Director - Marketing ATL

The ATL Marketing Director – South Africa is a senior leadership role responsible for shaping and executing national above-the-line (ATL) and out-of-home (OOH) marketing strategies. The role owns all ATL channels, driving brand visibility, campaign performance, and ROI across provinces. This position leads strategy, media planning, and campaign execution across TV, radio, print, and OOH, while managing agency partnerships, budgets, and a high-performing team. The role serves as the key ATL interface to the VP of Marketing and ensures consistent, data-driven reporting and optimisation. The ATL Marketing Director will lead and execute national ATL and OOH strategies across South Africa. This role ensures maximum brand visibility, strategic alignment, and ROI through integrated media planning, execution, and optimisation. The role serves as the central point of accountability for all ATL activity and acts as the primary interface to the VP of Marketing, providing performance insights and unified reporting.

• Own and consolidate all ATL marketing touchpoints nationally
• Lead development and execution of ATL strategy aligned to business goals
• Act as the main ATL contact for senior leadership on strategy and performance
• Drive integrated campaigns across TV, radio, print, and large-scale media
• Oversee national and regional campaign execution, ensuring brand consistency
• Adapt campaigns to local market dynamics where required
• Lead planning and deployment of OOH campaigns across all provinces
• Optimise placement, reach, and frequency for maximum impact
• Partner with media agencies to deliver cost-effective media plans
• Optimise budgets based on performance, seasonality, and regional data
• Track and analyse campaign performance
• Provide regular reporting and strategic recommendations to leadership
• Lead, mentor, and develop the ATL/OOH marketing team
• Manage cross-functional collaboration across departments
• Build and manage relationships with media, creative, and OOH partners
• Negotiate contracts and ensure delivery against KPIs and SLAs

• Strong communication and stakeholder management skills
• Ability to manage multiple projects in a fast-paced environment
• High attention to detail and execution excellence
• Strong collaboration and adaptability
• 8–10+ years in ATL marketing with strong OOH and traditional media exposure
• Proven experience delivering national, multi-channel campaigns
• Strong commercial acumen and budget management experience
• Background in high-investment industries (e.g., Telco, Banking, FMCG, Beverage)
• Deep understanding of the South African media landscape
• Leadership experience managing teams and agencies
• Experience measuring and optimising offline media performance
• Experience in gaming, betting, or regulated industries
• Understanding of gambling regulations and compliance
• Knowledge of customer retention strategies
• Experience with integrated ATL, digital, and experiential campaigns
• Strong audience segmentation and regional insights expertise
• Established relationships with media owners and OOH vendors
• Adaptability
• Ownership & accountability
• Initiative
• Resilience
• Team orientation
• Integrity
• Innovation