Chief Marketing Officer - Marketing and Digital.Marketing and Digital

Values & Visions

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 organization, 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.

MTN Benin is evolving from a traditional telecom operator into a technology company (TechCo), transforming MTN Benin into a national digital platform, driven by growing demand for data, digital services, connected devices, and seamless digital experiences. The CMDO plays a pivotal role in this transformation, leading both commercial growth and the digital innovation agenda that will shape MTN Benin's future competitiveness.

Key market characteristics:

• Multi-regulated environment

• Ambitious growth targets

• Shift toward platform and digital businesses

• Network quality as a key differentiator

• Growing subscriber base with rising expectations

• Strong shareholder expectations for market leadership and digital transformation

• Increasing focus on digital customer experience and brand leadership

Key strategic priorities include:

• Accelerating the company’s transformation into a platform-led TechCo

• Developing and scaling a SuperApp for consumer and enterprise offerings

• Monetizing existing assets (MoMo, data, agent network, and customer identity).

• Opening the ecosystem to external partners.

• Expanding the digital ecosystem through partnerships across fintech, edtech, and lifestyle platforms.

Key Working Relationships

• Line Manager: Chief Executive Officer (CEO)

• Direct Reports: Senior Managers of Brand & Communications, Consumer Marketing, Digital Products, Digital Channels, Innovation Lab, Analytics & Insights, Customer Experience

• Internal Partners: Board Members, Executive Committee members; and relevant MTN Group and OpCo stakeholders

• External Partners: Regulatory and governmental authorities; media and creative agencies; technology providers; digital-platform partners; fintech companies; startups; developers; academic institutions; and other ecosystem partners.

General working conditions:

• The role operates under normal MTN Benin working conditions and may occasionally require extended working hours.
• The role is eligible for approved flexible or Anywhere/Anytime working arrangements.
• Regular local and occasional international travel may be required.

Values :

The role holder must consistently demonstrate the MTN Values:

• Can Do with Integrity
• Lead with Care
• Collaborate with Agility
• Serve with Respect
• Act with Inclusion

1. Commercial Strategy, and Business Growth

• Define and lead the integrated commercial growth strategy, aligned with MTN Benin’s TechCo ambition, enterprise priorities and financial objectives.

• Own Consumer business performance across revenue, profitability, subscriber growth, market share, customer value, digital adoption and commercial investment returns.

• Translate enterprise strategy into clear growth priorities, commercial plans, customer propositions, execution roadmaps and resource-allocation decisions.

• Identify and build new growth engines across connectivity, fintech, digital services, platforms, content, commerce and adjacent ecosystem businesses.

• Lead commercial planning, forecasting and performance reviews, and take timely corrective action where outcomes fall below plan.

• Balance short-term commercial delivery with long-term platform growth, customer trust and enterprise-value creation.

2. Customer Value Management, Pricing and Lifecycle Growth

• Own the Customer Value Management strategy across acquisition, onboarding, usage, monetisation, engagement, loyalty, retention and win-back.

• Develop insight-led propositions for all segments, supported by advanced analytics and behavioral data.

• Increase ARPU and customer lifetime value through personalisation, cross-sell, up-sell, next-best-action and lifecycle interventions.

• Reduce churn and improve loyalty through predictive analytics, and relevant rewards.

• Lead pricing, promotions, bundling and commercial optimisation, balancing customer value, competitiveness, revenue and margin.

3. Marketing, Brand and Market Leadership

• Define and execute MTN Benin’s marketing and brand strategy to strengthen, market leadership.

• Position MTN Benin as the country’s leading digital, technology and lifestyle brand.

• Lead integrated brand, communication, sponsorship, media and customer-engagement strategies across physical and digital touchpoints.

• Drive data-led marketing and go-to-market programmes.

• Optimise customer acquisition cost, marketing ROI and commercial investment effectiveness through measurement, experimentation and continuous improvement

• Anticipate changes in customer behavior, competition, regulation and technology to shape future commercial choices

• Position MTN Benin as the leading digital and lifestyle brand in Benin.

4. Ecosystem Management and Strategic Partnerships

• Define and lead MTN Benin’s digital ecosystem and partnership strategy.

• Build and orchestrate a national ecosystem of startups, fintechs, developers, merchants, technology providers, public institutions and platform businesses.

• Identify partnership opportunities that expand the relevance, utility and reach of MTN Benin’s platforms.

• Promote, open-platform and partner-enabled business models.

• Develop sustainable partner monetisation models and ensure equitable value creation for MTN Benin and ecosystem participants

5. Digital Strategy Innovation and New Business Development

• Define and lead MTN Benin's digital strategy in alignment with the TechCo vision and MTN Group priorities.

• Build and manage an innovation portfolio aligned with MTN Benin’s commercial and platform ambitions.

• Lead the commercial roadmap for digital products, platforms and services, ensuring alignment across Consumer, Enterprise, Fintech, Technology.

• Establish and lead the MTN Benin Innovation Lab to identify, prototype, validate, commercialise and scale new solutions.

• Identify emerging technologies, consumer trends and disruptive business models that could create new sources of growth.

• Build organizational capabilities in, agile delivery, digital business development and innovation at scale.

6. Customer Experience, Digital Channels & AI-Enabled Growth

• Define and execute MTN Benin's AI-enabled commercial and customer-growth strategy, aligned with business priorities and governance requirements.

• Position Benin OS as a trusted national digital ecosystem.

• Drive digital-channel transformation and self-service adoption across the MyMTN App, web and other digital platforms.

• Build and scale AI use cases across customer experience, marketing, sales, product innovation and revenue growth, including predictive analytics, next-best-action, intelligent self-service and campaign optimization.

• Leverage generative AI to enhance customer engagement, content creation, product discovery, and commercial productivity.

• Drive migration of eligible customer journeys from USSD and assisted channels to simple, inclusive and secure digital-first experiences.

7. People Leadership & Capability Development

• Build, lead and retain a high-performing marketing, digital, innovation and customer experience organization.

• Foster a culture of customer obsession, innovation, accountability, , collaboration and continuous learning.

• Develop future-ready capabilities in digital, AI, data, product management, commercial management and ecosystem partnerships.

• Maintain succession pipelines and talent-development plans for critical roles.

8. Risk, Compliance, Ethics & Business Continuity

• Promote effective risk management, ethical conduct and compliance across all commercial, digital and AI-enabled activities.

• Ensure timely identification and escalation of material risks, control failures and compliance breaches.

• Ensure digital products, data practices and AI solutions comply with applicable legal, regulatory, privacy, security and customer-protection requirements.

Education;

• Bachelor’s degree in business administration, Marketing, Digital Technology or related discipline
• MBA or master’s in digital business, Marketing, or related field (strongly preferred)

• Professional certifications in Digital Marketing, Product Management or Innovation (advantageous).

  Experience:

• Minimum of 10 to 12 years' relevant professional experience, including at least five years in a senior leadership role covering marketing, digital, commercial, or related functions.
• Proven experience in digital-product development, commercialisation, and go-to-market execution.
• Strong background in consumer analytics, AI-enabled marketing, and digital-channel optimisation.
• Language: Professional fluency in English & French is required.

Technical & Functional Competencies

• Digital strategy, platform ecosystems, and digital business models
• Consumer marketing, brand management, and go-to-market execution
• Digital product management, commercialization, and product economics
• AI strategy, generative AI, conversational AI, and use-case portfolio management
• Data analytics, personalization, campaign optimization
• Data governance, privacy, responsible AI, information security, and customer protection
• Financial modelling, business case development, and investment appraisal
• Strategic partnerships, vendor management, and ecosystem building

Leadership Competencies

• Strategic thinking and digital transformation leadership
• Data-driven decision making and commercial acumen
• Executive communication, influence, and stakeholder management
• Agile leadership in complex and fast-changing environments
• Ability to translate business challenges into scalable digital and AI-powered solutions
• Risk-informed decision making and governance oversight

Behavioral Attributes

• High integrity and strong alignment with MTN values
• Inspirational people leadership and talent development
• Decisive problem solving with sound judgement under pressure
• Innovation mindset with a focus on execution and value creation
• Strong influence across executives, regulators, partners, and teams
• Customer-centric, inclusive, and committed to responsible innovation