Segment Marketing Manager – Mass Market

Qualifications

• 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.
  

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 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, FS, 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, FS attachment, device progression, loyalty participation, digital self-service 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 commercially valuable behaviours including first bundle adoption, repeat renewal, safe self-service, responsible FS use, device progression and multi-service adoption.
  
• Define the 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 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, FS, 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