Job Description: Mass Market Programs Manager

Company: Airtel Africa
Location: Tanzania
Job Type: Full Time
Industry: Telecommunications

Why Airtel Africa?

Airtel Africa operates with passion, energy, and a strong can-do attitude. The organization thrives on innovation and an entrepreneurial spirit. If you prefer “ordinary,” Airtel Africa may not be the right environment for you.

The company champions diversity and continuously anticipates, adapts, and delivers solutions that enrich the lives of the communities it serves. Teams are empowered to roll up their sleeves and win together with customers at the center of every decision.

Choosing Airtel means joining a high-performance, winning team with opportunities to build a robust career across its various operating companies in Africa.

Airtel Africa is an equal opportunity employer, fully committed to diversity and inclusion in the workplace.

Key Responsibilities

1. Design and Execute Mass Market Initiatives and Campaigns

• Develop data-driven customer segmentation to identify high-potential mass market segments.
• Create compelling, affordable offers to drive adoption across voice, data, and bundles.
• Collaborate with creative agencies to design campaign materials and messaging.
• Execute ATL campaigns (TV, radio, print) and BTL initiatives (roadshows, POS branding).
• Ensure consistent nationwide campaign rollout through regional execution teams.

2. Cross-Functional Collaboration

• Work closely with product teams to package offers that drive usage and market penetration.
• Align sales initiatives with marketing campaigns to maximize commercial impact.
• Conduct cross-functional planning workshops to coordinate timelines and deliverables.
• Ensure retailer-level activation supports campaign visibility and adoption.
• Document and share campaign learnings to inform future strategy.

3. Performance Monitoring and Optimization

• Track key KPIs including acquisition, ARPU uplift, churn reduction, and campaign ROI.
• Build and maintain dashboards for real-time program performance insights.
• Conduct weekly performance reviews with zonal and regional teams.
• Adjust offers, pricing, and messaging based on customer behavior and competitor insights.
• Reallocate resources and budgets to high-performing regions to maximize ROI.

4. Market Research and Insight Generation

• Commission consumer surveys, focus groups, and mystery shopping assessments.
• Monitor competitor pricing, offers, and campaigns to maintain market competitiveness.
• Map evolving customer needs across both rural and urban markets.
• Use analytics to identify untapped geographic and demographic segments.
• Present research findings to leadership to guide strategic decisions.

Qualifications

Educational Qualifications

• Bachelor of Business Administration (BBA) or Bachelor of Commerce (B.Com).
• Strong understanding of mass-market dynamics.
• Strong project-management and analytical skills.

Relevant Experience

• Minimum of 5 years’ experience in program management or marketing, preferably in telecommunications, FMCG, or similar high-volume industries.

Other Competencies

• Strong business awareness and commercial acumen.
• Advanced analytical and problem-solving capabilities.
• Excellent planning and organizational skills.
• Ability to drive execution with focus, urgency, and accountability.
• Customer-centric mindset with commitment to fairness, transparency, and satisfaction.
• Strong relationship-building and cross-team collaboration skills.
• Effective communication and influencing abilities.
• Demonstrates ownership, resourcefulness, agility, and willingness to innovate and take calculated risks.

How to Apply:

CLICK HERE TO APPLY

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