Telecom paychecks climb as revenue-focused talent takes the lead

Michael Adeshina

In 2024, Nigeria’s telecommunications sector is quietly reshaping how it rewards talent. Beyond traditional hierarchies and managerial titles, salaries are increasingly determined by who delivers measurable business impact, launches commercially viable solutions and converts data insights into strategic decisions.

A mid-year compensation review covering January to June 2024 shows telecoms strengthening their position among Nigeria’s highest-paying industries outside oil and gas. Annual packages for senior professionals in product innovation, digital marketing and commercial strategy now climb to ₦54–₦55 million, reflecting a growing premium on analytical capability, financial accountability and strategic influence.

The insights are drawn from interviews with thousands of telecom professionals, senior HR leaders and specialist industry recruiters. All figures represent total compensation, combining base salary, bonuses and standard benefits.

Product Specialists Become Revenue Anchors

One of the most notable shifts in 2024 is the rise of product-focused roles to the upper tiers of the pay ladder. As telecom operators expand beyond traditional voice and data into digital platforms, payments and customer-lifecycle optimisation, professionals who design, launch and scale these offerings are increasingly central to revenue growth.

“Product teams are no longer a support function. They sit at the heart of how value is created, and pay structures have adjusted accordingly,” said Ayo Ogunleye, a telecom human-capital executive with nearly 20 years’ experience.

Around 72 per cent of product professionals now receive performance-linked bonuses tied to metrics such as ARPU and digital adoption. Certifications in Agile and related frameworks lift pay by 10–15 per cent, while Lagos-based postings typically attract an annual premium of roughly ₦2.5–₦3.0 million.

Table 1: Indicative 2024 Pay Levels for Product Roles

Marketing Pay Tied to Measurable Outcomes

Marketing remains a well-paid career path, but the route to higher earnings has narrowed significantly. Creative flair alone is no longer sufficient; compensation growth now depends on demonstrable impact on acquisition, retention and digital usage.

“The conversation has changed,” said Funke Adebola, a telecom talent consultant with 14 years’ experience. “Hiring managers want marketers who can open a dashboard and show exactly what moved the numbers.”

Median marketing pay now sits at approximately ₦11.9 million annually, with top performers earning ₦33–₦34 million. Expertise in automation tools, customer analytics and performance measurement can raise pay by 25–30 per cent, while quarterly incentive plans are increasingly standard at senior levels.

Table 2: Indicative 2024 Pay Levels for Marketing Roles

Commercial Strategy Defines the Ceiling

At the top of the pay spectrum are executives responsible for pricing, demand forecasting, market segmentation and national revenue strategy. These roles continue to define the sector’s compensation ceiling.

Average earnings cluster around ₦38–₦39 million annually, with an informal upper limit of ₦54–₦55 million. Variable incentives typically account for 30–35 per cent of total pay, and most professionals in these roles bring 15–20 years of sector experience.

“What companies are buying at this level is judgment,” said Ibrahim Musa, a former telecom CFO. “It’s knowing when to push prices, when to protect market share and how to stay profitable under regulatory pressure.”

Executives in these positions often oversee budgets running into tens of billions of naira and report directly to managing directors or CEOs.

What Separates High Earners

Across the sector, five factors consistently explain why some professionals earn significantly more than their peers:

• Direct responsibility for revenue and profitability
• Advanced use of customer data and analytics tools
• Experience linking telecom offerings with digital finance or adjacent revenue streams
• Lagos-based roles, which command a 10–20 per cent premium
• Clear alignment with core business outcomes

Diversity continues to improve gradually, with women now occupying roughly 36–38 per cent of marketing roles and just under 25 per cent of product positions, up from 2023 levels.

Looking Beyond 2024

Despite tighter cost controls, competition from fintech and media-tech firms is expected to sustain salary pressure. HR leaders forecast:

• 7–10 per cent growth for mid-level professionals
• 4–6 per cent increases at executive levels
• A stronger emphasis on variable, performance-linked pay

While the ₦55 million ceiling is likely to hold in the near term, bonuses and incentives are set to make up an even larger share of total compensation.