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Majid Al Futtaim 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.
Job Purpose:
- Responsible for formulating online marketing strategy for F&B brands in the online ecosystem and thereafter implementing the marketing strategy through relevant plans, programmes and promotions, in order to assist the Online Product team in meeting the business & financial objectives, and achieve growth.
Job Details – Key Responsibilities and Accountabilities:
- Develop the long term and annual online marketing strategy for the F&B division based on study
of international trends, review of competitors activity, regional/local trends etc.
- Generates annual online marketing plans based on the above and implements the plan including preparing and managing the marketing budget and financial control relating to marketing spend
- Closely work with the online product team (delivery) on the roll-out of the online marketing strategy (owned and paid) and the growth of the delivery business to achieve the financial and business objectives
- Liaise with brand team on building the best online identity for the F&B delivery brands (physical or virtual)
- Plans and executes all elements of the online marketing mix in the plan including advertising, media, promotions (food aggregators and direct channels), , social media channels, influencers, event & PR coverage online.
- Build and manage the online brand identity on social channels, websites, bring brands to life on social -ensuring an always on social calendar, and setup of community management via the agencies or call center.
- Liaise with other market’s marketing managers, food aggregators & e-commerce teams on regional campaigns to ensure timely and smooth execution
- Lead and coordinate the agency pitch process.
- Re-Launch F&B virtual brands in the UAE and to roll it out across the MENA region (KSA, KWT, QAT, BAH, OMA, LEB, EGY)
- Provide online marketing attention and support to other branches outside the UAE
- Identify the required promotional activities per location regionally and prepare the holistic plan that would suit most of the locations.
- Takes up personally or coordinates through external agency market research activities for the F&B brands, in order to continually increase the effectiveness of the marketing efforts to identify new trends within the industry, consumer preferences and usage and attitudes in new markets.
- Coordinates with advertising agency to ensure maximum penetration per AED expended for the F&B brands. This will include selection, appointment, evaluation of advertising agencies,
preparing advertising briefs, media planning, reviewing output and evaluating advertising
Effectiveness.
- Responsible for designing, planning and executing relevant sales promotion plans, campaigns and activities.
- Undertake a review of marketing trends in the F&B business internationally, in order to bring in new initiatives to increase customer flow online
- Establish a robust relationship with food aggregator/partners marketing team to maximize value on third-party food aggregators
- Coordinates and ties in with third-party food aggregators, and direct ordering (with e-commerce) in order to ensure that the target customer inflow is met.
- Develop a mechanism for evaluating customer service/satisfaction and thereafter initiating corrective action.
- Collects and analyses competitor information in order to facilitate marketing strategies/plan.
- Co-ordinates all activities with the LEC team to ensure no conflicts or duplication and to leverage maximum advantage for the F&B brands from Mall and MAF-owned assets and group marketing spend.
- Identify potential F&B supplier sponsorship/partnership opportunities from third-party suppliersManage/coordinate planning with the online product team for of onboarding new F&B brands
- Develop customer loyalty through direct ordering messaging during the customer lifecycle (new users, churned users)
- Liaise with e-commerce team on making sure the entire F&B online ecosystem is up-to-date
- Plan & execute strategic branding, tactical, and always-on campaigns via several online media (owned & paid)
- Prepare monthly, quarterly and annual marketing reports and budgets as required.
- Take up other tasks as relevant.
- Provide the required support and materials to the sales team to promote F&B online business across the/region and internationally
- Manage other brands under LEC F&B – Dine-in restaurants, virtual brands, VOX Cinemas snacks, & L&E F&B if relevant
- Manage the development of virtual brands via research in alignment with the online product & brand team,
- Conduct the required marketing research within new developments of virtual brands.
- Conduct a continuous review of the brand’s performance and identify the tactics and strategies to adjust on the short and long term
- Manage the marketing budget keeping it within the agreed parameters and the guidelines
