Senior Manager - Consumer Segments and Growth.Marketing

Mission / Core Purpose of the Job

Own and lead segment strategy, product development, customer lifecycle management and revenue growth across all consumer segments, with particular focus on Youth, High Value Customers, Mass Market, Home and Post-paid. The role is central to MTN Eswatini revenue generation, translating customer insight, usage data and market feedback into relevant propositions, segmented offers, retention actions and growth campaigns that place the customer at the centre of product and commercial decision-making.

The Senior Manager is accountable for developing differentiated segment value propositions, driving ARPU growth, reducing churn, deepening product penetration, improving customer lifetime value and coordinating One MTN initiatives with Fintech and other commercial functions.

The role works closely with Brand, Communications, Sponsorships, CVM, Digital, Sales, CEX, EBU, BI, Pricing, Technology and Fintech to identify platforms, partnerships and experiences that keep all segments engaged while delivering measurable revenue, retention and customer growth outcomes.

Key Focus Areas

• Lead end-to-end segment management for Prepaid, Post-paid, Youth, HVC, Home, Mass Market and Enterprise-adjacent consumer opportunities, ensuring segment strategies are directly linked to revenue, market share, ARPU, base growth and customer lifetime value.
• Drive product and proposition development from customer insight, usage behaviour, market trends, competitor activity and direct customer feedback, ensuring products are relevant, simple, affordable, commercially viable and customer-led.
• Build Youth segment leadership through targeted propositions, digital engagement, lifestyle platforms, sponsorship properties, campus and community activations, and relevant partnerships that strengthen acquisition, engagement and loyalty.
• Collaborate with Fintech to deliver the One MTN agenda, integrating GSM and MoMo propositions, journeys, offers and campaigns to grow ecosystem participation, digital usage, financial services adoption and cross-sell revenue.
• Partner closely with Brand, Communications and Sponsorships to identify engagement platforms and campaign themes that keep all segments connected to MTN, build brand relevance and convert activations into measurable commercial outcomes.
• Lead customer retention and growth interventions, including churn prediction, inactivity management, loyalty, win-back, upsell, cross-sell, migration, value inflow and save initiatives across the customer lifecycle.
• Use data analytics, customer research, NPS/voice-of-customer insights, channel feedback and campaign performance to refine propositions, improve customer experience and optimise revenue outcomes.
• Operate with a very high execution cadence, turning insights and opportunities into launched initiatives, measurable commercial impact and continuous improvement cycles with urgency, accountability and disciplined follow-through.
• Lead strong internal and external stakeholder management to align Consumer, Fintech, Brand, Communications, Sponsorships, Sales, Technology, BI, Customer Experience, partners and vendors behind segment growth priorities and fast execution.
• Develop and drive initiatives that accelerate the Own the Home ambition, including customer-led home connectivity, converged GSM-MoMo, lifestyle, digital and partnership propositions that increase household relevance, usage, stickiness and revenue contribution.

Key Performance Areas and Key Tasks

1. Segment Strategy and Revenue Ownership

• Develop and execute segment strategies that position Segment Management as a key revenue generation driver for MTN Eswatini.
• Translate the company's commercial strategy into segment-specific growth plans, revenue targets, ARPU objectives, and retention priorities.
• Manage customer value segments with clear acquisition, growth, engagement, loyalty, and retention plans for each segment.
• Provide revenue forecasting, performance tracking, and commercial recommendations to support budgeting and business planning.

1. Product Development and Value Proposition Management

• Lead the development of customer-led value propositions from concept to launch, using data, research, customer feedback, competitor insights, and commercial opportunity assessments.
• Collaborate with Product, CVM, Digital, Sales, CEX, BI, and Technology teams to refine propositions, pricing, eligibility, customer journeys, channel execution, and performance measures.
• Ensure propositions address customer needs, improve customer experience, and drive revenue growth, product penetration, and customer lifetime value.
• Advise on the prioritisation of marketing and commercial initiatives based on customer relevance, segment impact, revenue potential, and readiness for execution.
• Partner with Pricing & Analytics to validate pricing, margin impact, affordability, competitiveness, and revenue potential before market launch.

1. Youth Segment Growth and Engagement

• Own and drive the Youth segment strategy through relevant propositions, campaigns, and engagement platforms.
• Leverage youth lifestyle trends, digital behaviours, campus and community insights, and sponsorship opportunities to develop compelling customer experiences.
• Collaborate with Brand, Communications, and Sponsorships teams to convert youth-focused initiatives into measurable acquisition, engagement, retention, and revenue outcomes.

1. One MTN and Fintech Collaboration

• Partner with Fintech teams to integrate GSM and MoMo priorities into segment propositions, campaigns, customer journeys, and bundled offerings.
• Develop ecosystem and cross-selling propositions that increase MoMo adoption, digital engagement, GSM usage, and overall customer value.
• Drive joint planning, execution, performance monitoring, and continuous improvement across Consumer, Fintech, CVM, Brand, Digital, and Sales teams.

1. Customer Lifecycle, Retention and Growth

• Design and implement retention and churn management strategies throughout the customer lifecycle, including inactivity management, churn prevention, save offers, win-back initiatives, and loyalty programmes.
• Lead upsell, cross-sell, migration, and revenue stimulation campaigns across voice, data, digital, MoMo, and converged products.
• Improve customer lifetime value, reduce down-trading, enhance value inflow, and optimise retention investments.

1. Data, Insights and Customer Feedback

• Analyse dashboards, usage trends, revenue performance, campaign results, customer feedback, and market intelligence to inform business decisions.
• Translate data into actionable insights that improve product design, campaign effectiveness, channel performance, and customer experience.
• Promote a culture of data-driven decision-making within the segment team.
• Work closely with Pricing & Analytics to convert performance, profitability, usage, and elasticity insights into commercial actions.

1. Brand, Communications, Sponsorships and Engagement Platforms

• Collaborate with Brand, Communications, Events, and Sponsorship teams to identify suitable engagement platforms, partnerships, and communication channels.
• Ensure all platforms and initiatives have clear commercial objectives, customer engagement goals, quality execution standards, and post-campaign reviews.
• Support integrated campaign planning to align messaging, customer experience, brand relevance, and commercial outcomes.

1. People Leadership and Performance Management

• Build and lead a high-performing, commercially focused Segment Management team.
• Set objectives, monitor performance, provide coaching, and motivate direct reports.
• Identify and address development needs in areas such as analytics, proposition development, stakeholder management, customer-centricity, and commercial acumen.
• Foster an environment of accountability, collaboration, and strong execution.

1. Own the Home Initiatives, Stakeholder Management and Execution Excellence

• Identify, develop, and execute initiatives that support MTN's Own the Home ambition and strengthen relevance across household, youth, digital, lifestyle, and converged customer segments.
• Build and maintain strong relationships with internal and external stakeholders, including Fintech, Brand, Communications, Sponsorships, Sales, Technology, BI, CEX, vendors, and partners.
• Drive initiatives from concept to market with clear ownership, milestones, revenue targets, customer outcomes, and post-implementation reviews.
• Maintain a strong execution rhythm by prioritising high-impact initiatives, proactively addressing delays, coordinating dependencies, and ensuring timely delivery.
• Engage Pricing & Analytics teams early to ensure commercial viability, appropriate pricing, and effective performance measurement of all initiatives.

Minimum Requirements

Education

• A Degree in Marketing, Business Administration, Commerce, Statistics, Social Sciences, or a related field.
• An MBA or other postgraduate commercial qualification will be an added advantage.

Experience

• Minimum of 5 years' relevant experience in Marketing, Segment Management, Product Development, Customer Value Management (CVM), Commercial Strategy, Business Analytics, or a related telecommunications or consumer-facing business environment.

Training and Knowledge

• Customer segmentation.
• Value proposition development.
• Revenue and budget management.
• Customer lifecycle management.
• Data analytics and insight generation.
• Campaign management.
• Product development.
• Customer experience management.
• Project management.

Professional and Technical Competencies

• Strong knowledge of customer segmentation and proposition development.
• Revenue management and budget control skills.
• Ability to interpret data and generate actionable insights.
• Customer feedback analysis and market intelligence interpretation.
• Strong telecommunications commercial acumen.
• Understanding of GSM and Fintech convergence and ecosystem opportunities.
• Campaign planning, execution, and performance management.
• Strong communication, reporting, presentation, and stakeholder engagement skills.
• Proficiency in Microsoft Excel, PowerPoint, Project, and Word.
• Experience in developing and executing Own the Home initiatives.
• Strong internal and external stakeholder and partnership management capabilities.
• Proven ability to manage execution cadence and drive commercial initiatives from concept through to market impact.
• Ability to collaborate effectively with Pricing & Analytics teams on price modelling, offer analytics, profitability assessments, and data-driven commercial decision-making.

Behavioural Qualities

• Demonstrates and lives the MTN Values of Can Do, Integrity, Leadership, Innovation, and Relationships .
• Embodies the MTN Vital Behaviours of Complete Candor, Complete Accountability, Active Collaboration, and Get It Done .
• Displays a strong customer-centric mindset and commercial ownership.
• Maintains high attention to detail, urgency, accountability, and collaborative working relationships.
• Demonstrates resilience, disciplined execution, and a strong bias for action.
• Possesses strong stakeholder influence skills and the ability to mobilise cross-functional teams and external partners to achieve business objectives.
• Delivers results through consistent follow-through and a high-performance execution culture.