Media Manager – Integrated & Performance

Role purpose:

Own end-to-end media strategy, planning governance, budget control and performance accountability across traditional, non-biddable digital and biddable performance channels delivered through a hybrid agency model.

The role exists to maximise ROMI, strengthen brand equity, improve media efficiency and ensure paid distribution power remains strategically controlled and executed.
The role is a critical lever in delivering Telecel’s strategic Brand agenda roadmap ensuring sustained growth in brand salience, mental availability, trust, and relevance across priority audiences including mass, youth, SMEs and digital-first consumers.
Key Accountability and Decision Ownership:
1. Long-Term Integrated Media Strategy & Brand Health Stewardship
• Develop annual and multi-year media frameworks aligned to Telecel’s Brand health agenda roadmap.
• Drive sustained Share of Voice leadership in priority categories.
• Balance long-term brand building with short-term performance delivery.
• Ensure consistent visibility of brand purpose, CSR platforms and strategic initiatives.
KPIs:
- Share of Voice vs competitors
- Brand awareness and consideration contribution
- Reach and frequency efficiency
2. Media Buying Governance & Performance Accountability
• Own total media budget allocation and reallocation decisions.
• Approve agency-led biddable and performance media strategies.
• Set CPA, CPM, pacing and optimisation guardrails.
• Lead weekly performance reviews and direct optimisation priorities.
KPIs:
- CPA / CPI vs targets
- ROMI improvement YoY
- Budget variance ≤2%
3. Sub brands, CSR & Strategic Initiative Acceleration
• Lead paid media frameworks for Telecel Cash & Enterprise business awareness, acquisition, trust and usage.
• Ensure CSR initiatives achieve sustained reach and positive association.
• Partner Digital Marketing Manager on acquisition-to-activation efficiency.
KPIs:
- Sub brands awareness & acquisition efficiency
- CSR awareness uplift
4. Innovation & Media Futures
• Pilot emerging channels, youth-centric platforms and addressable formats.
• Position Telecel as a first-mover in disruptive media partnerships.
KPIs:
- Innovation pilots delivered annually
- % of budget tested in new formats
5. Agency & Partner Management
• Lead statutory agency reviews and media commercial negotiations.
• Enforce transparency, accountability and efficiency.
KPIs:
- Agency performance score ≥4/5
- Annual media savings / avoided costs
Core Competencies:
• Commercial media acumen and negotiation capability
• Strong analytical and performance marketing literacy
• Understanding of both traditional and digital media ecosystems
• Budget ownership and financial discipline
• Ability to challenge agency strategies using data
• ROMI and efficiency-driven mindset
• Cross-functional collaboration
• Understands the fundamentals of media, integrated media channels planning, buying, and strategy
• Understanding of Programmatic advertising based on hands on experience of managing display and video campaigns, across multiple channels and devices.
• Demonstrate delivery of results across large scale brand and performance campaigns
• Trading experience across open exchange, PMP and buying across all media types (Audio, Video, Display, Native etc).
• Understanding of display and Programmatic technology (e.g., DSPs, DMPs). Knowledge of AdForm (Ad Server, DSP),
• DBM, Double Verify advantageous.
• Knowledge of analytics, tracking, tag management/implementation, managing set up of DCO campaigns, and working with DMPs, with experience of creating audience segments, pushing these to execution, campaign optimisation, and evaluation
Must have technical / professional qualifications
• Degree or Certificate in digital marketing
• Platform certifications
• Masters in Integrated Marketing communications, Digital Marketing, advertising or related field is a plus
• Commercial media acumen and negotiation capability
• Strong analytical and performance marketing literacy
• Understanding of both traditional and digital media ecosystems
• Budget ownership and financial discipline
• Ability to challenge agency strategies using data
• ROMI and efficiency-driven mindset
• Cross-functional collaboration
Experience & Background:
• 6–10 years media experience (agency or large advertiser)
• Experience managing large media budgets
• Exposure to performance media planning
• Experience working across multi-channel environments
• Proven track record of cost optimization
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