General Manager / Senior General Manager – Media Management, Cirkle Marketing

Role Overview

Robi Axiata PLC. is seeking an experienced and innovative professional to develop and lead the end-to-end media strategy for Cirkle, ensuring optimal allocation and management of media investments across Digital, ATL, and BTL channels.

The role will cover media planning, budgeting, deployment, and performance management, with approximately 70% of investments focused on digital and new-age media, 15% on ATL, and 15% on BTL channels. The position will drive data-driven decision-making, innovation, and integrated media solutions to maximize brand growth, awareness, engagement, acquisition, and revenue outcomes.

Key Responsibilities

• Own and lead Cirkle’s overall media strategy, planning, and investment framework, aligned with business, brand, and commercial objectives.
• Manage and allocate media budgets across Digital (70%), ATL (15%), and BTL (15%) to maximize effectiveness, efficiency, and ROI.
• Develop data-driven media plans leveraging consumer, market, and performance insights to deliver business outcomes.
• Define channel strategy and investment priorities across Digital, ATL, and BTL, ensuring the right mix for different campaign objectives.
• Lead digital-first media planning and execution across social, search, video, programmatic, influencer, content partnerships, gaming, and emerging platforms.
• Partner with Brand, Product, media agencies, ATL partners, and activation agencies to ensure seamless media integration and execution.
• Drive innovation through new-age media channels, marketing technology, audience targeting capabilities, and performance optimization tools.
• Monitor and evaluate campaign performance across channels and optimize investments based on effectiveness and business impact.
• Establish media measurement, attribution, reporting, and governance frameworks to track ROI and media effectiveness.
• Manage strategic relationships with media agencies, broadcasters, publishers, platform partners, and activation agencies.
• Drive continuous media capability building and upskilling across internal stakeholders and agency partners.
• Explore new opportunities through digital innovation, ATL partnerships, and on-ground activation ecosystems to strengthen consumer engagement.

Required Skills & Competencies

• Expertise in integrated media strategy, planning, budgeting, and investment.
• Experience in Digital, ATL, BTL, performance marketing, and emerging media.
• Experience managing large-scale, multi-channel media investments.
• Skills in media analytics, attribution, measurement, and ROI optimization.
• Proficiency in GA4, AppsFlyer, Adjust, Kochava, or equivalent platforms.
• Strong stakeholder management, negotiation, and influencing skills.

Education

• Bachelor’s degree in Marketing, Communication, or any related discipline from a reputed university.

About Robi Axiata PLC.

Robi Axiata PLC. is the second-largest telecom operator in Bangladesh, with majority shareholding by Axiata Group Berhad. Serving over 55 million subscribers, Robi offers 4.5G and 5G services and continues to invest in telecom infrastructure and digital transformation across Bangladesh.

Compensation & Benefits

Robi offers a competitive salary, a comprehensive benefits package, and opportunities for professional advancement in a workplace focused on diversity, inclusion, growth, well-being, collaboration, and innovation.