Head of Marketing ACE

Al Futtaim Group

UAE

Ref: HP698-9019

Job description / Role

Employment: Full Time

Head of Marketing | ACE | DFC | Dubai

Established in the 1930s as a trading business, Al-Futtaim is one of the most progressive regional business houses headquartered in Dubai, United Arab Emirates.

Al-Futtaim operates through more than 65 companies across sectors as diverse as commerce, industry and services, and employs in excess of 40,000 people across the UAE, Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, Egypt, Pakistan, Sri Lanka, Syria, Singapore and Europe.

ACE is one of the biggest hardware and lifestyle retail franchises in UAE that the Al-Futtaim company holds. For nearly eight decades, ACE has been a part of the American landscape and today has over 5,000 stores in the USA and hundreds worldwide. Regionally ACE has over 6 stores in the United Arab Emirates with planned expansion for Qatar and Egypt.

The product range comprises DIY, hardware, electrical, home and garden, furniture, camping and barbecue, pet and decorating products, with the emphasis on lifestyle. The Head of Marketing will lead the development and delivery of a cohesive Marketing Strategy and Marketing Plan that supports business targets and Brand Strategy.  They ensure the brand communications support the brand image and equity and are responsible for development and delivery of marketing campaigns including digital formats to deliver sales and profitability targets with clear return on marketing investment.

KEY ACCOUNTABILITIES:
Brand Management

* Manage the brand(s) to ensure that the brand identity, brand values and key benefits are communicated and contribute to fulfilling the Brand(s) objectives.
* Achieving targeted level of brand awareness and brand positioning in all markets we operate in with consistency in all brands we support.
* Create and implement the communication strategy ATL and BTL with a 3-year horizon to achieve Brand(s) objectives and long term business plan
* Collate and oversee the production of any documentation in line with market expansion in the markets we operate.
* Act as the brand's spokesperson with media relations, ensuring a positive image and position for the brands within the market and general public.

Activity Calendar and Marketing Campaigns

* Work with Buying , Operations and Visual Merchandising to recommend and finalize the annual activity calendar with clearly defined objectives and targets.
* Effective partnership with Visual Merchandising to ensure in store marketing components are implemented to drive a cohesive look for the customer.
* Ensure that the yearly brand plan business needs in the local markets are achieved (Eg. Leadership position in outdoor, gardening and DIY showcase expertise of brand in various categories we carry etc.).
* Ensure development of marketing briefs for all activities and campaigns.
* Work with the Country Marketing Managers to ensure proper local communication opportunities are utilized Eg. Mall Management Marketing.
* Conduct location visits to support the store teams on best practice and the commercial calendar.
* Measure the success of communications programs through analysis of Key Performance Indicators (KPI's) and research studies (Eg. Customer Satisfaction Index, Visitor & Sales performance) to build a positive image for the general public and act as traffic drivers to the store.

Digital Communication and E-commerce Strategy

* Manage and oversee the communication on digital platforms across the region.
* Work with e-commerce team for roll-out and support in the markets we operate in.

Catalogue

* Manage and oversee catalogue creation, roll out and support in all markets as well as adaptation for local markets when required. Eg. Outdoor catalogue, Christmas catalogue and others as per business requirement.

Financial and Business Planning

* Work with the management team to build and support delivery of an Annual & Long Term Business Plan.
* Prepare and control the annual budget for all markets so that structured Marketing activities are carried out for achievement of goals and all budgets including vendor and ace international are utilized in the best possible manner.

People

* Work with HR Business Partner to deliver targeted people solutions to create employee engagement, compliance to HR Policies and local legislation.
* Set up succession for marketing team to sustain continuity and development.
* Maintain a training and development program with HR to ensure the marketing team has relevant training in place from induction to up skill training.

Business Growth /New Markets/New Brands

* Managing market entry and store / New Brands opening projects with Management team and retail division. Ensuring compliance to legislation and brand requirements prior to operations starting in each store and country.
* Work with the Operations team to support the correct range and price in the new small format stores.

Requirements

Education:
* Marketing or Business Management Degree preferable.
* Minimum Experience and Knowledge.
* Must have a minimum of 5-7 years Marketing Management experience, retail preferred
* Must have previous UAE experience. Experience in KSA is a bonus.
* Deep understanding of consumer insight and leverage the understanding for developing Marketing Plans.
* Must have the ability to acquire and analyse local market demographics as well as economic and market conditions.
* An Arabic speaker is preferred.

About the Company

Established in the 1930's, the Al-Futtaim Group initially operated as a trading enterprise. Rapid development throughout the 1940's and 50's saw it establish itself regionally as an integrated commercial, industrial and services organisation, positioning itself one of the leading business houses in the lower Gulf region. Today, it operates collectively over 40 companies bearing the Al-Futtaim name, dominates many market segments in the UAE, and has expanded its sphere of operation to include Bahrain, Kuwait, Qatar, Oman and Egypt.

The Group comprises a diverse range of strategically positioned operating subsidiaries and associate companies, structured to give the Al-Futtaim Group the flexibility and versatility to keep ahead of local competition while keeping pace with the ever-evolving global business scenario. The Groups continued investment in world-class systems technology is clear evidence of its commitment to maintain leading edge performance and service delivery.

The success of the Al-Futtaim Group can be attributed to a business approach that combines the ability to change with the traditional values of integrity, service and social responsibility that define its core business philosophy. This, linked with the Groups belief in decentralisation, gives the heads of the operating companies a high degree of functional autonomy and authority, providing the Group with essential flexibility, and individual employees a clearly defined work culture and sense of responsibility.

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