Hi, I’m
Manuel Goncalves Borrageiro
Data Analyst
Johannesburg
Summary
As an experienced and forward-thinking Assistant Customer Insights Manager, I bring a proven track record of translating complex data into actionable business intelligence that drives strategy, optimises marketing campaigns, and ensures sustained market share. Evolving from a data analyst background, I’ve built a reputation for blending analytical depth with cross-functional leadership and technical acumen.
I thrive in dynamic, data-centric environments where insights power decisions. My approach is grounded in curiosity, precision, and a passion for uncovering the trouvaille-the rare, valuable insight hidden in plain sight. I lead with intent, managing and mentoring a diverse team of CRM and marketing professionals, while also collaborating closely with BI, developers, and executives to bridge business needs with technical execution.
My expertise spans CRM strategy, marketing technology, AI model development, and campaign performance optimisation. I excel in aligning marketing technology projects from concept through to implementation and training, ensuring that both data systems and people are empowered for success.
With a strong belief in clarity, communication, and continuous improvement, I am committed to guiding organisations toward smarter, insight-led decisions that deliver measurable impact and sustainable growth.
Overview
11
years of professional experience
2
Languages
Work History
TsogoSun Head Office
Assistant Customer Insights Manager
12.2024 - Current
Job overview
- Strategic Data Analysis & Business Intelligence
Conduct ongoing YOY and MOM performance analysis across products and campaigns to ensure market share is retained and expanded.
Provide executive-level feedback, actionable insights, and strategic recommendations to support data-driven decision-making at senior levels.
Create, validate, and interpret data models to support predictive analytics, customer segmentation, and trend identification. - Campaign Optimisation & CRM Strategy
Design and implement data-driven campaign strategies based on analytical insights and AI models.
Lead the optimisation of multi-channel CRM campaigns (email, SMS, app, direct), ensuring targeted communication and increased engagement.
Manage all below-the-line (BTL) communication requirements between Marketing and CRM functions across the group. - Team Leadership & Stakeholder Management
Manage a high-performing team comprising 13 CRM/Marketing Managers and 2 Insight Analysts, providing strategic guidance, mentorship, and performance alignment.
Strengthen cross-functional collaboration between technical teams, data analysts, and business stakeholders to align efforts with commercial priorities.
Enhance relationships between business stakeholders and technical teams to ensure delivery of solutions aligned with operational needs. - Business Analysis & Technical Liaison
Act as the business analyst liaison between Marketing, CRM, BI, and Development teams, translating commercial requirements into technical specifications.
Oversee the gathering, refinement, and documentation of business requirements for campaign platforms, marketing systems, and CRM tools.
Support the development of scalable data solutions and oversee UAT, testing, and implementation. - Marketing Technology Strategy & Implementation
Lead the full lifecycle of Marketing Technology (MarTech) initiatives—from business case and vendor engagement to deployment and training.
Design, implement, and train teams on marketing technology platforms (e.g., campaign automation tools, AI models, customer insight platforms).
Partner with technical and business application teams to assess marketing tech needs and deliver enterprise-level solutions. - AI Integration & Innovation
Create and monitor AI models used in customer segmentation, targeting, and campaign automation.
Train and refine AI models based on real-time campaign feedback and evolving business data.
Use machine learning insights to drive the creation of hyper-personalised campaigns and uncover new opportunities for growth.
TSOGOSUN - HEAD OFFICE
Regional CRM Analyst
10.2022 - 11.2024
Job overview
- Established and maintained robust database standards, procedures, controls, and comprehensive documentation.
- Provided technical assistance to the Operational team, ensuring timely resolution of incidents and briefing operational staff on CRM initiatives.
- Offered technical leadership and solutions to the database team, fostering a collaborative and high-performance environment.
- Estimated, budgeted, and conducted capacity planning, negotiating timelines for data analytics requests and CRM initiatives.
- Approved, tested, and oversaw Microsoft Dynamics CRM automation setups.
- Set up operational draws/vouchers and packages on Microsoft Dynamics CRM for patrons, adjusting and communicating Loyalty Programme details.
- Discovered and applied insights from diverse Big Data sets, encompassing structured, semi-structured, and unstructured data.
- Directly supported CRM managers/HOD's in projects, handling tasks related to data mapping, management, and coordination with patrons/customers, operations, CRM initiatives, and events.
- Generated comprehensive reports on Casino/Event/Initiative activity, evaluating success and influencing decisions for future activities.
- Analyzed sales funnels and customer intent, contributing valuable insights to enhance strategic decision-making.
GOLD REEF CITY CASINO
Data Analyst
02.2022 - 06.2023
Job overview
- Orchestrated and optimized CRM campaigns across the region, managing contact channels such as email, app, and direct SMS.
- Conducted data segmentation and developed target lists, resulting in enhanced customer engagement and satisfaction.
- Led the measurement of campaign results, analyzing key metrics, including incremental lift, RTP, ROI, and MTD projections.
- Maintained vigilance on the budget against actuals, ensuring optimal resource allocation and cost-efficiency.
- Collaborated with regional CRM managers, and data analysts, to disseminate insights across marketing, promotions, and VIP teams.
- Generated comprehensive reports through office applications, providing timely and relevant information for strategic decision-making.
- Monitored daily, weekly, monthly, and year-over-year trends in campaign performance, proactively addressing underlying causes.
- Identified reporting needs and updates, meticulously documenting detailed requirements for accurate, and insightful reporting.
- Worked closely with cross-functional teams, including CRM, VIP, Slots, Tables, and Marketing, to collect and analyze data aligned with regional business objectives.
- Collaborated on group campaigns, integrating machine learning, mobile app cross-functionality, and promotional concepts.
- Identified potential process improvements within the Group CRM landscape, enhancing the efficiency and effectiveness of the BI team.
- Contributed to strategic planning and execution, aligning efforts with market trends, customer behavior, and regional demographics.
- Produced monthly reports using advanced Excel spreadsheet functions.
- Used statistical methods to analyze data and generate useful business reports.
- Collaborated with cross-functional teams to ensure data integrity and accuracy, resulting in better-informed decisions.
- Enhanced business efficiency by identifying trends and patterns in complex datasets.
- Integrated multiple sources of disparate data into cohesive datasets using ETL processes, improving overall analytic capabilities.
TELESURE HOLDING INVESTMENTS
Campaign Specialist: Data & Analytics
07.2021 - 12.2021
Job overview
- Constructed email, push message, SMS text, and other communication mediums for both ad hoc and automation-triggered campaigns.
- Supervised the organization's direct communications with customers, ensuring prompt issue resolution, and maintaining positive customer relations.
- Segmented player databases based on criteria such as player value, activity, preferences, and demographics.
- Implemented targeted strategies to enhance personalized customer experiences and maximize player engagement.
- Designed A/B and multivariate tests on game operation strategies to enhance performance.
- Evaluated test results and translated insights into actionable business actions, contributing to operational efficiency.
- Provided managerial guidance to the Database and Customer Service Desk teams, facilitating the prompt resolution of operational incidents.
- Conducted briefings for operational staff on CRM initiatives, ensuring alignment with strategic goals.
- Planned and delivered CRM strategies across the unit to foster customer retention and loyalty.
- Implemented automated tools to explore operational insights and improve overall operational efficiency.
- Enhanced customer segmentation models, facilitating model-driven decisions for targeted strategies.
- Leveraged advanced analytics to refine segmentation approaches, optimizing customer experiences.
- Oversaw direct communications with customers through CRM systems, including e-zines, and SMS.
- Resolved customer complaints and disputes promptly, maintaining positive customer relationships.
- Monitored and evaluated campaign performance, analyzing key metrics, and KPIs.
- Optimized targeting and segmentation strategies based on insights, enhancing overall campaign effectiveness.
- Monitored campaign performance, adjusting strategies as needed based on data-driven insights.
- Evaluated the impact of promotional activities on sales volume, making recommendations for future improvements.
- Implemented A/B testing methodologies for continuous optimization of campaign elements.
- Managed budgets and timelines, ensuring all campaigns were delivered on time and within budget constraints.
- Improved conversion rates with the creation of compelling content for various channels.
- Enhanced customer retention through the implementation of targeted remarketing initiatives.
- Established clear KPIs for each campaign, measuring success against defined objectives regularly.
- Streamlined workflow processes to enhance overall team efficiency and productivity.
- Utilized CRM software to manage prospect communications, ensuring consistent messaging across touchpoints.
MONTECASINO
Database Admin/Supervisor
02.2019 - 06.2021
Job overview
- Implemented and optimized campaign strategies, and cohesive customer engagement according to the plan, to drive the achievement of the Business Unit targets.
- Managed, tracked, and governed campaign settings on the dialer, guided by models to support strategy.
- Liaised with the Data Science team and/or data sources to access reliable data to meet the campaign outcomes.
- I liaised, supported, and provided input regarding campaigns for many stakeholders in the TIH business, such as the heads of Marketing, Business Intelligence, IT, and the compliance team.
- Communicated issue resolution processes and escalation channels to ensure smooth and functional engagement.
- Maintained, analyzed, re-engineered, and evaluated new and existing campaigns, as well as shared and presented to the Business Unit the progress, performance, opportunities, threats, and insights pertaining to campaign metrics, volume and quality of data, resources and skill sets, results, and commercials (cost per contact, p-factor), and gaming of contacts or leads.
- I provided input and reviewed the scripting of campaigns, and I analyzed how the campaign performs.
- Updated reports, managed accounts, and generated reports for company database.
- Established workflow processes, monitored daily productivity, and implemented modifications to improve overall performance of personnel.
- Trained new employees on company policies, procedures, software applications.
- Facilitated weekly staff meetings to discuss ongoing projects, address concerns, and share updates from various departments within the organization.
MONTECASINO - Tsogosun
Data Capturer
12.2016 - 01.2019
Job overview
- Provided detailed reports on findings via Excel, with various data metrics, graphs, and BI systems.
- Compiled and set up SMSs and emails to patrons.
- Database auditing, casino banning, auditing hotel and restaurant complimentary vouchers that have expired and been voided.
- Setting up Ingenico machines and testing.
- FICA compliance fixes on profiles, and boardroom meeting setups for audio-visual.
- Excelled in working independently as well as collaborating with teams, utilizing strong multitasking skills to manage competing priorities.
- Maintained strict confidentiality while handling sensitive client information and records.
- Corrected data entry errors to prevent duplication or data degradation.
- Implemented data quality control measures, ensuring accurate and reliable information for decision-making processes.
Gold Reef City - Tsogosun
Slots Host
05.2015 - 12.2016
Job overview
- I greeted guests, explained promotions, programs, and any giveaways to all guests, promoted loyalty card sign-ups, assisted patrons with queries, monitored hand-delivered jackpots, attended to machine tilts and money jams, compiled progressive jackpots, machine seals, and radio audits, and performed minor machine repairs.
- Enhanced guest experiences by providing personalized and attentive service on the casino floor.
- Educated players on game rules, strategies, and payout structures to enhance their gaming experience while maximizing revenue potential.
- Excelled in multitasking during peak hours by simultaneously addressing guest needs, responding to machine issues, and supporting team members as needed.
- Facilitated seamless transactions for guests, processing jackpots, vouchers, and issuing payouts accurately and efficiently.
- Monitored trends in player activity to identify opportunities for increased spending or more strategic marketing outreach programs.
DUAL REFLEXION PHOTOGRAPHY STUDIO
Graphics Designer
03.2014 - 10.2014
Job overview
- Retouched and edited customers' photos, designed and edited PSD files, filled and collected, updated, and data entry of completed photos.
- Enhanced client satisfaction by delivering high-quality graphic design projects on time and within budget constraints.
- Completed final touches for projects before rollout.
- Developed unique branding concepts for clients, leading to improved recognition and market growth.
- Stayed current with industry trends by attending conferences, workshops, and networking events, which resulted in the implementation of innovative design techniques in ongoing projects.
Education
THE HILL HIGH SCHOOL
MATRIC (NQF LEVEL4) from English, Afrikaans, Maths Literacy, Business Studies, Information Technology, Engineering Graphics & Design, Life Orientation
01.2008 - 01.2013
TSOGOSUN ACADEMY
Everlytics Training from eCommunication
01.2015 - 01.2019
COGNITIVE CLASS
Big Data 101
GOOGLE
Fundamentals of digital marketing
COURSERA
Marketing Analytics from University of Virginia
COURSERA
Data Science Math Skills from Duke's University
BCS - Chartered Institute For ITUnited Kingdom
International Diploma from BCS International Diploma in Business Analysis
04.2001
Skills
Advanced Excel functions
Personal Information
- ID Number: 9409075111082
- Date of Birth: 7 September 1994
- Nationality: South-African
- Driving License: Code-8
- Marital Status: Married
References
- Nathi Horo, Marketing Manager, playTsogo - Tsogosun, +27787359984
- Kathy Govender, Marketing Manager, Gold Reef City Casino - Tsogosun, +27837060172
- Enkosi Mqatu, National Brand Manager, Burger King - South Africa , +27790405017
Timeline
Assistant Customer Insights Manager
TsogoSun Head Office
12.2024 - Current
Regional CRM Analyst
TSOGOSUN - HEAD OFFICE
10.2022 - 11.2024
Data Analyst
GOLD REEF CITY CASINO
02.2022 - 06.2023
Campaign Specialist: Data & Analytics
TELESURE HOLDING INVESTMENTS
07.2021 - 12.2021
Database Admin/Supervisor
MONTECASINO
02.2019 - 06.2021
Data Capturer
MONTECASINO - Tsogosun
12.2016 - 01.2019
Slots Host
Gold Reef City - Tsogosun
05.2015 - 12.2016
TSOGOSUN ACADEMY
Everlytics Training from eCommunication
01.2015 - 01.2019
Graphics Designer
DUAL REFLEXION PHOTOGRAPHY STUDIO
03.2014 - 10.2014
THE HILL HIGH SCHOOL
MATRIC (NQF LEVEL4) from English, Afrikaans, Maths Literacy, Business Studies, Information Technology, Engineering Graphics & Design, Life Orientation
01.2008 - 01.2013
BCS - Chartered Institute For IT
International Diploma from BCS International Diploma in Business Analysis
04.2001
COGNITIVE CLASS
Big Data 101
10.2019
Fundamentals of digital marketing
12.2019
COURSERA
Marketing Analytics from University of Virginia
01.2020
COURSERA
Data Science Math Skills from Duke's University
09.2020
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