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Role Purpose:
Majid Al Futtaim Holding invites you to join us in our quest to create great moments for everyone, everyday! We are the leading shopping mall, residential communities, retail and leisure pioneer across the Middle East, Africa and Asia, serving over 560 million visitors a year. For the past two decades, we have shaped the consumer landscape across the region, transforming the way people shop, live and play, while maintaining a strong sustainability track record and the largest mall in the world to attain LEED Gold EBOM Certification. We have over 40,000 team members in 15 international markets representing over 100 nationalities – all keeping the customer at the heart of everything we do. If you enjoy being BOLD, PASSIONATE and TOGETHER, then Majid Al Futtaim is the destination for you.
Role Purpose:
The Customer Marketing & Operations role is to deliver Customer Lifetime Value through Top of Funnel Marketing led strategies and tactics with emphasis on content, value-driven campaigns and activating customer marketing channels with the right customers with a focus on 3 main pillars:
- Driving engagement and growth within our existing customer base, with a focus on High Value segments.
- Attracting, acquiring and engaging new High Value/High Potential customers.
- Building brand superiority and differentiation through Customer Marketing and Engagment.
As a Customer Marketing and Operations Manager, your role will constitute of developing and executing customer engagement tactics that drive our top of funnel Marketing objectives to attract, acquire and engage our existing as well as competitor customer base with value-driven, insight based and content rich campaigns and initiatives across the group/BUs in line with the Customer Engagement team’s objectives and growth plans, respectively empowering the achievement of our business objectives and fulfilment of customer needs from our brands.
Your main role will be to drive the Customer Marketing efforts across the organization through supporting the development of the Strategy, supporting the planning of its conforming tactics for the group and lead the execution for the SHARE Rewards brand. Your main objective will be to support the Customer Engagement team and the Marketing teams across the group to achieve our groupwide business goals by brand through understanding our customers and strategically developing the Customer Marketing strategy/ies and tactics to attract, inform, educate, acquire, excite, inspire and continuously engage current and potential customers [with a special focus on High Value] using the right platforms while driving for excellence across all channels through tracking, analysis and continuous optimization.
You will be part of a newly created team that is fastly growing with a clear objective to drive and maximize Customer Lifetime Value through Customer Engagement and you will be will be at the forefront of enhancing our presence and impact on all customer facing platforms [both online and offline] and enriching our customer database through Top of Funnel Marketing to drive Awareness, Consideration and Acquisition in line with the long term customer objectives and aspiration of Majid Al Futtaim.
Your day to day role will also be expected to take part in the setup of the required governance, processes internally with BUs, Marketing, Analytics and Insights teams and externally with agencies and third party vendors, lead performance monitoring and competitive benchmarking across all channels with the aim to ultimately increase ROI, drive sales and revenue and eventually our targeted growth.
You will need to work closely with a variety of professionals from both internal teams within Holding, SHARE and across the BUs as well as agency partners including Brand, Customer Marketing, Social/Digital Marketing, Content Managers, Digital Analytics, Product/Tech Managers, and Customer Intelligence Teams.
Role Details – Key Responsibilities and Accountabilities:
- Lead the rollout, execution and delivery of all Customer Marketing campaigns including Groupwide and Cross-BU that leverage the power of the group and deliver on business and brand objectives to attract, acquire and engage High Value/High Potential Customer segments and deliver a 360 communication strategy to solidify brand positioning and stories.
- Execute and manage Customer Marketing campaigns to deliver effective awareness, acquisition, adoption and retention campaigns across all platforms.
- Work closely with internal teams and stakeholders to bring brand campaigns to life through identifying target customer audiences, creating content as well as the choice of platforms/channels for campaign execution.
- Analyze and report on campaign performance metrics against KPIs and benchmarks and ensure transforming them to insights to improve future marketing strategies and campaigns.
- Lead BU campaign collaboration through building and maintaining relationships with new and existing BUs and business partners.
- Lead all day to day supplier relationship with creative, activation, events, production and media agencies.
- Own budget analysis including marketing spend, ROI/KPI, working/non-working monthly tracking in addition to issuing monthly reports.
- Execute SHARE Top of Funnel Marketing Strategy, Tactics and campaigns:
- Lead the development and execution of SHARE Always On Social and Content Strategy in-line with brand and business objectives as well as supplementing the SHARE campaign calendar.
- Lead the execution/activation of:
- SHARE campaigns across all customer touchpoints to attract and acquire new members and convert existing Majid Al Futtaim shoppers to SHARE members with focus on High Value/High Potential Customers.
- Media buying across all platforms both online and offline including video, OOH, social media, digital, radio, on-ground…etc
- BU amplification efforts across the SHARE platforms ensuring SHARE brand positioning as the lifestyle rewards platform of our group brand portfolio.
- SHARE Social Media growth across all key Social Media channels including driving channel excellence, performance and driving the delivery of brand and business targets/KPIs to maximize engagement, brand presence, likeability as well as positioning.
- Develop, implement and manage the SHARE Social Media Strategy.
- Set and drive the Social Media process, ways of work and SLAs including community management and customer care.
- Collaborate with Content, Digital Marketing, Member Engagement and Product teams to ensure all customer facing communication on social media is according to brand and customer objectives.
- Manage the day-to-day handling of all SHARE Social Media channels.
- Supervise, plan and deliver creative content across all SHARE social platforms.
- Lead the development and implementation of an affiliate and influencer Marketing network program for SHARE to drive customer engagement and customer acquisition.
- Define, monitor, analyze and drive performance on social media KPIs.
- On-ground activations across customer touchpoints to reach and engage SHARE members including the development and deliver of innovative approaches and executions for activations both facing internal stakeholders as well as customers.
- Brand consistency across BU platforms; working closely with the BUs to provide design, creative guidance to ensure the SHARE brand is consistent across all Customer Marketing platforms/touchpoints.
- Support the groupwide agency agenda to “Raise the Bar” and create a strong portfolio/ pool of agencies across Creative, Activation, Content Creation, Social/Digital and Influencer Marketing.
- Support the evolution of agency reviews, evaluation and development and drive for ways of continuous optimization of agency capabilities and resources.
Definition of Success:
- Brand KPIs:
- Brand Index
- Brand Love
- Customer Lifetime Value
- Online KPIs:
- Customer Awareness/ Reach/Engagement
- Social metrics growth [Impressions – CTR – Engagement – Clicks – Traffic]
- Conversion Rate
- Customer Acquisition
- Website [Page Views – Backlinks – Time on page – Scroll depth – Bounce Rate – Organic Search]
- App [App downloads – Active members – Qualified leads]
- CPC, CPL, CPI
- Organic/paid traffic
- Domain strength
- App Store rating
- Growth of ROI
- Organic Traffic
- Customer base growth
Other Context (if applicable):
This role will have 2 dimensions to it, one that is a Strategic groupwide role overseeing the implementation of the overarching Strategy, Framework and rolling it out to the group/BUs and governing consistency and adherence; and the other is an executional role for SHARE Rewards [our groupwide loyalty brand] where you will be taking part of rolling out the Customer Marketing strategy to life working to support internal teams and agencies to deliver on the strategy across different platforms.
Functional/Technical Competencies
- Bachelor’s degree in Marketing, Advertising or Communications [Master’s Degree/MBA is preferred]
- Proven track record in Marketing management roles and leading Customer Marketing efforts with minimum 6-9 years of working experience including:
- Development and execution of the Marketing Strategy and tactics within the MENA region [preferably UAE, KSA and Egypt].
- Analysing and monitoring competitor and consumer activity to identify opportunities for growth.
- Development and execution of brand strategies and plans which identifies and defines current and future positioning.
- Managing the development of all communication for Business to Customer activity as well as working knowledge of Business to Business communication.
- Effective use of brand awareness and acquisition platforms and channels.
- The creation, development and implementation of digital marketing strategies including meida planning and buying, customer data/analytics and customer experience, social media, search engine marketing and web/app management.
- Management of third party relationships with the company’s advertising and marketing service providers, including but not limited to: Creative, Media, Social, Content Creation agencies as well as influencer and affiliate marketing partners, technology suppliers, SEO consultants…etc.
- Devising and developing existing processes and framework to maximise efficiency, improve return on investment, increase use of technology and automation.
- Driving customer engagement through SEO, SEM, ASO, PPC, database Marketing, Social Media Marketing, Influencer and Affiliate Marketing.
- Working knowledge of Digital Marketing analytics tools such as Google Analytics and MMPs.
- Experience in optimizing Customer Marketing funnels and experience.
Personal Characteristics and Required Background:
- Strong passion for understanding customers with good analytical abilities to spot patterns and inducing insights from data.
- Strong interpersonal skills to nurture team work and working with cross-functional teams.
- Solid creative, presentation and communication skills.
- Strategic thinker that can see beyond the day-to-day grind.
- The ability to work under pressure.
- Outstanding organizational and time management skills.
- Excellent analytical skills and attention to detail.
