Sonia Mshila

Marketing analytics and client insights professional with 6+ years of experience building measurement frameworks, leading cross-channel performance analysis, and translating complex data into commercially actionable recommendations. Experienced in KPI structuring, learning agenda development, segmentation, and campaign evaluation across FMCG, telecom, and multi-brand environments. Combines strong analytical fluency, including SQL, Python, and BI tooling, with a client-facing orientation and the ability to connect data to business outcomes.

Skilled at making rigorous analysis accessible and decision-ready for diverse stakeholders.

Performance Analyst – Internal & Regional Markets (Airtel Franco) - Ogilvy Africa

(2022-01)

• Designed and led the analytics and measurement strategy for a multi-market account, shaping KPI frameworks, reporting roadmaps, and learning agendas tied to client business objectives
• Produced monthly cross-channel performance intelligence reports translating behavioural and sentiment data into strategic recommendations for senior stakeholders
• Led sentiment and share-of-voice benchmarking across Franco markets, connecting brand positioning data to competitor analysis and media investment decisions
• Developed and refined Meltwater dashboards to improve reporting clarity, data accuracy, and cross-market comparability
• Coordinated data clean-up and validation initiatives to ensure reporting integrity and perception accuracy across markets
• Supported new business pitches through competitive intelligence analysis, digital ecosystem audits, and measurement planning
• Trained regional teams on social listening methodologies, search logic structuring, and insight interpretation

Digital Community Manager – Multi-Brand Intelligence Lead - Ogilvy Feed - EABL

(2021-01 - 2022-12)

• Managed performance and behavioural monitoring across 6 national FMCG brands, building integrated reporting environments that connected social, content, and campaign data
• Conducted segmentation analysis and competitor benchmarking to inform content strategy and promotional investment decisions
• Developed post-event and campaign evaluations linking digital performance metrics to brand strategy outcomes
• Served as first point of contact for crisis monitoring, clustering complaint and issue data into structured categories for escalation and resolution tracking
• Partnered with media and content teams to align promotional spend with performance trend analysis

Community Manager – Consumer Insight and Reporting - Brand2D

(2020-01 - 2021-12)

• Led social and performance intelligence reporting for Unga Group brands (EXE, Farm Feed, Amana, Familia), producing insights that informed product positioning and content decisions
• Conducted competitor and consumer trend analysis across multiple categories
• Structured complaint escalation tracking systems to reduce response turnaround time and identify systemic patterns
• Clustered complaint and lead data for brands including Unga Group KFC and NCBA to surface actionable operational insights

Independent Consultant (Freelance) - Various Brands (Buttonhead, CAT, Vivid Gold)

(2018-01 - 2020-12)

• Delivered audience repositioning and behavioural insight analysis that improved engagement by 20% for Vivid Gold
• Built end-to-end digital, strategy, presence and analytics frameworks for early-stage brands including Chemi Chemi and Afrijani Tea
• Led editorial analytics tracking and performance reporting Carrot Co

Account & Communication Strategist - CMG Consulting

(2017-01 - 2018-12)

• Designed measurement and reporting frameworks for emerging brands navigating digital presence and communications strategy
• Delivered client training on analytics interpretation, social media governance, and data-informed decision making

Data Science Certificate - Data Science - Moringa School (2024-01 - 2025-12)

MA - Advertising & Marketing - Coventry University (2016-01 - 2016-12)

BA - Journalism - U.S.I.U Africa (2011-01 - 2015-12)