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Regional Director of Growth Marketing

Date: 18-Jan-2023

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 Purpose:

The Regional Director of Growth Marketing will be responsible for developing and executing our growth strategy, encompassing both customer acquisition and retention marketing, and fundamentally impacting all Digital Marketing plans. The person will help build and drive efficiency and effectiveness of the customer funnel by setting the roadmap for our brands like VOX cinemas, Ski Dubai, Snow Oman, Magic Planet, Dreamscape, Little Explorers, I Fly and all new concepts to be launched in 2023 and beyond. This will require the person to collaborate cross-functionally with Digital Product, Customer Experience, Pricing, Marketing and Creative teams to identify and execute opportunities to drive growth.

Job Details – Key Responsibilities and Accountabilities:

  • Own growth marketing strategy and inform our customer-facing experience across acquisition and retention
  • Develop a go-to-market digital marketing plan for brands, including budget, forecast, efficiency targets, and channel and partner selection
  • Build dashboards for measuring and sharing results on critical KPIs related to growth (volume, CAC, retention, CLTV) and own achievement of weekly and monthly KPIs
  • Research and analyse our customer acquisition and retention strategies, research competitors and engage with customers to build Growth Strategy
  • Take ownership for our customer acquisition channels – paid ads, display ads, SEM, affiliate marketing and influencer marketing
  • Develop and lead the SEO strategy for all brands to execute programs that drive high-quality organic traffic
  • Own and improve conversion of prospects into customers by working with UX/UI team to test & scale digital campaigns
  • Conceptualize and plan creative content and campaigns that build brand equity and drive business growth 
  • Post-launch, design and implement optimization tests across our end-to-end customer funnel (from acquisition through lifecycle retention)
  • Partner with cross-functional teams to develop advertising assets, landing pages, emails, and reporting needed to manage programs at launch and beyond
  • Own management and results of ad channels post-launch, including reporting, and efficiency optimization
  • Experienced in managing external digital marketing services partners and
  • Hire, manage, and develop a team of driven, highly engaged individuals to manage Performance & Proximity Marketing channels

 

Measure of Success – Illustrative KPIs:

  • Setting key performance targets (CAC, CPA, AOV, retention), forecast and reporting on results. You will build a team centered around Performance & Proximity Marketing. Integrates corporate sales, travel trade and commercial partnerships across LEC.
  • Drives customer acquisition, retention, product/service development, and loyalty programs.
  • Leads on brand development and growth, tracking awareness and conversion.
  • Improves loyalty sales penetration burn to earn ratio and effective P&L management.
  • Utilizes data and insights to make informed decisions.
  • Holds strong relationships with internal and external stakeholders.

 

Financial KPIS.

  • Grow overall customer base for cinemas across the region by 20%
  • Significantly improve marketing spend efficiency to optimize cost of acquisition by 10%.
  • Increase Social Media total community size for UAE & KSA by 20%.
  • Optimise churn to under 40% for customers of VOX cinemas.

 

Technical Skills.

  • Top-notch analytical skills with a proven ability to work through data to find opportunities and actionable insights
  • Deep expertise of ad/web/email reporting and analytics platforms, such as Google AdWords, Facebook, Google Analytics, Optimizely, etc.
  • Deep expertise of ad/web/email reporting and analytics platforms, such as Google AdWords, Facebook, Google Analytics, Optimizely, etc.
  • Strong track record of effective collaboration with creative/brand marketing and product management teams.
  • Owning and managing a budget, forecasting, and delivering on periodic goals of spend, CPA, ROAS, Retention and CLTV.

Personal Characteristics and Required Background:

  • Strong Strategic thinker & ability to translate quantitative and qualitative data.
  • Experience working in a team-oriented, collaborative environment.
  • Highly organized “doer,” with a data-centric mentality, performance driven, and results focused
  • Ability to effectively priorities and execute tasks in a high-pressure environment.
  • Experience building, leading, and managing a team of direct reports with specialist skills in performance, proximity, social and content.
  • Experienced with channel testing methodology, lifecycle marketing programs and multiple attribution models.

 

Experience

  • 15+ years of experience in brand & digital marketing with a deep focus on performance-based growth marketing
  • Experience working across the full direct-to-customer marketing funnel (customer acquisition, conversion, engagement, retention)

Minimum Qualifications/education

  • Master preferred