This role, reporting as the Head of Youth Banking Segment (referred to as Youth Banking Manager in the purpose statement), provides end-to-end strategic leadership for the Bank’s Youth Segment, covering customers aged 18–35, including students, young professionals, and young entrepreneurs. The purpose of the role is to design, execute, and scale the youth banking strategy across the enterprise. The role is responsible for driving accelerated customer acquisition, sustainable deposit growth, digital-first adoption, product penetration, and targeted cross-sell—including cards, digital solutions, and bancassurance—while strengthening brand relevance and engagement among the target demographic.
Key Responsibilities
1. Youth Segment Strategy & Growth
- Develop and implement the overall youth banking strategy.
- Define segment value propositions tailored for students, youth professionals, and youth entrepreneurs.
- Drive youth customer acquisition, retention, and activation initiatives.
2. Product Development & Enhancement
- Lead the design or improvement of youth-focused products (such as youth savings, student accounts, youth loans, prepaid cards, and digital wallets).
- Collaborate with product teams to ensure developed products match youth needs (simple, digital, affordable).
3. Business Development & Partnerships
- Build strategic partnerships with universities, colleges, TVETs, tech hubs, youth groups, and gig platforms.
- Develop joint campaigns and financial literacy programs leveraging these partnerships.
4. Sales Support & Commercial Performance
- Drive sales targets and manage performance dashboards for the youth segment.
- Track key performance indicators including acquisition, usage, deposits, digital adoption, and product penetration.
- Support branches and Relationship Managers (RMs) with dedicated youth recruitment drives.
5. Digital & Innovation Leadership
- Partner closely with the Digital Banking team to build smooth and efficient digital customer journeys.
- Promote strong digital adoption and usage rates among youth customers.
6. Marketing, Brand & Campaign Management
- Lead youth campaigns during peak periods (e.g., school recruitment, internship seasons, holidays).
- Utilize influencers and social media platforms effectively to engage the youth audience.
7. Financial Literacy & Youth Empowerment
- Develop and deliver financial literacy programs within learning institutions.
- Launch youth empowerment events focusing on careers and entrepreneurship development.
8. Cross-Sell & Lifetime Value Growth
- Drive cross-sell opportunities (e.g., digital loans, cards, insurance bundles, savings & investment products).
- Build structured pathways and journeys designed to transition youth customers seamlessly to mainstream banking products as they mature.
9. Risk & Compliance
- Ensure rigorous adherence to proper KYC (Know Your Customer) procedures, anti-fraud standards, and all regulatory compliance requirements for youth onboarding and campaigns.
Qualifications and Requirements
Academic Qualifications & Certifications
- Bachelor’s degree in Marketing, Business, Finance, or a related field.
- A Master’s degree (MBA) is an added advantage.
Experience Requirements
- 4 – 7 years of relevant experience in retail banking, youth marketing, or segment management.
- Experience in digital financial services or youth-oriented programs is preferred.
Key Technical Skills & Leadership Competencies
- Retail banking product knowledge
- Digital banking experience
- Segment management & customer analytics
- Product development understanding
- Campaign execution
- Customer-centric & design-thinking mindset
