Vodafone

Role prupose

The Mass Segment Manager is responsible for the development, execution, and performance optimization of mobile and fixed offers targeting the mass market customer base. This role plays a critical part in the commercial success of Vodacom's consumer business by ensuring affordable, accessible, and scalable product offerings that meet the evolving needs of the general population. The position works closely with the HVC and Youth Segment Managers to ensure complementary, non-overlapping strategies, and a holistic customer lifecycle approach across all segments.

Key Responsibilities

A. Core Responsibilities

1.Mass Market Product Portfolio

• Design and manage entry-level to mid-tier data, voice, and bundled mobile offers that meet the affordability and accessibility needs of mass market consumers.
• Continuously refine the product portfolio based on performance, market insights, customer feedback, and competitive dynamics.
• Implement lifecycle management for mass segment products, ensuring timely updates, repositioning, or removal of underperforming offers.

Consumer Behavior & Needs Analysis

• Conduct regular qualitative and quantitative research to understand the communication, digital, and lifestyle needs of the mass market segment.
• Use customer insights and analytics to identify trends, unmet needs, and opportunities for product innovation.
• Ensure offers are culturally relevant and geographically tailored where needed (e.g., rural vs urban).

Channel Strategy & Execution

• Align product availability and promotions with key mass market channels, including retail distribution, digital self-service platforms, and airtime resellers.
• Coordinate with sales and distribution to maximize product uptake and visibility across all commercial touchpoints.
• Ensure last-mile execution readiness, including SIM activation, recharge, and upsell capabilities.

2. Promotional Campaigns & Customer Engagement

• Plan and execute high-impact promotional campaigns to stimulate acquisition, recharge frequency, and bundle activation.
• Partner with Brand, CVM, and Digital teams to craft compelling campaigns across traditional and digital media.
• Track campaign performance through clear KPIs (activation rates, ARPU uplift, churn reduction, usage stimulation).

Digital Inclusion & Financial Services

• Collaborate with mobile money teams to integrate financial services such as airtime credit, micro-loans, and savings into relevant segment offers.
• Support digital inclusion through partnerships, educational bundles, and smartphone adoption initiatives.

B. Performance Monitoring and Optimization

• Monitor performance of mass segment products using KPIs such as subscriber base growth, ARPU, MOU (Minutes of Use), MB per user, and churn.
• Conduct root cause analysis for underperforming products and campaigns.
• Leverage dashboards, BI tools, and feedback loops for real-time campaign optimization and predictive modelling.

C. Cross-Functional Coordination

• Work collaboratively with the HVC and Youth Segment Managers to ensure alignment across product tiers, pricing ladders, and lifecycle strategies.
• Liaise with Distribution, Finance, Customer Experience, Technology, and Regulatory teams to ensure segment strategies are viable, compliant, and fully supported.
• Support the planning of go-to-market activities, training, and field readiness in collaboration with Sales Enablement.

D. Autonomy and Decision-Making

Without Prior Approval:

• Propose, initiate, and test mass market product concepts and promotions.
• Conduct market analysis, competitor tracking, and customer insight generation.

With Prior Approval:

• Approve commercial launch of mass market products and promotions.
• Make pricing changes or bundle composition adjustments.
• Allocate budgets for high-exposure campaigns and ATL (Above the Line) marketing.

E. Interdepartmental Collaboration

• Sales & Distribution: To support product rollout and agent training.
• Customer Experience: To align support scripts and manage issue resolution.
• Technology & Network: To validate product feasibility and regional service availability.
• Finance: To track profitability and revenue contribution.
• Regulatory Affairs: To ensure all offers meet compliance standards.
• Marketing & Digital: To execute segment-based campaigns and promotions.

Competencies, Experience, Skills & Qualification

Education & Skills:

• Bachelor’s degree in marketing, Business, Telecoms, or related field
• Strong analytical skills and Excel/Power BI proficiency
• Understanding of prepaid consumer behavior, digital ecosystems, and mobile trends
• Strong communication, coordination, and execution skills

Experience:

• 5+ years of telecom or FMCG experience in mass market segment management, CVM, or product marketing
• Proven ability to lead commercial go-to-market plans and manage high-volume product portfolios
• Familiarity with regulatory frameworks and compliance in telecoms.

Behavioral Competencies:

• High agility and a growth mindset
• Results-oriented with strong commercial acumen
• Team player with a collaborative and adaptable approach
• Strong emotional intelligence and ability to manage multiple stakeholders

Vodacom DRC welcomes applications from candidates without discrimination and embraces diversity and inclusion. We strongly encourage women, neurodivergent individuals, and people living with disabilities to apply. We firmly believe that every individual brings unique and invaluable qualities, and we are committed to fostering an inclusive, respectful, and supportive work environment where everyone can flourish.

Together we can.