Work alongside the Brand Communication Manager to create and implement the short (1 year) and long term (3 year) marketing strategies linked to the business vitality calendar
Follow the IKEA proven solutions and best practice when planning and implementing the marketing strategy
Work with the commercial action team (Sales, Range & Com-In) functions to support the vitality calendar activities at least ten months in advance
Responsibility for driving visitor numbers upwards and increasing IKEA top of mind awareness
Work closely with the store on their local store activity calendar to ensure engagement/affinity and traffic throughout the year
Responsible for IKEA FAMILY programme, to develop and implement the IKEA FAMILY strategy
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 strategies, 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 & Oman.
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 print, OOH, online, social media and new media formats along with the regional digital manager
Support IKEA FAMILY for the recruitment of new members and retaining a rich data base to support repeat visits to the IKEA store.
Ensure that agency briefs are clearly written and delivered to the agencies 8 months ahead of each activity.
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 presentations and strategy discussions
Work with your team to support the opening of IKEA stores across the markets we operate
In particular taking responsibility for preparing agency briefs for opening campaigns
Develop the annual PR strategy (ATL/BTL)
Analyse the monthly coverage
Quarterly – annual report
Monthly PR product brief to ensure IKEA presence in the weekly and monthly print publication
Work in an effective way with all the global PR tools like the PR press kits, releases, …
Contribute in the write-up of PRL
Annual PR and events planning:
To maximize consumer engagement opportunities make sure the annual plan is done during the commercial planning period in line with the overall brand communication strategy
Create and implement in store events calendar for each store in line with the overall communication strategy in order to create a better shopping experience for customers and to generate word of mouth
Recommend and finalize the annual PR calendar for the IKEA Brand in order to reflect and promote IKEA’s long term priorities, leadership businesses (eg. “Living with children, Organise your living and Small space living”),
PR and events execution:
Liaise with the store management teams and agency to execute the planned events within the agreed time frame. Make sure the events are well communicated amongst the co-workers and ensure their full commitment. Be actively present during the event.
Take part in IKEA Global sustainability and charity projects such as Soft toys and Brighter Life for Refugees and make sure IKEA Global initiatives are represented in online, offline media and PR
Engage with the community we are a part of and coordinate product sponsorships with the Store and Range & Logistics teams to ensure IKEA is a part of social community
Budgeting & Cost Consciousness:
Prepare and control the annual advertising budget
Ensure budgets are distributed to ensure to the enhancement and sustainability of the marketing calendar for the year
Relations with the Principal
Ensure that the brand image & identity is managed in a way that promotes the IKEA concept