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Role Title:
Marketing Manager – Middle East and Turkey (MET)
Marketing Manager – Middle East and Turkey (MET)
Reports to:
Head of Commercial Development – MET
Head of Commercial Development – MET
Role Purpose
The Marketing Manager shall support the Head of Commercial Development in the creation and delivery of the digital & retail marketing strategy for Travelex in the Middle East & Turkey. The objective of such a strategy is to ensure that customers in our key demographics consistently seek Travelex products & services for their foreign currency & money transfer needs across the UAE, Bahrain, Oman, Qatar & Turkey.
The Marketing Manager will be primarily focused on optimising Travelex Middle East & Turkey’s digital estate and bringing us to best industry standards. The candidate must be extremely well versed with digital platforms such as Google Analytics, Google My Business, Google Ads, website platforms like Umbraco, SEO and SEM as well as have knowledge on Social Media advertising.
The candidate will also be required to work with our trading teams to ensure our Retail presence is consistently best-in-class, ensuring our visual presence is striking and easily connects with target customers.
The role is that of an individual contributor and requires a proven track record of digital & social media marketing while working independently without reliance on 3rd party advertising agencies. It is a fast-paced role that requires high organisational skills, creative thinking and co-ordinating various teams to achieve marketing targets within budget and by deadlines.
Key accountabilities
Strategy & Campaigns
- Co-creates the marketing strategy for all Travelex stores in the MET region, with a focus on achieving the company’s KPIs and sales objectives.
- Establishes quantifiable benefits of new marketing campaigns in the region, ensuring these are delivered within budget.
- Regularly meets and manages relations with Travelex retail stakeholders to align marketing calendars and initiatives across the year
- Identifies & maximises marketing opportunities, both online & offline, to achieve the company’s commercial and brand objectives within budget.
- Analyses the performance of marketing campaigns with the support of finance and pricing teams. Responsible for reporting findings to Travelex’s Senior Leadership Teams.
- Keeps track of marketing expenses and budget.
- Communicates the core objective of every marketing campaign with the Learning & Development team of Travelex to ensure retail teams are appropriately educated on campaign purposes.
Digital Marketing Management
- Plan, design and execute all aspects of web, SEO/SEM, database marketing, email, social media and display advertising campaigns.
- Develop and monitor digital campaign budgets.
- Plan and manage our social media platforms.
- Prepare accurate reports on our digital marketing campaign’s overall performance.
- Evaluate important metrics that affect our digital campaigns’ success.
Vendor Management
- Responsible for co-ordination between 3rd party vendors & Travelex Retail when it comes to digital marketing (e.g.: Google, Meta, potential Agencies, etc), store branding, marketing collateral design and procurement.
- Oversees the production and execution of campaigns and other marketing initiatives within quality and cost standards.
- Foster a strong working relationship with Travelex MET’s Graphic Designer to ensure efficient ways of working are implemented.
Retail Estate Management
- Working with Country Managers & internal design teams to ensure our retail stores represent Travelex optimally to both preserve our brand legacy while also appealing to target customers.
- Conducts regular store visits to make sure the overall store and customer experience is up to brand standards, and frontline teams are accurately communicating and implementing all marketing initiatives.
- Ensures regular communication with retail teams to incorporate feedback into marketing campaigns.
- Ensures design team is accurately briefed, overseeing the design of all marketing collaterals to ensure global brand consistency and local relevancy.
Key interfaces/ relationships
- Global Products & Marketing Team
- Country General Managers
- Retail/Partners/BD Teams – Maintaining/Building Relationships
- Retail Teams
- Legal & Compliance
- Learning & Development
- IT
- Customer Service (Call Centre)
- Operations & Facilities
- Finance
Role-specific experience and skills
- Proven work experience in digital and retail marketing
- Must have at least 5 years of working experience in Google My Business, working on location mapping, optimising business profiles, location verification, review management & associated elements
- Must have at least 5 years of working experience with Google Ads, working on designing and implementing campaigns tagged to online consumer channels without the support of digital agencies
- Must have at least 2-3 years of working experience delivering social media advertising through Meta platforms & Google platforms (e.g.: FB,IG,WA, Youtube, etc.)
- In-depth knowledge & experience leading and managing SEO/SEM, various social media platforms, website analytics and digital marketing best practices
- Experience in optimising website landing pages and user funnels
- Experience with design platforms (e.g.: Canva, Photoshop/Illustrator)
- Experience with e-mail marketing platforms (e.g.: Emarsys, MailChimp)
- Experience with digital content management software (e.g.: FourWinds Interactive)
- Experience with A/B testing, optimising PPC campaigns on major search engines
- Understanding of HTML, CSS, and JavaScript is preferred
- Ability to multitask and juggle multiple campaigns
- Strong grasp of Microsoft Office (Word, Excel, PowerPoint)
- High attention to detail, good analytical skills
- Strong administration, project management and coordination of activities including ability to meet strict deadlines and deliver to budget
- Excellent communication and interpersonal skills with confidence to deal with internal and external stakeholders
General experience and personal qualities
- Must have a Bachelor’s degree in marketing or associated field
- A minimum of 7 years’ experience in a digital marketing and retail marketing
- Be comfortable working in a multi-cultural, multi-ethnic environment
- Highly creative with excellent analytical abilities
- Outstanding communication and interpersonal skills
- Excellent copywriting & grammar
- Good design flair – knowledge of how to utilise brand guidelines and maintain international standards
- Leadership skills, to be able to lead and own projects from A to Z, and take calls and decisions
- Good time management and project management skills
- Focus on results, proactively solving problems and supporting the business with solutions
- Good commercial acumen
- High degree of personal and professional integrity
