Executive - Brand and Marketing Commercial Office

Context (Global influences, environmental / industry demands, organisational mission etc.)

• Rapid technological change: 5G, fibre, AI/ML, fintech, Data Centers and platform
ecosystems.

• Evolving regulation and policy across Africa and the Middle East.

• Intensifying competition from global technology platforms and digital entrants.

• Multi-national, multi-cultural, multi-geography footprint (MENA, WECA, SEAGHA) with
300M+ customers.

• MTN's Ambition 2025 strategy to build the leading platforms for Africa's progress and
scale the TechCo pivot.
Organization Values: 

At MTN we believe that understanding our people's needs and aspirations is key to creating experiences that delight you at work, every day. We are committed to fostering an environment where every member of our Y'ello Family is heard, understood, and empowered
to live an inspired life. Our values keep us grounded and moving in the right direction. Most importantly, they keep us honest. It is not something we claim to be. It is in our DNA. As an organisation, we consider it our mission to create an exciting and rewarding place to work, where our people can be themselves, thrive in positivity and ignite their full potential. A workplace that boosts creativity and innovation, improves productivity, and ultimately drives meaningful results. A workplace that is built on relationships and achieving a purpose that is bigger than us. This is what we want you to experience with us Our commitments go beyond an organisational promise. It is in our leadership and managerial ethos to meaningfully partner with our employees, customers, and stakeholders with a vision to
realise our shared goals. Our values dubbed, LIVE Y'ello, are the cornerstone of our culture.

Lead with Care
Can-do with Integrity
Collaborate with Agility
Serve with Respect
Act with Inclusion

Key Performance Areas: Core, essential responsibilities / outputs of the position (KPA's)

Brand & Growth Strategy

• Define and govern Group brand architecture and portfolio strategy, including
endorsement logic and naming systems.

• Translate brand strategy into commercial outcomes: market penetration, revenue
growth, market share, and long-term brand equity.

• Provide strategic marketing input to Group strategy, influencing product, platform and
ecosystem decisions.

Customer & Stakeholder Experience

• Champion a unified customer experience (CX) with NPS, CES and CLV embedded in
OpCo scorecards.

• Provide UI and UX guidance and design standards for all MTN digital and fintech
platforms.

• Align service, channels and communications to deliver frictionless, intuitive customer
journeys.
Insights, Research & Measurement

• Own the consumer research and insights programme (segmentation, demand
landscapes, brand and comms tracking, concept testing, pricing and UX research).

• Lead Brand Health Tracking and Net Promoter Score (NPS_ or other across markets
with quarterly Group dashboards and OpCo action plans.

• Institutionalise test-and-learn (A/B testing, incrementality) and link results to creative
and media optimisation.

• Lead Customer Lifetime Value (CLV) modelling to inform acquisition, retention and
monetisation strategies.

• Oversee Marketing & Media Mix Modelling (MMM) to optimise spend and demonstrate
ROI.
Data, Digital & AI

Education

• 4-year tertiary degree in Business/Marketing (or related).

• MBA or relevant Master's preferred.

• Chartered Marketer designation advantageous.

Experience

• 15+ years senior leadership in strategic brand and marketing, ideally CMO/EVP level in
multinational environments.

• Proven impact linking brand investment to commercial performance and leading largescale
media and sponsorship portfolios.

• Strong exposure to telco/tech/fintech or large-scale consumer industries (FMCG,
Banking).

• Extensive multi-country, multicultural experience across Africa and/or the Middle East.
Core Competencies

• Enterprise growth leadership and board-level influence.

• Marketing finance & ROI governance; data-driven decision-making.

• Insights & measurement excellence: brand tracking, MMM, CLV modelling, competitive
intelligence.

• Agency & ecosystem leadership; procurement and supplier diversity governance.

• Media governance: brand safety, ad-fraud detection, transparency and attention
metrics.

• Digital & AI fluency, including responsible adoption of Generative AI.

• Strategic agility & change leadership across decentralised organisations.

• Inclusive leadership; talent development and employer brand advocacy.