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Marketing Lead IAM.AI

Date: 01-Jun-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.

Job Title:


Marketing Lead


Job location:




Majid Al Futtaim is building a truly transformative lifestyle SuperApp that creates great moments for our customers, every day. As a Marketing Lead, you’ll play a pivotal role in bringing this vision to life.


Reporting into the Head of Business, you will be responsible for driving SuperApps core digital & offline marketing strategy and share the responsibility for growth and generating revenue by acquiring, retaining, and converting customers across different stages of the products lifecycle. In this role you will own a holistic marketing strategy, execution, core KPI's, budgeting, reporting, and lead all marketing including but not limited to data, social, creative and affiliate marketing for SuperApp.


Ultimately you will be responsible for implementing global best practices, pilot new strategies, and work closely with cross-functional teams (brand, creative, and agencies) to plan and bring our seasonal strategies to life and drive growth that drive the brand & its reputation forward.


Key responsibilities:


Marketing strategy & ownership


  • Deliver on digital marketing strategy that has been put in place through creative & innovative implementation
  • Oversee all marketing campaigns and channels including digital and offline
  • Manage the day-to-day operations of core pillars of the marketing stream which include Data, CRM, Social, Media, and Creative
  • Alongside brand, develop and execute seasonal marketing calendar and determine unique consumer-facing content needs that will live across channels for IAM.AI
  • Optimize brand & performance marketing creative based on learnings and performance.
  • Collaborate with the data team to drive first party data-based recommendations and campaigns.
  • Provide expertise, vision and leadership to define and implement customer relationship marketing programs and initiatives that successfully build profitable, long-term customer value.
  • Launch the app into the market and transition through the different phases of the product lifecycle
  • Develop and adapt marketing strategies for expansion into new core markets of KSA and EGY
  • Developing and implementing a cohesive marketing plan to increase brand awareness, value & reputation
  • Conducting market analysis to identify challenges and opportunities for growth


Marketing budget, and reporting

  • Create channel-specific digital marketing plans aligned to business and brand defined goals and KPI's.
  • Monitor, analyze, and optimize our advertising and media plans across channel using spend, Revenue, and other relevant KPI's.
  • Orchestrate the annual marketing planning and budget process ensuring marketing's goals are aligned with business objectives including building financial plans for marketing channels with specific KPI’s and business cases for new initiatives
  • Setting current and long-term goals for brand awareness growth
  • Be the expert that leads all team members to optimize marketing spends, achieve targets and make critical financial decisions that affect the business’s top and bottom line.


Partner & Agency management

  • Oversee all vendor and agency relationships, including scope development and continuous optimization
  • Continuously drive innovation through new channel and partner exploration
  • Negotiate favorable contracts, assess, partner performance, and lead agency relationships.
  • Responsible for identifying and launching new media/ marketing partners
  • Overseeing the efficiency and profitability of all media channels both in assessing new partners and reporting on current
  • Source new brand appropriate collaborations and sponsorships


Human Capital Responsibilities


  • Setting-up and managing a team of marketing managers
  • 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





  • In-depth knowledge of marketing, digital channel and marketing concepts, platforms, tactics and technologies
  • Understanding of building a brand into new market segments
  • Experience using industry leading tools and platforms
  • Demonstrated success working in agile groups; ability to prioritize, multitask, and manage ambiguity
  • Excellence in budget management and financial acumen 
  • High level of comfort to deal with unanticipated changes (adaptability)
  • Passion for innovation and creative thinking, relentless drive to deliver tangible business results
  • Demonstrated ability to think strategically and manage long-term projects.
  • Excellent communication, written and presentation skills.
  • Detail oriented and organized. Strong planning, organizational and implementation skills.
  • Highly entrepreneurial, creative, open-minded, and collaborative.
  • Demonstrate strong negotiation and networking skills.
  • Strong financials/ budget management
  • Excellent analytical, interpersonal and problem-solving skills
  • Ability to collaborate effectively across internal and external teams
  • Ability to develop and maintain strong working relationships with agency & vendors
  • Proven track record of leadership, coaching and mentoring
  • Challenger mindset and passion to challenge status quo to find new solutions and drive out of the box ideas –loves and embraces change
  • You value collaboration and are your best when part of a team.
  • You are curious with a bias toward action and thrive in a fast-paced organization.
  • English (Full professional proficiency - Required)
  • Arabic is an advantage



Minimum Qualifications/education

  • Bachelor’s Degree in Business, Marketing, Engineering or related field
  • Master’s Degree in the same field is preferred

Minimum experience

  • 14+ years of work experience with relevant marketing background
  • Experience working in and leading agile teams
  • Previous experience in start-ups or similar dynamic digital environment