AF25621 - Marketing Consumer and Customer Engagement Manager | IKEA - Regional Office | Dubai

Department: IKEA
Country: United Arab Emirates
Location: Dubai | UAE
Closing Date: 26-Feb-2017

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:

Accountable for developing:

  • An efficient and effective integrated consumer and customer engagement approach (in co-operation with all functions involved), which includes:
  • All media approach (Paid, Owned, and Earned - both online and offline), 
  • The Loyalty approach (including marketing contribution to CRM, IKEA FAMILY, IKEA Business, and other registered and non-registered customers).
  • IKEA FAMILY member offers: benefits (including IKEA FAMILY range) and rewards
  • meeting and communicating: store, web, magazine (digital and print) and direct communication 
  • IKEA FAMILY program operation: member management tools/ insights and KPIs. 
  • IKEA Business, Development of loyalty program for our IKEA Business
  • Secure the successful implementation and performance follow-up of the plans. For our countries UAE, Qatar and Egypt and new to open store in new territories. 

About the Job:

Description of the Accountability

Develop a Consumer and Customer Engagement approach/strategy
and plan that covers mass communication across paid/owned/
earned channels, digital/social engagement, personalised and
one to one engagement solutions as well as media and loyalty
performance tools, in cooperation and integrated with key

Drive the design, execution and improvement of Consumer and Customer Engagement frameworks and plans, covering all the media processes of paid, owned, and earned media (including Commercial PR, influencer marketing and social media integration).

Build an innovative, customer centric loyalty approach and loyalty management schemes including the development of IKEA’s Member Clubs (IKEA FAMILY and IKEA Business) to increase customer life time value and the emotional connection with IKEA Brand, in line with Global Frameworks and guidelines.

IKEA Family

• Provide and communicate a relevant IKEA FAMILY member offer and
secure integrated communication through an effective use of
IKEA FAMILY media as part of the overall media mix
• Deliver customised and targeted direct communication to IKEA
FAMILY members through an effective and cost-efficient channel,
thereby optimising the overall marketing investments in the long term.
• Engage IKEA FAMILY members in a dialogue with the IKEA Brand
and each other using all appropriate media (i.e. the IKEA FAMILY
meeting place in the store and IKEA owned community and social

Overall coordination and alignment of Consumer and Customer Engagement activities with the Communication team, Matrix counterparts in the stores and the Web team
Assure that solutions are grounded in appropriate technology/management tools that enable to create an enriched consumer & customer marketing profile covering channels and touch points which can be used as well as supporting personalised & contextual engagement. (Development of the loyalty dashboard)
With most of the Marketing Budget invested in this area, it is key to secure the high level of analytical work, performance follow-up, budget management, and ROMI (Return on Marketing Investment), for all the countries.

Provide subject matter support for the country colleagues/management, keep them informed on planned deliveries, support them in their decision making, by providing relevant follow-ups, and performance metrics.

Matrix partner to the store, support and coach the store IKEA
Family manager/Local Marketing Manager in the area of competence
and succession (i.e. store reviews, recruitment and training).

About You:

Education: Bachelor degree


  • Proven ability to generate disruptive M&C engagement strategies which are meaningful for people, result-oriented and durably improve the business performance (preferably from the client side) 
  • Experience in solving complex business challenges and leading transformational changes 
  • Developing 1to1 engagement strategies for moving customers through the marketing lifecycle from acquisition to first purchase, to repeat purchase, and to loyalty that drives business performance 
  • Media strategy and planning as well as buying experience (all channels) 
  • Extensive understanding of consumer & customer experience journey and potential interaction opportunities 
  • Experience in working in a variety of consumer & customer landscapes and/or different markets 
  • Self-reliant and motivated with a proven ability to work as part of a multi-functional team as well as independently 
  • Strong team player building positively on each other ideas and fostering a collaborative culture 
  • Proactive and displaying strong influencing skills in a multi-layer organisation



  • Consumer and customer experience management
  • Customer Relationship Management (CRM), online and offline loyalty and engagement solutions and platforms, and loyalty knowledge, segmentation (i.e. direct and targeted marketing, database management), specifically in their relation to IKEA FAMILY
  • Understanding of how to leverage consumer and customer insights to build strong engagement solutions
  • Up-to-date knowledge of campaign planning and management across all channels including Paid, Owned and Earned Media and the opportunities to influence the IKEA business.
  • An understanding of media trends and how to achieve a competitive edge in a fast-paced environment.
  • Agency contracts and pitches
  • Loyalty Management and 1-2-1 Engagement Strategies. An understanding of the multichannel retail business and digital & multichannel marketing.
  • IKEA Concept and IKEA Brand (brand values, copy and visual identity, and tone of voice). Life at home, design and home furnishing. 


Job-Specific Capabilities

  • Highly skilled in developing consumer relevant, channel-specific and impactful engagement solutions which are result-oriented and durably improve the business performance 
  • Ability to conceptualize and explain complex issues to generate buy-in 
  • Ability to lead and operate segmentations based engagement (incl. customer profiling, behaviour, patterns and localisation), and 1to1 marketing across channels and media 



  • Develop the business and deliver results 
  • Lead and develop people 
  • Inspire and clarify 
  • Create togetherness 
  • Find better ways 
  • Enable 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.