Head of Marketing – Al Futtaim Group

Overview of the role:

We are seeking a dynamic professional to spearhead the development of brand equity for emerging electric vehicle automotive brands managed by Al-Futtaim in the UAE and KSA. This role involves overseeing brand building efforts for Polestar in the UAE and BYD in both the UAE and KSA, with a particular focus on steering and supporting BYD’s presence in the KSA market. The role aims to elevate brand awareness and consumer consideration for these new EV brands from their current low or non-existent levels. The primary focus is on driving rapid growth through digital-first strategies, PR & Media relations, Social Media engagement, customer-centric marketing campaigns, and both online and offline activations and events. The overarching performance target is to strengthen the top-of-funnel engagement, ensuring an exemplary customer experience across all brand touchpoints leading up to the point of sale, encompassing new, used, fleet, and aftersales vehicles.

 

What you will do:

Marketing Strategy

• Establish and grow all new EV brands in UAE / KSA and driving brand awareness, consideration, and relevance amongst the target audiences.
• Drive market share growth through development of brand equity and improved customer loyalty
• Develop the marketing strategy and execute the marketing plans in UAE / KSA in consistent with the overall global marketing strategy and implementation roadmap. This includes product launches and driving awareness for existing product lines & brand communication
• The main liaison with the EV principals, collaborating with their global marketing teams to understand the global and regional strategic initiatives.
• Managing OEM relationships that result in long-term success for both the OEMs and Al Futtaim, through close collaboration and communication.
• Drive digital-first, consumer centric approach across all aspects of the business together with global team

 

Activation, Campaigns & Social Media

• Create data driven campaign planning processes for all brands in UAE / KSA
• Manage and coordinate external agency partners
• Lead, activate & execute consumer communications across all channels
• Oversee social media, and community management channels
• Develop and execute comprehensive social media strategies to enhance brand visibility and engagement across platforms. 
• Sustain a performance measurement framework across key platforms to drive sustainable growth and continuous improvement
• Responsible for financial planning and reporting (paired with KPI framework to deliver campaign attribution/ROI measurement)
• Explore and implement best in class practices from our partner OEM in other markets, as well as across the industry

 

Customer Experience

• Deliver exemplary Customer Experience (CX) across all brand touchpoints by leveraging key brand propositions and assets
• Improving Customer Experience in sales spaces and workshops by supporting Sales and After Sales Front line teams with Merchandizing, Training, & POS materials.

 

PR & Media Relations

• Develop and implement comprehensive PR strategies that align with the Al Futtaim overall marketing objectives.
• Oversee all PR and media relations activities, including media outreach, press releases and media interviews. 
• Lead the creation of compelling PR campaigns and initiatives to promote product launches, corporate announcements, and key messages. 

 

Team Management

• Create a high growth mindset team
• Drive a talent development system that creates marketing talents who are recruited correctly, developed, coached, and engaged through performance management, learning, development & succession planning. 
• Lead a lean and effective Marketing structure & team
• Drive performance of Marketing team through measurable KPIs
• Ensure 100% compliance with Standard Operating Procedures 
• Drive Al-Futtaim Values in workplace.
•  Evaluating and optimizing marketing strategies.

Job Details

Preferred Candidate