Group Head of Marketing Media and Performance

Summary

The Head of Marketing Media and Performance will lead the transformation of Digicel’s Group marketing media investment model into a data-driven, high-impact growth engine. This role will focus on accelerating customer acquisition, transforming media investment models, building analytics-driven media planning, and optimizing CVM marketing channels and omni-channel campaigns. In close partnership with the Group Head of Brand & Marketing Strategy, this role will collaborate with marketing leaders across 25 markets to ensure strategic alignment, flawless execution, and revenue impact.

Responsibilities

• Strategic Alignment:

  • • Define and execute a performance-first marketing strategy to drive revenue growth, subscriber acquisition, and customer retention
  • • Establish a KPI-led framework rooted in metrics such as ROAS, LTV, CPA, CTR, and CPM, ensuring all efforts directly contribute to business goals
  • • Partner with the Group Brand & Marketing Strategy Lead to align positioning, messaging, and performance goals
  • • Integrate Trade Marketing strategy and execution, ensuring that POS visibility, retail campaigns, and merchandising drive awareness and conversion
  • • Strengthen the point-of-sale marketing performance, linking top-funnel activities with on-the-ground execution to drive high-quality leads across the funnel

• Media, CVM & Campaign Leadership:

  • • Lead the strategy, planning, and optimization of omni-channel media campaigns including Google, Meta, radio, OOH, events, and sponsorships
  • • Oversee the Group’s CVM marketing channels, developing lifecycle communications that enhance retention and frequency across all customer segments
  • • Use consumer insights, segmentation, and analytics to inform campaigns and maximize relevance and impact
  • • Execute seasonal and tactical campaigns that consistently drive acquisition and top-line performance across markets
  • • Ensure media investments are ROI-positive and aligned with market dynamics and local realities

• Operational Leadership:

  • • Partner closely with in-market teams to bring strategies and media models to life, ensuring consistent execution and performance tracking
  • • Build and manage a performance optimization routine, including real-time dashboards, testing protocols, and post-campaign learnings
  • • Ensure tight collaboration with Commercial, Product, and Digital teams, aligning execution with offer roadmap, digital journey, and acquisition levers
  • • Maintain budget accountability and ensure efficiency in marketing spend across channels and campaigns

• Customer Focus:

  • • Optimize CVM marketing channels to ensure customers receive relevant, timely, and compelling messages throughout their lifecycle

• Team Development:

  • • Lead and inspire a team of marketers and media specialists, embedding a culture of growth, innovation and integrity
  • • Ensure knowledge transfer, capability building, and cross-market collaboration to elevate marketing performance across the Group

Required Skills

• • Strong leadership and communication skills, with a passion for collaboration and team development
• • Strong command of Google Ads, Meta Business Suite, Salesforce and media analytics platforms
• • Proven track record in customer acquisition, campaign performance, and budget optimization across multi-market or regional operations

Qualifications

• • 8–12 years of senior-level experience in performance marketing and media leadership roles
• • Telecom, tech, or high-growth consumer sector experience preferred
• • Experience managing both above-the-line and below-the-line media, with strong trade marketing knowledge and managing +$US30m A&P investment markets
• • Bachelor’s degree required; Master’s preferred

Additional Information and Instructions

This job description indicates the general nature and level of work expected of the incumbent. It is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the incumbent. Incumbent may, and probably will be asked to perform other duties as required. Each employee, regardless of classification, is required to maintain a safe, orderly and clean workplace, using safety precautions and observing safety rules at all times.

About Digicel

Enabling customers to live, work, play and flourish in a connected world, Digicel’s world class LTE and fibre networks deliver state-of-the-art mobile, home and business solutions. Serving 10 million consumer and business customers in 25 markets in the Caribbean and Central America, its investments of over US$5 billion and a commitment to its communities through its Digicel Foundations in Haiti, Jamaica and Trinidad & Tobago have contributed to positive outcomes for over 2 million people to date. With the Better Connected ethos at the heart of everything, its 5,000 employees worldwide work together to make that a powerful reality for customers, communities and countries day in, day out. Digicel also delivers news, sports broadcasting, digital media and financial services in several of its markets

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