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sebola sylvester

@sebolasylvester

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Senior Data Analyst using machine learning to drive customer insights.

South Africa

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What I'm looking for

I’m looking for a senior analytics role where I can lead customer journey and partnership/payments insights using machine learning and process mining, partnering closely with stakeholders to define metrics, build tracking/reporting, and turn analysis into measurable business impact.

I’m an experienced data analyst with over 7 years of leading the creation and execution of complex customer data analytics. I analyze large volumes of data across telecommunications, retail, media, finance, insurance, and gaming, and I’m confident translating technical concepts into real-world business implications.

In my current role as a Senior Data Analyst, I perform complex user journey analysis using funnels, machine learning, and process mining to understand customer flow through the product. I also take ownership of Partnership and Payments analytics—defining key metrics and building tracking and reporting with relevant stakeholders.

I’ve built customer insight models using approaches like K-means clustering, including market uplift and basket analysis, and I’ve delivered analytics work that supports targeting across in-store, digital, and social media. Alongside industry roles, I’ve supported audit analytics at PwC and I work as a Part-time Lecturer and Module Lead for Statistics and Calculus, reflecting my strong research and teaching mindset—backed by an MSc in Mathematical Statistics and ongoing PhD studies in Mathematical Statistics.

Experience

Work history, roles, and key accomplishments

Current

Senior Data Analyst

Current

Multichoice Group

Oct 2025 - Present (9 months)

Performs user journey analysis using funnels, machine learning, and process mining to understand customer flow through the product. Owns partnership and payments analytics by defining key metrics and building tracking and reporting with stakeholders.

User Journeys Machine Learning Process Mining Partnership Analytics Payments Analytics Metrics And Reporting

Current

Part-time Lecturer & Module Lead

Current

Eduvos

Aug 2024 - Present (1 year 11 months)

Leads statistics and calculus modules for IT students, including moderating, facilitating learning, tutoring, assessment, and lecturing. Delivers mathematics and statistics instruction to support student outcomes.

Statistics Instruction Calculus Instruction Module Leadership Tutoring Moderation Assessments Lecturing

Cybersecurity Senior Data Analyst

ShopriteX (Rainmaker Media)

Feb 2024 - Oct 2025 (1 year 8 months)

Analyzes media and campaign performance to identify trends, patterns, and improvement opportunities. Conducts market uplift and basket analysis and applies clustering to support customer targeting.

Media Analytics Campaign Analysis Basket Analysis Customer Segmentation Targeting

Data Analyst

DigiOutsource

Sep 2023 - Feb 2024 (5 months)

Leads the rewrite of the Anti-Money Laundering (AML) and SOW model. Uses K-means and other unsupervised learning approaches to predict customer retention and behavior.

Anti Money Laundering SOW Model Customer Retention

Data Analyst

Comotion Business Solution

Mar 2022 - Aug 2023 (1 year 5 months)

Builds analytics work and data models using Python and Presto-SQL/MSSQL. Creates automatable, deployable ETL processes using tools such as JIRA and Apache Superset.

Python Presto MSSQL Data Modeling ETL Jira Apache Superset

Data Analytics Associate

PwC Midrand

Mar 2020 - Mar 2022 (2 years)

Supports internal and external audit teams with data analysis projects, including analysis of financial reports for validity and accuracy. Engages with clients to understand data and IT security systems, including ITGC audit activities.

Data Auditing Report Validation Internal Audit External Audit Support IT Security ITGC

Part-time Lecturer

University of Limpopo

Jan 2019 - Dec 2020 (1 year 11 months)

Lectures Business Calculation and Statistics and sets and marks tests and exams. Provides assessment support for students in mathematics and statistics modules.

Business Calculation Instruction Markings Assessments