Background information about the job or company (e.g., role context, company overview)

Job Description - Head of Youth Banking Segment (2600000A)

Head of Youth Banking Segment - ()

Equity Bank is a Pan African Financial Services is a leading Pan-African Financial Institution operating across six countries — Kenya, Rwanda, the Democratic Republic of Congo, Uganda, Tanzania and South Sudan. We are executing a deliberate expansion strategy to extend our footprint into an additional six African markets by the year 2030.

Our diversified business spans banking, insurance, technology and social enterprise, enabling us to deliver integrated solutions that drive inclusive growth at scale. Our business model is anchored on a distinctive Tri-Engine framework— Social, Economic and Sustainability, which systematically strengthens value-chains, empowers communities and delivers long-term social and economic impact.

Our purpose, “Transforming lives, giving dignity, and expanding opportunities for wealth creation,” guides our strategic decision. We are driven by a bold vision “to be the champion of the socio-economic prosperity of the people of Africa,” and this ambition is embedded in our culture through our core values of professionalism, integrity, creativity and innovation, teamwork, unity of purpose, respect and effective corporate governance.

Our growth and impact agenda is clearly defined and operationalized through the Africa Recovery and Resilience Plan (ARRP), which serves as the strategic blueprint for sustainable expansion and long-term value creation across the continent.

Job Purpose

The Youth Banking Manager provides end-to-end strategic leadership for the Bank’s Youth Segment, with accountability for the design, execution and scaling of the youth banking strategy across the enterprise. The role is responsible for driving accelerated customer acquisition, sustainable deposit growth, digital-first adoption, product penetration and targeted cross-sell—including cards, digital solutions and bancassurance—while strengthening brand relevance and engagement among customers aged 18–35, encompassing students, young professionals and young entrepreneurs.

Responsibilities or duties

Key Responsibilities

Youth Segment Strategy & Growth

• Develop and implement the youth banking strategy.
• Define segment value propositions for students, youth professionals, and youth entrepreneurs.
• Drive youth acquisition, retention, and activation.

Product Development & Enhancement

• Lead design or improvement of youth-focused products (youth savings, student accounts, youth loans, prepaid cards, digital wallets).
• Collaborate with product teams to ensure products match youth needs (simple, digital, affordable).

Business Development & Partnerships

• Build partnerships with universities, colleges, TVETs, tech hubs, youth groups, and gig platforms.
• Develop joint campaigns and financial literacy programs.

Sales Support & Commercial Performance

• Drive sales and performance dashboards for the youth segment.
• Track acquisition, usage, deposits, digital adoption, and product penetration.
• Support branches and RMs with youth recruitment drives.

Digital & Innovation Leadership

• Partner with Digital Banking to build smooth digital journeys.
• Promote strong digital adoption and usage among youth customers.

Marketing, Brand & Campaign Management

• Lead youth campaigns (school recruitment, internship seasons, holidays).
• Use influencers and social platforms to engage the youth.

Financial Literacy & Youth Empowerment

• Develop and deliver financial literacy programs in learning institutions.
• Launch youth empowerment events focusing on careers and entrepreneurship.

Cross-Sell & Lifetime Value Growth

• Drive cross-sell (digital loans, cards, insurance bundles, savings & investment products).
• Build structured journeys transitioning youth to mainstream banking as they mature.

Risk & Compliance

• Ensure proper KYC, anti-fraud standards, and regulatory compliance for youth onboarding and campaigns.

Qualifications or requirements (e.g., education, skills)

Key Technical Skills & Leadership Competencies: -

• Retail banking product knowledge
• Digital banking experience
• Segment management & customer analytics
• Product development understanding
• Campaign execution
• Customer-centric & design-thinking mindset

Experience needed

Experience Requirements: -

• 4 –7 years in retail banking, youth marketing, or segment management.
• Experience in digital financial services or youth-oriented programs preferred.

Academic Qualifications & Certifications

• Bachelor’s degree in marketing, Business, Finance, or related field.
• Master’s degree (MBA) is an added advantage.

• Develop and implement the youth banking strategy.
• Define segment value propositions for students, youth professionals, and youth entrepreneurs.
• Drive youth acquisition, retention, and activation.
• Lead design or improvement of youth-focused products (youth savings, student accounts, youth loans, prepaid cards, digital wallets).
• Collaborate with product teams to ensure products match youth needs (simple, digital, affordable).
• Build partnerships with universities, colleges, TVETs, tech hubs, youth groups, and gig platforms.
• Develop joint campaigns and financial literacy programs.
• Drive sales and performance dashboards for the youth segment.
• Track acquisition, usage, deposits, digital adoption, and product penetration.
• Support branches and RMs with youth recruitment drives.
• Partner with Digital Banking to build smooth digital journeys.
• Promote strong digital adoption and usage among youth customers.
• Lead youth campaigns (school recruitment, internship seasons, holidays).
• Use influencers and social platforms to engage the youth.
• Develop and deliver financial literacy programs in learning institutions.
• Launch youth empowerment events focusing on careers and entrepreneurship.
• Drive cross-sell (digital loans, cards, insurance bundles, savings & investment products).
• Build structured journeys transitioning youth to mainstream banking as they mature.
• Ensure proper KYC, anti-fraud standards, and regulatory compliance for youth onboarding and campaigns.

• Retail banking product knowledge
• Digital banking experience
• Segment management & customer analytics
• Product development understanding
• Campaign execution
• Customer-centric & design-thinking mindset

• Bachelor’s degree in marketing, Business, Finance, or related field.
• Master’s degree (MBA) is an added advantage.