Group Traditional Media Lead

About the role

Airtel Africa is looking for a strategic and experienced Traditional Media Lead to head its offline media planning and buying across television, radio, print and out-of-home (OOH) channels. Working within the Marketing team, the role holder develops and runs high-impact traditional media campaigns that fit brand strategy, customer segments and sales goals. The role suits a data-driven, results-oriented media professional with strong expertise in media strategy, negotiation and performance tracking in a fast-paced telecom environment.

Key responsibilities

• Develop, lead and oversee traditional media strategies across 14 markets (TV, radio, print, OOH) based on connection planning and targeted GRP deliveries, aligned with product launches, regional campaigns and customer acquisition goals.
• Collaborate with internal teams and media agencies on integrated cross-channel campaigns.
• Formulate an annual buying strategy and oversee media buys with agencies and vendors to maximise ROI, negotiating rates, placements, sponsorships and value-added opportunities.
• Crack pan-African media deals with vendors such as DSTV and Canal+ for events like sports and music, creating value buys across markets.
• Monitor pacing, budgets and delivery of media plans.
• Use data analytics and attribution models to measure campaign effectiveness where possible, report on KPIs such as reach, frequency, GRPs/TRPs, brand lift and cost-efficiency, and recommend optimisations.
• Help recruit an out-of-home media measuring agency for post-buy analysis and work out strategies for make goods based on monthly reconciliations and bill payments.
• Manage multi-million dollar traditional media budgets with accountability for cost efficiency and alignment with marketing priorities.
• Work with Brand, Digital, Product and OpCo teams to keep messaging and timing consistent, and liaise with legal, procurement and finance as needed.

Required profile

• Bachelor's degree in Marketing, Advertising, Communications or a related field; MBA is a plus.
• 8+ years of experience in traditional media planning and buying, ideally in telecom, tech or high-volume consumer services.
• Proven track record of delivering measurable results in brand and direct response campaigns.
• Experience managing external media and creative agencies.

Required skills

• Deep knowledge of the offline media landscape, trends, tools and vendors.
• Strong analytical skills with media performance tracking.
• Excellent negotiation, communication and leadership abilities.