Airtel Money Brand and Communications At Airtel Tanzania PLC, Dar es Salaam – November 2025

Airtel Money Brand and Communications

Note: The role title was not provided in the original text, but based on the responsibilities, this is a senior leadership position focused on Brand, Marketing Communications, and Media for Airtel Money.

Why Airtel Africa?

Airtel Africa seeks individuals who act with passion, energy, and a can-do attitude. We value innovation with an entrepreneurial spirit. By joining us, you choose to be part of a winning team, championing diversity and adapting to deliver solutions that enrich the lives of the communities we serve. This is a brilliant opportunity to build a career in your field of expertise across our different operating companies in Africa. Airtel Africa is an equal opportunity employer and is fully committed to diversity and inclusion.

Main Responsibilities

1. Airtel Money Brand Strategy & Development

• Lead the development and manage the brand across the brand lifecycle for Airtel Money.
• Provide strategic input in developing the value proposition (Brand Architecture, Values) and the overall brand strategy.
• Ensure consistency in brand communication across all touch points, segments, and channels.
• Monitor and maintain brand equity scores and other parameters that reflect brand health.
• Proactively capture insights on changing market dynamics/consumer perceptions.
• Provide strategic input on critical decisions related to brand deployment (ads, brand ambassadors, partnerships/tie-ups).

2. Marketing Communications Planning & Execution

• Develop the annual plan and budget for the department in line with the overall marketing strategy and plan.
• Estimate overall marketing communication/media requirements/schedule for the year.
• Direct the team to study the marketing operations plan, assess opportunities/threats, and map competition.
• Review and analyze overall marketing, branding, and customer segmentation to develop a detailed marketing communications strategy/plan.
• Direct the detailing out of the marketing communication plan and messages for each channel (outdoor, print, voice, BTL, digital, retail).
• Oversee the deployment and monitor performance/effectiveness of the deployed messages, incorporating learnings to refine them.
• Manage the marcom budget in terms of buys, benchmarking, and controlling.

3. Vendor and Agency Management

• Identify, evaluate, and select vendors/service providers (Agencies providing expertise in Marketing/Branding/Media/Digital, etc.).
• Define and finalize Service Level Agreements (SLAs)/Delivery terms and rate agreements.
• Develop and implement processes for identifying and monitoring quality of service provided by vendors and partners.
• Communicate the business and marketing strategy to external agencies, and review proposals, briefs, and creative inputs to shortlist effective communication initiatives.
• Evaluate vendor performance at regular intervals and address performance gaps.
• Oversee and monitor consistency in all marketing communications with the Airtel brand values.
• Maintain strong working relationships with vendors/service providers.

4. Strategic Support & Tracking

• Provide strategic inputs to the development of the overall marketing strategy for Airtel Money (including market segmentation).
• Support the Customer Service Design (CSD) team in designing material (acquisition forms, user kits) in line with the overall brand.
• Monitor and ensure achievement of the plan, conduct periodic reviews, and develop a mitigation plan to manage time/budget deviation.

🎓 Qualifications and Experience

Educational & Technical Skills

• Required: Bachelor of Arts/Bachelor of Technology with an in-depth understanding of telecom trends.
• Preferred: MBA in Marketing.

Relevant Experience

• Overall Experience: 15+ years of in-depth experience in product Brand & Media in the telecom/FMCG/Retail space.
• Leadership: 7+ years of experience in leading a highly qualified and experienced team in a complex environment.
• Cross-Cultural: 5+ years of experience in leading cross-cultural teams.
• Functional: Strong understanding of all aspects of marketing, good communication and people skills, and understanding of local markets.

Behavioural Attributes

• Team Leadership
• Resilience
• Ability to influence and get things done quickly
• Ability to work in a cross-cultural/cross-country environment
• Creativity (out-of-the-box thinking) and Commercial Acumen
• Customer Service Orientation
• Effective Communication and Negotiation Skills

Future Challenge: The role requires managing OpCo expectations and planning diverse marketing/branding strategies to cater to different market segments, with an imperative to increase focus on each market segment.