Segment Marketing Manager – Aspirers at Safaricom Kenya

Below are the some of the key competencies required to be successful in this role

Compelling Brand Storytelling:

• Use storytelling to turn the Segment mission and tasks into a compelling narrative that drives emotional connections with target audience.
• Capture the imagination of leaders, colleagues and partners to engage them in the Aspirers vision and ambition.
• Collaborating with relevant stakeholders to deliver best in class communication, adapting storytelling across various channels and mediums for impact.

Strategy Activation:

• Strong analytical and strategic thinking abilities.
• Proficiency in developing and executing competitive and focused GTM plans that deliver NPS #1 and Revenue growth targets creating a triple win on win on value for Safaricom, Customers & Partners.
• Prioritize initiatives and allocate resources effectively.

Insight Generation and Application:

• An individual’s ability to apply the 5I’s insight tool to examine data and information.
• Use interrogation to identify powerful insights which will address key issues and unlock growth.
• The ability to leverage the insights in all marketing activity from strategy through to execution.

Using Digital Data to Increase Penetration:

• Expertise in digital analytics and measurement tools
• Skill in utilizing SEO, SEM, and social media analytics to increase online visibility and experiences.
• Ability to track and analyze digital marketing performance metrics.
• Increase personalization through better understanding of online customer behavior and preferences.

Commercial Acumen:

• Solid understanding of market dynamics and business principles.
• Proficiency in financial analysis and budget management.
• Ability to identify growth opportunities and maximize ROI.
• Skill in aligning marketing initiatives with sales and revenue objectives.

Writing Effective Briefs:

• Develop simple and focused briefs which articulate clearly what’s required.
• Provide the underpinning insight and inspire internal and external partners to create breakthrough ideas which help our propositions gain meaning and relevance.

Responsibilities

Responsibilities:

• To help design and execute the overall Aspirers strategy based on customer insights to drive quality base engagement that will increase usage, revenue, profitability and deliver NPS #1
• Co-create the annual Aspirers base engagement plan with key stakeholders with clear growth drivers to be executed quarterly focusing on the 4 transformative pillars: Acquisition, Communication, Engagement and Experience
• Drive factual and insight led conversations and decisions on Aspirers across the entire Organization.
• Initiate and generate innovative ideas for each of the 4 transformative pillars above.
• Leverage insights to bring to life base engagement and retention activities tied to the Aspirers strategy along with channels, CVM and product teams.
• Provide inputs on pricing and product development based on consumer insights to Product, Finance and Strategy team.
• Review and shape the communication strategy and plans working closely with brand team, media and advertising agency to ensure that all ATL & BTL communication is in line with the Aspirers positioning and strategy.
• Ensure consistent and proactive tracking, measurement and evaluation of activities, Aspirers performance to deliver on mission and commercial targets.
• Manage budgets efficiently, ensure positive ROI with no overspend to deliver on the Aspirers segment objectives

Health & Safety 

• Uphold the company code of conduct, policies and procedures, ensuring integrity and accountability in every aspect of your work.
• All employees have a responsibility to adhere to safety, health, and wellbeing  policies, guidelines and procedures in all actions and decisions.

Qualifications

Must have technical / professional qualifications

• A degree in marketing, business administration
• 6 years + experience in Product/Category/Brand Marketing roles
• Experience in driving retention and customer growth
• Strong creative and conceptual skills
• Attention to detail with excellent interpersonal and communications skills
• Self-Starter, excellent planner and organizer