General Manager

Job Description : HEAD OF PERFORMANCE, MARKETING AND OPTIMIZATION DUBAI FOR AUTO · The Head of Performance Marketing & Optimization will be accountable for driving Marketing performance and optimization across the Automotive division. This will include full funnel optimization at every touchpoint; from Media to final Transaction; encompassing all Performance / Conversions / CPL / CPS metrics. · This role is a technical role that can monitor and analyse in detail marketing performance, trends and develop clear concise recommendations, action plans which they will then implement and monitor improvement. This role will include developing a Centre of Excellence for Digital Marketing, that can service and support all brands within the Automotive division. · This role will also establish a common framework and toolkit for brand marketing teams regarding marketing effectiveness, planning, budget utilisation and full reporting (including campaign ROI metric). Key Objectives Of This Role · Increase targeted traffic through analysing and optimizing funnels, journeys and platforms · Increase Sales / Revenue using optimized mix of owned, earned & paid media channels · Develop personalized relevant journeys and value propositions for optimum conversion and retargeting campaigns · Develop and optimize Branding and Brand synergies across all digital channels and touchpoints · Socialize the right attribution / marketing effectiveness reporting for data driven decisions across all Marketing teams · Manage and optimize all Brands’ Online Reputation · Become a Resource / Authority to all Marketing teams within function and align broadcasted messaging · Through quarterly & monthly demand planning, ensure that there is consistency and efficiency across all broadcasted messages · Activate social channels and connectors creating an always on corporate and brand strategy Job Description Performance Marketing · Manage key conversion points in the marketing funnel · Deliver a personalized experience across all digital touch points · Defines and manages all testing, analysis, and improvement of various conversion points in the marketing funnel. · Chair monthly COE for marketing effectiveness and digital delivery with all the brand teams · Inculcate metric performance methodology and transparency into marketing. Establish with stakeholders KPI’s to measure marketing effectiveness by marketing channel. Support making the business units accountable for their marketing spend and their decisions. · Develop a Marketing effectiveness framework, including campaign ROI, tracking and monitoring · Develop a governance structure regarding marketing planning, budgeting, execution Digital Marketing Excellence · Develop best in class Digital Marketing Plan and drive the effective planning and execution of an ecommerce strategy, working cross-functionally with teams · Design overarching digital marketing strategy that is aligned across all brands, leveraging synergies and optimize owned, earned & paid channel mix by applying new tools and tactics. · Steer, document and support a digital roadmap with timelines for each business unit. · Build a digital timeline and simple functional website for each of our international businesses. · Establish a key Digital Marketing composite that rely on data and analytics and not opinions · Analyse, receive and interpret results via multi-touch attribution, market tests, controlled experiments, and ad hoc analyses · Identify optimization opportunities for digital campaigns (including search marketing (SEO / SEM), targeted display / video, retargeting, and mobile optimizations.) · Develop and maintain a central tagging and tracking program aligning with all brands, agencies and OEM partners to manage all tag implementation & GTM configuration including partner floodlight tags, remarketing, conversion, Enhanced Ecommerce tags. · Monthly governance crawls of all AFA websites to ensure all tracking is working as expected and all implementation is functional · Enabling remarketing audience modelling inside BigQuery to all analytics partners and teams to use this when building custom attribution and MMM models. Conversion Rate Optimization · Manage and optimize landing pages, websites-to-action (CTAs), and lead-generating forms · Implement and deliver a sustainable Conversion Rate Optimisation (CRO) program with a focus on personalisation and increasing conversion / engagement rates. · Create a sustainable division-wide SEO strategy for tall markets, UAE and Overseas. · Develop and implement link building campaigns. · Develop and execute a central A / B, MVT and other tests scenarios to improve user experience and conversions rates. · Establishes, documents, and maintains an evolving conversion optimization strategy that focuses on lead generation to improve our online marketing performance and KPIs Media Effectiveness & Efficiencies · Implement, Track & Optimize a holistic Paid Digital Media strategy for the entire group. · Lead the strategic development of new audience targeting, segmentation, and offer strategies · Responsible for increasing the rate at which inbound traffic converts to leads · Manage ad placements, target the relevant interests and topics and use Google's in-market audiences for search ads. · Use multi-touch attribution to track touchpoints across the funnel, which will help maximize Pay-Per-Click (PPC) campaign effectiveness. · Leverage customer insights to better segment, target and reach potential customers · Drive campaigns from planning to execution and beyond to meet key performance metrics · Ensure that the Al-Futtaim Automotive brand is appropriately represented in all paid and digital work. · Effectively managing meta channels to drive cost effective ROI. · Continually reviewing bid optimisation, creative and keyword development strategies. Channel & Content Strategy · Develop an overarching Channel and Content Strategy for the entire Automotive Division · Acquire, retain and reactivate customers. Increase conversion and LTV through omni channel acquisition, appropriate lifecycle management plans, relevancy of comms and value proposition. · Go from spam to targeted planning and personalization with meaningful KPIs · Responsible for defining the strategy, development, execution, and measurement of the channel marketing programs that accelerates Al-Futtaim’s growth strategy and drive revenue · Provide recommendations and execute / manage strategies for content optimisation. · Optimize all marketing’s conversion paths Marketing Solutions & Benchmarking · Oversee measurement, including the design and operation of relevant dashboards and reports. · Develop in-depth / custom campaign reports for to effectively show campaign success and explain optimizations · Set sophisticated campaign tracking and measurement strategies using tracking software such as Google Tag Manager, Google Big Query, Google Analytics, Google Data Studio and others · Creation& Management of Alteryx workflows to support all · Dashboards and to ensure the upkeep of all workflow refreshes & data integration from all external platforms & sources both automated & manual · Leverage channel data and industry developments to identify and execute tests, enhance reporting, and identify key levers and opportunities to implement optimization to improve performance · Responsible for the strategy and ongoing management of the Social CRM platform (Sprinklr) ensuring all workflows are operational, agencies are inducted, data is correctly segmented and reporting suite is regularly audited. · Responsible for the strategy and planning of the Marketing platform (Hybris) utilisation, ensuring campaigns are executed, tracked, monitored and optimised. Marketing Automation · Utilise data to create, optimise and manage segments for media and site personalization to drive business objectives · Aligning Marketing program strategies with CRM strategies across the company encouraging customer retention and customer loyalty. · Established Target Audiences, Control Groups and A / B Testing of Campaign Audiences & Creative · Align broadcast strategy with trigger-based campaigns throughout the customer lifecycle to optimize customer experience and maximize sales · Develop a clear first party data strategy in order to maximise the value derived from this audience and to allow designs of audiences that map to the segments in ongoing brand media plans. · Customer Journey Mapping analysing touch points with the organisation and maximising commercial opportunities. · Working closely with all departments to ensure Marketing works effectively for all aspects of the company. · Monitor and maximise customer lifetime value strategies ensuring maximum profitability. Qualifications, Experience And Skills · Suitable university business qualification (Min Degree level) · Exert knowledge and experience in Marketing, especially Digital Marketing related processes and practices · Deep understanding of marketing (especially digital) tools, solutions, ecommerce and data. Expert in Google Analytics · Expert understanding and knowledge of Marketing, Digital, CRO and Online Analytics · Candidates who are considered for this role should have demonstrated a high-level of Commercial Acumen, Clear strategic thinking and have the ability to quickly create constituency and influence at a senior level. Minimum Experience · Minimum of 15 yrs. Senior Marketing experience, with at least years in a Marketing Performance and Optimization role · Proven experience in using tools such as Google Analytics , Google Big Query, Data Studio, Tag Manager, Sprinklr, Statex, Similar Web, Insider · Proven track record of implementing large scale marketing optimization and effectiveness programmes Job-Specific Skills · Strong communication skills (written and verbal) · Analytical and problem solving skills · Planning and execution · Ability to self-manage and self-motivate · Intent platforms Experience in the Digital Media space across paid, owned and earned, with specific capabilities in setting up infrastructure to support such activities Well recognized by your team and peers for confident communication and people skills. · Manage change (remaining creative and entrepreneurial yet introduce some mature best practice and governance for an organisation growing rapidly)

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