Geo-Marketing Specialist

JOB SUMMARY

Responsible for defining and leading Zamtel’s geo-marketing analytics strategy to drive market expansion, revenue growth, and customer value optimisation. The role focuses on converting geo- spatial,  customer,  network,  and  commercial  data  into  actionable  insights  that  guide  pricing,  go-to- market strategy, network investment prioritisation, and competitive positioning.

PURPOSE OF JOB (RESPONSIBILITIES)KEY RESULTS AREAS (ACCOUNTABILITIES)

1. Geo-Marketing Analytics Strategy & Leadership

• Define and execute the geo-marketing analytics strategy aligned to Safaricom’s commercial and growth objectives.

• Own the geo-analytics roadmap supporting acquisition, retention, and ARPU growth

• Embed geo-insights into commercial planning, budgeting, and market strategy

2. Market Expansion & Revenue Growth Enablement

• Lead geo-based analysis to identify high-growth and high-value market opportunities.

• Identify priority regions, towns, and micro- markets for expansion

• Support revenue growth through location- based pricing, offers, and bundles

3. Network Investment & Commercial Alignment

Ensure alignment between network rollout decisions and commercial potential.

• Guide network investment prioritization using demand, revenue, and usage insights

• Balance capex allocation with expected market and revenue returns

4. Customer Value & Experience Analytics

• Lead analysis linking geography to customer value and experience.

• Analyze CLV, churn, usage, and QoE by location and segment

• Support CVM and Product teams with geo-driven customer strategies

5. Competitive Intelligence & Market Positioning

• Oversee geo-based competitive analysis across all regions.

• Track competitor coverage, presence, and commercial activities

• Inform defensive and offensive market strategies

6. Campaign Effectiveness & Localised GTM Strategy

• Guide design and evaluation of geo-targeted campaigns and GTM initiatives.

• Enable localized promotions and channel strategies

• Measure campaign ROI and market impact by geography

8. Stakeholder Leadership & Capability Building

• Lead and develop the geo-marketing analytics function.

• Build strong collaboration across Commercial, Network, CVM, Sales, Finance, and IT

• Develop geo-analytics capabilities, tools, and talent

• Promote a data-driven, market-focused culture

• Bachelor’s Degree in Marketing, Economics, Statistics, GIS, Data Analytics, Engineering, or related field

• Master’s Degree in Business, Marketing, Data Analytics, or Strategy is an advantage

• 8-10 years’ experience in telecom analytics, geo-marketing, or commercial strategy

• Strong understanding of telecom markets, customer behavior, and competitive dynamics

Attributes

• Strategic thinker with strong commercial acumen

• Data-driven and outcome-focused

• Confident decision-maker and influencer

• Comfortable engaging at the executive level

Skills

• Deep expertise in geo-analytics, market intelligence, and commercial analytics

• Strong leadership and stakeholder management skills

• Strong presentation and storytelling skills with data