You will strategically lead the marketing communication of IKEA to help transform the company into a leading Omni-channel retailer. You will have overall responsibility and accountability to build the brand using external communication channels, help position IKEA as a market leader, help acquire the biggest market share and make IKEA the natural first choice for consumers for home furnishing.

You will support the business in existing markets and help the development of the business in new markets and lead the digital transformation agenda to insure the success of omni-channel transformation following best practices of retail and home furnishing industry.

Description of the Accountability
Brand management
• Manage the brand to ensure that the IKEA Brand identity, Brand values and key benefits are communicated properly and contribute to fulfilling the IKEA concept & Brand objectives, in all digital and traditional channels and all our markets
• Using traditional and digital tools and channels to ensure awareness of the IKEA Brand; understand the IKEA concept; impression of the IKEA range & IKEA personality; Position of the IKEA Brand; preference of the IKEA Brand.
• Liaise and maintain good relation with the “principle” (Inter IKEA Systems BV) on marketing and communication related projects and matters at the same time ensuring the company’s own “local” business objectives are met.
• Using all external channels to ensure top of mind awareness of the IKEA brand.
• Ensure the alignment of internal and external• Contribute to the yearly business plan.

Strategic planning
• Create and implement the IKEA 3 years marketing communication strategy to achieve the brand objectives as well as the IKEA business plan.
• Contribute to the creation of IKEA long term business and yearly plan
• Contribute to creating the business calendar for the yearly activities
• Maintain an in-depth knowledge of the home furnishing market (competitors, digital and marketing communication trends, how people live) in order to promote and develop the IKEA identity.
• Plan all marketing communication projects and campaigns, oversee the execution of all these plans to make sure they meet the deadline for all existing and new markets.
• Guide the marketing communication team to create the catalogue, digital, external and PR yearly strategies
• Lead the marketing communication team to prepare and implement the new stores opening campaigns, based TTP and business strategies.

External communications
• Work with all the business functions and lead the marketing communication team to ensure the successful planning and execution of business calendar activities
• Media management on macro and micro level to create a comprehensive media plans for all activities
• Work and manage creative, media and all other agencies to create effective external marketing communications that fulfil the business and marketing objectives of the business
• Work with GM marketing and comm&in to ensure the synergy of all communication externally and in-store
• Lead the marketing communication teams and local store marketing managers to keep the brand on trend and following communication best practices.

CATALOGUE STRATEGY
• Lead the catalogue team to create the yearly catalogue strategy for all markets
• Liaise with Inter IKEA system to have a successful and timely catalogue production
• Work with all translation suppliers to ensure best quality translation of the Arabic catalogues
• Work with range team to insure the accurate pricing and products information in all the catalogues
• Coordinate with logistics to ensure clearance of catalogue shipments on time for distribution
• Insure the 80% coverage of all households in all our PMAs
• Insure a transparent relationship with distribution suppliers and keep strict control on the distribution cost and progress
• Promote the digital catalogue and brochures publications to drive visitations, view-ability and app downloads

Digital and omni-channel
• Work with digital and website team to develop a comprehensive digital strategy for in and out of store
• Ensure the brand full exposure on search engines, social media and in all different external digital touchpoints
• Work with all internal and external stakeholders to build the brand omni—channel experience to redefine IKEA customer and shopping experience
• Create a digital engaging platforms to drive brand engagement and loyalty
• Ensure that the IKEA brand is always staying on trend, and ensure the constant knowledge update of all internal stakeholders
• Promote and support the online shopping sales and help create the online shopping yearly strategy
• Work with the web team to ensure that the IKEA website and apps are always updated with global and local priorities• Work with the digital marketing specialist to ensure the best use of social media for brand engagement and loyalty

Skills
Public relations
• Work with PR and external communications specialist to promote IKEA sustainability and CSR agenda
• Create a yearly PR strategy to full IKEA brand objectives
• Use PR to support all business calendar activities
• Create talk of the town activations to keep IKEA at top of mind
• Utilize PR channel to create word of mouth and earned media value
• Work to create long term relationships between the brand and journalists and bloggers in all markets

People and development
• Ensure clear career growth and comprehensive development plans to all marketing communication teams and store marketing mangers
• Grow the competency of the team and ensure that more of the internal vacancies are filled internally
• Ensure team engagement and well being
• Act as the ambassador of change to omni-channel environment for all internal stakeholders
• Ensure the best practices are followed when hiring new recruits, which should fit with the team needs and business requirements

BUDGETING & FINANCE RETURN ON INVESTMENT
• Prepare and control the annual marketing budget for all markets so all activities planned are carried out and goals are achieved
• Measure the success of communications through analysis of Key Performance Indicators (KPIs) and research studies (eg. Brand capital results, customer satisfaction index, visitor performance and sales) • Prepare and control all preopening marketing budgets for all new markets and new stores.

Job Details
Job Location: Dubai, United Arab Emirates Company Industry: Other Company Type: Employer (Private Sector) Job Role: Marketing and PR Employment Type: Full Time Employee Monthly Salary Range: Unspecified Number of Vacancies: Unspecified Job Ref.: JB3775547

Preferred Candidate
Career Level: Management