Commercial Director at Poa Internet

Overall Responsibility:

All aspects of Commerciality of Kenya, covering Sales, Marketing, & Community Teams

Financial:

• Overall Sales Number
• New Customer Revenue Number
• Customer Number
• Cost of Acquisition
• Brand & PR, Awareness, Sales & Marketing Headcount

People:

Currently circa 30 people, across Field Sales, Telesales, Community Management & Marketing

Key SMART Results for A-Player Success

• Design, build and hire for an A Player Commercial organisation to deliver the commercial success of the Kenyan business for the next 3 years delivering onwards above 150,000 customers across Kenya by the end of 4Q21
• Deliver an overall S&M Cost of Acquisition at less than $30 per Customer by the end of 2Q22
• Develop a S&M function at scale with the most effective balance of insourcing and outsource partners by the end of 2Q22
• Deliver 30,000+ new broadband customers with a recurring run rate of over 3000 new sales per month by the end of 2Q22
•  Plan and structure in place for 100,000+ customers nationwide across Kenya by the end of 2023 with a recurring run rate of over 10,000 new sales per month by the end of 2Q22
• Develop the company's Brand & Marketing capability to support and deliver other departments (e.g. as HR for EVP and Employer of choice) by the end of 2021
• Develop a strategy of moving from push to pull marketing driving the lower cost of acquisition and greater brand demand and awareness to reduce the cost of launching new networks by Mid 2022
• Shift Poa from physical to digital, driving a change in channel split from primarily Field-based to more Inbound telesales and Online by the end of 2021
• Level of Management Experience required (Mandatory & Nice to Have)
• Mandatory - the senior experience in building and operating successful S&M functions in fast-moving consumer tech services business in East Africa.
• Department stage of development where this role sits (starting, preparing for scale, scaling, mature)
• Prepare for Scale / Systemisation / Team Building / Growth

Key CompetenciesCriticality (H,M,L)

• Build High Performing Commercial & Creative Teams that can collaborate and work together. The driver of collaborative performance for both insource and outsource partnerships - H
• Has delivered demonstrable 10x Commercial growth during tenure while maintaining competitive Cost of Acquisition targets - H
• Have built a Commercial function from an early stage in company life with little defined and structured, into a large scale operation supporting hundreds, if not thousands of people - H
• Design, implement and coordinate a national multi-channel acquisition strategy including direct, indirect, inbound, outbound and digital marketing channels - H
•  Revised Creative Brand, Tone of Voice, Message, Proposition to Maximise Success - M
• Worked with insourcing and outsource partners, build exciting commercial relationship structures and minimised CoA through delivering these partnerships - H
• Build and Operate a Rolling S&M Campaign Calendar, measure and Tweak to Maximise Commercial Success over a number of years - M
• Strong collaborative interaction across multiple parts of the business, especially around customer experience, capacity planning, forecasting - M
• Has ideally built a Commercial function beyond Kenya. Must have worked with multicultural leadership and understands the dynamics associated with introducing more cultures and geographies - M
• Has built systemised structure and accountability with total documentation and paper trails for all Commercial related aspects of the business, providing clarity to employees, management, legal and investors - H
• Experience of operating at a senior level in a consumer technology service industry - M

Requirement

• Mandatoy Criteria if Any (e.g. must have directly managed at least ten people) with no exceptions to hire.
• Must have built, managed and grown a consumer Sales & Marketing function in a subscription service industry, ideally within low-income communities across Kenya
• Must have had full budgetary responsibility and directly owned a company-wide Revenue number, Sales number and a Cost of Acquisition number, as well as owned all planning, forecasting and go to market strategy.
• Must have operated in a business with similar aspirational Values and DNA to Poa to ensure cultural alignment
• Must have built and supported a rapid large scale growth organisation including countries in East Africa
•  Ideally has held a senior Commercial role in a big company 
• Must have worked with multicultural leadership / investment groups