Lead Mass Market Program Manager at Airtel Tanzania

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

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 (Type of experience and minimum number of years)

• 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.