About the role<\/p>\n
\tThe Behaviour Change Specialist will lead the development and execution of marketing strategies that accelerate adoption, sustained usage, and positive customer behaviour change toward electric cooking solutions across BURN\u2019s electric markets, including Kenya, Tanzania, Ghana, Mozambique, and future expansion markets.
\n\tThe role focuses on driving the transition from traditional cooking methods to electric cooking by influencing customer awareness, trial, correct usage, and long-term habit formation. This role works closely with agent networks, customer experience teams, commercial teams, product teams, creative teams, and the market research team to design and implement marketing initiatives that directly improve business outcomes, including customer acquisition, product usage, repayment performance, and carbon credit generation.
\n\tThe Head of Marketing will also support marketing initiatives across all route-to-market models, helping accelerate community-level adoption of electric cooking solutions. The role also leads the Agent Training team, ensuring agents are equipped with the knowledge, tools, and messaging needed to effectively educate customers and drive adoption of electric cooking solutions.\u00a0.<\/p>\n
Duties and Responsibilities<\/p>\n
Customer Behaviour Change & Adoption<\/p>\n
\tDesign and implement behaviour change marketing strategies that accelerate the transition from traditional cooking methods to electric cooking solutions.
\n\tDevelop campaigns and interventions that drive trial, correct stove usage, and sustained adoption.
\n\tIdentify behavioural barriers such as cooking habits, misconceptions, affordability concerns, or product complexity, and develop strategies to overcome them.
\n\tLead customer education initiatives including product demonstrations, usage guides, training programs, and community engagement activities.
\n\tDrive trial, repeat usage, and customer advocacy through targeted engagement programs.
\n\tEnsure marketing initiatives support increased stove usage, customer satisfaction, and long-term adoption of electric cooking solutions.
\n\tWork closely with the Market Research team to gather customer insights and translate them into actionable behaviour change strategies.<\/p>\n
\u00a0Marketing Strategy & Leadership<\/p>\n
\tDevelop and implement a comprehensive marketing strategy that drives demand, adoption, and sustained usage of electric cooking solutions.
\n\tTranslate company growth goals into customer-focused marketing initiatives that support sales growth, usage, and portfolio performance.
\n\tLead marketing planning and execution across all electric markets while ensuring alignment with global electric business objectives.
\n\tOwn and manage the marketing budget and ensure efficient allocation of resources with measurable return on investment.
\n\tLead, mentor, and develop the electric business marketing team and manage relationships with external agencies and partners.<\/p>\n
\u00a0Global Electric Market Marketing<\/p>\n
\tLead marketing initiatives for the electric business across Kenya, Tanzania, Ghana, Mozambique, and future electric markets.
\n\tEnsure marketing strategies are locally relevant while maintaining consistency with global brand positioning and electric business objectives.
\n\tSupport market launches and expansion into new geographies through targeted marketing campaigns and market-entry strategies.
\n\tCollaborate with country commercial teams to tailor marketing initiatives to local market dynamics and customer segments.<\/p>\n
\u00a0Sales Enablement, Agent Training & Field Marketing<\/p>\n
\tLead the Agent Training team to ensure agents are effectively trained on product knowledge, customer education, and behaviour-focused selling techniques.
\n\tDevelop training programs and materials that enable agents to confidently demonstrate electric cooking solutions and address customer concerns.
\n\tPartner closely with commercial and sales teams to support agent networks with behaviour-focused selling tools and marketing materials.
\n\tDevelop scripts, training guides, and sales support tools that improve customer education and sales effectiveness.
\n\tSupport trade activations, demonstrations, exhibitions, and field marketing campaigns that drive product awareness and trial.
\n\tWork with agent teams to improve demo-to-sale conversion rates and customer adoption.
\n\tSupport marketing initiatives linked to different route-to-market models, including community engagement, localized campaigns, and field [marketing programs<\/p>\n
\u00a0Customer Lifecycle Marketing & Usage Growth<\/p>\n
\tDevelop marketing initiatives that support the full customer lifecycle from acquisition to sustained product usage.
\n\tPartner with Customer Experience teams to strengthen customer onboarding and early usage experiences.
\n\tSupport post-purchase engagement campaigns that increase stove usage and reinforce the value of electric cooking.
\n\tEncourage repeat usage, customer advocacy, and positive word-of-mouth through targeted engagement programs.
\n\tSupport portfolio performance by reinforcing customer education around affordability, value, and long-term benefits.<\/p>\n
Brand & Product Marketing<\/p>\n
\tStrengthen BURN\u2019s brand positioning as a trusted, modern, and efficient electric cooking solution.
\n\tDevelop clear, benefit-led product messaging aligned with customer needs and behavioural insights.
\n\tLead go-to-market strategies for new electric products, product upgrades, and complementary offerings.
\n\tEnsure marketing communication clearly articulates the benefits of electric cooking including cost savings, reliability, safety, and convenience.<\/p>\n
\u00a0Market Insights & Analytics<\/p>\n
\tWork closely with the Market Research team to conduct customer and market research to understand adoption patterns, usage behaviour, and decision drivers.
\n\tTrack key marketing and behavioural performance indicators to measure campaign effectiveness and inform strategic decisions.
\n\tUse insights and data to continuously refine marketing strategies, messaging, and campaigns.
\n\tWork closely with product, commercial, and CX teams to translate customer insights into product and service improvements.<\/p>\n
Key Performance Indicators (KPIs)<\/p>\n
\tProduct adoption and usage rates
\n\tBehavioural shift indicators (trial, repeat use, advocacy)
\n\tBrand trust and perception metrics
\n\tChannel engagement and conversion
\n\tMarketing ROI and campaign effectiveness<\/p>\n
Skills and Experience<\/p>\n
\tStrong understanding of customer behaviour, decision-making, and behaviour change marketing.
\n\tAbility to translate complex technologies into simple, compelling customer benefits.
\n\tStrategic thinker with strong hands-on execution capabilities.
\n\tExcellent leadership and cross-functional collaboration skills.
\n\tData-driven and insight-led approach to decision-making.
\n\tExperience working in fast-growing, multi-market environments.
\n\tBachelor\u2019s degree in Marketing, Business, or related field (MBA preferred).
\n\t5\u201310 years of marketing experience, ideally in change of behaviour and training roles
\n\tProven experience driving customer adoption and behaviour change.
\n\tStrong experience in trade marketing, field marketing, or distributor-led sales models.
\n\tExperience working across African markets is highly desirable.
\n\tExperience with electric appliances, energy products, PAYGO, or social-impact-driven businesses is an advantage.<\/p>\n
Apply Through:<\/p>\n
burnmanufacturing.applytojob.com<\/p>\n","protected":false},"author":2,"featured_media":0,"template":"","meta":{"_promoted":"","_job_location":"","_application":"http:\/\/burnmanufacturing.applytojob.com","_company_name":"BURN","_company_website":"http:\/\/www.burnstoves.com","_company_tagline":"BURN designs, manufactures, and distributes aspirational fuel-efficient cooking products that save lives and forests in the developing world.BURN has revolutionized the global cookstove sector by proving the business case for selling a high quality, locally manufactured and unsubsidized cookstoves.S... read moreince 2013, BURN has sold 200,000+ high quality, locally manufactured and unsubsidized jikokoas \u00e2\u201e\u00a2 stoves in East Africa. These stoves have helped 1,000,000+ beneficiaries save $39 million in fuel expenditures and 626,221 tons of wood while reducing indoor air pollution by 65%. BURN currently sells ~10,000 stoves per month and intend to double sales by the end of 2017.","_company_twitter":"","_company_video":"","_filled":0,"_featured":0,"_remote_position":0,"_job_salary":"","_job_salary_currency":"","_job_salary_unit":""},"job_listing_region":[692],"job-categories":[748,693,1336],"job-types":[687],"class_list":{"0":"post-95273","1":"job_listing","2":"type-job_listing","3":"status-publish","4":"hentry","5":"job_listing_region-nairobi","7":"job-type-full-time"},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/job-listings\/95273","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/job-listings"}],"about":[{"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/types\/job_listing"}],"author":[{"embeddable":true,"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/users\/2"}],"wp:attachment":[{"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/media?parent=95273"}],"wp:term":[{"taxonomy":"job_listing_region","embeddable":true,"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/job_listing_region?post=95273"},{"taxonomy":"job_listing_category","embeddable":true,"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/job-categories?post=95273"},{"taxonomy":"job_listing_type","embeddable":true,"href":"https:\/\/jobs.dataaxisnode.com\/kenya\/wp-json\/wp\/v2\/job-types?post=95273"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}