Head of Marketing – Electric Business

Skills and Experience

• Strong understanding of customer behaviour, decision-making, and behaviour change marketing.
  
• Ability to translate complex technologies into simple, compelling customer benefits.
  
• Strategic thinker with strong hands-on execution capabilities.
  
• Excellent leadership and cross-functional collaboration skills.
  
• Data-driven and insight-led approach to decision-making.
  
• Experience working in fast-growing, multi-market environments.
  
• Bachelor’s degree in Marketing, Business, or related field (MBA preferred).
  
• 5–10 years of marketing experience, ideally in change of behaviour and training roles
  
• Proven experience driving customer adoption and behaviour change.
  
• Strong experience in trade marketing, field marketing, or distributor-led sales models.
  
• Experience working across African markets is highly desirable.
  
• Experience with electric appliances, energy products, PAYGO, or social-impact-driven businesses is an advantage.
  

Customer Behaviour Change & Adoption

• Design and implement behaviour change marketing strategies that accelerate the transition from traditional cooking methods to electric cooking solutions.
  
• Develop campaigns and interventions that drive trial, correct stove usage, and sustained adoption.
  
• Identify behavioural barriers such as cooking habits, misconceptions, affordability concerns, or product complexity, and develop strategies to overcome them.
  
• Lead customer education initiatives including product demonstrations, usage guides, training programs, and community engagement activities.
  
• Drive trial, repeat usage, and customer advocacy through targeted engagement programs.
  
• Ensure marketing initiatives support increased stove usage, customer satisfaction, and long-term adoption of electric cooking solutions.
  
• Work closely with the Market Research team to gather customer insights and translate them into actionable behaviour change strategies.
  

Marketing Strategy & Leadership

• Develop and implement a comprehensive marketing strategy that drives demand, adoption, and sustained usage of electric cooking solutions.
  
• Translate company growth goals into customer-focused marketing initiatives that support sales growth, usage, and portfolio performance.
  
• Lead marketing planning and execution across all electric markets while ensuring alignment with global electric business objectives.
  
• Own and manage the marketing budget and ensure efficient allocation of resources with measurable return on investment.
  
• Lead, mentor, and develop the electric business marketing team and manage relationships with external agencies and partners.
  

Global Electric Market Marketing

• Lead marketing initiatives for the electric business across Kenya, Tanzania, Ghana, Mozambique, and future electric markets.
  
• Ensure marketing strategies are locally relevant while maintaining consistency with global brand positioning and electric business objectives.
  
• Support market launches and expansion into new geographies through targeted marketing campaigns and market-entry strategies.
  
• Collaborate with country commercial teams to tailor marketing initiatives to local market dynamics and customer segments.
  

Sales Enablement, Agent Training & Field Marketing

• Lead the Agent Training team to ensure agents are effectively trained on product knowledge, customer education, and behaviour-focused selling techniques.
  
• Develop training programs and materials that enable agents to confidently demonstrate electric cooking solutions and address customer concerns.
  
• Partner closely with commercial and sales teams to support agent networks with behaviour-focused selling tools and marketing materials.
  
• Develop scripts, training guides, and sales support tools that improve customer education and sales effectiveness.
  
• Support trade activations, demonstrations, exhibitions, and field marketing campaigns that drive product awareness and trial.
  
• Work with agent teams to improve demo-to-sale conversion rates and customer adoption.
  
• Support marketing initiatives linked to different route-to-market models, including community engagement, localized campaigns, and field [marketing programs
  

Customer Lifecycle Marketing & Usage Growth

• Develop marketing initiatives that support the full customer lifecycle from acquisition to sustained product usage.
  
• Partner with Customer Experience teams to strengthen customer onboarding and early usage experiences.
  
• Support post-purchase engagement campaigns that increase stove usage and reinforce the value of electric cooking.
  
• Encourage repeat usage, customer advocacy, and positive word-of-mouth through targeted engagement programs.
  
• Support portfolio performance by reinforcing customer education around affordability, value, and long-term benefits.
  

Brand & Product Marketing

• Strengthen BURN’s brand positioning as a trusted, modern, and efficient electric cooking solution.
  
• Develop clear, benefit-led product messaging aligned with customer needs and behavioural insights.
  
• Lead go-to-market strategies for new electric products, product upgrades, and complementary offerings.
  
• Ensure marketing communication clearly articulates the benefits of electric cooking including cost savings, reliability, safety, and convenience.
  

Market Insights & Analytics

• Work closely with the Market Research team to conduct customer and market research to understand adoption patterns, usage behaviour, and decision drivers.
  
• Track key marketing and behavioural performance indicators to measure campaign effectiveness and inform strategic decisions.
  
• Use insights and data to continuously refine marketing strategies, messaging, and campaigns.
  
• Work closely with product, commercial, and CX teams to translate customer insights into product and service improvements.