Digital Marketing Manager at Airtel

Job Description

• This role is focused on media planning, buying, optimization and performance analysis across all digital platforms.
• The holder will be responsible for the day to day management and development of owned digital assets, managing our always-on digital campaigns, ensuring best in class digital creative and digital media within our brand campaign.
• She/He will also be responsible for identifying and providing leveraging opportunities for brand sponsorship assets.

Duties and Responsibilities
Agency Management:

• Manage the agency and assess their input to media planning by ensuring that the following elements are comprehensively considered in media plans.
• Manage the digital creative & media agencies and ensure delivery of campaign materials in line with brand strategy.
• Ads - Develop and evolve optimization targeting/bidding strategy across campaigns, adgroups, and keywords to maximize ROI on a daily basis.
• SEO/SEM – Implement a robust strategy to improve rankings, drive traffic, conversions, and increase awareness for our website.
• Website Management.
• Manage agency to deploy tools to support campaign measurement and other relevant metrics.
• Manage developer to design and implement design changes to improve UX on Airtel website.

Digital Assets & Social Media Management:

• Manage day to day performance and optimization of the Airtel website.
• Build brand website portfolio to deliver optimally – Implement SEO/SEM.
• Manage content accuracy, relevance and enforce governance on Airtel domain websites and social channels.
• Conduct periodic social listening across all areas of the brand product and services.
• Execute a comprehensive social media strategy that raises visibility and traffic for target audiences and followers.
• Analyze and report on campaign performance on a day to day basis for impact on target audiences - translate anecdotal or qualitative data into recommendations and plans for revising the Social Media campaigns.
• Analyze Social Media statistics: likes, impression, reach to generate insights from site metrics and implementing same to improve site performance.
•  Manage creation of monthly content calendars for the brand.
• Responsible for metrics and delivering monthly reports and measuring ROI.

Digital Media Strategy & Plan Implementation:

• Work with senior manager and agencies to produce impactful and cost-effective digital media plans.
• Work closely with traditional media team to develop comprehensive and integrated media campaigns.
• Develop test and learn scenarios to continue to innovate media opportunities across digital platforms.
• Manage budgets and timelines for digital media programs.
• Prepare budget forecasts for future releases digital media spends.
• Monitor and analyze key media buy metrics (CPM, CPC, etc.), quality, and campaign performance.
• Drive conversion and optimize user funnels
• Establish post-buy audit and optimization efforts to ensure the integrity and efficiency of the media plans.
• Seek and evaluate new media opportunities
• Monitor, analyze and report competitive digital marketing and media campaigns

Sponsorship, Smart Icons & Brand Activation:

• Support in defining strategy and approach to sponsorship for the entire Airtel Nigeria business inclusive of regional strategies.
• Execute the strategy guidelines and Provide governance and support to the regions for events and sponsorship priorities per region.
• Drive business discussions and coordinate business case articulation in conjunction with the support functions for identified sponsorship platforms.
• Manage Leveraging of smart Icons – use of ambassador to drive brand engagement and affinity.
• Monitor and evaluate the outcome of sponsorship and event platforms executed and provide strategy recommendation on the way forward.
• Keep accurate documentation of evaluation reports and ensure leverage in subsequent event/sponsorship planning.
• Manage Airtel owned and sponsored brand assets.

Customer Management:
Internal Customers:

• Product Team – product development, campaign launch, reporting.
• Finance (Follow-up on payment to media agency, etc).
• Supply Chain Management (for purchase orders issuance, Media negotiations).
• Legal (Service agreements preparation).
• Regional Offices (Campaign launch, monitoring, amplification of field activations and sponsorships).
• CSD & Enterprise – Customer rewards and engagement.

External Customers:

• Digital Creative & Buying Agencies (for digital media plans and strategy, Campaigns control and reconciliation).
• Brand Partners (Innovation and campaign development – FB, Google, Twitter, Eskimi etc).
• Creative Agency - Development of creative and delivery to media planning and buying agency Marketing Departments.

Others:

• Support to manage the advertising agencies and ensure superlative output and turnaround time on all projects.
• Ensure regulatory compliance on All advertising materials and keep Airtel on the good side of the related regulatory bodies.
• Support to conduct bi-annual agency evaluations and prepare required documentation for cascade to all stakeholders.

Educational Qualification

• A BS degree in Marketing or a related field.
• Proven working experience in digital marketing.
• Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaign (Not less than 5 years).
• Understanding of use of media channels, content creation and role of multi-channel mix.
• Experience with A/B and multivariate experiments.
• Professional Digital certifications.
• Good interpersonal and relationship building skills.
• Master’s in Business Administration would be preferred additional qualification dependent on experience.

Relevant Skill and Experience:

• Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate.
• Solid knowledge of website analytics tools.
• Knowledge of Social Media Analytical tools and techniques.
• Numerate & Strong proficiency in MS Excel and Powerpoint.
• Understanding of various disciplines within the marketing mix.
• Agency management skills.
• Project Management skills.