ATL Communication Lead

at  Vodafone

POSITION CHARACTERISTICS

ATL Communication Lead plays a pivotal role in marketing and advertising strategies that target a wide audience using mass media channels.

WHAT KNOWLEDGE AND SKILLS DO WE EXPECT?

• More then 7 years of experience in managing Brand and ATL comms in a fast paced environment
• Ability to design high-level marketing strategies that align with overall business goals, ensuring campaigns reach and broad audience through ATL channels
• Deep understanding of media channels, audience segmentation, timing and negotiating media placements
• Strong creativity to develop engaging and memorable ad campaigns that resonate with mass audience
• Proficiency in analysing campaign performance data – campaigns KPIs
• Ability to coordinate multiple stakeholders – internal and external ones
• Excellent interpersonal skills to negotiate and collaborate with external partners and communicate with all stakeholders

• Designs and plans large-scale campaigns using platforms like television, radio, print, and billboards to increase brand visibility and awareness.
• Collaborates with media planners and buyers to ensure the right media outlets (TV channels, radio stations, newspapers, etc.) are selected for maximum reach and engagement with the target audience.
• Works with creative teams (copywriters, graphic designers, etc.) to develop compelling advertising concepts that resonate with the broad audience.
• Conducts research on audience demographics, consumer behaviour, and competitor activity to shape campaign strategies and identify the best channels for message distribution.
• Oversees the allocation and expenditure of the advertising budget, ensures cost-effectiveness while achieving campaign goals.
• Manages relationships with external vendors, including production houses, media agencies, and creative teams, to ensure smooth execution of campaigns.
• Tracks the performance of ATL campaigns, using metrics such as reach, frequency, and brand recall, and generating reports to assess campaign effectiveness.
• Ensures that all advertising content adheres to industry regulations, advertising standards, and ethical guidelines.
• Ensures the campaign aligns with the brand’s positioning, values, and long-term marketing objectives to create consistent messaging across all channels.
• Continuously evaluates and adjusts campaigns based on performance metrics and audience feedback to improve effectiveness during the campaign’s lifecycle.