Job Description

Job Title Head Marketing

Description

Description

Head of Marketing

Location: Dubai, AE

Company: Majid Al Futtaim

Majid Al Futtaim invites you to join us in our quest to create great moments for everyone, everyday! We are the leading shopping mall, residential communities, retail and leisure pioneer across the Middle East, Africa and Asia, serving over 560 million visitors a year. For the past two decades, we have shaped the consumer landscape across the region, transforming the way people shop, live and play, while maintaining a strong sustainability track record and the largest mall in the world to attain LEED Gold EBOM Certification. We have over 40,000 team members in 15 international markets representing over 100 nationalities - all keeping the customer at the heart of everything we do. If you enjoy being BOLD, PASSIONATE and TOGETHER, then Majid Al Futtaim is the destination for you.

Role Purpose:

This main responsibility of the role is to oversee the marketing function for studio film releases, in developing and implementing creative and innovative regional marketing plans to drive an effective strategy across marketing, partnerships, data, digital and publicity initiatives.

The position requires effective management of the marketing team as well as key relationships with relevant stakeholders and partners to maximize exposure in the region for all studio film releases resulting in high performance in admissions, box office and ultimately profitability

Role Details - Key Responsibilities and Accountabilities:

Marketing

Manage development and implementation of high impact marketing programs for ATL and BTL channels

Implement campaigns to Identify and capitalize on opportunities to create demand within the market, grow market share substantially with improved admissions and box office

Brand partnerships - work with the Partnerships Manager to secure partnerships that deliver incremental advertising exposure

Brand management & communications - ensures consistent marketing messages are communicated in all advertising and collateral efforts, ensuring brand/movie guidelines are adhered to at all cinemas, by partners and media, and create exciting collateral and marketing materials that are fresh and innovative

Prepare end of campaign reports detailing campaign highlights

Adhoc projects as requested by the Managing Director and Marketing Director

Publicity

Work with local media to secure coverage on upcoming movie titles

Work with PR Agency to ensure interest and exposure from media and influencers

Identify and engage with influencers to create awareness and drive intention to watch

Distribute materials to media for placement in publications in accordance with WB guidelines

Invite media and influencers to Premieres and special screenings

Manage events with media, partners and brands to achieve maximum exposure

Organize and manage end to end movie premieres for MAF Distribution

Negotiate barter deals with media publications including online, print, TV and radio

Digital

Oversee the development of full scope digital marketing plans to drive fan engagement across online platforms

Work with the marketing team to execute digital campaign components across multiple territories, from trailer launch, campaign strategy and main campaign

Engage with studio, partners and agencies to execute impactful and cost-effective digital and social media plans

Help maintain relationships with key digital promotional partners and work with them on promotional activities, content creation, exclusive events and other partnership opportunities

Media Buying

Media planning - ensuring effective use of resources for movie plans to maximize spend and awareness of each title

Work with media agency to deliver comprehensive campaigns across channels targeting key audiences

Secure competitive rates across all channels

Optimize each campaign to drive box office revenue and admissions targets

Tracking, measurement and analysis of campaign results; use analysis for campaign optimization and continued improvement

Data and Research

Use social listening to report on film awareness levels and intention to purchase prior to release

Use data tools to identify and target key audience segments

Provide in-depth analysis measuring the success of campaigns/tools and communicate the results to all relevant stakeholders

Conduct tracking and analysis on each film release to assess awareness and intention to watch levels

Initiate and manage adhoc research projects to deliver valuable insights to the business aimed at improving film performance

Stakeholder Management

Liaise with multiple stakeholders including but not limited to MAFD department heads, MAF Cinemas, MAF business units and studio regional offices to ensure success in the role

Build collaborative cross functional relationships with trade and Exhibitor marketing representatives, actively remove silos and barriers to effective campaign performance and drive results.

Liaise with partners, studio head office, licensors & media in early pre-planning stages to formulate robust marketing plans that are uploaded onto the studio systems for approval.

Maintain and develop strong relationships with Regional Office to ensure excellent working relationships

Build effective relationships with MAF business units to ensure delivery of the 'Studio Added Value Package'

Identify opportunities for incremental exposure within MAF businesses

Team and Leadership

Build the studio marketing function

Be a visible, reliable figurehead within the marketing function internally and externally.

Support the tempo of the business and create a working environment that is aligned with MAF values whilst being productive, driven, motivated, positive and professional for all team members to see

Responsible for managing, coaching and developing direct reports.

Financials

Monitor all activity, spend, revenue and identify ways to maintain and improve profitability.

Ensure that all film campaigns are within budget and deliver maximum added value

Movie box office performance will be assessed on the following KPI's:

Profitability

Box office forecasting accuracy

MAF Distribution media exposure

Film share

Other Context (if applicable):

Proven history of successful studio or independent film release marketing at a senior level (preferred).

Demonstrated commercial mindset and the ability to translate performance into tangible and demonstrable outcomes.

Detail-oriented (detailed audience analysis, research, insight generation as well as with embargoes, media buying, creative etc.)

Must be able to communicate information about releases to key stakeholders, both internal and external partners.

Actively seeks to gain additional expertise in industry

Demonstrates flexibility and adaptability to maintain high-level of customer service and positive attitude.

Functional/Technical Competencies

Demonstrated experience working in a fast growing and project driven environment

Demonstrates initiative, assumes responsibility for managing territories/media, including building relationships with internal and external customers

Possess strong people management skills with a proven history of successfully managing and developing marketing teams

Proactive problem solving and negotiation skills

Strong organizational, communication and interpersonal skills.

Personal Characteristics and Required Background:

Creative and innovative thinker

Strong people management & leadership

Excellent oral and written communication skills

Excellent interpersonal and negotiation skills

Minimum experience

At least 10 years marketing experience within the Entertainment or F&B Industry with a demonstrated ability to achieve goals and objectives and manage key business relations.

Minimum qualifications/education

University degree in a related field.

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