Segment Marketing Manager – Mass Market

About the role

The Segment Marketing Manager – Mass Market reports to the Value & Growth Segment Lead and is responsible for turning approved segment value pools, customer needs and priorities into practical, affordable value‑entry propositions. The role ensures that price‑sensitive customers can stay connected, manage daily pressures and progress toward stable usage of Safaricom services.

Key responsibilities

• Identify segment needs and convert them into commercially viable value plays.
• Translate affordability rhythms, income cycles, daily utility needs, financial‑services opportunities, loyalty triggers, device access and trusted service experiences into simple, usable propositions.
• Own the path from need identification to first meaningful value realization.
• Create a perception of Safaricom as affordable, fair, transparent, useful and repeatable.
• Lay the foundation for stronger bundle behaviour, digital confidence, responsible financial‑services attachment, loyalty participation, device progression and long‑term value growth.

Required profile

• Proven experience in segment marketing, preferably within a mass‑market telecom environment.
• Ability to analyse affordability cycles and translate them into actionable value propositions.
• Strong understanding of financial‑services opportunities, loyalty mechanisms and device progression pathways.
• Capability to deliver simple, commercially viable offers that meet daily utility needs of price‑sensitive customers.

Required skills