Head of Digital Growth

Airtel Africa; United Arab Emirates; On-site; AED 300,000 - 450,000; Full time

Job summary

Airtel Africa seeks a Head of Digital Growth to enhance digital adoption and revenue across channels. The role involves defining digital strategies, managing marketing activities, and driving growth through innovative products and services. The ideal candidate will have extensive experience in digital marketing, performance metrics, and team leadership.

Qualifications

• At least 15 years working experience with 7 years in a senior management role.
• Experience in performance marketing, digital marketing across large consumer brands.

Responsibilities

• Drive adoption and retention across digital channels and products.
• Manage digital agency and performance of campaigns.
• Develop and execute the annual growth plan for digital channels.

Skills

Digital Marketing

Growth Hacking

Performance Marketing

Education

Bachelor's degree in Marketing

MBA with focus on Marketing

Job description

Company Overview:

Airtel Africa is a leading provider of telecommunications and mobile money services, with a presence in 14 countries in Africa, primarily in East, Central and West Africa dedicated to providing innovative and reliable mobile communication.

We are seeking for an experienced Head of Digital Growth to support our African Operating Companies (OpCos).

Job Purpose

We are looking for a seasoned professional with a deep understanding of digital marketing and growth hacking to drive adoption and retention across digital channels and digital products. They will be responsible for defining and executing the digital growth strategy and delivering digital adoption and revenue through a well-positioned product portfolio to achieve the overall Group's Digital ambition to be the largest Digital platform and most active engaged digital users.

Commercial owner of key digital performance metrics and responsible for driving monthly active and daily active users, digital share of recharges, transactional value of GSM and AM, bundle sales, Fiber and self-service and all AM products through digital channels.

Responsible for owned (SMS, USSD push, RCS, in-app push, browser, ++) and paid (Facebook, Google, etc.) marketing activities with agencies and OpCos to achieve digital targets. Owning and executing the BAU campaigns driven by Group for always-on marketing to drive growth targets and to run ad-hoc and event/market specific campaigns that align to local marketing calendars to drive MoM, QoQ, YoY growth targets against budget.

Manage digital agency and performance of campaigns and growth of core digital channels (My Airtel App, Online Recharge portal, web) and new digital assets Loans, AdTech, Scoring-As-A-Service eg. KYC as a service and growth of similar such services.

Owner of driving digital channel adoption to the base and enable new businesses and revenue streams for Airtel with a particular focus on selling core GSM and content (VAS, Music, Video, Gaming and other categories) products into the consumer and small business segments.

Contributes and shapes the building of new digital products for monetization that will enable the Telco to benefit from new adjacent revenue streams investigating feasibility and market potential of digital products cutting across a variety of industries such as dating, classifieds, ad-tech, Data-As- A-Service, XaaS, gaming and any other opportunities that sit outside of the core GSM & AM business.

KEY ACCOUNTABILITIES

Digital growth strategy, planning, prioritization and execution

• Develop and execute the annual growth plan for digital channels and new digital products to achieve the growth targets to win in the market as a destination for the best digital experience in Communication, Financial Services and Content and to be the Lifestyle Partner of choice of our customers.
• Commercial owner of key digital performance metrics and responsible for driving monthly active and daily active users, digital share of recharges, transactional value of GSM and AM, bundle sales, Fibre and self-service and all AM products through digital channels.
• Responsible for owned (SMS, USSD push, RCS, in-app push, browser, ++) and paid (Facebook, Google, etc.) marketing activities to achieve digital targets for core products (GSM & AM) and new (Loans, AdTech, etc.). Owning and executing the BAU campaigns driven by Group for always-on marketing to drive growth targets and enabling OpCos to run ad-hoc and event/market specific campaigns that align to local marketing calendars to drive MoM, QoQ, YoY growth targets against budget.
• Build capabilities for automated base managed for OpCo to reduce and remove human interaction, manual campaign creation and scale with an AI/automation mindset encapsulating modern tech with personalization and maximizing on the next best product/experience to the right customer, at the right time on the right channel.
• Creates strategic plans to win market share from competitors and keeps abreast of global, local and competitive trends and able to translate into digital strategy and operational/tactical plans for organization and functional counterparts.
• Guides roadmaps to ensure the MarTech capabilities are built and usable by opcos

Grow Digital Core (GSM & AM) and New Digital Revenue Organizations

• Driving growth of adjacent new business and revenue streams by understanding Content (Loans, Ads, VAS, Music, Gaming) eco-systems and partners and owning and driving the GTM as part of the commercial discussions on partnership opportunities and operationalizing plans for strong execution
• Collaborate closely with Commercial teams in Sales & Distribution, Marketing, Brand, Customer Experience and Product to ensure a Digital- First culture and that Digital channels are integrated into comms, Go-To- Market and Distribution. Driving business priorities such as churn reduction, acquisition, up and cross sales and brand for core GSM business.
• Drive daily, weekly, monthly activities and campaign calendar to drive and retain customers onto digital assets such as My Airtel App, Loans, etc.

Innovation and Content

• Drive exceptional focus on digital platforms to drive revenues from content, help drive data penetration through building an exceptional and segmented experience
• Ability to spot trends and understand seasonal cycles to develop new Loan products/content/VAS opportunities through partnerships and/or buying or building.
• Stays abreast of social media trends and uses reputable research/reports on what digital profile of customers and creates plans on product and content roadmap.

Manage Digital Growth Roadmap, Customer Opportunities and ensure optimal spend vis-vis budget and monitor performance against plan

• Lead and steer growth-related demand (internal to digital teams and external from other divisions) and external opportunities. I.e. owner of feature requirement that enables higher acquisition or retention on app for delivery teams to build or a MarTech related piece of technology to help apply more automated campaigning and optimization.
• Keep Net Acquisition Costs and others within budget by ensuring effective cost innovation in all areas of digitization.
• Evaluate, forecast and measure performance against plans
• Lead the production of regular dashboard reports and distribute to executive management with analysis of major deviation from expected performance/digitization trends or issues

Creation of highly effective Team

• To ensure the objectives are delivered through a highly motivated and engaged team. Giving regular feedback and reviews to each team member plays a critical role in ensuring employees are engaged and deliver results, leading to lower attrition of people, hence protecting talent.
• Develop a bench strength of future leaders through coaching, mentoring and guidance

SKILLS & KNOWLEDGE

Educational Qualifications & Functional / Technical Skills

• Bachelor's degree in actuarial science, Marketing and Management or like discipline
• An MBA with focus on Marketing/Emerging Markets
• Certifications or additional qualifications in Digital Marketing, Advertising, Business Administration, Actuarial Diplomas communications and management will be an added advantage

Relevant Experience (Type of experience and minimum number of years)

• Performance Marketing, Telco CVM and/or Digital Marketing across large consumer brands, preferably highly scaled Telcos
• Has owned channels/products and or PnL for a high profile/ high-revenue or high-volume digital business and has had to drive results through own, team and cross- functional teams actions.
• At least 15 years working experience with 7 years or more in a senior management role in Telecoms/Digital/social media/Big Tech/Media/Retail industries