AF23700 - Copy Writer - Communications Specialist | IKEA - Service Office | Dubai

Department: IKEA
Country: United Arab Emirates
Location: Dubai | UAE
Closing Date: 17-Aug-2016

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.


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 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!

Job Purpose:

I will contribute to positioning the IKEA store as the “Leader in life at home” in our market in order to maximise sales and long-term profitability. This by securing the effective implementation of global solutions using my knowledge of people’s life at home and consumer buying behaviour in my market and my graphic communication design and copy writing skills to adapt these to meet our national needs. I am responsible for ensuring we communicate and visualise the uniqueness of the IKEA Brand, in all customer touch points to strengthen the IKEA brand and distance us from the competition by: communicating the IKEA Concept, our Swedish roots and unique services enabling the IKEA mechanical sales system, which is a prerequisite to fulfill the IKEA Business idea/promise of the store and for customers to buy supporting sales steering to commercial priorities.

I will work with the Service Office (SO) Communication & Interior Design (Com&In) colleagues and other functions to secure the alignment of all our communications with global and national priorities within the assigned areas of responsibility.  (Social media/Web/Instore)

About the Job:
  • Work alongside the Communication & Interior Design manager within the Communication & Interior design department in the Service Offic
  • Work alongside with design and the marketing department
  • Work with work briefs to conceive, develop and produce effective campaigns, Store concepts, by providing the verbal or written ‘copy.” This may include creating slogans, catchphrases, messages and straplines.
  •  Involve in writing text for web advertising, as well as scripts for radio jingles and TV commercials, PR texts.
  • Developing creative ideas and concepts, in partnership with Communication & Interior Design Manager and marketing manager.
  • Writes the Creative Arabic/English copy for the advertisement campaigns.
  • Writing clear, persuasive, original copy
  • Proofreading copy to check spelling and grammar and IKEA Tone of voice in our guidelines/communications and all other documented material.
  • Amending, revising or re-developing campaigns in response to feedback from the Communication & Interior Design Manager and Marketing to the agencies.
  • Liaising with the different agencies together with Marketing.
  • Work close with the communication team to work in detail on all messaging and look and feel of the campaigns.
  • Presenting ideas to colleagues and clients.
  • Activate digital media with marketing team.
  • Overseeing campaigns through the production stage to completion for example shooting videos/add this together with the Interior Design leader.
  • Keeping up-to-date with trends.


  • Work with the store graphic communications leaders and the Local Marketing Managers in the store to develop and implement store communication to meet and exceed visitor's expectations on the IKEA shopping and buying experience, strengthen the uniqueness of the IKEA product range, graphic identity and tone of voice.
  • Demonstrate a deep knowledge and understanding of people’s needs and wants, their living situations and living conditions and consumer buying behaviour in my national market and I am inquisitive to find out more.
  • To use graphic communication skills and this knowledge to provide relevant graphic communication to secure one IKEA identity
  • Analyse the IKEA Customer Satisfaction survey, IKEA Brand Capital and other visitor feedback and use these insights to work with the store Com&In teams to improve the experience of our visitors and convert them into satisfied customers.
  • Supporting the stores to ensure the implementation of store communication using the layout to create optimal visual impact, a good overview and support our commercial priorities.
  • Working with my SO Com&In colleagues to ensure that all we communicate in all our touch points in an understandable and cost-effective for them to implement. 


  • Sharing good ideas and coaching our store graphic communication leaders to improve their competence
  • Support the Local Activity Marketing leader with the tone of voice in communication with their local activities
  • Ability to coach and educate SO Com&In colleagues, other functions and our store graphic communications leaders on how to work with manuals, global directions and tools within my area of responsibility. 


  • Support with the regional expansion plans whenever necessary including commercial planning, build up and opening phases.
  • Supporting with current ways of working and business practices.
About You:

Minimum Qualifications and Knowledge:

  • has thorough knowledge of the role and responsibilities of the Communication & Interior Design department
  • has a passion for interior design, home furnishings and design

Minimum Experience:

  • 5 years in a similar role.  
  • Ideally knowledge of the IKEA Concept                                  

Job-Specific Skills:

• Computer proficiency

• Effective verbal communication skills

• A team player with positive attitude

Behavioural Competencies :

Interpersonal Skills, Business Acumen, Problem Solving, Confident, Leadership Skills and Strategic Thinking.

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.