Head of Marketing – Electric Business

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. Since 2013, BURN has sold hundreds of thousands of high-quality stoves.\n\n### About the Role\nThe Head of Marketing – Electric Business 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’s electric markets, including Kenya, Tanzania, Ghana, Mozambique, and future expansion markets. The 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. The Head of Marketing will also lead 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.\n\n### Duties and Responsibilities\n#### Customer Behaviour Change & Adoption\n* Design and implement behaviour change marketing strategies that accelerate the transition from traditional cooking methods to electric cooking solutions.\n* Develop campaigns and interventions that drive trial, correct stove usage, and sustained adoption.\n* Identify behavioural barriers such as cooking habits, misconceptions, affordability concerns, or product complexity, and develop strategies to overcome them.\n* Lead customer education initiatives including product demonstrations, usage guides, training programs, and community engagement activities.\n* Drive trial, repeat usage, and customer advocacy through targeted engagement programs.\n* Ensure marketing initiatives support increased stove usage, customer satisfaction, and long-term adoption.\n* Work closely with the Market Research team to gather customer insights and translate them into actionable strategies.\n\n#### Marketing Strategy & Leadership\n* Develop and implement a comprehensive marketing strategy that drives demand, adoption, and sustained usage.\n* Translate company growth goals into customer-focused marketing initiatives that support sales growth, usage, and portfolio performance.\n* Lead marketing planning and execution across all electric markets while ensuring alignment with global objectives.\n* Own and manage the marketing budget and ensure efficient allocation of resources with measurable ROI.\n* Lead, mentor, and develop the electric business marketing team and manage relationships with external agencies.\n\n#### Global Electric Market Marketing\n* Lead marketing initiatives across Kenya, Tanzania, Ghana, Mozambique, and future markets.\n* Ensure marketing strategies are locally relevant while maintaining consistency with global brand positioning.\n* Support market launches and expansion through targeted campaigns and entry strategies.\n* Collaborate with country commercial teams to tailor initiatives to local dynamics.\n\n#### Sales Enablement, Agent Training & Field Marketing\n* Lead the Agent Training team to ensure effective training on product knowledge and customer education.\n* Develop training programs and materials for agents to demonstrate solutions and address concerns.\n* Partner with commercial and sales teams to support agent networks with selling tools.\n* Develop scripts, training guides, and sales support tools.\n* Support trade activations, demonstrations, exhibitions, and field marketing campaigns.\n* Work with agent teams to improve conversion rates and adoption.\n* Support marketing initiatives linked to different route-to-market models.\n\n#### Customer Lifecycle Marketing & Usage Growth\n* Develop initiatives supporting the full customer lifecycle from acquisition to sustained usage.\n* Partner with Customer Experience teams to strengthen onboarding and early usage.\n* Support post-purchase engagement campaigns that reinforce the value of electric cooking.\n* Encourage repeat usage, advocacy, and positive word-of-mouth.\n* Support portfolio performance by reinforcing education around affordability and long-term benefits.\n\n#### Brand & Product Marketing\n* Strengthen BURN’s brand positioning as a trusted, modern, and efficient electric cooking solution.\n* Develop clear, benefit-led product messaging aligned with customer insights.\n* Lead go-to-market strategies for new products, upgrades, and complementary offerings.\n* Ensure communication articulates benefits like cost savings, reliability, safety, and convenience.\n\n#### Market Insights & Analytics\n* Work with Market Research to understand adoption patterns and usage behaviour.\n* Track key marketing and behavioural performance indicators to measure effectiveness.\n* Use data to continuously refine strategies, messaging, and campaigns.\n* Translate customer insights into product and service improvements.\n\n### Key Performance Indicators (KPIs)\n* Product adoption and usage rates.\n* Behavioural shift indicators (trial, repeat use, advocacy).\n* Brand trust and perception metrics.\n* Channel engagement and conversion.\n* Marketing ROI and campaign effectiveness.\n\n### Skills and Experience\n* Strong understanding of customer behaviour, decision-making, and behaviour change marketing.\n* Ability to translate complex technologies into simple, compelling customer benefits.\n* Strategic thinker with strong hands-on execution capabilities.\n* Excellent leadership and cross-functional collaboration skills.\n* Data-driven and insight-led approach to decision-making.\n* Experience working in fast-growing, multi-market environments.\n* Bachelor’s degree in Marketing, Business, or related field (MBA preferred).\n* 5–10 years of marketing experience, ideally in change of behaviour and training roles.\n* Proven experience driving customer adoption and behaviour change.\n* Strong experience in trade marketing, field marketing, or distributor-led sales models.\n* Experience working across African markets is highly desirable.\n* Experience with electric appliances, energy products, PAYGO, or social-impact-driven businesses is an advantage.\n\n### How to Apply\nInterested and qualified? Go to BURN on burnmanufacturing.applytojob.com to apply or use the application portal at https://www.myjobmag.co.ke/apply-now/1171142.