Director - Marketing Communication

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 45,000 team members in 17 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 Director - Brand Marketing is responsible for developing and maintaining a strong brand image across all the countries by building the content/communication strategy, qualifying brand/product communication campaigns and ensuring its implementation. The role holder is also responsible for providing regular support, implementing audit mechanisms to govern content development and ensure that is delivered as per the required standards and brand guidelines. The role will also be responsible for developing of our private label communication plan across our key defined markets, ensuring providing proper support to the markets

Role Details – Key Responsibilities and Accountabilities:

Strategic Planning

•              Define and deploy Marketing strategy and ensure messages are tailored to the organization’s overall strategy

•              Drive a retail focused communications strategy and ensure consistent alignment between Majid Al Futtaim group, within Retail and its market

•              Develop companywide content strategy to apply when communicating brand and product messages

•              Ensure alignment of content developed across the relevant channels with the company’s business objectives, mission and vision

Content implementation

•              Transform consumer in-sights into creative communication that drive the business strategy

•              Guide the country during the implementation stage through clear communication regarding deadlines and task delegation

•              Work closely with the functions within the MarComs & other Retail departments to execute content development initiatives in an efficient manner

Content Creation

•              Source and collaborate with agencies & creative team to deliver the required tasks and ensure high quality content  production

•              Develop and implement policies and procedures to support the country in publishing content as per the required quality standards and ensure content is consistent with the set strategy across the company

•              Measure and optimize the outcome of the communicated content on an ongoing basis and develop action plans to enhance quality

•              Communicate the latest trends, updates and best practices in content development to the team and country

•              Guide the country in conducting continuous content optimization

New Concept

•              Support the development of New Concepts based on Customer insights & needs & deliver Guidelines for these concepts.

•              Oversee the delivery of new and existing store concept requirements, and identity concepts in collaboration with the relevant stakeholders

•              Develop the communication content for all new concepts in coordination with the other Marcom Functions

Loyalty Programs Planning, Implementation and Operations

•              Ensure effective implementation of loyalty programmes by liaising with key stakeholders

•              Drive and lead loyalty programs designed and communicate to all key stakeholders to deliver commercial objectives through enhancing member retention and growth across the various countries.

•              Oversee and monitor the annual loyalty budget against design and implementation of loyalty programmes; Highlight any budget variances to the senior management

•              Define and drive key performance indicators (KPIs) based on the program objectives for monitoring the progress of loyalty programmes effectiveness

•              Drive strategic negotiations with third-parties to bring the correct partnerships to the loyalty programmes for as an effective and attractive retention mechanic

•              Work closely with Teams for the development and implementation of Loyalty programmes

Integrated communications

•              Recalibrate the content mix across channels and platforms to increase relevance, reach and engagement and contribute towards business success

•              Define and deploy tailored stakeholder communication to secure buy-in and advocacy

Thought Leadership

•              Define and deploy platform engagement strategy

•              Provide direction/strategy on country social communication and management

•              Ensure regular support is provided to market in mapping and executing in-market thought leadership communication opportunities

Communications

•              Develop and activate social communications functions across the market to operate at a high standard and driven by insights and results

•              Work closely across department to develop a brand with local relevance via both top down and bottom up integrated campaigns

Human Capital Responsibilities

•              Ensure the implementation of the performance management process

•              Provide mentorship for the purpose of developing a continuous talent pipeline for key roles

•              Identify training needs and coordinate with the HC department to ensure facilitation of training requirements

•              Oversee the development and implementation of on the job-training

•              Ensure constant availability of the required competent staff to support the organization in meeting all its responsibilities, plans, and objectives

•              Provide inputs while developing MAF Retail’s corporate policies and relevant procedures, and monitor the implementation

Disclaimer: This role description reflects the general details considered necessary to describe the principal responsibilities of the role identified and shall not be construed as an exhaustive description of all the work requirements inherent to success in the role.

Qualification, Experience & Skills:

Minimum Qualifications/education

•              Bachelor’s degree in business, marketing, or a related field

Minimum experience

•              10+ years in Marketing experience in FMCG or Multinational companies, including mastering Brand Concept, Copy & Content production

•              2+ years of Retail experience is an advantage

Skills

•              Excellent communication and writing skills

•              Editor skills

•              Time Management

•              Interpersonal skills

•              Ability to work under pressure

•              Creative mindset A

•              Ability to build agencies and team relationships

•              Service oriented attitude

•              Inquisitive and resourceful personality

•              Superior appreciation of time limitations, priorities, and time allocation

•              Demonstrates strong thought leadership and problem solving abilities

•              English (Full professional proficiency - Required)

•              Arabic (Professional efficiency – Advantage)