Job Description

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.

To develop and implement marketing initiatives for Universal Pictures International (UPI) films throughout the region. Effective management of key relationships with relevant stakeholders and partners to maximize MAF Distribution's exposure in the region 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 capitalise 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 execute 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 Head of Marketing 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
• Organise and manage end to end movie premieres for MAF Distribution
• Negotiate barter deals with media publications including online, print, TV and radio

Digital

• Execute digital marketing plans to drive fan engagement across online platforms
• 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
• Optimise 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 UPI 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.
• 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 'UPI Added Value Package'
• Identify opportunities for incremental exposure within MAF businesses

Other Context (if applicable):

• Proven history of successful studio or independent film release marketing
• 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
• Understanding of the media landscape
• Experience in media buying
• Understanding of digital media including social media platforms (Facebook, Instagram, Youtube and Twitter)
• Ability to run marketing campaigns across multiple countries

Personal Characteristics and Required Background:

• Creative and innovative thinker
• Excellent oral and written communication skills
• Excellent interpersonal and negotiation skills

Minimum experience

• At least 6 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.