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Marketing Manager

Date: 15-Jul-2019

Location: Riyadh, SA

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.

Role Purpose:

The role of the Marketing Manager will be responsible for developing and executing Leisure & Entertainment, Cinemas integrated marketing strategy, while ensuring consistent delivery of the brand messaging to its internal and external stakeholders, across all channels. The role includes managing advertising, PR & communications, events, customer acquisition, market research, loyalty, partnerships and social media.

Role Details – Key Responsibilities and Accountabilities:

Planning & Leadership

  • Plan and deliver LEC’s overall integrated marketing and communications strategy
  • Support budgets, development and monitor expenditure.
  • Develop reports and measure success against company and departmental goals and KPIs.
  • Conduct research, analyze market conditions and competitor data to support marketing strategy.
  • Be a visible, reliable figurehead of the marketing function internally and externally.
  • Promote a culture that reflects the organization’s values, encourages good performance, and rewards productivity. Instill the MAF culture and engage and develop the team for achieving the business objectives in line with the MAF leadership framework.

Marketing and Communications

  • Maintain, protect and consistently communicate the brands, including its vision, mission strategy and positioning.
  • Create and develop marketing plans and campaigns to support key initiatives, new launches, promotions and events.
  • Manage all aspects of print production, receipt and distribution.
  • Develop and implement the annual marketing and communications plan including but not limited to public and media relations, content creation (online and offline), social media and engagement, crisis communications, features and analysis.
  • Serve as brand ambassador, managing and leveraging local media to drive awareness, demand, and audience engagement.
  • Develop relationships with key media platforms online and offline, organize barter deals to minimize advertising costs and keep the LEC brands competitive.
  • Analyse competitor information to facilitate marketing strategies/plans and review of pricing /advertising on an annual basis.Reccommed a pricing strategy for LEC offerings to stay ahead of competition.

Social Media and Digital

  • Develop and execute the LEC social media strategy including content creation, community management, LIVE updates from premieres and Influencer management
  • Monitor social media trends and their impact on the brand and adapt when it is a fit with the brand
  • Work closely with E-commerce to develop paid advertising campaigns, plan and execute referral strategy.
  • Responsible for tracking, measurement and analysis of campaign results; use analysis for campaign optimization and continued improvement
  • Develop Email communications calendars in conjunction with UAE Head Office Marketing team
  • Ensure up to date information on all websites and ensure its relevant and accurate.


  • Track, measure and analyze campaign results; use analysis for campaign optimization and continued improvement
  • Generates annual marketing plans based on the above and implements the plan including preparing and manging the marketing budget and financial control relating to market spend.
  • Achieve KPI’s and targets and review quarterly
  • Ensure the function’s compliance with all contracts, legal agreements and the proper execution of all municipality and government requirements.


  • Ad hoc projects as requested by the Marketing Director & Head of Marketing.

Definition of Success

  • Manage an Annual Budget of over 1 M
  • Achievement of business revenue and EBIDA targets


Other Context (if applicable):

  • Internal interactions – MAF Ventures, MAF LEC CEO and Directors, and other internal stakeholders
  • External – Strategic bank partners, regional telco partners, media, suppliers, advertising and marketing agencies etc.

Functional/Technical Competencies

  • Preferably 5+ years’ experience within marketing in a corporate environment, preferably incorporating international cinema/movie marketing.
  • Experience in broad marketing and current on digital, loyalty, branding and online trends
  • Must be a creative thinker with a complete understanding of the marketing mix and the role each marketing channel plays in achieving the region’s goals.
  • Must be a proactive marketing leader for their region.
  • Strong understanding of the importance of maintaining brand standards along with program consistency and continuity



Personal Characteristics and Required Background:

Personal characteristics

  • Strong communication skills in English.
  • Strong organizational skills.
  • Innovative approach to reaching business objectives.
  • Ability to effectively communicate orally and in writing to all levels of management.
  • Results orientated.
  • Strong personal management and time management skills.
  • Must be very self-motivated, and a “Hands-On” person with strong entrepreneurial spirit.
  • Professional and enthusiastic demeanor.
  • Ability to travel when required
  • Arabic language is preferred.


Minimum experience

  • A minimum of 5 + years marketing experience within the Entertainment, Leisure or e-commerce industries and experience in delivering successful marketing plans and across the Middle East Region.
  • Experience within a marketing team in a corporate environment
  • Experience in broad marketing and current on digital, loyalty, branding and online trends.


Minimum Qualifications/education

  • Graduate in business or marketing discipline