Skills and Experience

• Strong understanding of customer behaviour, decision-making, and behaviour change marketing.

• Ability to translate complex technologies into simple, compelling customer benefits.

• Strategic thinker with strong hands-on execution capabilities.

• Excellent leadership and cross-functional collaboration skills.

• Data-driven and insight-led approach to decision-making.

• Experience working in fast-growing, multi-market environments.

• Bachelor’s degree in Marketing, Business, or related field (MBA preferred).

• 5–10 years of marketing experience, ideally in change of behaviour and training roles

• Proven experience driving customer adoption and behaviour change.

• Strong experience in trade marketing, field marketing, or distributor-led sales models.

• Experience working across African markets is highly desirable.

• Experience with electric appliances, energy products, PAYGO, or social-impact-driven businesses is an advantage.

Customer Behaviour Change & Adoption**

• Design and implement behaviour change marketing strategies that accelerate the transition from traditional cooking methods to electric cooking solutions.

• Develop campaigns and interventions that drive trial, correct stove usage, and sustained adoption.

• Identify behavioural barriers such as cooking habits, misconceptions, affordability concerns, or product complexity, and develop strategies to overcome them.

• Lead customer education initiatives including product demonstrations, usage guides, training programs, and community engagement activities.

• Drive trial, repeat usage, and customer advocacy through targeted engagement programs.

• Ensure marketing initiatives support increased stove usage, customer satisfaction, and long-term adoption of electric cooking solutions.

• Work closely with the Market Research team to gather customer insights and translate them into actionable behaviour change strategies.

 Marketing Strategy & Leadership****

• Develop and implement a comprehensive marketing strategy that drives demand, adoption, and sustained usage of electric cooking solutions.

• Translate company growth goals into customer-focused marketing initiatives that support sales growth, usage, and portfolio performance.

• Lead marketing planning and execution across all electric markets while ensuring alignment with global electric business objectives.

• Own and manage the marketing budget and ensure efficient allocation of resources with measurable return on investment.

• Lead, mentor, and develop the electric business marketing team and manage relationships with external agencies and partners.

 Global Electric Market Marketing****

• Lead marketing initiatives for the electric business across Kenya, Tanzania, Ghana, Mozambique, and future electric markets.

• Ensure marketing strategies are locally relevant while maintaining consistency with global brand positioning and electric business objectives.

• Support market launches and expansion into new geographies through targeted marketing campaigns and market-entry strategies.

• Collaborate with country commercial teams to tailor marketing initiatives to local market dynamics and customer segments.

 Sales Enablement, Agent Training & Field Marketing****

• Lead the Agent Training team to ensure agents are effectively trained on product knowledge, customer education, and behaviour-focused selling techniques.

• Develop training programs and materials that enable agents to confidently demonstrate electric cooking solutions and address customer concerns.

• Partner closely with commercial and sales teams to support agent networks with behaviour-focused selling tools and marketing materials.

• Develop scripts, training guides, and sales support tools that improve customer education and sales effectiveness.

• Support trade activations, demonstrations, exhibitions, and field marketing campaigns that drive product awareness and trial.

• Work with agent teams to improve demo-to-sale conversion rates and customer adoption.

• Support marketing initiatives linked to different route-to-market models, including community engagement, localized campaigns, and field [marketing programs

 Customer Lifecycle Marketing & Usage Growth****

• Develop marketing initiatives that support the full customer lifecycle from acquisition to sustained product usage.

• Partner with Customer Experience teams to strengthen customer onboarding and early usage experiences.

• Support post-purchase engagement campaigns that increase stove usage and reinforce the value of electric cooking.

• Encourage repeat usage, customer advocacy, and positive word-of-mouth through targeted engagement programs.

• Support portfolio performance by reinforcing customer education around affordability, value, and long-term benefits.

Brand & Product Marketing****

• Strengthen BURN’s brand positioning as a trusted, modern, and efficient electric cooking solution.

• Develop clear, benefit-led product messaging aligned with customer needs and behavioural insights.

• Lead go-to-market strategies for new electric products, product upgrades, and complementary offerings.

• Ensure marketing communication clearly articulates the benefits of electric cooking including cost savings, reliability, safety, and convenience.

 Market Insights & Analytics**

• Work closely with the Market Research team to conduct customer and market research to understand adoption patterns, usage behaviour, and decision drivers.

• Track key marketing and behavioural performance indicators to measure campaign effectiveness and inform strategic decisions.

• Use insights and data to continuously refine marketing strategies, messaging, and campaigns.

• Work closely with product, commercial, and CX teams to translate customer insights into product and service improvements.