Reporting to the Head of Marketing, the Brand & Communications Senior Manager will be responsible for the setting, implementing and managing the strategic marketing communication direction of the brand across the digital and traditional channels to ensure return on the investment for the brand. A focused digital expert this senior position requires an in-depth knowledge of running digital marketing to acquire customers and drive revenue growth for a digital business. Responsible for managing a team of 5 direct reports this person will have solid leadership credentials. This position will be the overall ambassador for the brand.
Communication & Media Strategy Will set the quarterly and annual communications and media strategy and calendar and sign this off with the Head of Marketing. Including brand strategy, positioning strategy and executional strategy and planning.
Communication Project Management / Campaign Management Responsible for coordinating different communication projects, primarily digital, with a team of five direct reports and external agency partners. Including translating business objectives into communication briefs, setting the communication tone of voice, hierarchy of messaging, selecting the best media to deliver ROI. Overall responsibility for the ROI of all campaigns and initiatives.
Budget Overall responsibility for the setting, management and reconciliation of the marketing communications budget.
Brand Health and Measurement Responsible for the overall performance and consistent monitoring of the brand including awareness, consideration, and closeness.
NPS & Customer Satisfaction Responsible for NPS measurement and strategy, including managing the collection of NPS and the close the loop strategy.
Customer Base Analysis Analysing and reporting back to the Head of Marketing on the development of our customer base including profiling of the demographics and psychographics of the customer, taking this analysis back into the digital and channel strategy and communication targeting plan.
Digital Estate Responsible for ensuring that the digital estate (web, app and retail) has a best in class customer and brand experience. Leading the Web Specialist to ensure SEO, CTR and optimisation of the funnel not only creates a wow experience but ensures that our customers are served in the best possible way.
Social Media Leading the social media team to ensure that we become the leading social brand in the market. Creating compelling content and ensuring that engagement is high not only to our customer base but also within the target market segments that we are serving.
Creative Communications Responsible for inspiring the team to achieve greatness and in creating world class creative for the brand. Consistently ensuring that creative campaigns can work across 360-degree media proportionally weighted towards digital and channel executions.
Communication KPIs Overall responsibility for ROI of all campaigns, both acquisition and usage based. Delivery of awareness, brand linkage, strong brand association and likeability of different advertising and communications and their effect on the business case.
Digital Media Overall responsibility for the digital strategy including online to consumer and offline to online customer sales funnel. Managing the team to lead a day to day basis the media allocation and weighting for the digital media to ensure a consistent and optimised CPA (Cost per acquisition) and OTS (Opportunity to See). Well versed in using cross platform retargeting techniques for Google, Facebook and other platforms to increase conversion opportunities.
Offline Media / Channel Marketing Overall responsibility for managing the offline media selection and performance with a particular bias towards executional channel marketing. Ensuring that the product has a strong cut through at PoS and that messaging is aligned towards creating purchase intent.
CSR & PR Overall responsibility for developing the CSR / brand purpose and PR activities and strategy for the brand.
Communication Consistency Responsible for communication consistency across different touch points taking a lead on copywriting and tone of voice for the brand.
Frameworks, boundaries and decision making authority
Reporting to Head of Marketing with weekly alignment session
Responsibility for the marketing communications budget
Deliver projects and campaigns on time, within budget and with good results, learn from mistakes and refine the implementation for better results moving forwards.
Secure optimal usage of marketing communication resources through planning, documentation and project management
ROI from campaigns (CPA, Acquisition, Usage Uplift, Retention, CLV)
Brand Awareness, Consideration, Closeness, Usage, Perception, Closeness, Executional Cut Through, Ad Recall.
Optimised online sales funnel / SEO
NPS and Customer Satisfaction Close the Loop effectiveness and delivery
Employee NPS and satisfaction lead the team consistent to the brand promise
Ensure good cooperation with suppliers, and the other departments
Negotiable on candidate s experience and qualifications
Candidate s profile (minimum qualification)
BSc or similar in Marketing Communications, business or similar.
Track record of successful management of Digital Communication Experts and Agencies for a Digital brand
Ability to plan, co-ordinate and prioritize activities
7 Years experience as a digital communication leader / expert.
Possess a strong performance- and results orientation
Able to apply high level analytical and creative problem-solving skills
Excellent communication and analysis skills
Creative, flexible, resilient and fun to work with
Fluent in English.
Position will be based in Dubai, United Arab Emirates