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 propositions for Safaricom’s mass‑market customers.

Key responsibilities

• Convert segment value pools and identified customer needs into commercially viable value‑entry propositions.
• Own the end‑to‑end journey from need identification to first meaningful value realization for mass‑market segments.
• Translate affordability rhythms, income cycles, daily utility needs, financial‑services opportunities, loyalty triggers, device access and trusted service experiences into simple, usable offers.
• Ensure the segment perceives Safaricom as affordable, fair, transparent, useful and worth repeating.
• Build foundations 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 or mass‑market marketing, preferably within telecom or related industries.
• Ability to analyse customer insights and convert them into actionable value propositions.
• Strong understanding of affordability cycles, financial‑services ecosystems and loyalty mechanisms.
• Excellent communication skills to articulate value plays to internal stakeholders.
• Results‑oriented mindset with focus on commercial viability and customer experience.

Required skills