Job Description

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 core revenue generation engine for MTN Eswatini.
• Translate company commercial strategy into segment-specific growth plans, revenue targets, ARPU objectives and retention priorities.
• Manage customer value segments discretely, ensuring 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.

• 2. Product Development and Value Proposition Management

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

• 3. Youth Segment Growth and Engagement

• Own the Youth segment strategy and develop propositions, campaigns and engagement platforms that build relevance, acquisition, usage, loyalty and advocacy.
• Use youth lifestyle, digital behaviour, campus/community insights and sponsorship opportunities to shape compelling offers and experiences.
• Collaborate with Brand, Communications and Sponsorships to turn youth platforms into measurable acquisition, engagement, retention and revenue outcomes.

• 4. One MTN and Fintech Collaboration

• Partner with Fintech to integrate GSM and MoMo priorities into segment propositions, customer journeys, campaigns and value bundles.
• Develop cross-sell and ecosystem propositions that grow MoMo adoption, digital engagement, GSM usage and overall customer value.
• Drive joint planning, campaign execution, performance tracking and learning loops across Consumer, Fintech, CVM, Brand, Digital and Sales.

• 5. Customer Lifecycle, Retention and Growth

• Define and execute retention and churn management strategies across the customer lifecycle, including inactivity management, early churn detection, save offers, win-back and loyalty programmes.
• Lead upsell, cross-sell, migration and revenue stimulation campaigns for voice, data, digital, MoMo and converged offers.
• Optimise customer lifetime value, reduce down-trading and displacement, improve value inflow and manage retention investment effectively.

• 6. Data, Insights and Customer Feedback

• Interpret dashboards, usage analytics, revenue trends, campaign performance, customer feedback and market intelligence to guide decisions.
• Convert data into actionable insights for product design, campaign targeting, channel optimisation and customer experience improvement.
• Build a culture of data-led decision-making within the segment team, ensuring that insight is used to test, learn and improve propositions and campaigns.
• Work closely with Pricing & Analytics to translate segment performance, elasticity, usage behaviour and profitability insights into action-oriented commercial decisions.

• 7. Brand, Communications, Sponsorships and Engagement Platforms

• Liaise with Brand, Communications, Events and Sponsorships to identify suitable platforms, partnerships and communication channels for all segment activations.
• Ensure agreed platforms are linked to clear commercial objectives, customer engagement outcomes, execution standards and post-campaign learning.
• Support integrated campaign planning so that messaging, brand relevance, customer experience and commercial conversion are aligned.

• 8. People Leadership and Performance Management

• Create and manage a high-performance, commercially focused Segment team.
• Set goals and objectives for direct reports, monitor progress, coach performance and maintain motivation.
• Identify staff training and development needs, including data analytics, proposition design, commercial judgement, stakeholder management and customer-centric execution.
• Create an enabling environment for the team to perform with complete accountability, active collaboration and urgency.

• 9. Own the Home Initiatives, Stakeholder Management and Execution Cadence

• Identify, develop and execute initiatives that accelerate MTN's Own the Home ambition and strengthen relevance across household, youth, digital, lifestyle and converged customer needs.
• Build and manage strong relationships with internal and external stakeholders, including Fintech, Brand, Communications, Sponsorships, Sales, Technology, BI, CEX, partners and vendors, to unlock opportunities and remove execution blockers.
• Drive initiatives from concept to market at pace, with clear owners, milestones, revenue targets, customer outcomes, post-launch reviews and accountability for delivery.
• Maintain a high execution cadence by prioritising high-impact opportunities, escalating delays early, coordinating dependencies and ensuring initiatives move quickly from insight to implementation and measurable impact.
• Engage Pricing & Analytics early in initiative design to ensure propositions are priced correctly, commercially viable and supported by clear performance measures.

Requirements

Education

• Degree in Marketing, Business Administration, Commerce, Statistics, Social Science, or a related field.
• An MBA or postgraduate qualification in a commercial discipline 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 business environment.

Training / Knowledge

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

Professional / Technical Competencies

• Strong understanding of customer segmentation and customer value management.
• Proven experience in product and proposition development.
• Revenue and budget management capabilities.
• Strong analytical skills with the ability to interpret data and generate actionable insights.
• Customer feedback analysis and commercial decision-making.
• Telecommunications commercial acumen.
• Understanding of GSM and Fintech convergence opportunities.
• Campaign planning and execution.
• Excellent communication, reporting, presentation and stakeholder management 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.
• Ability to drive commercial initiatives from concept through to market launch and measurable business impact.
• Ability to manage multiple projects and maintain a high execution cadence.
• Strong collaboration skills with Pricing & Analytics teams in areas such as pricing models, offer analytics, profitability assessment and data-driven commercial decision-making.