Job Description

Our client is a prominent group and one of the largest retail and hospitality conglomerates in the Middle East, Africa, and India. They are seeking an experienced and dynamic Head of Marketing to join their team in Dubai. The job holder will be reporting directly to the CEO and working closely with Brand Heads.

Key Duties & Responsibilities

The Head of Marketing will lead the development and execution of brand and marketing strategies to strengthen the brands market leadership and customer relevance across all territories. This role is responsible for driving brand positioning, customer engagement, and commercial growth through integrated marketing campaigns, leveraging insights, and impactful brand storytelling to keep the brand at the forefront of fashion and lifestyle retail in the region.

Brand Building

• Develop Concept/Brand attributes and positioning strategy in line with the Concept objectives
• Ensure that the entire brand building strategies/exercise are implemented in all the stores and in all the territories
• Liaison with media agencies/consultants to develop appropriate theme boards/communication methodology in line with concept objectives
• Develop/maintain a website for the brand that is in line with the brand image

Promotions and Events

• Recommend store promotions in consultation with buying and retail operations teams
• Ensure that all communication material required for the promotions is developed/designed and sent to the stores/territories within the specified time frame
• Recommend events specific to brand / product category / season
• Forecast along with the buying and retail operations teams on the increase in footfall sales during the promotions

Digital Marketing

• Design digital marketing campaigns in order to attract quality traffic as well as raise brand awareness
• Clear track record of driving, achieving and exceeding revenue goals through well-defined digital marketing strategies and quality execution

Store / Outdoor Media Planning

• Ensure all aspects of imaging - store windows, visuals, banners, posters, shelf takers are in line with the Image of the Brand and target the appropriate audience
• Ensure that the entire out-door media facilities are at prime locations to attract customers (bill boards/ hoardings)
• Ensure that outdoor media communication is replaced regularly with images and captions
• Coordinate with the territories and the brand agencies as necessary on the media advertising
• Ensure consistency in the brand image
• Provide innovative solutions for new POS materials for stores

Budgeting and Planning

• Prepare the annual marketing budget for the Concept in consultation with the management team and allocate resources to territories/brands with the breakup in terms of season, campaign, mediaetc
• Prepare annual marketing calendar and Product specification catalogs
• Review the budgets and make recommendations to the management as deemed necessary
• Report on the utilization of the Budgets periodically (as agreed)

Advertising and Agency Management

• Plan and coordinate with Corporate Marketing on media buying and Agency contracting
• Liaise with the advertising agency on the optimal spending of the Media Budgets for the Season/ Territory and Brand
• Plan with the agency on the image campaign for the season
• Track advertising maintained with the agency
• Plan and manage the seasonal photo shoots with the advertising agency including coordination between buyers, designer agencies, models and photographers
• Design, write, and oversee the production of printed promotional materials including catalogs, brochures, flyers, and program and media guides
• Review the effectiveness of advertisement promos and take corrective actions
• Set agency deliverables with respect to the brands communication strategy
• Responsible for all approvals on the brand and marketing in coordination with brand/ concept head

People Management

• Manage the performance of the team – set annual performance goals, monitor performance and provide constructive feedback to improve performance.
• Identify their training and development needs and ensure their fulfilment
• Develop and mentor subordinates to move to the next level of their role, through career planning and developing a development chart
• Ensure compliance to Company policies and values.

Market Research

• Conduct periodic market research to study the customer profile / preferences and buying patterns, in coordination with Corporate Marketing
• Conduct market research to study the effectiveness of the media campaign and with respect to the money spent, in coordination with Corporate Marketing
• Set goals and parameters for Marketing Research

Stakeholder Management

• Work with cross-functional teams like buying & retails ops to align & ensure marketing strategies are in line with Concepts overall strategy
• Ability to think strategically and formulate strategic plans to drive cross-business / cross-departmental initiatives
• Collaborate with external agencies to plan & organize Concept driven events

Key Qualifications

• 15+ years of marketing experience preferably in retail/fashion industry
• 3-4 years of managerial experience of heading a marketing function in retail/fashion industry
• Experience in the GCC region + international exposure
• Post graduate degree in marketing/advertising/public relations/communications is essential
• Knowledge of Google AdWords, display networks, Facebook paid marketing, remarketing, retargeting
• Consumer / Market Research Methodologies
• Local Market Retail Scenario Understanding
• Communication and Presentation Skills
• Good contacts in the marketplace