Work alongside the GM marketing Com & Manager to create and implement the short (1 year) and long term (5 year) strategy linked to the business commercial calendar
Follow the IKEA proven solutions and best practice when planning and implementing the marketing strategy
Work with the Sales, Range & Com-In functions to create an activity calendar working at least six months in advance
Ensure strategies for each market that strongly supports theInter-IKEA and Al-Futtaim brands long term strategy and business plan.
Ultimate responsibility for driving visitor numbers upwards and increasing IKEA top of mind awareness
Market Research
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 UAE & Qatar
Encourage the Store Customer Relations Manager to use feedback from our customers, store performance and other research data to understand and develop the business potential in our PMA (Primary Market Area)
Provide work brief and follow up to ensure we understand deeply the everyday lives and their home furnishing needs of consumers in the market
Understand how different consumer groups within our PMA use different Media so that we can target communication more effectively
Media (Multi Channel)
Ensure the strength of each local media channel is maximised and that the total media mix is seamlessly integrated to create one consistent message in our local market.
Support the day to day strategy by use of magazines, radio, social networking, television and new media formats
Support the IKEA and Al-Futtaim strategy through delivering a globale-Commerceplatformto support cross channel sales, direct to customers and Promoting B2B (Business 2 Business) sales
Agency
Ensure that work briefs are clearly written and delivered to the agencies 6 months ahead of each activity.
Ensure a close and progressive relationship with agencies to support the development of the brand in the region
Dedicate time and effort in integrating the agencies into our brand through refreshing trainings, research presentations and strategy discussions
New Markets
Work with my natural work team to support the opening of IKEA across the region
In particular taking responsibility for Qatar and UAE, shortlisting agencies and preparing work briefs for opening campaigns
Working with the Catalogue Manager to support the Catalogue distribution & strategy
Budgeting & Cost Consciousness
Prepare and control the annual Marketing budget for IKEA Egypt
Ensure budgets are distributed to ensure to the enhancement and sustainability of the marketing calendar for the year
Relations with the PrincipalEnsure that the brand image & identity is managed in a way that promotes the IKEA conceptBusiness Support / Contingency
Ensure that the IKEA service office has the infrastructure to support the expansion plans
Identifying Marketing solutions for cross border ways of working and complexities.
Provide training for managers and co-workers as appropriate on the correct working methods and business processes
