Safaricom Kenya Segment Marketing Manager – Mass Market Jobs in Kenya
Key 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 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 first value experiences easy to understand, activate, transparent in benefit, and reliable in delivery.
Capture early signals that show readiness for repeat use, FS attachment, device progression, loyalty participation, 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 valuable behaviours including bundle adoption, repeat renewal, safe self‑service, responsible FS use, device progression, and multi‑service adoption.
Define 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 revealing opportunity areas, journey leakage, stalled usage, trust gaps, and progression potential.
Codify proven, reusable toolkits that improve 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.
Use customer signals, journey evidence, and performance data to improve repeat use, trust, satisfaction, fairness, and long‑term value.
Core Competencies, Knowledge & 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 relevance, simplicity, fairness, confidence, and first value experiences.
Measures success through value realization, repeat use, customer confidence, affordability fit, and progression outcomes.
Purpose
Converts segment growth priorities into cohorts, activation journeys, triggers, and success measures.
Focuses delivery on quality reach, proposition uptake, first value realization, FS attachment, loyalty behaviour, and progression readiness.
Innovation
Moves execution from broad affordability offers to micro‑segmented, value‑pool‑led, and journey‑led activation.
Tests value hooks, FS attach points, loyalty triggers, partner journeys, assisted channels, and service fixes.
Codifies proven activation routes into repeatable playbooks.
Collaboration
Translates segment choices into execution‑ready value plans.
Coordinates Product, Brand, CVM, Big Data/AI, FS, Care, Regions, Channels, Partners, and Technology around barriers or opportunities.
Packages cohorts, journey drop‑offs, activation triggers, and first‑use signals into clear inputs for lifecycle growth and regional amplification.
Qualifications
Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology, Economics, or related field.
4–8 years’ experience in segment execution, CVM, loyalty, FS activation, customer journey delivery, or product marketing.
Strong understanding of segment customer behaviour, affordability pressure, value perception, device access, FS use cases, loyalty drivers, and assisted‑channel adoption.
Practical experience translating customer insight, personas, micro‑segments, and funnel signals into executable value plans.
Working knowledge of digital channels, assisted channels, campaign execution, dashboards, experimentation, segmentation tools, and performance reporting.
Ability to coordinate cross‑functional delivery across Product, Brand, CVM, Big Data/AI, FS, Care, Regions, Channels, Partners, and Technology.
How to apply
For more information and job application details, see; Safaricom Kenya Segment Marketing Manager – Mass Market Jobs in Kenya
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