Chapter 1
Context
At Airtel Uganda, digital touched several commercial and customer priorities at once: data usage, entertainment, self-service, Airtel Money, web experience and paid acquisition.
ChallengeThe challenge was to connect those priorities rather than treat each platform or product as a separate campaign, coordinating internal teams and local and global partners around product adoption, customer experience and revenue.
Chapter 2
Role
As Digital Marketing & Strategic Alliances Manager, I led strategy, content, digital product development, analytics and digital media planning and buying, working with internal stakeholders and agency partners.
Chapter 3
Approach
- Supported the launch of the Airtel TV app.
- Project-managed the launch of Airtel’s data, voice and Airtel Money app.
- Project-managed the launch of Airtel Uganda’s revamped corporate website with revenue integrations
- Developed app-specific bundle propositions that connected product adoption to revenue.
Chapter 4
Outcomes
- Delivered multiple major digital-product launches during the 2018–2020 period.
- Generated revenue from app-specific bundle propositions.
- Built a broader digital remit connecting product, acquisition, content and measurement.
Chapter 5
Lessons
In telecom, digital marketing becomes most useful when it is close enough to the product to influence adoption, usage and revenue, not just communication.
