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Director, Marketing

Date: 01-Aug-2021

Location: Dubai, AE

Company: Majid Al Futtaim

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.

This role is responsible for developing and implementing the overall Mall Marketing Strategy for the UAE portfolio that aligns with the Majid Al Futtaim Shopping Malls Business Unit strategy.


The Mall Marketing Director should work closely with the Mall Marketing & Corporate Marketing teams to:

  • Generate Footfall
  • Drive sales conversion
  • Ensure creativity and innovation is an ongoing process in setting marketing plans and campaigns
  • Deliver campaigns that build on our brand positioning strategies
  • Maintain excellent relationships with tenant partners
  • Boost the loyalty program (SHARE) value perception and membership engagement.


Role Details – Key Responsibilities and Accountabilities:

  • Own the development of the Mall Marketing strategy, in coordination with the Head of Marketing and Regional Managing Director and in alignment with the business priorities.
  • Direct the Mall Marketing teams on creating Strategies for each asset in alignment with Management teams, ensuring a robust marketing calendar is in place with all elements of the marketing mix considered to drive awareness, footfall, sales and ROI.
  • With the Marketing team, develop and deploy digital marketing strategies to drive traffic to web platforms, activate social platforms with quality reach and engagement, and work with corporate marketing team to launch omnichannel features that vastly improve the in-mall customer experience and drive engagement.
  • Lead on the development of a customer segmentation strategy that should: define what customer group to go after, know as much about our detractors, and where our competition is strong / weak in order to define where we need to play and what we can claim that no one else can.
  • Work with leasing to add value to tenants in MAF Malls through insights and digital tool adoption, increase tenant collaboration through joint marketing plans, jointly pitch to new innovative retail and F&B brands not present in our malls.
  • Increase the loyalty program (SHARE) sales penetration, and where there is no SHARE use e-coupon to collect transactional data for personalization & automate CVM Analytics initiatives to drive footfall, sales, cross sell and repeatability.
  • Spearhead the development and delivery of the ‘City Centre’ or ‘Mall of’ brand positioning to ensure a strong brand identity and that this powers all decisions regarding Marketing plans, Activations, Events and Communications.
  • Co-own the Voice of the Customer program working with the corporate Marketing team and Asset Managers to run continuous improvement programs to find innovative solutions to consistent pain points.
  • Co-own the improvements in customer experience through identification and recommendation of new ideas and best practices that impact the customer journey and the Net Promoter Score (NPS).
  • Update and adhere to the Marketing P&Ps and audit requirements, constantly looking for marketing efficiencies with suppliers and have a war on waste mentality.
  • Run learning and development programs for the marketing teams and define career development plans, identify gaps and address them instantly
  • Manage relationships with major external agencies. This includes supporting the Marketing Managers in negotiating with external agencies as and when required.
  • Ensure compliance with the MAFP SMBU’s Code of Conduct, Departmental policies and HR Policies and Procedures at all times.
  • Be the advocate and ambassador of aligning and cascading the MAFP values across SMBU and ensure that relevant team adhered to and exhibit the same all the time.
  • Lead by example – thrive to create an honest and open work environment where individuals collaborate /support each other as a team and are passionate to achieve a common business objective.