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Role Purpose:
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The Head of Digital, loyalty and CRM is responsible for developing, growing and strengthening the digital marketing, CRM and loyalty program to increase the profitability within MAF Retail.
The role holder is also responsible for transferring the knowledge and the best practices to the team to take the Omni-Channel marking to the next level.
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Role Details – Key Responsibilities and Accountabilities:
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Digital Marketing
- Develop and implement the Digital Marketing plans for the UAE Market.
- Supervise all advertising and digital campaigns, news related to competitor to keep abreast of any developments to act accordingly
- Be recognized as an expert leader in Digital Marketing, ensuring an Omnichannel approach in all MarCom initiatives.
- Develop marketing strategy aligned with the organizations overall objectives aligned with MAF OpCos and include new technologies that keep the company at the forefront of developments in digital and mobile marketing
- Leverage the ROI of Promotions, Coupons and Marketing investments in Digital campaigns
- Ensure that all operational decisions on merchandising level are well translated into digital campaigns messages
- Define and implement the UAE Social Media strategy, in alignment with the central team.
Loyalty Programs Planning
- Lead the Country Loyalty program, maximizing the ROI and achieving outstanding results in retaining and increasing the base of customers.
- Define the objectives of the loyalty programs by liaising with key stakeholders in order to ensure development of compelling loyalty programs for acquisition of new customers and retention of existing customers
- Plan effective loyalty programs to enhance customer retention and communicate relevant plans across the various countries
- Ensure the reward categories and levels are designed and updated in accordance with customer needs by undertaking primary research and benchmarking
- Set and monitor the annual budget for the design and implementation of loyalty programs and highlight any budget variances to the senior management
- Coordinate with MAF OpCos regularly to plan and implement any initiatives or projects related to customer loyalty programs
- Coordinate with customer research team to understand key customer insight
Market Analysis
- Oversee the research, analysis analytics on internal data and evaluation of the competitive market environment
- Lead Marketing research activities and convert results into action plans
- Oversee research for various audience segments and requirements for content personalisation
- Analyse website traffic trends and customer feedback data to drive future site iterations
- Research and analyze all marketing activities of the business campaign and propose effective ideas on:
- Product positioning
- Brand Positioning
- Merchandise Point of Sale (POS)
- National Promotional Concepts
- Local Store Marketing Program
- Manage data intelligence and analytics for the UAE customer base.
- Oversee the development of strategies to drive online traffic to the company website, and track conversion rates and making improvements to the company’s website
- Develop, manage and implement creative, effective and successful quarterly marketing plans for the stores along with the chain marketing strategy and annual market plan and budget
- Monitor threats and opportunities and amend actions where necessary, to ensure sales/brand development
Collaborations and Communication
- Work with marketing partners to understand sales goals and customer insights
- Oversee the development of presentation of any digital campaigns to respective management
- Oversee the management of projects during the development phase of applications, with an absolute focus on end users’ needs and requirements
- Collaboration with the central marketing team ensuring alignment with the corporate directives.
Human Capital Responsibilities
- Train and develop a Team that will excel in analytical skills, thrive through innovation, and will deliver outstanding results.
- 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
Financial Responsibilities
- Budget management, monitor allocated budget to ensure compliance and take corrective measures when necessary
- Provide inputs on the development of annual budget
- Review financial reports for accuracy and consistency
- Develop necessary measures towards continuous reduction of the operational cost
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Definition of Success
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- Development of digital marketing strategy aligned with the organization objectives
- Research of marketing analysis
- Development of digital campaigns
- ROI of developed campaigns
- Operational decisions on merchandising level are well translated into digital campaigns
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Other Context (if applicable):
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- Understanding of digital marketing environment and have wide knowledge of the digital marketing environment across different industries
- Up to date with technological - all new digital terms and programs
- Creativity and strong analytical skills
- The ability to work in a fast paced and changing environment.
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Functional/Technical Competencies
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- Understanding of the Digital Marketing environment, being up to date with the latest trends with proven experience in performance campaigns.
- Wide experience in CRM, Customer data analytics, Customer Loyalty and Retention Programs.
- Possess excellent communication skills and an ability to work effective in multidisciplinary teams across the organization.
- Broad experience across different industries, including retail.
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Personal Characteristics and Required Background:
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Minimum Qualifications/education
- Bachelor’s Degree in Marketing, Business Administration, Commerce or relevant
- MBA in the same field advantage
Minimum experience
- 10+ years in a similar position
- 5+ years in retail business is preferred
Skills
- Strong analytical and technical skills
- Problem Solving Skills
- Ability to challenge the status quo in search of better ways of achieving results.
- Strong communicator, negotiation and presentation skills
- Excellent organizational and time management skills
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