Segment Manager Job at Vodafone (Kinshasa)

Job Description

The Youth Segment Manager is responsible for developing and delivering a comprehensive end-to-end proposition for Vodacom’s youth customers (ages 16–28), spanning rural, urban, and young professional sub-segments. The role balances digital engagement initiatives with traditional channels, ensuring affordable, relevant offers that foster data adoption, brand loyalty, and community connection among young consumers across all geographies. Collaboration with the Device Manager and Loyalty Manager ensures seamless device bundling and rewards integration within youth offers.

Job Responsibility

Define a cohesive, tiered proposition covering young students, rural youth, urban teens, and young professionals ensuring each sub-segment has tailored bundles and services
Collaborate with the Device Manager to align device bundling strategies (smart feature phones, smartphones, routers) with youth segment affordability and usage patterns
Develop affordable voice and data bundles (e.g., daily/weekly passes, youth packs) that consider connectivity gaps in rural areas and higher-usage patterns in urban centers
Ensure end-to-end value from awareness and activation to usage and retention through collaboration with distribution, retail, and community partners
Design youth-focused prepaid and postpaid bundles combining voice, data, and essential services (e.g., social media allowances, educational content access) aligned with budget constraints and lifestyle needs
Integrate loyalty incentives by partnering with the Loyalty Manager to embed reward points, exclusive offers, and tiered benefits into youth bundles, driving retention and engagement
Introduce micro-subscription models for young professionals (e.g., flexible data-hour passes, remote-work support packages) to bridge work-study needs
Regularly review product performance and adjust pricing, validity, and features to meet evolving segment demands, especially in rural markets where price sensitivity is highest
Work with Sales & Distribution to ensure youth packages are effectively stocked and promoted at rural vending points, urban retail outlets, and digital channels (USSD, MyVodacom app)
Train retail agents, youth ambassadors, and community coordinators on key propositions to guarantee clear communication and simplified activation processes
Leverage community influencers (e.g., campus reps, local leaders) in rural regions to drive trial and uptake
Introduce simple digital touchpoints such as SMS-based promotions, mobile web portals, and lightweight app features that complement on-ground activations without deep technical complexity
Collaborate with the Digital Marketing team to craft targeted social media campaigns on platforms popular among youth (e.g., Facebook, TikTok), ensuring rural-friendly formats (low-data images and short videos)
Monitor basic digital metrics (SMS redemption rates, portal visits, social media engagement) to inform and refine future campaigns
Plan and support youth-focused events (e.g.: career fairs, community outreach, skill-building workshops) that engage young professionals and students in urban and peri-urban areas
Partner with local NGOs, universities, and tech hubs to promote digital literacy, financial inclusion (mobile money usage), and entrepreneurship within the youth cohort
Develop referral program that reward young professionals for data usage, content engagement, and Vodacom brand advocacy
Track segment KPIs: youth subscriber growth (rural vs urban), data usage per user, ARPU, churn rate, and bundle activation rates
Conduct daily weekly and monthly reviews of regional performance, highlighting gaps between rural and urban uptake, and propose corrective actions
Utilize simple analytics dashboards and field reports to capture insights on network accessibility challenges, segment satisfaction, and competitor activities
Coordinate with Rural Sales & Agent Networks to address distribution challenges and ensure last-mile availability for youth packs
Collaborate with the Device Manager to synchronize device availability, pricing, and promotional bundles specific to the youth segment
Partner with the Loyalty Manager to integrate youth offers with existing rewards program, ensuring points accumulation and redemption pathways are appealing to young customers
Liaise with Network Planning to identify under-served areas and advocate for network improvements that support youth connectivity
Engage with Finance to model segment-level pricing, forecast revenue impacts, and evaluate bundle profitability, especially for subsidized rural offers
Partner with Marketing & Brand to align youth narratives, messaging, and creative assets ensuring consistency across channels and geographies
Work alongside Regulatory & Compliance to ensure all youth-focused offers meet age-appropriate marketing standards and local regulations
Propose and pilot minor adjustments to youth bundles, pricing, and basic digital promotions
Recommend trade-in events or community outreach initiatives based on local insights
Use field feedback to refine messaging and offer mechanics during pilot phases

Requirements

Bachelor’s degree in marketing, Business Administration, Sociology, or related field
Basic understanding of digital marketing, SMS-based promotions, and youth behavior across rural and urban contexts
Familiarity with segment analysis, simple analytics tools (Excel, basic BI), and field research methodologies
Strong communication skills in French, English and local languages (Lingala, if possible) to engage effectively in rural areas
3–5 years in segment marketing, field marketing, or community engagement roles—preferably with exposure to rural consumer dynamics
Proven experience in rolling out affordable telecom bundles or campaigns in resource-constrained environments
Prior involvement in youth-focused initiatives, educational partnerships, or community development projects
Empathetic and culturally aware, with the ability to relate to both rural youth and urban young professionals
Agile, resourceful, and comfortable operating with limited infrastructure in the field
Influential skills: Ability to persuade stakeholders, inspire team members, and drive cross-functional alignment for youth initiatives
Strong interpersonal and negotiation skills for partnerships with local organizations and community leaders
Collaborative team player who builds trust and champions youth-centric thinking across functions

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