ROLE & CONTEXT

As the head of Advertising House, the role holder is in charge of generating revenues, managing partnerships and ensuring leverage of advertising inventory within video and multimedia content:-

1. The role-holder is accountable to generate Advertisement revenues as per Media House business case, with achieving advertisement sales targets: “Qtel will capture 43 m QAR annually by 2016, with personalized advertising as budget can be moved from outdoor and newspaper advertising to more effective measureable targeted advertising.”
2. The role-holder will have to set up the new advertising unit, recruit staff and build new capabilities.
3. The role-holder is to collaborate with the Content unit to ensure advertising rights for the Media House are secured
4. The role-holder is responsible for planning and implementing a strategy to shift traditional advertising to Qtel Multi screen and personalized advertising (Linear and On Demand TV, Smart TV / OTT and other multimedia)
5. The role-holder developing the advertising product roadmap for Qtel
6. The role-holder is responsible for performing all of the above, on time and against budget.

Business Scope

Qtel Media House is a new business venture set up to develop and deliver compelling new entertainment & advertising propositions both in Qatar and internationally. The remit of Qtel Media House covers:

• All forms of entertainment extending across Television & Video, Gaming, Social Media, Music, and Infotainment;
• Across all forms of content delivery platform including IPTV, OTT, Online, Mobile phones & Tablet devices, TV sets and games consoles
• Across the Middle East, North Africa and Asia Pacific region…..both through partnership with Qtel Group operating companies (over 60 million customers in 17 countries) and through direct to market ‘over the top’ propositions

Qtel Media House is also responsible for conceiving and developing new sources of advertising revenue for Qtel - across both electronic and physical channels (i.e. TV advertising and website / targeted mobile advertising as well as Yellow Pages advertising and the development of new sources of advertising revenue on the back of Qtel Group’s prepaid recharge card, SMS messaging and physical infrastructure capabilities)

 Mission

The ultimate mission of Qtel Media House is to position Qtel as the leading integrated media & content operator within the MENA region. The business is charged with generating incremental cumulative entertainment revenues of QR 1.5 billion (USD $400m) for Qtel Group in the next 5 years.

 Business Development

Whilst Qtel Media House will initially be incubated within the Qtel, Qatar business, its intention is to launch multiple retail & wholesale entertainment offerings across multiple territories and to support the wider entertainment objectives of the wider Qtel Group business.   At some point therefore, Qtel Media House will transition into Qtel Group or possibly, be spun off as an entirely separate, standalone business.

ROLE ACCOUNTABILITIES

Advertising Strategy

Overall responsibility  for managing the development of  the advertising strategy and roadmap for Media House products and platforms to include:

• Develop Media House advertising value proposition
• Develop Media House advertising strategy and plan (including advertising formats, channels, target advertisers and potential revenues)
• Align advertising plan with Media House products development roadmap
• Develop a list of target customers / accounts for Ad sales
• Ensure prompt responses to market and competitive behaviour and lead the development of new strategies and ideas
• Leverage customer analytics data to update advertising roadmap and product / pricing strategy
• Set and monitor the communication campaign directions for Media House Ad services
• Ensure implementation of campaigns with the support of Marketing and Communication unit

 Partnership Management

Plays a key role in the development of  key partnerships with content vendors and advertising agencies through individually and through/with others will:

• Establish partnerships in collaboration with the Content Unit with video and multimedia content vendors to secure Advertisement Rights for the Media House
• Establish relationships with advertising agencies / marketers to sell Media House advertising services
• Establish relationships with technology provider capable of servicing the advertising product offering of Media House

 Product development

Overall  responsibility for managing the  development of   attractive advertising products and rate cards and to market Media House Advertising services effectively, this will include but not be limited to:

• Development of  targeted advertising products for current / potential advertisers
• Acquisition, management  and provision of  Multi-Screen Advertisements as follows:
  • IPTV Ad Insertion and Click Through:
    • Linear TV
    • Catch Up TV
    • Network PVR ( recording)
    • Video on Demand
    • Over the Top
    • TV based applications and games, including Smart TV and Social TV.
• Other Multi Media Advertising:
  • SMS
  • MMS
  • Email
  • Mobile Banner
  • Web Banner
  • Work with Marketing and Communication, Content, Platform, Technology and Devices teams to develop, and launch multi-screen advertising campaigns.
  • Develop pricing strategies across Media House Multi Screen Advertisement assets
  • Generate advertisement rate cards
  • Develop ad sales marketing such as discount schemes, promotions, etc

 Advertising planning, inventory management and sales

Leads the team  responsible for managing and planning advertisers’ Ad campaigns and driving ad sales.  This team will :   

• Manage Advertisers accounts and ad planning campaign on Media House platforms
• Develop strong relationships with advertisers and MBUs
• Educate the market on the new target advertising capabilities on new platforms such as IPTV
• Undertake annual contract negotiation and renewals
• Manage and follow up on accounts
• Undertake Ad scheduling and order booking for advertisers
• Monitor and guarantee overall client satisfaction
• Support implementation of ad campaigns
• Ensure regulatory compliance of advertisement
• Monitor and manage bookings and monitor Ad inventory (inventory tracking and forecasting)
• Ensure availability and readiness of the Advertising platform (ad-insertion and EPG/VOD advertising) in partnership with Platform, and Technology and Devices units
• Ensure Ad serving requirements are met and partnership adequately managed

 Research and Campaign analytics 

 Ensures there are suitably robust process in place  for undertaking campaign analytics and understanding customer behaviour; this would encompass but not be limited to:    

• Ensuring  high quality of campaign analytics are undertaken
• Ensuring  the development within the team of data mining and analysis capabilities
• Conduct market research to measure campaign’s ROI and communicate to customers
• Measure, monitor and resolve advertisement related customer experience issues
• Developing  understanding of customer behavior through market research and campaign analytics

 Costs & Profitability

• This role has significant impact on the profitability of the unit since it would be      tasked with developing revenue streams from advertisers with a target for revenue generation and profitability
• Meet target annual revenues as forecasted by Qtel and as are relevant to this      department

 Problem Solving

• Work together internally and externally to resolve issues related to advertisement plans / campaigns
• On a daily basis resolves problems within own area of expertise, more wider reaching problems will require cross functional or cross organisational working to resolve.

Planning & Organizing

• The role holder will have a need to plan and manage the work of the department to ensure  that the work is carried out in line with the business plans. 
• Planning and managing project deliverables – progress reports and identifying key      deliverables.
• Takes both a long term and short term view for planning purposes.

Team working, Coaching/Development & Leadership

Represent Qtel media house in cross-functional teams to ensure execution towards deliverables.

• Efficiently  communicate with team members
• Coaches and  develops own team to develop skills and knowledge
• Provides leadership within the unit and works across Qtel as part of the Senior Management team.

Communicating, negotiating & influencing

• Serve as the internal and external evangelist for Qtel media house services and      specifically for the advertisement business portfolio
• The role holder will be required to use strong influencing and negotiating skills in their daily role at national, regional and international level in order to identify and secure sales for the new advertising platforms

 Decision Making

• Deal with the day-to-day management and welfare of own marketing plans, campaigns and collaterals. 
• Decisions which are more complex or which require approvals would be made in conjunction with the Head of Media House.

KEY RELATIONSHIPS

Internal interfaces include

• Develop advertising strategy and roadmap by liaising with Platform heads on potential product developments
• Gather inputs from platform units for Ad product development
• Ensure Ad serving quality standards with the support of Technology
• Liaise with customer experience management to develop an understanding of customer satisfaction with Ad quality
• Work with technology and platform units to ensure availability and readiness of the advertising platform (ad-insertion and EPG/VOD advertising)
• Work with Qtel Legal for contract related manners

 External interfaces include

• Develops relations with Large companies, SMEs and local businesses requiring Advertising services
• Work with 3^rd party Ad provisioning providers

KEY PERFORMANCE INDICATORS

• Numbers of Advertising Streams identified
• Advertising Strategy and Road map in place
• Achievement of Advertising revenue targets
• Number of advertiser accounts secured
• Number of campaigns sold
• % of ad inventory sold
• Repeat Business achieved
• Volume rebates
• Customer satisfaction index

Qualifications

• BA Business / Marketing or equivalent