Lead Mass Market Program Manager at Airtel Tanzania

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.

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.

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.

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

Responsibilities

Design and execute mass market initiatives and campaigns.

• Develop data-driven customer segmentation to target high-potential segments.
• Create compelling offers tailored for affordability and mass adoption (voice, data, bundles).
• Coordinate with creative agencies for campaign design and messaging.
• Roll out ATL (TV, radio, print) and BTL (roadshows, POS branding) campaigns.
• Ensure nationwide campaign execution consistency through regional teams.

Collaborate with sales, marketing, and product teams to align strategies.

• Work closely with product team to package offers that drive usage and penetration.
• Align sales push with marketing campaigns for maximum impact.
• Conduct cross-functional planning workshops to synchronize execution timelines.
• Ensure retailer-level activation supports campaign visibility.
• Share campaign learnings with all stakeholders for future improvements.

Monitor program performance and adjust tactics as needed.

• Track KPIs: acquisition, ARPU uplift, churn reduction, and campaign ROI.
• Set up dashboards to provide real-time insights into program uptake.
• Conduct weekly reviews with zonal/regional teams to identify challenges.
• Refine offers, pricing, or messaging based on customer behavior and competitor activity.
• Reallocate budgets and resources to high-performing regions for better ROI.

Conduct market research to identify opportunities and challenges.

• Commission consumer surveys, focus groups, and mystery shopping to capture insights.
• Track competitor offers, campaigns, and pricing to benchmark Airtel’s position.
• Map emerging customer needs in rural and urban mass markets.
• Use analytics to spot untapped geographies and segments for expansion.
• Share research findings with leadership for strategic decision-making.

Qualifications

Educational Qualifications & Functional/Technical Skills   

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

Relevant Experience 

• 5+ years in program management or marketing.

Other requirements (Behavioral etc.)

• Business Awareness
• Strong Analytical and problem-solving skills.
• Excellent Planning Skills.
• Ability to drive execution with focus, urgency, and accountability to deliver measurable outcomes.
• Effectively and efficiently prioritizes customer needs and ensures fairness, transparency, and satisfaction.
• Ability to build strong relationships across teams and partners communicates and influences effectively.
• Consistently acts with ownership, resourcefulness, and agility; embraces innovation and calculated risk-taking.