Head of Marketing – Electric Business at BURN

About the role

• The Head of Marketing – Electric Business will lead the development and execution of marketing strategies that accelerate adoption, sustained usage, and positive customer behaviour change toward electric cooking solutions across BURN’s electric markets, including Kenya, Tanzania, Ghana, Mozambique, and future expansion markets.
• The role focuses on driving the transition from traditional cooking methods to electric cooking by influencing customer awareness, trial, correct usage, and long-term habit formation. This role works closely with agent networks, customer experience teams, commercial teams, product teams, creative teams, and the market research team to design and implement marketing initiatives that directly improve business outcomes, including customer acquisition, product usage, repayment performance, and carbon credit generation.
• The Head of Marketing will also support marketing initiatives across all route-to-market models, helping accelerate community-level adoption of electric cooking solutions. The role also leads the Agent Training team, ensuring agents are equipped with the knowledge, tools, and messaging needed to effectively educate customers and drive adoption of electric cooking solutions. .

Duties and Responsibilities
 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.

Key Performance Indicators (KPIs)

• Product adoption and usage rates
• Behavioural shift indicators (trial, repeat use, advocacy)
• Brand trust and perception metrics
• Channel engagement and conversion
• Marketing ROI and campaign effectiveness

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.