Stanford Cheelo Mujuta

Customer Insights & Strategy Lead with 15+ years driving customer-centric growth through market research, behavioural science, and customer experience (CX) strategy. Proven track record delivering 200+ end-to-end research programmes that have directly shaped revenue-generating solutions, product launches, and brand strategy, including diagnosing churn drivers that informed a new pricing model, and UX research behind a new cryptocurrency product launch.

Established

Mukuru's first Voice of the Customer (VOC) function and company-wide CX benchmarks now used as departmental KPIs. Regularly presents insights and strategic recommendations to MANCO and Senior Leadership Team, with experience leading regional research and teams across Southern Africa, East Africa, and the UK.

Customer Research & Insights - Mukuru - Southern Africa

(2022-01)

• Diagnosed key drivers of customer churn and disloyalty, informing the design of a new Tender Based Pricing solution that increased revenue even in historically weak months.
• Established CX and satisfaction benchmarks (NPS, CSAT, CES) now used company-wide as departmental KPIs, guiding priorities across the business.
• Delivered UX research that directly informed the launch of a new cryptocurrency product.
• Delivered brand perception research across multiple corridors, driving refinements to product and branding strategy.
• Deliver annual brand health reports covering awareness, perception, growth propensity, market share, and market opportunities to guide strategic planning.
• Led regional research across East Africa, the UK, and Southern Africa, directly informing revisions to regional strategy.
• Established Mukuru's first Voice of the Customer (VOC) programme, embedding customer feedback into business planning.
• Lead and manage research teams and budgets, including participant recruitment and incentive management, across multi-market programmes.
• Present insights and strategic recommendations directly to MANCO and the Senior Leadership Team.
• Mentor and develop a team of analysts, raising analytical standards across the research function.

Applied Behavioural Economist - Behavior Change Agency - South Africa

(2018-01 - 2022-12)

• Delivered behavioural insights, diagnostics, and testing frameworks across finance, health, and education projects, leading to implementation and scale-up of solutions for corporates, NGOs, and governments.
• Designed and executed A/B tests and RCTs to evaluate behavioural interventions.
• Conducted UX reviews and analyses, delivering optimisation strategies that improved usability and customer experience.
• Led large-scale research programmes informing public policy and business strategy.

Market Research Analyst - Dashboard Consulting - South Africa

(2015-01 - 2017-12)

• Delivered 50+ market performance research reports across 22 countries in Africa, the Middle East, and Asia, for clients including MTN.
• Analysed market share, brand perception, and customer experience to inform regional growth strategy.
• Monitored brand health and campaign performance, reporting insights to senior leadership.

Lecturer in Economics - University of the Western Cape - South Africa

(2014-01 - 2014-12)

• Taught undergraduate economics and supported institutional research, presenting findings at academic seminars.

Production Manager - Food & Beverages Company - Zambia

(2007-01 - 2009-12)

• Managed daily production operations, leading teams to meet output and quality-compliance targets.

Master of Business Economics & Behavioural Economics - Business Economics, Behavioural Economics - University of the Western Cape (2011-01 - 2013-12)

Bachelor of Development Studies - Development Studies - University of Zambia (2001-01 - 2005-12)