Inside Nigeria’s 2024 telecom pay landscape: Data and strategy drive salaries

In 2024, Nigeria’s telecom sector is paying a clear premium for innovation, operational insight and data-driven decision-making, rather than simply rewarding tenure or years on the job.

Professionals who can turn analytics into actionable strategy, launch revenue-generating digital products or directly influence commercial outcomes are increasingly the ones commanding top compensation.

An end-of-year compensation review shows telecommunications remains one of Nigeria’s most lucrative industries outside oil and gas. Senior specialists across product development, digital marketing and commercial planning now earn up to ₦58 million annually, reflecting a market where measurable business impact and leadership scope define top-tier pay.

The findings are based on interviews with thousands of telecom professionals, dozens of HR leaders and senior talent consultants across the industry. All figures represent total annual compensation, including fixed salary, performance incentives and standard benefits.

One of the clearest trends in 2024 is the premium attached to product-focused roles. As operators expand beyond traditional voice and data into digital platforms, embedded finance and customer-lifecycle optimisation, employees who design, scale and monetise new offerings have become central to revenue performance.

“People building products today are directly driving income growth. This has forced firms to rethink how they reward them,” said Ola Odunayo, a telecom human-capital executive with nearly 20 years’ experience.

More than 70 per cent of product professionals now receive bonuses tied to revenue metrics such as ARPU. Expertise in Agile or Scrum frameworks can lift pay by 10–15 per cent, while Lagos-based roles attract an annual premium of roughly ₦2.8–₦3.0 million.

Beyond delivery and execution, roles that sit at the intersection of product and revenue strategy continue to attract some of the highest compensation in the sector.

These positions define pricing logic, packaging, and long-term monetisation across digital portfolios.

Professionals in these roles are typically accountable for national pricing frameworks, revenue forecasts and portfolio performance, and often report directly to the CEO or chief commercial executive.

Marketing remains one of the stronger-paying career tracks in Nigeria’s private sector, but the criteria for advancement have shifted sharply.

Compensation growth is now closely tied to a marketer’s ability to demonstrate measurable outcomes — including customer acquisition, retention, and digital adoption.

“Hiring has changed. Operators now want marketers who can prove results through dashboards, not just creative campaigns,” noted Funke Adebola, a senior telecom talent consultant with 14 years’ experience.

Mid-level marketing salaries cluster around ₦11.8 million, while top performers earn up to ₦33.5 million. Skills in automation platforms, analytics tools, and performance tracking typically boost earnings 25–30 per cent above base pay, with quarterly incentive schemes now standard for senior roles.

At the top of the pay hierarchy sit executive roles overseeing pricing, demand forecasting, market segmentation and revenue planning. These positions continue to set the compensation benchmark for the industry.

Average total packages for senior commercial strategists now stand at approximately ₦38.4 million, with upper limits reaching ₦56–₦57 million. Variable incentives account for roughly 30–35 per cent of total compensation, and most executives reach this level after 15–20 years in the sector.

“At this stage, companies are paying for judgment — knowing when to adjust prices, protect market share and navigate regulatory constraints,” said Ibrahim Musa, a former telecom CFO.

Executives in these roles commonly manage budgets running into tens of billions of naira and report directly to CEOs or managing directors.

Across roles, HR leaders identified five consistent drivers of higher pay:

• Direct accountability for revenue and profitability

• Advanced use of customer data, analytics and segmentation tools

• Experience integrating telecom services with digital finance products

• Geographic placement, with Lagos offering a 10–20 per cent uplift

• Strategic importance of the role to measurable business outcomes

Workforce diversity continues to improve, with women now holding 37 per cent of marketing roles and nearly 25 per cent of product roles, up from 2023 levels.

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

• 7–11 per cent growth for mid-level professionals

• 4–6 per cent increases at executive tiers

• Greater reliance on performance-linked incentives

While the ₦57 million ceiling is expected to hold in the near term, variable pay is set to play an even larger role in shaping total compensation.