Digital VAS & Next Gen Innovation Lead

Safaricom PLC is a leading telecommunications company in Kenya, founded in 1997. It offers a wide range of services including mobile, data, and digital solutions, aiming to drive revenue growth and customer engagement through innovation.

This role involves leading the identification and development of disruptive strategic growth areas such as API Monetization, Ad-Tech, Digital Health, Caller identity, messaging add-ons, and AI-powered communication solutions like AI assistants, Video Messaging, and VRBT. The lead will also be accountable for building strategic partnerships, creating sustainable business models, achieving commercial success, and ensuring a strong return on investment across the digital innovation portfolio.

1. Drive growth for new digital businesses by identifying, incubating, and scaling new revenue streams, focusing on API Monetization, Ad-Tech, and emerging digital platforms.
2. Define and execute the growth strategy for Digital VAS businesses, including Digital Health, Video Messaging, Voice AI solutions, and other next-generation digital offerings.
3. Lead the commercialization and monetization of digital innovations by developing sustainable business models, pricing strategies, and collaborating with segment teams for go-to-market plans to maximize revenue, profitability, and ROI.
4. Establish strategic partnerships by identifying, negotiating, and managing relationships with technology providers, content partners, developers, enterprises, startups, agencies, and ecosystem players to foster innovation and commercial success.
5. Build and scale API ecosystems by developing and executing API monetization strategies that leverage network capabilities and digital platform assets.
6. Develop and grow the Ad-Tech business by creating and scaling data-driven advertising solutions using telecom capabilities, partnerships, and customer insights. Drive partnerships with brands, SMEs, agencies, technology providers, and media platforms to increase mobile advertising revenues.
7. Drive innovation and market leadership by continuously assessing emerging technologies, monitoring industry and customer trends, and identifying market opportunities to build a pipeline of future digital businesses.
8. Take accountability for business growth, performance, and ROI, including revenue growth, profitability, and customer adoption across the Digital VAS and innovation portfolio, delivering on set targets.
9. Lead cross-functional delivery by collaborating with Commercial, Technology, AI & Data Science, Finance, Regulatory, Legal, and CX teams to successfully launch and scale new services.
10. Govern product and partner lifecycle management, overseeing the entire lifecycle from business case development through performance management and renewal decisions.

1. Bachelor’s degree in Business, Telecommunications, Technology, Computer Science, Engineering, Marketing, Economics, or a related field.
2. A Master’s degree (MBA or relevant postgraduate qualification) is an advantage.
3. Minimum of 5–7 years of experience in telecommunications, technology, digital services, fintech, content, media, or related industries.
4. At least 4–5 years in a leadership or senior management role focused on digital products, innovation, partnerships, or new business development.
5. Demonstrated experience in digital business development and commercialization.
6. Proven experience in API ecosystem development and monetization.
7. Experience with Ad-Tech, MarTech, or digital advertising businesses.
8. Strong experience in strategic partnership management and negotiations.
9. Involvement in innovation and emerging technology initiatives.