Group Traditional Media Lead

About the role

Airtel Africa is seeking a strategic and experienced Traditional Media Lead to head offline media planning and buying across TV, radio, print and out‑of‑home channels. The role reports to the Marketing team and will drive high‑impact campaigns that support brand strategy and sales goals.

Key responsibilities

• Develop and oversee comprehensive traditional media strategies for all 14 Airtel markets, aligning plans with product launches and customer acquisition targets.
• Formulate annual media buying strategies, negotiate rates and placements with agencies and vendors, and monitor pacing, budgets and delivery.
• Use data analytics and attribution models to measure campaign effectiveness and provide regular KPI reporting.
• Manage multi‑million‑dollar traditional media budgets, ensuring cost efficiency and alignment with marketing priorities.
• Collaborate with Brand, Digital, Product and OpCo teams to ensure consistent messaging across all touchpoints.

Required profile

• Bachelor’s degree in Marketing, Advertising, Communications or related field (MBA a plus).
• 8+ years of experience in traditional media planning and buying, preferably in telecom or high‑volume consumer services.
• Proven track record of delivering measurable results in brand and direct‑response campaigns.
• Strong analytical ability and experience in media performance tracking.

Required skills

• Deep knowledge of offline media landscape, trends, tools and vendors.
• Expert negotiation and media buying skills.
• Ability to work with external media and creative agencies.