Role Profile:
Lead the evolution and building the brand in MENA. Plan, Direct & coordinate marketing strategy & annual plans, with clear Customer and Competitor focus to identify potential customers for growth & Goals.
A mid & long term view of the Brand/ Portfolio to define strong plans and executions of all markets in MENA.
Influence product development or monitor trends that indicate the need for new products and services in alignment with Host Brand to bring more value to the mid-long term view.
Responsibilities:
Marketing Strategy: Develop and update the brand marketing strategy & operational plans in line with business goals; contribute to the overall alignment of the marketing plan with the goals of the business.
A clear market-by-market strategy to action plan monitored & tracked with key Customer KPI’s & Measures
Marketing Execution: Complete end-to-end execution, monitoring, tracking and evaluating based on the KPI’s and measures for each campaign & success of the plans.
A robust delivery plan by market by the campaign with KPI’s & optimization plans in partnership with the aggregators. Channelizing the teams to activating the big initiatives. Full omnichannel plans
Marketing Campaign Development: Manage a portfolio of campaigns (advertising, promotion, other marketing) and negotiate service-level agreements to ensure successful campaigns and value for money. Plan, coordinate, and supervise activities relating to major campaigns.
Marketing Execution and Optimization: Design, develop and oversee the strategy for the execution and optimization of omnichannel marketing plans for a brand or group of brands, to optimize customer experiences and drive the achievement of KPIs
Leveraging Data and Customer Insights: Interpret data and insights and consider recommendations in reports, analyzing multiple data points to inform customer and marketing approaches for a large and complex brand or a collection of brands.
Host Brand Relationship: Lead the development and implementation of stakeholder engagement strategies and plans for the host brand to identify relevant stakeholders, to create mutually supportive working relationships, and to ensure that each stakeholder has an appropriate share of voice on local decision-making.
Promoting Customer Focus: departments to improve internal relationships in a large organization and to build strong external customer relationships.
Customer Experience Mapping: Lead a range of stakeholders in the development of the ideal customer journey, incorporating concepts of reachability, convenience of service and purchase, personalization, ease of use, and flexibility.
Leadership and Direction: Communicate the function's strategy and its relationship to the organization's mission, vision, and values; clarify the actions needed to implement this strategy within the area of responsibility; motivate people to commit to the mission, vision, and values and do extraordinary things to achieve the organization’s business goals.
Budgeting: Manage budget plans for a department. May involve development or delivery or both.
Organizational Capability Building: Evaluate the capabilities of staff within the department to identify gaps and prioritize development activities. Implement the organization's formal development frameworks within the area of responsibility. Coach and mentor others to support the development of the organization's talent pool
Performance Management: Manage and report on performance within the department or area of responsibility; set appropriate performance objectives for direct reports and hold individuals accountable for achieving them; take appropriate corrective action where necessary to ensure the achievement of annual business objectives.
Skills:
Leveraging Data and Analytics: Works at an advanced level, using the latest analytical tools to extract relevant information, cross-referencing data to produce meaningful recommendations that influence business and customer decisions. Typically works independently and provides guidance
Exploring Market, Customer and Category Foresight: Works at an advanced level to carry out landscape mapping (including category,market, competitor, and customer) to identify emerging threats and opportunities that will inform brand and customer strategy. Typically works independently and provides guidance.
Generating Customer and Market Insights: Works at an advanced level to generate insights and translate them into compelling narratives that will engage and influence customers. Typically works independently and provides guidance.
Setting a Forward-Looking Brand and Category Vision: Works at an advanced level to rethink the brand and category boundaries to find growth in untapped spaces (1-3 years). Typically works independently and provides guidance.
Compelling Customer Strategies (grow, retain, activate):
Works with full competence to develop effective strategies aimed at expanding
customer base, nurturing loyalty, and encouraging active engagement. Typically
works without supervision and may provide technical guidance
Commercial Mindset and Budget Management: Works with full competence to manage the brand and its portfolio along the funnel in a profitable way to deliver sustainable long-and short-term growth.Typically works without supervision and may provide technical guidance.
Omnichannel Planning and Mix Modelling: Works with full competence to create integrated marketing approaches across. multiple channels that deliver seamless and consistent customer experiences. Typically works without supervision and may provide technical guidance.
Stand-Out Content and Creative: Works with full competence to build winning engagements with customers through creative content development. Typically works without supervision and may provide technical guidance.
Personalization and Loyalty Management: Works with full competence to create personalized interactions, customized offers, and targeted communications that cater to individual preferences and behaviors, including loyalty programs. Typically works without supervision and may provide technical guidance.
Maximizes Customer Experience: Works at an advanced level to execute omnichannel plans that deliver a seamless experience for the customer journey. Typically works independently and provides guidance.
Performance Tracking: Works at an advanced level to systematically monitor analyze, and evaluate key performance metrics across various initiatives and channels. Typically works independently and provides guidance.
Data Driven Optimization: Works at an advanced level to leverage data in order to continually assess performance and optimize experience for customers. Typically works independently and provides guidance.
Education: Master's Degree or Equivalent Level
Experience:
Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers, Alshaya Group’s portfolio extends across MENA, Russia, Turkey and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business. Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences. Fresh, modern and relevant, Alshaya’s constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn and KidZania.
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