Growth Analyst Retail Banking

Job Summary

The Growth Analyst Retail Banking is the analytical engine that powers strategic decision-making within Affinitys Retail Banking unit. Reporting to the Head of Growth Retail the role is responsible for transforming data from Affinitys internal systems and external market sources into clear accurate and actionable insights that directly inform how the retail business acquires retains and grows its customer base deposits loans and revenue.

The Growth Analyst monitors the full retail performance landscape from customer acquisition and activation to channel efficiency campaign effectiveness cohort behaviour and competitor activity ensuring the Head of Growth Retail always has the intelligence needed to make confident evidence-based decisions. The role produces dashboards performance reports and analytical briefs that serve as the factual foundation for retail growth strategy target-setting and resource allocation.

This is a high-impact individual contributor role that requires intellectual curiosity commercial prowess. strong analytical discipline and the ability to communicate complex data findings in ways that resonate with both commercial and operational audiences.

About Affinity

We are an award-winning fully fledged digital bank built in Ghana for Africa on a mission to make banking accessible relevant and empowering for everyday people. By providing free bank accounts with no monthly fees and interest on all products as well as affordable loans Affinity drives innovation and economic growth through meaningful financial inclusion. Our goal is to bank one million Ghanaians by 2030.

Required Skills:

What You Will Do

• Sales & Acquisition Data Analysis: Analyse retail customer acquisition data across all channels to provide the Head of Growth Retail with a precise and current picture of how the business is winning new customers where growth is happening what is driving it and where gaps exist.
• Customer Retention & Churn Analysis: Monitor the behaviour of Affinitys existing retail customer base to identify early signs of disengagement and churn enabling proactive retention interventions before customers become inactive or leave.
• Campaign Performance Tracking: Track the end-to-end performance of all retail growth campaigns from awareness through to conversion and activation providing timely objective analysis that helps the team optimise spend and messaging in real time.
• Channel Performance Analysis: Analyse the performance of Affinitys retail banking channels including the Mobile App Agency Banking network and USSD to identify which channels are driving acquisition activation and transaction volume deposits and loans and where investment or intervention is needed.
• Customer Segmentation & Profiling: Build and maintain dynamic customer segmentation models that give the retail team a nuanced understanding of who Affinitys customers are how they behave and how to serve them more effectively covering both individual and micro/informal business customers.
• Dashboard & Reporting: Design build and maintain Affinitys retail growth dashboards on Metabase ensuring the Head of Growth Retail and the broader team have always-on access to accurate up-to-date performance data presented in a clear and decision-ready format.
• Market & Competitor Intelligence: Monitor Ghanas retail banking and digital financial services landscape to keep the Head of Growth Retail informed of competitor activity emerging market trends regulatory developments and consumer behaviour shifts relevant to Affinitys retail strategy.
• Forecasting & Target Modelling: Support the Head of Growth Retail in setting evidence-based sales targets and growth forecasts by building robust data models that project performance under different scenarios and assumptions.

What Success Will Look Like

• Data discrepancies identified and resolved before reports are submitted
• Campaign performance dashboards live and updated at agreed frequency throughout campaign lifecycle
• Retail growth dashboards on Metabase live accurate and updated at agreed frequency
• Acquisition performance disaggregated by channel product geography and customer segment
• Conversion funnel analysis completed regularly with bottlenecks identified and flagged with recommendations
• Head of Growth Retail has reliable data to direct sales team effort and resource allocation