Job Description

Function: Commercial / Marketing

Scope: E-commerce, Brand, Digital, Performance Marketing, CRM, Loyalty, Content, PR & Influencer Marketing

Location: Kuwait

Role Overview

We’re on the lookout for an experienced Director of E-commerce & Marketing to lead the development of an integrated, commercially focused marketing and digital commerce function for a consumer goods business. The role will combine brand leadership with direct accountability for e-commerce growth, digital performance, customer engagement, CRM and loyalty, content, partnerships and measurable marketing effectiveness.

The successful candidate will be expected to strengthen the organization’s digital and e-commerce capabilities, elevate brand positioning, build scalable customer acquisition and retention programs, and create a clear link between marketing investment and commercial outcomes.

Key Responsibilities

E-commerce & Digital Commerce

• Own the overall e-commerce strategy and roadmap, with responsibility for sustainable online revenue growth and customer experience.
• Develop the capabilities required to support regional and international e-commerce, including localization, payments, pricing, fulfilment, returns, SEO and market-specific requirements.
• Lead website trading, online merchandising, product launches, promotional calendars and product availability.
• Own key commercial metrics including conversion, average order value, units per transaction, revenue contribution and cart abandonment.
• Assess relevant marketplace opportunities based on brand fit, economics, acquisition potential and strategic value.
• Continuously improve the end-to-end online customer journey from discovery through checkout, fulfilment and post-purchase engagement.

Brand & 360° Marketing

• Define and strengthen brand positioning, purpose, personality, tone of voice, visual direction and overall brand narrative.
• Lead integrated brand campaigns, product launches, creative direction, partnerships, collaborations and retail marketing initiatives.
• Ensure brand activity is supported by clear objectives, disciplined planning and measurable commercial outcomes.
• Build a cohesive marketing calendar that connects brand, retail, digital, e-commerce and customer priorities.

Digital & Performance Marketing

• Lead paid social, paid search, SEO/SEM, retargeting, affiliate and other performance channels.
• Own customer acquisition efficiency and performance measurement, including CAC, ROAS, traffic quality and conversion optimization.
• Use data and experimentation to improve media effectiveness, digital conversion and marketing ROI.

Social Media, Content, PR Influencer Marketing

• Lead the social media and content strategy across priority digital channels.
• Build a structured content engine covering campaign content, product storytelling, education, community, user-generated content and retail activation.
• Develop a more structured influencer and KOL model spanning high-reach awareness, regional credibility, engagement and conversion objectives.
• Lead PR, partnerships and relevant external brand-building initiatives, supported by clear performance measurement.

CRM, Loyalty & Customer Retention

• Own the customer database, segmentation, CRM automation, lifecycle marketing, personalization and customer analytics.
• Develop and scale a customer loyalty proposition appropriate to the brand and target customer segments.
• Build automated customer journeys across acquisition, post-purchase, replenishment, cross-sell, win-back and retention.
• Increase repeat purchase, customer lifetime value, retention and contribution from CRM and loyalty initiatives.

Leadership & Capability Building

• Build, lead and develop a high-performing team across e-commerce, brand, performance marketing, content, social media, CRM, loyalty and customer analytics.
• Define clear ways of working, priorities, ownership and performance standards across the function.
• Manage agencies and external partners effectively, ensuring strong commercial discipline and delivery quality.
• Partner closely with commercial, retail, operations, technology and other internal stakeholders to deliver shared growth objectives.

Key Performance Indicators

E-commerce revenue and revenue growth

E-commerce contribution to total business

Conversion rate and average order value

Customer acquisition cost and ROAS

Marketing ROI and revenue attribution

Brand awareness, reach and engagement

Repeat purchase, retention and customer lifetime value

CRM penetration and loyalty contribution

Website availability, fulfilment performance and return rate

International / regional e-commerce growth where applicable

Key Competencies

Brand building

E-commerce

Performance marketing

CRM & loyalty

Customer analytics

Commercial acumen

Digital transformation

Leadership

Creative judgment

Data-driven decision making

Budget management

Agency management

Knowledge & Experience:

• 10-15+ years of experience across marketing, e-commerce and digital, with broad exposure to commercially driven consumer-facing businesses.
• Minimum 5 years in a senior leadership role with responsibility for teams, budgets and cross-functional execution.
• Strong preference for candidates from consumer goods or adjacent premium consumer-facing categories.
• Proven experience building or scaling integrated 360° marketing capabilities.
• Strong e-commerce, digital and performance marketing experience with clear commercial accountability.
• Hands-on experience with CRM, customer lifecycle management and loyalty is strongly preferred.
• GCC market experience is required.
• International brand or multi-market experience is highly desirable.
• Bachelor’s degree in Marketing, Business, Digital Commerce or a related field.