Segment Marketing Manager - Premium

Reporting to the Segment Lead, the Segment Marketing Manager - Premium is responsible for converting approved segment pools, commercial priorities and premium customer needs into propositions, journeys and activation plans that deepen high-value customer engagement and grow portfolio value across Safaricom.

The role owns the path from premium need identification to proposition activation and first meaningful value realization. It translates segment priorities, lifestyle moments, Financial Services opportunities, loyalty triggers and service expectations into executable premium value plays that strengthen usage, attachment, retention and customer progression.

The role ensures Segment customers experience Safaricom as simple, reliable, rewarding and worth more of their spend. It creates the foundation for deeper ecosystem participation, repeat usage, higher product depth and long-term value growth. 
 

Build Premium Relevance via Value Entry

• Convert approved Segment value pools, growth plays and priority micro-segments into premium value entry routes that attract high-value customers through relevant propositions, lifestyle moments, Financial Services hooks and trusted service experiences
• Bring Premium Value to life around agreed customer need-states; progress, convenience, quality, control, protection, recognition and lifestyle enablement, so Safaricom becomes the preferred ecosystem for high-value customers

• Scale the value entry routes that deliver the strongest premium relevance, proposition uptake, product depth and customer value growth outcomes

  
  

Convert Premium Intent into First Value Experiences

• Turn premium customer interest into active proposition use through simple, rewarding and high-confidence journeys across connectivity, devices, Financial Services, loyalty, care, digital and partner ecosystems
• Build trust and confidence by making the first premium experience easy to understand, easy to activate, consistently delivered and visibly valuable to the customer

• Capture early behavioural signals that show readiness for deeper ecosystem use, stronger Financial Services attachment, higher-value bundles, partner benefits or loyalty progression

  
  

Enable Premium Value Scale & Progression Readiness

• Distil premium value performance into actionable insights that reveal strongest opportunity areas, must-win priorities, journey leakage and value expansion potential
• Codify proven, reusable and scalable toolkits that improve proposition activation, premium journey quality, customer education, partner execution and channel readiness

• Provide governance visibility on premium proposition effectiveness, cohort movement, product depth, loyalty behaviour, Financial Services attachment and progression readiness to support scaling decisions and downstream lifecycle activation

  
  

Strengthen Premium Journey Quality & Experience Discipline
 

• Identify friction points that weaken premium value realization, including unclear terms, poor fulfilment, weak service recovery, low perceived value, delayed benefit delivery and channel inconsistency
• Coordinate fixes across Product, Care, Channels, CVM, Financial Services, Brand, Partners and Technology so premium customers receive a more reliable and differentiated experience
• Use customer signals, journey evidence and performance data to improve repeat use, trust, satisfaction and perceived 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 Premium and Segment customers choose, adopt and judge value across connectivity, Financial Services, lifestyle, loyalty, care and partner ecosystems
• Uses customer behaviours and needs to improve proposition relevance, trust, usage depth and first value experiences
• Removes friction that makes premium propositions difficult to understand, activate, repeat or recommend
• Measures success through value realization, repeat use, customer confidence 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 their lives
• Converts Segment growth priorities into simple premium 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 premium execution from broad campaign activity to micro-segmented, value-pool-led and journey-led activation
• Tests premium hooks, bundled value routes, Financial Services attach points, loyalty triggers, partner journeys, channel nudges and service fixes that improve uptake and repeat use powered by AI

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

  
  

Collaboration

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

• Bachelor’s degree in Business, Marketing, Commerce, Digital, Data Analytics, Technology or a related field
• 4–8 years experience in segment execution, premium proposition delivery, customer value management, commercial execution, loyalty, CVM, Financial Services activation, customer journey delivery or product marketing
• Good understanding of Segment customer behaviour, value expectations, service experience, loyalty drivers, Financial Services use cases, lifestyle needs, partner benefits and multi-product adoption
• Practical experience translating customer insight, personas, micro-segments and funnel signals into executable value plans, conversion 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
• Strong communication, analytical thinking, coordination, follow-through and stakeholder management skills, with the confidence to convert agreed priorities into disciplined execution

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.