • I spearheaded the training of over 300 staff members in "Introduction to Data Management & Data Analytics", fostering a data-driven culture within the group. Brand Manager, Golden Chance BetAug 2021 – Jan 2022 Golden Chance Bet Ltd (Sports-bet and virtual operators) • Guiding product branding initiatives to create distinctive and appealing brand identities. • Steering product innovation efforts to enhance product offerings and maintain competitive edge. • Analyzing brand position and consumer insights to understand market perceptions and consumer needs. • Translating brand elements into comprehensive plans and effective go-to-market strategies. • Managing a dedicated team of marketing professionals focused on driving brand initiatives. • Leading creative development endeavors to inspire the target audience to engage and take action. • Establishing performance specifications, cost and price parameters, market applications, and sales forecasts to guide strategy development. • Measuring and reporting on the performance of all marketing campaigns, assessing ROI and KPIs to ensure efficiency and effectiveness. • Monitoring market trends, conducting consumer market research, and tracking competitors’ activities to inform strategic planning. • Supervising new and ongoing marketing and advertising activities, ensuring alignment with overall brand strategy. • Developing innovative growth strategies to drive market expansion and brand growth. • I spearheaded a comprehensive quarterly review of the SWOT analysis for over 30 competitors in the Nigerian sports betting industry, highlighting key opportunities and threats. • I conducted detailed research into the offerings (bonuses, odds, commissions, etc.) of 32 sports betting competitors, fostering a competitive edge in our product strategy. • I developed and presented a three-year sales and customer acquisition forecast for the new brand, informing strategic planning and growth targets. • I conceived and implemented two distinct equipment configurations for three different model shop categories, optimizing operations and cost efficiency. • I initiated and oversaw the creation and implementation of the sports content calendar, coordinating cross-functional teams for efficient content rollouts. • I played a critical role in crafting and finalizing the inaugural content and marketing budgets for the brand, ensuring strategic allocation of resources from initiation to completion. Eastern Regional Data & Research Analyst (Group) Jan 2021 – Aug 2021 • Supervised, gauged, and performed ongoing analysis, reporting, and visualization of eight key performance indicators (KPIs) across six branches and 18 sales & marketing zones in Eastern Nigeria. • Explored the optimum utilization of 17,190 Lotto POS systems, 501 sports betting agents, and 85 slot & casino agents, ensuring efficient operations. • Actively collected data from the field in the Eastern region and various gaming portals while managing multiple databases, adhering to data integrity standards. • Conducted sales data interpretation, analysis, and visualization, performing trend analysis across 12 critical KPIs. • Undertook gaming intelligence gathering across the region and in 9 states, providing invaluable insights for decision-making. • Provided strategic recommendations based on sales patterns, driving revenue growth and market expansion. • Identified and defined new opportunities for process improvement, enhancing operational efficiency and performance. Regional Sales & Marketing Officer, BetXperience Ltd (Sports Betting Operator) Jan 2020 – Jan 2021 • Identification of 142 viable and visible gaming outlets within Lagos and Ogun region. • Acquisition of 52 Agents within the region • BetXp Cashier& Shop application testing • BetXp UI/UX amendment committee member. • Sales expansion and agents’ acquisition. • Agents and customers’ training programme. • Analyzing our brand positioning and consumer insights • Translating brand elements into plans and go-to-market strategies • Manage a team of marketing people working on brand initiatives • Lead creative development to motivate the target audience to “take action” • Establish performance specifications, cost and price parameters, market applications and sales estimates • Measure and report performance of all marketing campaigns, and assess ROI and KPIs • Monitor market trends, research consumer markets and competitors’ activities • Oversee new, ongoing marketing and advertising activities • Monitor product distribution, consumer reactions and devise innovative growth strategies COO, Bradtech LtdMay 2017 – Dec 2019 Digital & Social Media Marketing Agency • Managed a team of 10 staff as the COO of the marketing agency to the group. • Responsible for the joint implementation and execution of several growth, awareness and loyalty strategies across the group. • Responsible for the online budget framework creation, coordination, implementation and assessment of ROI. • Responsible for the management of the SMS-as-a-service units with over 2m units sales monthly. • Responsible for the curation and approval of media contents. • Media impact assessment reports and presentation to the management. • Approval of posting of contents on social media handles across multiple brands on the group. • Retail and online marketing strategies. • Headed several Email marketing and automation campaigns • Head of the social media contents calendar team Education • 2025 Business Intelligence, Data Analytics and Reporting. Arap Technologies. • 2024SPSS for Data& Statistical Analysis. StartechOne. • 2024Advanced MySQL for Data Analysis. StartechOne. • 2024Advanced Excel for Data Science. StartechOne. • 2024Python for Data Science and Machine Learning. StartechOne. • 2024DAX for Data Analysis. StartechOne. •- Introduction to Data Science: Storage, Visualization and Analysis. University of Malta. •-Certified Data Science & Certified Data Engineering. Datamites • 2023Power BI for Data Analysis. StartechOne. • 2023MySQL for Data Analysis. StartechOne. • 2022Tableau for Data Analysis. Isle of Contents • 2022Full Stack Data Science. 10Alytics • 2022Advanced Data Analytics.Quantum Analytics • 2022 Financial Analytics. ALX • 2020Data Analytics. Big Data Technologies • 2019Advanced Excel for Data Analysis. Golden Chance Ventures. • 2017Social Media Marketing & Digital Media Marketing. WAB Digital • 2017WordPress Web design & Marketing Analytics. WAB Digital • 2017Social Media Management & Contents and Copywriting. WAB Digital • 2017Creative Thinking. WAB Digital • 2013Masters of Science, Information Technology. University of Lagos. • 2007Bachelor of Science, Electronics & Computer Engineering. Lagos State University. • 2009Diploma in Electrical & Electronics Engineering. Lagos Polytechnics.