Lead - Digital Channels

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<strong>Why Airtel Africa?</strong>
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&nbsp;At Airtel Africa, we act with passion, energy, and a can-do attitude. Innovation with an entrepreneurial spirit drive us. If you like “ordinary”, then we are not for you.
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We champion diversity. We anticipate, adapt, and deliver solutions that enrich the lives of communities we serve. we roll up our sleeves to win with our customers.
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By choosing Airtel, you choose to be part of a winning team. All this in addition to a brilliant opportunity to build a career in your field of expertise, across our different operating companies in Africa.
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<strong>Airtel Africa is proud to be an equal opportunity employer and remain fully committed to diversity and inclusion in the workplace.</strong>
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</div><p><strong><u>Education Level&nbsp;</u></strong></p>
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<li>Bachelor's degree in business, Marketing, Engineering, or a related field; MBA preferred.</li>
<li>8+ years of experience in digital growth, digital marketing, or product/growth roles, ideally in fintec</li>
<li>Strong, hands-on knowledge of WebEngage (or equivalent CRM/engagement platform), AppsFlyer, and Google Analytics/Firebase.</li>
<li>Extensive working knowledge of performance marketing platforms — Google Ads, Meta Ads, TikTok Ads — including campaign planning, execution, and optimisation.</li>
<li>Sound understanding of the digital ecosystem — App, Web, WhatsApp/conversational channels — and how growth, product, and marketing levers interact.</li>
<li>Comfortable with regular market/field travel and direct customer engagement.</li>
<li>Experience conducting or coordinating UAT for digital product launches.</li>
<li>Strong analytical skills, with the ability to translate data into clear growth actions.</li>
<li>Excellent communication and stakeholder management skills, able to operate effectively between a local OpCo and a central regional function.</li>
</ul><p><strong>Purpose of the Job</strong></p>
<p>Driving digital customer growth for Airtel Money within their OpCo, working closely with the central Digital function to grow adoption, engagement, and monetisation of our digital channels — App, Web, and WhatsApp. This role owns the market-level digital growth agenda: acquisition, activation, engagement, and retention — backed by strong command of analytics and performance marketing tools, sharp competitive awareness, and regular on-ground immersion with customers.</p>
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<li>Own and drive key digital growth metrics for the OpCo: digital adoption, Monthly Active Users (MAUs), transacting MAUs, use-cases per user, and ARPU.</li>
<li>Build and execute market-specific plans (acquisition, activation, engagement, retention/win-back) in partnership with the central Airtel Money Digital function.</li>
<li>Track performance against targets, diagnose drop-offs across the funnel, and course-correct through data-led interventions.</li>
<li>Conduct ongoing competitive analysis of existing apps/fintech players and track new entrants in the market features, pricing, UX, and positioning.</li>
<li>Translate competitive insight into actionable recommendations for product, marketing, and growth teams.</li>
<li>Travel within the market to engage directly with customers and understand real usage context — what's working, what's missing, and what's causing friction.</li>
<li>Bring structured field insight back to the central team to inform the product and experience roadmap; represent the voice of the OpCo customer.</li>
<li>Plan, execute, and optimise paid acquisition and engagement campaigns across Google Ads, Meta Ads, TikTok Ads, and other relevant platforms.</li>
<li>Use WebEngage (or equivalent) for lifecycle/CRM campaigns, AppsFlyer for attribution, and Google Analytics/Firebase for funnel and behavioural analysis.</li>
<li>Own the OpCo's digital marketing budget and ROI, continuously optimising spend across channels and campaigns.</li>
<li>Conduct UAT for new products and features being launched on digital assets (App, Web, WhatsApp), validating functionality, usability, and market-readiness before go-live.</li>
<li>Coordinate with central product/engineering teams on bug triage, launch sign-off, and post-launch monitoring specific to the OpCo.</li>
<li>Act as the key link between the OpCo and the central Airtel Money Digital function, ensuring market realities inform strategy and central initiatives land effectively on the ground.</li>
<li>Work with local marketing, commercial, and customer service teams to ensure a joined-up digital customer experience.</li>
<li>Report performance, insights, and market updates to senior stakeholders regularly.</li>
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