Senior Manager - Brand and Communication.Consumer

We at MTN BENIN are a purpose and value-led organization.

At MTN BENIN, 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. 

We are delighted that you are considering us as your career partner to make a mark in the world. We look forward to your application!

We are a leading telecommunications company that is in the process of transforming into a digital technology company by building the largest and most valuable platforms, driving industry leading connectivity, creating shared value and accelerating our portfolio transformation.

Our goal is to create a culture that values innovation, agility, and learning, where everyone feels included and where data is leveraged to create value for our customers, to support delivery of our ambition.

General working conditions: 

• Normal MTN Benin working conditions 

  • May be required to work extended hours

    • Anywhere/Anytime work

    • Travel within Benin for events, activations and campaign monitoring

Continuous Risk & Compliance Management & Reporting:

• Perform and encourage continuous and effective risk management practice within your activities.

  • Promote risk-based decision taking. Ensure effective escalation of key risks, compliance breach and non-ethical issues. 

  • Demonstrate and encourage ethical behaviors. Promote Business continuity best practices and compliance to applicable regulations and internal PPPs (Policy, Process and Procedures).

1. Brand Strategy & Stewardship

• Act as chief custodian of the MTN brand in Benin: protect and evolve the brand identity, positioning and equity, ensuring full alignment with MTN Group brand strategy, toolkits and Corporate Identity (CI) standards.
• Localise the Group brand strategy into a clear, compelling Benin brand plan, and refresh brand positioning to reflect MTN Benin’s strategic direction and evolution into a digital technology company.
• Translate the annual business plan into an annual brand and marketing communications plan and a yearly commercial calendar, with clear and measurable programmes across segments, products and brand building.
• Ensure consistency of brand tonality, messaging and visual identity across all channels, campaigns and customer touchpoints, internally and externally.
• Establish and enforce brand governance policies, procedures and approval processes for all brand and marketing communication materials.

2. Integrated Marketing Communications & Media

• Develop and implement a 360° integrated communications plan (ATL, Print, OOH, BTL, digital and customer touchpoints) across Consumer, Mobile Money / Fintech, Enterprise, Home, and Digital.
• Lead the development of the annual media strategy, plan and KPIs; determine the optimal mix of paid, earned and owned media, and collaborate with Procurement on media buying negotiations.
• Lead campaign planning and prioritisation from big idea to production, structured by business milestones, and validate final artworks, scripts and storyboards for CMDO approval.
• Build relationships with key media, influencers and opinion leaders to secure positive coverage online and offline.

3. Digital Brand & Content

• Devise a customer-centric digital brand strategy covering landing pages, the MyMTN and MoMo apps, websites, social media and all brand initiatives executed through digital channels.
• Drive digital campaigns and content that clearly communicate the benefits of MTN products and services and support an omnichannel customer journey.
• Work with the CES team on social media engagement, brand reputation monitoring and issues and crisis management.

4. Go-To-Market & Commercial Partnership

• Lead MTN Benin’s go-to-market process for new products, services and commercial launches, with the Consumer Products, EBU, S&D, Digital, CES and Technology teams, ensuring flawless execution with measurable KPIs and compliance with internal and regulatory rules.
• Translate business and revenue objectives into brand and communication strategies that drive acquisition, retention, usage and ARPU growth.
• Identify strategic and co-marketing partnerships (e.g., OEMs, device partners, digital platforms and other brands) that grow brand awareness and extend marketing reach.

5. Events & Sponsorships

• Oversee the full events and sponsorship portfolio, from strategic selection through activation to post-event impact measurement, ensuring a financial and brand return on investment.
• Use sponsorships and events to strengthen brand affinity with priority segments, especially Youth and high value customers (HVCs).

6. Agency, Budget & Marketing Spend Governance

• Manage creative, media, PR, digital and events agencies, including agency selection, scopes of work, SLAs, annual performance KPIs, quality, value and integrated delivery.
• Own the brand and marketing communications budget: plan annual and quarterly spend, track monthly spend against budget, reconcile with Finance and optimise spend to maximise impact.
• Act as a thought partner to the CMDO on deploying the marketing budget to accelerate market share and revenue growth.

7. Insights, Brand Health & Performance

• Lead the briefing, commissioning and reporting of brand health research (BHT) and translate findings into clear actions for the business.
• Provide accurate, timely and actionable analysis of the advertising and media landscape, media inflation, social media trends, competitor activity and consumer sentiment.
• Measure campaign effectiveness against goals (ROI, KPIs, etc.), publish post-campaign reports, and provide regular brand and competition reports to leadership and MTN Group, including brand cycle planning inputs.

8. People Leadership

• Lead, coach and develop a high-performing brand and communications team through clear direction, performance management, capability building and succession planning.
• Embed agility, innovation and collaboration across the team and with internal stakeholders (Consumer, MFS, EBU, CES, S&D, Corporate Affairs, CEO Office, HR, Procurement, Finance).

Key Performance Indicators

• Brand health: Brand Desire / BHT scores, awareness, consideration and preference vs. competition; Net Promoter Score.
• Commercial: marketing contribution to revenue growth (Consumer, MoMo, Digital, Enterprise, Home) and GTM launch performance.
• Efficiency: ROI of campaigns and sponsorships; spend within budget; savings on production and media costs.
• Governance and execution: 100% Corporate Identity compliance, on-time GTM delivery, agency KPI and SLA performance.

People: team engagement, capability development and succession readiness.

Education 

• Bachelor’s degree in Marketing, Communications, Business Administration or a related field; a Master’s degree or MBA is preferred.
• Postgraduate or professional qualification in Marketing, Communications or Digital Marketing is an added advantage.
• Fully bilingual in French and English (written and spoken).

Experience

• 8–10 years of brand, marketing communications and marketing experience in a corporate or multinational environment; telecom, fintech or FMCG experience is a strong advantage.
• At least 5 years at managerial level with exposure to brand and communications management.
• Proven experience in integrated campaign development, media planning, agency management, events and sponsorship, and go-to-market execution.
• Digital marketing and multinational leadership experience is an advantage.

Technical skills

• Brand management, brand positioning and reputation management
• Integrated marketing communications; media and new media planning and relations
• Digital marketing (SEO, SEM, display, social) and content strategy
• Strategic acumen, research, data analysis and interpretation
• Project management and go-to-market execution
• Alliance, partnership and sponsorship management
• Vendor and contract management; budget and spend management
• Business risk management (marketing, brand, reputation, regulatory), issues and crisis management
• Stakeholder management and excellent presentation, written and verbal communication
• Understanding of the telecommunications, mobile money and digital ecosystem and the Benin market

Behavioural competencies

• Operating skills: agility, focus on priorities and plans, knowledge sharing
• Courage: manages self and team, handles conflict, takes accountability
• Customer centricity (internal and external)
• Energy and drive: innovation, initiative, results orientation, continuous self-development
• Interpersonal and people leadership: collaboration, coaching and developing direct reports
• Integrity, trustworthiness and ethical conduct

MTN Values

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