Head of Digital Marketing at MultiChoice

Key Performance Objectives

Strategy Formulation

• Develop the integrated digital marketing strategy that supports the achievement of the business’ acquisition and retention targets, describing how each digital channel (paid and unpaid search, paid and unpaid social, display, video) should contribute.
• Develop an actionable plan with timelines and key measures to deliver on the strategy.
• Develop strategies for market expansion across Africa, considering regional preferences, cultural nuances, and regulatory differences.
• Localise digital marketing efforts to resonate with diverse audiences in different regions.

Strategy Execution

• Ensure the efficient implementation of the defined strategy.
• Implement marketing campaigns across digital channels such as social media, mobile apps, and website content.
• Assess the performance of digital marketing campaigns to determine what changes need to be made to improve results.
• Establish and manage relationships with advertising agencies or other outside vendors that help implement latest techniques to improve campaign performance.
• Review data to identify trends and determine how to improve performance of campaigns.
• Identify and implement new technologies for use in digital marketing.
• Employ a strong data-driven mindset by setting up relevant KPIs, constantly tracking their performance against targets and benchmarks and using them efficiently to optimise initiatives and results.

People Management

• Head up a team for the key digital channels and support them in effectively executing strategies and initiatives, prioritising and optimising the performance of each channel.
• Develop a high performing team by embedding formal performance management process and informal coaching. Encourage frequent knowledge sharing between team members.
• Determine and analyse development needs for the team and ensure that identified training requirements are budgeted for and executed.
• Interview and recruit new members of the team, including determining appropriate compensation levels with input from Human Resources.
• When required, initiate disciplinary processes for team members calling on support from Human Resources when required.
• Resolve grievances raised by team members and escalate only if required.
• Address poor performance of any team member through the formal Performance improvement programme and ensure that continued poor performance is appropriately dealt with.
• Motivate team members and ensure that their efforts are recognised.

Stakeholder Relationship Management

• Collaborate closely with the commercial executive and team to coordinate campaigns across offline and online channels, optimise the creatives for digital channels while keeping the brand in line with other channels.
• Collaborate closely with the Customer Value Management team to run remarketing campaigns and campaigns to improve engagement.
• Collaborate closely with the analytics team to have the relevant data at the disposal of the digital marketing team, develop insights on the effectiveness of the different (parts of) campaigns, set up basic attribution modeling, as well as providing the right insights and reports to management.
• Work with content teams to ensure proper utilisation of Content Management Systems for content creation and distribution.

Digital Acquisitions

• Oversee the development and management of search engine marketing strategies to ensure high visibility on search engine results pages (SERPs).
• Lead the planning and execution of paid advertising campaigns across various digital channels such as Google Ads, Facebook Ads, Twitter, and other relevant platforms.
• Direct the optimisation of ad creatives, targeting, and bidding strategies to maximize ROI.
• Work closely with the marketing teams, bring a growth hacking mindset, always looking for opportunities to optimise the conversion funnel.
• Develop new hypotheses to further optimise the digital campaigns and run experiments to test new approaches and judge them based on quantitative results.
• Develop a deep understanding and knowledge of the market, via analysis of market trends.
• Define the contribution of each individual digital channel (paid and non-paid; search, social, display, video etc.,) as well as cross channel initiatives that maximise results.

Marketing Technology Management

• Take ownership of the marketing automation stack to make every digital interaction count.
• Lead the implementation of attribution modelling tools to analyse and attribute conversions to various marketing channels.
• Keep up to date with the industry to identify new tools within existing channels or new channels that can further support growth and retention.
• Oversee the integration of ad tech platforms for programmatic advertising, audience targeting, and real-time bidding.
• Lead the management and organisation of marketing data, ensuring accuracy and completeness.
• Direct the implementation of data governance policies to maintain data quality and compliance.

Performance measuring and Reporting

• Establish clear performance metrics and reporting mechanisms for digital marketing activities.
• Develop a regular reporting cadence to keep stakeholders informed about the performance of digital marketing initiatives.
• Oversee the implementation of real-time monitoring systems to track campaign performance and user engagement.
• Work closely with marketing teams to conduct thorough post-campaign analyses to evaluate the success of major digital marketing initiatives.
• Direct a continuous optimisation approach based on performance insights.

Budget Management

• Develop and manage the digital marketing budget, ensuring optimal allocation of resources for maximum ROI.
• Regularly review and adjust budget allocations based on campaign performance and strategic priorities.
• Optimise budget allocation based on data-driven insights into the most effective channels.
• Implement cost-effective strategies to maximize the impact of the digital marketing budget.

Qualifications

• A post graduate degree in Marketing or a related field.
• An MBA is advantageous

Experience

• A minimum of 8 years’ experience in digital marketing, ideally in an e-commerce/online activity.
• 10+ years working experience.
• Experience in leading and managing social media, display and video advertising campaigns as well as retargeting campaigns.
• Experience in optimising landing pages and user funnels, with a detailed understanding of multi-channel tracking and attribution tools and methodologies and with A/B and multivariate experiments.
• Experience in leading, managing and optimising performance marketing campaigns (incl. Google Adwords, Facebook) and SEO/SEM.
• Experience with marketing automation and programmatic digital platforms.
• People management experience.
• Strong analytical skills, data-driven thinking, proofreading/editing and copywriting skills.
• Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends).
• Working knowledge of ad serving tools (e.g., DART, Atlas), HTML, CSS, and JavaScript development and constraints.