Segment marketing Manager – Mass Market

Reporting to the Value & Growth Segment Lead, the Segment Marketing Manager - Mass Market will be responsible for converting approved Segment value pools, customer needs and segment priorities into practical value-entry propositions that help affordability-pressured customers stay connected, manage daily pressure and progress into more stable Safaricom usage.

The role owns the path from Segment need identification to first meaningful value realization. It translates affordability rhythms, income cycles, daily utility needs, Financial Services opportunities, loyalty triggers, device access and trusted service experiences into simple, usable and commercially viable value plays.

The role ensures Segments experience Safaricom as affordable, fair, transparent, useful and worth repeating. It creates the foundation for stronger bundle behaviour, digital confidence, responsible Financial Services attachment, loyalty participation, device progression and long-term value growth.

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 the strongest 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, Financial Services, loyalty, care, agents, USSD, digital channels and partner touchpoints.
• Build trust by making the first value experience easy to understand, easy to activate, transparent in benefit and reliable in delivery.
• Capture early signals that show readiness for repeat use, Financial Services attachment, device progression, loyalty participation, digital self-service or migration into Aspirer behaviours.

Embed Financial Services and Loyalty into Progression Plays
 

• Place Financial Services 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 commercially valuable behaviours including first bundle adoption, repeat renewal, safe self-service, responsible Financial Services use, device progression and multi-service adoption.

• Define the Financial Services 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 that reveal strongest opportunity areas, journey leakage, stalled usage, trust gaps and progression potential.
• Codify proven, reusable and scalable toolkits that improve proposition 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, Financial Services, Brand, Partners, Regions and Technology so Segments receive a more reliable and confidence-building experience.
• Use customer signals, journey evidence and performance data to improve repeat use, trust, satisfaction, perceived fairness and long-term value.
   
• Health and Safety; Uphold the company code of conduct, policies and procedures, ensuring integrity and accountability in every aspect of your work and adhere to safety, health, and wellbeing policies, guidelines and procedures in all actions and decisions

Core competencies, knowledge and 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 proposition relevance, simplicity, fairness, confidence and first value experiences.
• Removes friction that makes Segment propositions difficult to understand, activate, repeat or trust.
• Measures success through value realization, repeat use, customer confidence, affordability fit and progression outcomes.

Purpose

• Helps Segment progress by turning approved segment priorities into practical value plays, propositions and journeys that make Safaricom more useful in daily life.
• Converts Segment growth priorities into simple cohorts, activation journeys, customer triggers and success measures.
• Focuses delivery on quality reach, proposition uptake, first value realization, Financial Services attachment, loyalty behaviour and progression readiness.
• Live our Purpose and demonstrate the highest standard of integrity.

Innovation

• Moves Segment execution from broad affordability offers to micro-segmented, value-pool-led and journey-led activation.
• Tests value hooks, Tunukiwa routes, Financial Services attach points, loyalty triggers, partner journeys, assisted channels and service fixes that improve uptake and repeat use.

• Codifies proven activation routes and journey improvements into repeatable playbooks that can scale across CVM, digital, assisted channels, communities, partners and regions.

  Collaboration

• Works from the Segment Lead’s approved Segment choices, guardrails and scorecard, translating them into execution-ready value plans.
• Coordinates Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology around the barrier, dependency, experience gap or value opportunity to unlock.
• Packages cohorts, journey drop-offs, activation triggers and first-use signals into clear downstream inputs for lifecycle growth and regional amplification.
   

• Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology, Economics or a related field.

• 4 to 8 years’ experience in segment execution, customer value management, commercial execution, CVM, loyalty, Financial Services activation, customer journey delivery or product marketing.

• Good understanding of Segment customer behaviour, affordability pressure, income rhythms, value perception, device access, FS use cases, loyalty drivers, regional context and assisted-channel adoption.

• Practical experience translating customer insight, personas, micro-segments and funnel signals into executable value plans, proposition routes, journey improvements and measurable activation plans.

• Working knowledge of digital channels, assisted channels, campaign execution, dashboards, experimentation, segmentation tools, journey tracking and performance reporting.

• Ability to coordinate cross-functional delivery across Product, Brand, Smart CVM, Big Data/AI, Financial Services, Care, Regions, Channels, Partners and Technology without owning their functional mandates.

How to Apply

If you feel that you are up to the challenge and possess the necessary qualifications and experience, kindly proceed to update your candidate profile on the recruitment portal and then click on the apply button. Remember to attach your resume.

Safaricom is the leading technology company in East Africa. Our purpose is to transform lives by connecting people to people, people to opportunities and people to information. We keep over 60 million customers connected across Kenya and Ethiopia, and play a critical role in the society, supporting over 1.13 million jobs both directly and indirectly while our total economic value was estimated at KES 1.1 trillion ($ 8.5 billion) for the 12 months through March 2025.

Listed on the Nairobi Securities Exchange and with annual revenues of close to KES 388 billion as at March 2025, Safaricom provides connectivity through wide range of technology. Our 2G, 3G, 4G and 5G network in aggregate covers over 99% of Kenya’s population.

We run the world’s largest mobile payment system and Africa’s largest Fintech, M-PESA, the world’s first mobile money transfer system. By empowering millions of customers to transact, save or borrow money through their mobile phone, M-PESA has driven financial inclusion in Kenya to 84.8% of the adult population in 2024, from a low of 26.7% in 2006, and generated over KES 161 billion in revenue as at FY25.

Our subsidiary, Safaricom Telecommunications Ethiopia, has deployed world class network and services to contribute to Ethiopia’s digital transformation.

Safaricom is an equal opportunity employer, actively recruiting staff from different backgrounds reflecting the communities that we serve. We are committed to equal gender representation at all levels.

As part of our ongoing commitment to the Sustainable Development Goals (SDGs), we continue to work towards improving energy and resource efficiency in our network and facilities to reduce carbon emissions and our fuel consumption. We remain committed to becoming a Net Zero carbon-emitting company by 2050.