Executive Head Of Digital And Lifestyle

Job Description

Safaricom Telecommunications Ethiopia seeks an Executive Head of Digital & Lifestyle to enhance its digital landscape & customer engagement. This role will drive innovation, shape strategies & maximize brand loyalty.

Responsibilities

About Us

At Safaricom Ethiopia, we are a purpose-led technology company dedicated to transforming lives through digital connectivity and inclusive financial services. In under four years, we have grown to serve over 10 million customers, with our network now reaching 55% of Ethiopia’s population – a testament to our bold vision and trusted partnerships.

Guided by core values such as customer obsession, innovation, integrity, and get it done together, we are building a workplace that is dynamic, inclusive, and empowering. We believe our greatest strength lies in our people. That’s why, for two consecutive years, we have proudly get earned the Top Employer Award – in recognition for our unwavering commitment to fostering a supportive, innovative, and inclusive environment to people.

Join Safaricom Ethiopia and be part of a team that is shaping the digital future of Ethiopia. Here, your work has meaning, your voice matters, and your growth is our priority. Together, we are transforming lives for a digital future

Role purpose

• The Executive Head of Digital and Lifestyle for Safaricom will be responsible for building frameworks, training programs and operational capabilities for the development and optimization of Safaricom’s Loyalty programs and initiatives across the Safaricom and MPESA brands.
• This role is central to maximizing customer engagement, reducing churn, driving transaction volumes, increasing profitability, and enhancing overall customer satisfaction by strategically building partnerships, optimizing promotional activities, and ensuring seamless placement of loyalty offerings within the Safaricom and M-Pesa ecosystem, platform and touchpoints.
• Build, develop and manage a high performing team and leads stakeholders in the organization to deliver on the company objectives.

Key accountabilities and decision ownership: Loyalty Strategy & Development:

• Develop and execute a comprehensive loyalty strategy and farmwork’s for Safaricom and MPESA, aligned with broader business objectives for loyalty program
• Build a sustainable loyalty program using both GSM and non-GSM loyalty rewards.
• Identify new loyalty categories, program structures, and customer segments to target maximum impact.
• Design, pilot, and scale innovative loyalty programs (e.g., points, cashback, tiered rewards, exclusive offers) that resonate with the Safaricom and MPESA customer base

Partnership Management & Acquisition:

• Identify, evaluate, and onboard strategic partners (e.g., retailers, merchants, service providers, financial institutions) to enrich Safaricom and M-Pesa's loyalty proposition.
• Negotiate advantageous terms and agreements with partners to ensure mutual value creation and optimal ROI for loyalty initiatives
• Cultivate and maintain strong relationships with existing and new partners, exploring opportunities for deeper collaboration and joint promotions

Promotions & Marketing:

• Collaborate closely with the Marketing and Brand teams to develop compelling promotional campaigns that drive awareness, understanding, and participation in Safaricom and M-Pesa's loyalty programs.
• Ensure loyalty offers are effectively communicated across all relevant digital and non-digital channels (in-app, SMS, social media, agents, etc.) with clear value propositions.
• Develop targeted promotional activities based on customer segmentation and behavioral insights to maximize engagement and conversion

Placement & User Experience (UX) Optimization:

• Work hand-in-hand with Product Development and Technology teams to ensure seamless integration and optimal placement of loyalty features within the Safaricom Supper App MPESA for All, all digital assets, USSD, and other customer interfaces
• Advocate for and define user experience requirements for loyalty program interactions, ensuring ease of discovery, understanding, and redemption for customers. Monitor and optimize the visibility and accessibility of loyalty offerings across the Safaricom and M-PESA ecosystem to drive increased usage and satisfaction

Performance Analysis & Reporting:

• Define and track key performance indicators (KPIs) for all loyalty initiatives, including customer acquisition, churn management, retention, transaction frequency, average revenue per user (ARPU), and profitability.
• Conduct rigorous data analysis to derive actionable insights into customer behavior, program performance, and market trends.
• Prepare regular reports and presentations for senior management, highlighting program effectiveness, ROI, and recommendations for continuous improvement

Market Intelligence & Innovation:

• Stay abreast of local and international loyalty trends, competitor activities, and emerging technologies within the fintech and retail sectors.
• Identify opportunities to innovate and differentiate Safaricom and M-PESA's loyalty offering to maintain its market leadership.

Key performance indicators:

• Ensure that all AML monitoring processes are conducted accurately and in a timely manner, with regular reports generated to track and report

Key accountabilities and decision ownership:

• Develop and execute a comprehensive loyalty strategy and farmwork’s for Safaricom and MPESA, aligned with broader business objectives for loyalty program.
• Build a sustainable loyalty program using both GSM and non-GSM loyalty rewards.
• Identify new loyalty categories, program structures, and customer segments to target for maximum impact.
• Design, pilot, and scale innovative loyalty programs (e.g., points, cashback, tiered rewards, exclusive offers) that resonate with the Safaricom and MPESA customer base.

Loyalty Strategy & Development: Partnership Management & Acquisition:

• Identify, evaluate, and onboard strategic partners (e.g., retailers, merchants, service providers, financial institutions) to enrich Safaricom and M-Pesa's loyalty proposition.
• Negotiate advantageous terms and agreements with partners to ensure mutual value creation and optimal ROI for loyalty initiatives
• Cultivate and maintain strong relationships with existing and new partners, exploring opportunities for deeper collaboration and joint promotions

Promotions & Marketing:

• Collaborate closely with the Marketing and Brand teams to develop compelling promotional campaigns that drive awareness, understanding, and participation in Safaricom and M-Pesa's loyalty programs.
• Ensure loyalty offers are effectively communicated across all relevant digital and non- digital channels (in-app, SMS, social media, agents, etc.) with clear value propositions.
• Develop targeted promotional activities based on customer segmentation and behavioral insights to maximize engagement and conversion

Placement & User Experience (UX) Optimization:

• Work hand-in-hand with Product Development and Technology teams to ensure seamless integration and optimal placement of loyalty features within the Safaricom Supper App, MPESA for All, all digital assets, USSD, and other customer interfaces.
• Advocate for and define user experience requirements for loyalty program interactions, ensuring ease of discovery, understanding, and redemption for customers.
• Monitor and optimize the visibility and accessibility of loyalty offerings across the Safaricom and M-PESA ecosystem to drive increased usage and satisfaction

Performance Analysis & Reporting:

• Define and track key performance indicators (KPIs) for all loyalty initiatives, including customer acquisition, churn management, retention, transaction frequency, average revenue per user (ARPU), and profitability.
• Conduct rigorous data analysis to derive actionable insights into customer behavior, program performance, and market trends.
• Prepare regular reports and presentations for senior management, highlighting program effectiveness, ROI, and recommendations for continuous improvement.

Market Intelligence & Innovation:

• Stay abreast of local and international loyalty trends, competitor activities, and emerging technologies within the fintech and retail sectors.
• Identify opportunities to innovate and differentiate Safaricom and M-PESA's loyalty offering to maintain its market leadership.

Key performance indicators:

• Ensure that all AML monitoring processes are conducted accurately and in a timely manner, with regular reports generated to track and report any suspicious activities or transactions.
• Regular review and assessment of AML systems to identify any weaknesses or areas for improvement and take proactive measures to address and enhance those areas.
• Internal and external audit findings on financial systems’ health any suspicious activities or transactions.
• Regular review and assessment of AML systems to identify any weaknesses or areas for improvement and take proactive measures to address and enhance those areas.
• Internal and external audit findings on financial systems’ health passion for delivering exceptional customer experiences.

Core competencies, knowledge and experience:

• Strategic Thinking: Ability to develop long-term loyalty strategies and translate them into actionable plans.
• Commercial Acumen: Strong understanding of business drivers, financial models, and ROI analysis.
• Partnership & Negotiation Skills: Excellent interpersonal, communication, and negotiation abilities.
• Analytical & Problem-Solving: Highly analytical with a methodical approach to problem-solving.
• Customer Centricity: Deep understanding of customer needs and pain points, with a passion for delivering exceptional customer experiences.
• Project Management: Ability to manage multiple projects simultaneously, with strong organizational skills and attention to detail.
• Cross-functional Collaboration: Proven ability to work effectively with diverse teams (Product, Tech, Marketing, Sales, Finance, Legal).
• Innovation & Adaptability: Eager to explore new ideas and thrive in a fast paced, evolving environment.
• Working with Change: Responds flexibly to changing situations and manages the business and people aspects of change to drive performance
• Functional Competencies:
• Commercial Understanding

Key performance indicators:

• Digital and Lifestyle P&L
• Segment Strategic plan
• New Loyalty propositions and Promotions
• Strategic partnerships
• UX/UI experience Periodic presentations to LT on new propositions, strategy, and
• Budget and forecasting

Qualifications

Must have technical / professional qualifications:

Education:

• Bachelor’s degree in marketing, Business Administration, Digital Transformation, or a related field (master’s degree preferred).

Experience:

• Minimum of 8-10 years of experience in digital marketing, customer loyalty, or CRM, preferably within the telecommunications or service industry.
• Proven track record of leading large-scale digital loyalty programs, from concept to execution.
• Strong understanding of Loyalty programs on mobile app and digital platform ecosystems and user engagement strategies.
• Experience in leveraging data analytics to design and optimize customer loyalty strategies.

Financial Responsibility:

• Digital and Lifestype Budgets
• Other DoAs as applicable