Regional Marketing Manager - M&S - UAE
Al Futtaim Private Company LLC, United Arab Emirates
Job Description
JOB PURPOSE:
The Regional Marketing Manager will develop a Marketing Plan to drive the business targets in line with International M&S Brand and as part of the overall delivery of the customer experience strategy for M&S MENA.
The job holder ensures the brand communications support the brand image and elevates the brand awareness and positioning. The job holder is responsible for the development and delivery of marketing campaigns including digital formats to deliver sales and profitability targets with clear return on marketing investment.
The integral part of the role is ensuring compatibility with M&S global brand guidelines and country/local legislations as well as driving excellence across all customer touch points and mapping a seamless customer journey.
KEY ACCOUNTABILITIES
Brand Management
Manage the brand to ensure that the Brand Identity, Brand Values and key benefits are communicated and contribute to fulfilling the Brand objectives
Achieving targeted level of brand awareness and brand positioning in the market
Create and implement the communication plan ATL and BTL with a 3-year horizon to achieve M&S Brand objectives and the long-term business plan.
Collate and oversee the production of any documentation in line with market expansion and in the markets, we operate
Act as the brand’s spokesperson with media relations, ensuring a positive image and position for M&S brand within the market and general public.
Customer Experience and Insight
-Own, develop and implement relevant market research. Drive consumer insight to define opportunities to drive business decisions
-Understand consumer experience and define gaps
-Understand customer preferences, lifestyle, demographics and define gaps
Commercial Calendar and Marketing Campaigns
Develop an annual marketing calendar with the Merchandising & Buying, Operations, Visual Merchandising which will create a continued footfall attraction to stores. Support marketing investment with clear commercial cases which support and promote the commercial priorities of the Business Units.
Effective partnership with Visual Merchandising to ensure in store marketing components are implemented to drive a cohesive look for the customer
Ensure that the yearly M&S Brand plan and AF M&S business needs in the local markets are achieved (eg. Leadership position in Lingerie, price perception through OV Lines, fashion perception through sub brands etc) Ensure development and utilization of correct communication channel for targeted customer segments.
Ensure development of full marketing briefs for the agreed key commercial priorities.
Work with the Stores to optimize local communication opportunities eg. Mall Management Marketing
Conduct location visits to support the store teams on best practice and the commercial calendar.
Measure the success of communications programs through analysis of Key Performance Indicators (KPI’s) and research studies (eg. , Customer Satisfaction Index, Visitor & Sales performance) to build a relevant image for the general public and act as traffic drivers to the store
Financial and Business Planning
Work with the management team to build and s deliver Annual Business Plan
Own and provide support to develop the M&S Al- Futtaim strategy
Prepare marketing budget and control spend for all markets.
Corporate and Brand
Promote Brand and Corporate Values throughout the marketing team and the ways of working with M&S, stores and depending functions within AL Futtaim.
Regularly and proactively Liaise with M& UK on Marketing related issues and at the same time maintain good relations whilst ensuring that the company’s own (local) business objectives are met. Influence Principal to support marketing research and communications to tap the local opportunities in the region.
Ensure coordination for permits with regards to promotion and events
People
Work with HRBP to deliver targeted people solutions to create employee engagement, compliance to HR Policies and local legislation
Set up succession for Marketing team to sustain continuity and development
Maintain a training and development program with HR to ensure the Marketing Team has a relevant training in place from induction to up skilling
Business Growth /New Markets
Managing market entry and store opening projects with retail division and M&S provided resources. Ensuring compliance to legislation and brand requirements prior to operations starting in each store and country.
Work with the Operations team to support the correct range and price in different format stores.
Job Specification
Minimum Qualifications Experience and Knowledge:
• Marketing or Business Management Degree
• Must have a minimum of 8 years Marketing Management experience, retail preferred
• Must have strong media and communication skills
• Deep understanding of consumer insight and leverage the understanding for developing Marketing Plans
• Must have the ability to acquire and analyse local market demographics as well as economic and market conditions
• Passion for working with fashion brand
Behavioural Competencies:
• Delighting Our Customers
• Collaboration
• Managing Complexity
• Influencing Others
• Taking Initiative
• Drive for Results
• Engaging Leadership
• Developing Talent
Embrace and ensure M&S values Inspiration, Innovation, Integrity and In Touch behaviours are exhibited at all levels
Should possess: Strong Numeracy, Analytical Skills and Presentation Skills
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