Segment Marketing Manager – Mass Market

About the role

SAFARICOM is seeking a Segment Marketing Manager to lead mass‑market initiatives in Nairobi. You will translate deep customer insights into actionable value propositions that drive adoption of bundles, devices, and financial services.

Key responsibilities

• Build segment relevance by converting approved value pools and micro‑segments into affordable, high‑utility entry routes.
• Turn identified customer needs into first‑value experiences across bundles, devices, M‑PESA, loyalty programmes and multiple channels (USSD, digital, agents).
• Embed financial services and loyalty into progression plays to encourage repeat usage, device upgrades and responsible financial behaviour.
• Coordinate cross‑functional delivery with Product, Brand, Big Data/AI, Financial Services, Care, regional teams and external partners.

Required profile

• Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology, Economics or related field.
• 4‑8 years of experience in segment execution, customer value management, loyalty, financial‑services activation or product marketing.
• Strong understanding of segment behaviour, affordability pressures, income rhythms and channel adoption.
• Proven ability to translate insights, personas and micro‑segments into measurable activation plans.

Required skills