AF21681 - Advertising & PR Manager l IKEA l Dubai Festival City - Regional Office

Department: IKEA
Country: United Arab Emirates
Location: Dubai | UAE
Closing Date: 22-Mar-2016
Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim is one of the most progressive regional business houses headquartered in Dubai, United Arab Emirates.

Al-Futtaim employs in excess of 44,000 people, operates through more than 200 companies and represents more than 225 international brands across industries as diverse as retail and wholesale trading, distribution, real estate development, leisure and hospitality, insurance and financial services. The group has significantly expanded its business operations in recent years through a strategic acquisition plan and has entered a number of new territories, increasing its footprint beyond the GCC and Greater Middle East to encompass Africa, South East and North Asia, Australasia, East Africa and Europe.

Entrepreneurship and rigorous customer focus has enabled Al-Futtaim to grow its business by responding to the changing needs of the customers and societies in which it operates. Al-Futtaim is committed to offering customers an unrivalled choice of the world’s best brands with exceptional standards of customer service and after sales support.

Structured into four operational divisions; automotive, financial services, real estate and retail, Al-Futtaim maintains a decentralised approach, giving individual businesses flexibility and versatility to maintain a competitive stance. This benefits employees, providing a clearly defined work culture where individuals are empowered with authority and responsibility for their work.

The success of Al-Futtaim is attributed to proactively managing change whilst upholding the values of integrity, service and social responsibility. The majority of businesses, built on a portfolio of world leading brands, dominate their sector.

Retail

The foundation of Al-Futtaim’s retail network was established in the early 1990s with the launch of the internationally renowned and popular IKEA, Marks & Spencer, Toys R Us and ACE franchises in the UAE.

Representing some of the world’s most popular international brands, Al-Futtaim’s retail network extends throughout the UAE, GCC and North Africa and has a significant presence in Singapore and Malaysia following the acquisition of The Robinson Group in 2008.

In 2012, Al-Futtaim acquired a shareholding in Royal Sporting House, which is active in distribution, direct retail stores and shop-in-shops. The Singapore-based fashion, sports and lifestyle retail giant has 600 stores and many additional points of sale are spread around the world with over 399 in South East Asia, over 74 in the Middle East and over 126 in the South Pacific region.

  • 837 stores in 18 countries
  • Occupies 5.6 million sq. ft. of retail space
  • 13,000 employees
  • Serves 30 million customers each year

IKEA

IKEA is the world's largest home furnishings store, founded in Sweden over 60 years ago. Our operations around the world are constantly increasing with new stores and markets added to the success story.

At IKEA not only our furniture is down to earth, straightforward and inspiring, but so is our work ethics. Despite being the leading home furnishing retail franchisee across the world, we at IKEA still give you the room to grow! At IKEA "creating a better everyday life for the many" isn't only our vision, it's our way of life!

About the Business:

One of the companies bearing Al-Futtaim name is IKEA.

IKEA is the world's largest home furnishings store, founded in Sweden over 60 years ago. Our operations around the world are constantly increasing with new stores and markets added to the success story.

At IKEA not only our furniture is down to earth, straightforward and inspiring, but so is our work ethics. Despite being the leading home furnishing retail franchisee across the world, we at IKEA still give you the room to grow! At IKEA "creating a better everyday life for the many" isn't only our vision, it's our way of life!

About the Job:

Commercial Planning:

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

Market Research:

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.

Agency:

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

Market Development:

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

PR:

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.

CSR projects:

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

Skills:

Job-Specific Skills:

Strategic Planning, thinking and Analytical Skills, Effective Communication, copy-writer skills, MS Office.

Behavioural Competencies :

Interpersonal Skills, Leadership Skills, Project management, Strong people and time management skills, Business Acumen, Problem Solving, Confident, Leading and implementing change

Note: you will be required to attach the following: 1. Resume/CV
2. Passport-size photograph
 
Al-Futtaim offers highly engaging and supportive work environments in a culture that values, recognises and rewards quality performance.