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Job description / Role
Performance Marketing Manager - Starbucks - UAE
Role Profile:
The Digital Performance Marketing Manager will take responsibility for increasing the reach, conversion, and overall ROI of our branding and promotional content through paid digital channels, in support of our marketing campaign goals
In line with our strategy, he/ she will ensure that these campaigns make a measurable commercial contribution to Starbucks through increased customer acquisition, with a particular focus on our loyalty program and our eCommerce channels and digital platforms, and increased footfall to our stores. As a performance marketer, he/ she will be responsible for ensuring that we are using the correct KPIs to evaluate our marketing spend (e.g. ROAS), that our campaigns are set up to provide accurate data, and that we take actions to improve future campaigns based on findings
He/ she will also play a crucial role in the ongoing digital transformation of Starbucks MENA and will make a strong contribution to the development of the digital marketing team, especially around paid advertising. The ideal candidate will be a relentless promoter of continual performance improvement, will enjoy exploring new ways of doing things, and will inspire peers and partners to do the same.
The below Key Performance Areas include but are not limited to:
• Owning and being accountable for our paid digital marketing strategy, budgeting, and performance across established (e.g. Facebook, Instagram, YouTube, etc.) and emerging (e.g. Snapchat and WhatsApp, TikTok, Google PPC, and GDN, etc.) channels and platforms
• Ensuring our paid digital marketing strategy is fully aligned with our ambition to drive Starbucks' top-line growth through aggressive expansion of; customer reach, customer acquisition, and membership of our Loyalty programme across all MENA markets
• Managing the development of paid digital channel media plans in accordance with the overall online marketing strategy and allocating spend appropriately
• Contributing to the set-up of new digital campaigns, including briefing and agreeing requirements with internal and external digital advertising teams
• Working with the internal digital media team, the central digital advertising partner, and external digital marketing teams (e.g. Delivery partners) to devise the right technical approach to:
- Building membership of the Starbucks Loyalty programme during roll-out by using look-a-like audiences
- Driving traffic to our store pages and footfall to our stores through geo-targeted mobile campaigns
• Encouraging retention and advocacy with re-targeting techniques and using look-a-like audiences
• Working independently and in collaboration with the Starbucks analytics team to analyze results, identify actionable opportunities (targeting, creative direction, key messages, etc.) and drive performance and scale
• Ensuring campaign reports are of high quality, compiled in a timely manner, and distributed effectively to the relevant internal stakeholders
• With the Web Analytics Manager and the Alshaya central digital marketing team, supporting the definition and development of our online attribution model and post-impression marketing analysis to establish reach engagement and acquisition KPIs of CTR, Cost-per-Acquisition (CPA), Cost-per-Lead (CPL) and ROAS
• Collaborates with the central digital marketing team to ensure excellent execution and performance optimization of all Starbucks digital media campaigns
• Collaborating with the whole Starbucks marketing team to ensure that campaigns are designed digital-first and with mobile experience at the core, providing input to ensure campaign creative content meets the expectations of audiences across the range of digital channels
• Collaborating with the whole Starbucks digital marketing team and the central team to deliver a performance marketing approach focused on a test-and-learn ethos, such as A/B testing new creative content and identifying best practices
Requirements
Knowledge Needed:
• Digital media landscape and trends, proficient knowledge of digital analytics (GA) and Google Ad tools, proficient knowledge of the latest social media advertising tools and platforms, knowledge of Google Merchant Centre, a strong understanding of the MarTech landscape and likely evolution, digital native content creation
Experience Required:
• Over 5 years focused on end-to end-delivery of cross-channel digital campaigns and 1-2 years of experience managing others
• Experience as a digital marketing manager with a fast-paced omnichannel retailer is essential
• Experience working in a digital media/ advertising agency is a valuable plus
• Experience in building up a team is appreciated
• Experience with large regional and matrix organizations is a plus
• A strong track record of developing and rolling out digital marketing campaigns that regularly outperform measurable objectives and benchmarks is a must
• Proven experience with product/services or digital product launches (apps) is required
Skills
Functional:
• Media planning; expert knowledge of digital and social channels; creative judgment; marketing performance management and reporting; in-depth knowledge of Google tools is required (Adwords, Analytics, etc.); mobile marketing and remarketing; programmatic advertising; budget management; good understanding of eCommerce is a valuable plus
Non-Functional:
• Ability to work quickly, responsively, and with an openness to embrace new ideas and ways of working; ability to prioritize tasks effectively; stakeholder management, team leadership; agency and partnership management; project management; effective communication and presentation skills
Additional role requirements:
• Proactive and can-do attitude; analytic mindset; ambition for excellence; pragmatic approach to problem-solving
About the Company
As a leading international franchise operator, with nearly 90 of the world’s most recognised brands in its portfolio, Alshaya Group brings great shopping, dining, leisure and hospitality experiences to millions of customers across the Middle East & North Africa, Russia, Turkey, Europe and beyond.
Alshaya Group is a dynamic multinational business and family owned enterprise with a consistent record of growth and innovation. For 35 years, Alshaya has been a pioneering force in brand franchising, using its exceptional knowledge and experience to expand at pace.
Our portfolio of well-loved international brands includes Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn, KidZania and, coming soon, Hampton by Hilton.
From one retail franchise store opened in Kuwait in 1983, Alshaya Group has consistently grown and diversified and today offers customers an unparalleled choice of brands across multiple sectors; Fashion & Footwear, Health & Beauty, Food, Optics, Pharmacy, Home Furnishings, Leisure & Entertainment, and Hotels. A diverse, skilled team of 53,000 people from 120 nationalities support more than 4,000 stores, cafes, restaurants and leisure destinations, a growing online business and a commitment to delivering great customer experiences.