Country Marketing Manager

**Job Requisition ID**:169016

Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United A”rab Emirates. Structured into five operating divisions; automotive, financial services, real estate, retail and healthcare; employing more than 35,000 employees across more than 20 countries in the Middle East, Asia and Africa, Al-Futtaim Group partners with over 200 of the world's most admired and innovative brands. Al-Futtaim Group’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration and integrity; Al-Futtaim Group continues to enrich the lives and aspirations of our customers each and every day.

**Overview of the role**

The Job holder will lay and execute the foundation for maximized sales volumes and optimized long term profit by focusing on generating large volumes of visitors to the IKEA Store by converting visitors to customers through internal and external communication.

Overall responsibility for the Brand image in the Egypt market and the understanding of the IKEA Brand in the markets Al Futtaim IKEA operates in. Supporting the existing business with the development of the new businesses Al Futtaim IKEA is entering.

Responsible to position the IKEA store as the “leader in life at home” in the Egypt market

An efficient and effective integrated consumer and customer engagement approach (in co-operation with all functions involved), which includes:

- All media approach (Paid, Owned, and Earned - both online and offline),
- The Loyalty approach (including marketing contribution to CRM, IKEA FAMILY, IKEA Business, and other registered and non-registered customers)
- IKEA FAMILY member offers: benefits (including IKEA FAMILY range) and rewards
- meeting and communicating: store, web, magazine (digital and print) and direct communication
- IKEA FAMILY program operation: member management tools/ insights and KPIs
- IKEA Business, Development of loyalty program for our IKEA Business

**What you will do**

**Responsible for the Brand Management and implementing the strategy**
- Manage the Brand to ensure that the IKEA Brand identity, Brand values and key benefits are communicated properly and contribute to fulfilling the IKEA Concept & Brand objectives
- Ensure awareness of the IKEA Brand; Understand the IKEA Concept; Impression of the IKEA Range & IKEA personality; Position of the IKEA Brand; Preference of the IKEA Brand
- Contribute as a member of the country Egypt management team to achieve the best possible results and to establish synergy and uniformity across all markets in relation to commercial activities, marketing campaigns and advertisement
- Marketing strategy implementation in order to maximize sales and increase market share by generating additional visitors to the Stores
- Ensure awareness of the IKEA Brand
- Alignment of internal and external communication in line with IKEA concept documentation
- Contribution to the multi-year business plan
- Prepare IKEA Brand capital research together with the Consumer and Customer engagement manager, setting actions to improve on IKEA positioning objectives and follow-up on results
- Coordinate marketing activities between the Stores, the service office and Inter IKEA systems B.V.

**Conduct Market Research in cooperation with the Regional Consumer and customer engagement manager**
- Liaise with the principal to prepare, revise and implement the Brand Capital survey and ensure the follow-up
- Use the Brand Capital, ICSS and mystery shopper feedback to drive the marketing strategy, including analysing the success of campaigns and return on investment
- Provide the relevant and up to date Business Information to related business functions to support the overall business strategy for Egypt
- Understand how different consumer groups within our PMA use different Media so that we can target communication more effectively

**Develop the country DIGITAL STRATEGY**
- Develop on-line marketing strategies to support all commercial activities in all territories in line with the regional strategy
- Update and maintain IKEA website in line with all global and local initiatives

Develop social media strategies and roll out plans for; Facebook, Twitter, YouTube, Pinterest & LinkedIn

**Manage the implementation the Communication strategy / campaigns**
- Ensure that activity communication briefs are clearly written and delivered to the agencies 6 months ahead of each campaign. Based on regional Strategy for each campaign.
- Ensure a close and progressive relationship with agencies to support the development of the brand in the country
- Dedicate time and effort in integrating the agencies into our brand through refreshing trainings, research prese