Safaricom is the leading provider of converged communication solutions in Kenya. In addition to providing a broad range of first-class products and services for Telephony, Broadband Internet and Financial services, Safaricom seeks to uplift the welfare of Kenyans through value-added services and support for community projects.

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Segment marketing Manager – Mass Market

Job Type

Full Time

Qualification

BA/BSc/HND

Experience

4 - 8 years

Location

Nairobi

Job Field

Marketing and Communication

Responsibilities

Build Segment Relevance through Value Entry

• Convert approved Segment value pools, growth plays and priority micro-segments into value-entry routes anchored on affordability, daily utility, access, trust and progression.
• Bring Segment value to life around core need-states: staying connected, stretching income, managing short-term pressure, accessing devices, using M-PESA responsibly and feeling in control.
• Scale entry routes that deliver the strongest proposition uptake, repeat potential, affordability fit and customer confidence.

Convert Segment Need into First Value Experiences

• Turn customer need into active proposition use through simple, low-friction journeys across bundles, Tunukiwa, devices, FS, loyalty, care, agents, USSD, digital channels and partner touchpoints.
• Build trust by making the first value experience easy to understand, easy to activate, transparent in benefit and reliable in delivery.
• Capture early signals that show readiness for repeat use, FS attachment, device progression, loyalty participation, digital self-service or migration into Aspirer behaviours.

Embed FS and Loyalty into Progression Plays

• Place FS where it solves real Segment jobs such as daily money movement, short-term liquidity, savings discipline, affordable payments, fraud protection, device access and financial confidence.
• Use loyalty to reinforce commercially valuable behaviours including first bundle adoption, repeat renewal, safe self-service, responsible FS use, device progression and multi-service adoption.
• Define the FS and loyalty handshake for each value play: customer need, capability required, attach point, target behaviour, affordability guardrail and expected value contribution.

Enable Progression and Migration Readiness

• Distil value performance into actionable insights that reveal strongest opportunity areas, journey leakage, stalled usage, trust gaps and progression potential.
• Codify proven, reusable and scalable toolkits that improve proposition activation, journey quality, customer education, assisted execution and channel readiness.
• Provide governance visibility on proposition effectiveness, cohort movement, repeat behaviour, FS attachment, loyalty continuation and readiness for Aspirer migration.

Strengthen Journey Quality and Value Confidence

• Identify friction points that weaken value realization, including unclear terms, failed fulfilment, low perceived value, poor service recovery, fraud concern, delayed benefit delivery and channel inconsistency.
• Coordinate fixes across Product, Care, Channels, CVM, FS, Brand, Partners, Regions and Technology so Segments receive a more reliable and confidence-building experience.
• Use customer signals, journey evidence and performance data to improve repeat use, trust, satisfaction, perceived fairness and long-term value.

Health and Safety; Uphold the company code of conduct, policies and procedures, ensuring integrity and accountability in every aspect of your work and adhere to safety, health, and wellbeing policies, guidelines and procedures in all actions and decisions

Core competencies, knowledge and experience:

Customer Obsession

• Understands how Segment customers choose, adopt and judge value under affordability pressure, income uncertainty, access constraints and trust concerns.
• Uses customer behaviours and needs to improve proposition relevance, simplicity, fairness, confidence and first value experiences.
• Removes friction that makes Segment propositions difficult to understand, activate, repeat or trust.
• Measures success through value realization, repeat use, customer confidence, affordability fit and progression outcomes.

Purpose

• Helps Segment progress by turning approved segment priorities into practical value plays, propositions and journeys that make Safaricom more useful in daily life.
• Converts Segment growth priorities into simple cohorts, activation journeys, customer triggers and success measures.
• Focuses delivery on quality reach, proposition uptake, first value realization, FS attachment, loyalty behaviour and progression readiness.
• Live our Purpose and demonstrate the highest standard of integrity.

Innovation

• Moves Segment execution from broad affordability offers to micro-segmented, value-pool-led and journey-led activation.
• Tests value hooks, Tunukiwa routes, FS attach points, loyalty triggers, partner journeys, assisted channels and service fixes that improve uptake and repeat use.
• Codifies proven activation routes and journey improvements into repeatable playbooks that can scale across CVM, digital, assisted channels, communities, partners and regions.

Collaboration

• Works from the Segment Lead’s approved Segment choices, guardrails and scorecard, translating them into execution-ready value plans.
• Coordinates Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology around the barrier, dependency, experience gap or value opportunity to unlock.
• Packages cohorts, journey drop-offs, activation triggers and first-use signals into clear downstream inputs for lifecycle growth and regional amplification.

Qualifications

• Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology, Economics or a related field.
• 4 to 8 years’ experience in segment execution, customer value management, commercial execution, CVM, loyalty, Financial Services activation, customer journey delivery or product marketing.
• Good understanding of Segment customer behaviour, affordability pressure, income rhythms, value perception, device access, FS use cases, loyalty drivers, regional context and assisted-channel adoption.
• Practical experience translating customer insight, personas, micro-segments and funnel signals into executable value plans, proposition routes, journey improvements and measurable activation plans.
• Working knowledge of digital channels, assisted channels, campaign execution, dashboards, experimentation, segmentation tools, journey tracking and performance reporting.
• Ability to coordinate cross-functional delivery across Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology without owning their functional mandates.

• Convert approved Segment value pools, growth plays and priority micro-segments into value-entry routes anchored on affordability, daily utility, access, trust and progression.
• Bring Segment value to life around core need-states: staying connected, stretching income, managing short-term pressure, accessing devices, using M-PESA responsibly and feeling in control.
• Scale entry routes that deliver the strongest proposition uptake, repeat potential, affordability fit and customer confidence.
• Turn customer need into active proposition use through simple, low-friction journeys across bundles, Tunukiwa, devices, FS, loyalty, care, agents, USSD, digital channels and partner touchpoints.
• Build trust by making the first value experience easy to understand, easy to activate, transparent in benefit and reliable in delivery.
• Capture early signals that show readiness for repeat use, FS attachment, device progression, loyalty participation, digital self-service or migration into Aspirer behaviours.
• Place FS where it solves real Segment jobs such as daily money movement, short-term liquidity, savings discipline, affordable payments, fraud protection, device access and financial confidence.
• Use loyalty to reinforce commercially valuable behaviours including first bundle adoption, repeat renewal, safe self-service, responsible FS use, device progression and multi-service adoption.
• Define the FS and loyalty handshake for each value play: customer need, capability required, attach point, target behaviour, affordability guardrail and expected value contribution.
• Distil value performance into actionable insights that reveal strongest opportunity areas, journey leakage, stalled usage, trust gaps and progression potential.
• Codify proven, reusable and scalable toolkits that improve proposition activation, journey quality, customer education, assisted execution and channel readiness.
• Provide governance visibility on proposition effectiveness, cohort movement, repeat behaviour, FS attachment, loyalty continuation and readiness for Aspirer migration.
• Identify friction points that weaken value realization, including unclear terms, failed fulfilment, low perceived value, poor service recovery, fraud concern, delayed benefit delivery and channel inconsistency.
• Coordinate fixes across Product, Care, Channels, CVM, FS, Brand, Partners, Regions and Technology so Segments receive a more reliable and confidence-building experience.
• Use customer signals, journey evidence and performance data to improve repeat use, trust, satisfaction, perceived fairness and long-term value.
• Uphold the company code of conduct, policies and procedures, ensuring integrity and accountability in every aspect of your work and adhere to safety, health, and wellbeing policies, guidelines and procedures in all actions and decisions

• Customer Obsession
• Understanding of Segment customer behaviour, affordability pressure, income rhythms, value perception, device access, FS use cases, loyalty drivers, regional context and assisted-channel adoption.
• Practical experience translating customer insight, personas, micro-segments and funnel signals into executable value plans, proposition routes, journey improvements and measurable activation plans.
• Working knowledge of digital channels, assisted channels, campaign execution, dashboards, experimentation, segmentation tools, journey tracking and performance reporting.
• Ability to coordinate cross-functional delivery across Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology without owning their functional mandates.

• Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology, Economics or a related field.
• 4 to 8 years’ experience in segment execution, customer value management, commercial execution, CVM, loyalty, Financial Services activation, customer journey delivery or product marketing.
• Good understanding of Segment customer behaviour, affordability pressure, income rhythms, value perception, device access, FS use cases, loyalty drivers, regional context and assisted-channel adoption.
• Practical experience translating customer insight, personas, micro-segments and funnel signals into executable value plans, proposition routes, journey improvements and measurable activation plans.
• Working knowledge of digital channels, assisted channels, campaign execution, dashboards, experimentation, segmentation tools, journey tracking and performance reporting.
• Ability to coordinate cross-functional delivery across Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology without owning their functional mandates.