Group Traditional Media Lead at Airtel

Job Description

• Airtel Africa is seeking for a strategic and experienced Traditional Media Lead to lead our offline media planning and buying efforts across television, radio, print, and out-of-home (OOH) channels. As part of the Marketing team, the role holder will develop and execute high-impact traditional media campaigns that align with brand strategy, customer segments, and sales goals.
• This role is ideal for a data-driven, results-oriented media professional with deep expertise in media strategy, negotiation, and performance tracking in a fast-paced telecom environment.

Responsibilities

Media Strategy & Planning

• Develop, lead and oversee comprehensive traditional media communication strategies across all all our 14 markets for traditional media channels including TV, radio, print, and OOH based on connection planning and
  targetted GRP Deliveries by campaigns
• Align media plans with product launches, regional campaigns, and customer acquisition goals.
• Collaborate with internal teams and media agencies to create integrated cross-channel campaigns.

Media Buying & Negotiation

• Formulate a annual buying strategy and oversee the planning and execution of media buys with agencies and vendors, ensuring maximum ROI and productivity as outlined in the annual AOP.
• Negotiate media rates, placements, sponsorships, and value-added opportunities across mainstream channels across opcos
• Crack pan african media deals with vendors like DSTV, Canal+ etc to suit opco requirements across events like sports and music thereby creating a value buy across markets.
• Monitor pacing, budgets, and delivery of media plans.

Performance Monitoring & Reporting

• Use data analytics and attribution models to measure campaign effectiveness (where data is available for such analysis)
• Provide regular reporting on media KPIs, including reach, frequency, GRPs/TRPs, brand lift, and cost-efficiency.
• Recommend optimizations based on data insights.
• Working with agencies to recruit an opt media measuring agency for post buy analysis and delivery. Workimg out strategies for make goods based on monthly recons and passing bills for payments

Budget Management

• Manage multi-million dollar traditional media budgets with accountability for cost efficiency and performance.
• Ensure spending aligns with marketing priorities and timelines.

Cross-Functional Collaboration

• Work closely with Brand, Digital, Product, and OpCo Brand and Marketing teams.
• Ensure consistency of messaging and timing across all media and customer touchpoints.
• Liaise with legal, procurement, and finance as and when needed.

Qualifications

• Bachelor’s degree in Marketing, Advertising, Communications, or related field (MBA is a plus).
• 8+ years of experience in traditional media planning and buying, ideally within telecom, tech, or high-volume consumer services.
• Deep knowledge of offline media landscape, trends, tools, and vendors.
• Proven track record of delivering measurable results in brand and direct response campaigns.
• Strong analytical skills with experience in media performance tracking.
• Excellent negotiation, communication, and leadership abilities.
• Experience managing external media and creative agencies.