Senior Manager: Segment Marketing at Cell C

Purpose of the Job: 

• At Cell C, we are not just a telecommunications company; we are a people-centric and consumer-focused organisation committed to delivering exceptional experiences to our customers. In line with our dedication to customer-centricity, we are seeking a seasoned professional to join our dynamic team as the Senior Manager: Segment Marketing. This strategic role is at the forefront of driving brand resonance and business growth, leveraging deep consumer understanding and data-driven insights to shape and execute segment-specific marketing strategies.
• The Senior Manager: Segment Marketing plays a pivotal role in orchestrating Cell C's marketing efforts, focusing on the diverse needs of our consumer and business segments. Reporting directly to the Executive Head of Segment Marketing, this position is instrumental in defining and implementing marketing plans tailored to various segments, with the overarching goal of enhancing consideration, expanding our active customer base, increasing revenue market share, Brand Health and elevating our Net Promoter Score (NPS).

Main Responsibilities
Segment Management

• Develop, drive, and oversee the execution of segment marketing strategies aligned with Cell C's brand and business objectives, utilising insights to guide proposition, product, customer journey, and marketing initiatives
• Collaborate closely with cross-functional teams including Brand, Product, Channel, Growth, Research & Insights, and Data & Analytics to develop compelling value propositions and differentiation tactics for various segments across various Lines of Business
• Monitor segment performance, analyse competitor landscapes, and identify growth opportunities to expand the customer base across the various target segments.
• Partner with Finance, Data & Analytics to develop segmented reporting to ensure that Cell C grows across key target segments through our Lines of Business
• Assist in achieving revenue share, NPS, and brand consideration targets for key segments
• Ensure alignment of proposition, customer journey designs, imagery, and messaging with brand positioning and targeted segments
• Own the segment growth agenda across prepaid, hybrid and postpaid mobile, fixed and fibre, and SME and micro-business, defining where Cell C plays and how it wins in each
• Define target segments and sub-segments using research, base analytics and market sizing, and maintain the segment profiles, jobs-to-be-done and value pools that the business plans against
• Translate divisional strategy into an annual segment plan and marketing calendar with quarterly milestones, named owners and measurable commercial targets
• Lead customer value proposition development end to end, from insight and concept through commercial approval to launch readiness, working with cross-functional teams
• Manage the segment base across the customer lifecycle in partnership with CVM, covering acquisition, onboarding, usage stimulation, upsell, retention and churn

Go-To-Market (GTM) Management

• ideation to implementation, driving proposition uptake and usage through tactical initiatives
• Uphold Cell C's brand integrity and corporate identity guidelines in all marketing endeavours
• Manage campaign delivery against go-to-market strategies for each segment
• Support Products, Services & CVM team with GTM plans to ensure effective product uptake across product portfolio
• Ensure excellence in go-to-market execution and optimise campaign efficiencies
• Own launch readiness, confirming that systems, billing, provisioning, care scripting, terms and conditions and channel readiness are in place before go-live
• Equip frontline channels including own retail, franchise, indirect, dealer, telesales and contact centre with segment-specific training, sales enablement material and input into incentive design, so that the offer is sold consistently at the point of sale

Digital and App-Led Growth

• Drive adoption of digital and self-service channels within each segment, including the Cell C app, WhatsApp, web self-service and USSD, and grow revenue and transaction volume originating in digital channels
• Design app-first customer journeys and migrate assisted-service demand into digital, in partnership with Digital, IT and Customer Operations
• Apply segment data, personalisation and approved AI-enabled marketing tools to improve targeting, relevance and conversion, within POPIA and internal data governance rules

Regulatory Compliance and Consumer Protection

• Ensure that all segment offers, tariffs and customer communication comply with ICASA End-User and Subscriber Service Charter obligations, the Consumer Protection Act, POPIA and the ASA code, with compliance designed into the offer upfront rather than remediated after launch
• Own segment-side delivery of regulatory programmes that affect the customer offer, including out-of-bundle spend controls, notification thresholds, bundle validity and rollover rules, consent management and plain-language bundle terminology
• Secure the required internal governance approvals for every offer and tariff change, including pricing, revenue assurance, legal, regulatory and product governance forums, before market launch
• Maintain a segment risk and issue register, escalating regulatory, commercial and reputational risk with recommended mitigations and clear owners

Research / Reporting

• Collaborate with Research & Insights and Data & Analytics teams to collect, analyse, and leverage data for informed decision-making
• Report on campaign activities and performance, optimising strategies and tactics based on insights
• Commission and direct research briefs to Research and Analytics, covering concept and offer testing, terminology comprehension, pricing research and brand health tracking
• Maintain a single segment performance view covering acquisition, base, revenue, brand consideration and NPS, reported to the Executive on a monthly cycle
• Track competitor offers, pricing and campaign activity, and issue a recommended competitive response

Partner & Vendor Management

• Work closely with Brand and Media teams to manage agency teams effectively to maximise strategic output, creative excellence and media performance
• Collaborate with internal and external stakeholders to deliver segment-specific marketing resources efficiently
• Builds and sustains productive relationships with external partners and solution providers; balances collaborative partnership with commercial rigour; holds providers accountable to agreed deliverables and standards
• Co-ordinate between partners and internal stakeholders (product, sales, finance, legal and regulatory) to ensure delivered solutions meet segment needs and business KPI’s and within prescribed statutory requirements

Commercial, Cost and Budget Management

• Support Segment Marketing budget planning, allocation, monitoring, and cost control, recommending cost-saving measures as necessary
• Build and defend the business case for segment offers and campaigns, including volume, revenue, margin and cost-to-serve assumptions, and secure approval through the required commercial governance forums
• Track in-market performance against business case and deliver a post-implementation review with a clear recommendation to scale, amend or stop
• Manage ARPU and margin dilution risk in offer design, balancing acquisition volume against value accretion

Team Management and Leadership

• Leads and develop a small, core, high-performing team, while orchestrating cross-functional delivery teams staffed from across the business
• Contribute to employee leadership - providing guidance, coaching, and support to ensure their professional growth and success while upholding Cell C's values and adhering to HR policies and safety procedures, performance management, recruitment, and talent development initiatives within the department
• Drive programmes to drive a positive staff culture (ENPS)
• Set Key Performance Indicators targets and goals as per the departments strategy and business objectives
• Recruit employees; assign and direct work, oversee their development, identify training needs and maintain staff competence
• Cascade departmental targets into individual performance contracts and manage the formal appraisal cycle, including goal setting, mid-year review and year-end assessment.
• Maintain succession cover and retention plans for critical segment portfolios
• Perform any other job-related duties as requested by management

Qualifications

• Bachelor’s Degree in Marketing, Business, Commerce or related field (Required)
• Honours Degree in Marketing Management / Business Management (Required)
• Marketing Professional Designation (Desirable)
• AI for Marketing Certificates (Desirable)
• Digital marketing, data analytics or customer experience certification (Desirable)

Experience

• 5-7 years in a mid-senior marketing role within the telecommunications industry managing a team and agencies
• 5 years relevant experience in translating customer and market insights into customer value proposition concepts and customer journey designs
• 3 years relevant experience in corporate strategy translation into divisional objectives, plans and execution
• 3 years’ experience in business commercial activities and understanding of business cases and financial models
• Proven track record of driving revenue-generating projects and campaigns
• 3 years relevant experience operating in a regulated environment, with practical exposure to telecommunications regulatory and consumer protection obligations
• 2 years relevant experience in digital or app-led growth, including self-service adoption and digital revenue growth
• Experience owning segment or portfolio commercial inputs, including revenue, margin and marketing spend, and accountability for business case delivery
• Experience in the SME, micro-business or fixed and fibre segments (Desirable)