Job Description

Job Title Marketing / Brand Management / Marketing Research / Digital Marketing

Experience

School Degree

Description

Role Purpose:
The Manager Social Content & Campaign is responsible for driving the brand identity and campaign activations throughout all Majid Al Futtaim s Carrefour social channels. This person will:

• Set the standards and processes around creativity between the markets
• Direct standardized communications throughout social.
• Lead the ongoing social content approach across the Retail corporate structure, including setting and executing a social executive and corporate thought leadership strategy.
• Responsible for all regional and local activations through social media & digital, linked to commercial activity, CSR and brand equity.
• Oversees the Social Media Campaign Manager
• Oversees the Social Media Content Manager

Role Details Key Responsibilities and Accountabilities:
Content Creation

• Sets, along with the brand team, the guidelines for Social Content Creation for Majid Al Futtaim s Carrefour business.
• Works with wider content team to develop templates & centralised, standardised content pieces for wider market dissemination
• Sets best practices for content creation based on findings in coordination with team
• Acts as the social content leader for dedicated corporate social accounts, liaising with Director of Communications and leadership team to implement and track success of same
• Aligning with wider corporate, country, omnichannel and executive teams, owns the production of 60% of the content produced & shared through owned social channels
• Working with wide MarComms, operational, country & executive teams, to understand key commercial, brand and CSR timings and business needs and objectives
• Leads the team to develop, with the wider stakeholders, a consumer-facing visual and content consumer focussed communication suite, suitable for multiple markets and digital communication channels

Guidelines & Review

• Designs the content review & approval process between Corporate & Market teams, including identifying the tooling & setting SLAs
• Creates the process for corporate executive account monitoring & management, escalating cases on the appropriate path and highlighting issues to management
• Develops with Content Manager the content approach between the available communication channels, including executive channels, content differentiation, tone of voice guidelines and strategies

Reporting

• Develops and manages a suite of reporting to identify creative trends & opportunities from creative assets being released
• Creates content reports to push deep-dive data to senior management, detailing what content is resonating with the consumers (both B2C & B2B/Executive)
• Owns the Content Calendars for Retail businesses, and executive members, and distribution channels

Campaign Management

• Working with wide MarComms, operational, country & executive teams, to understand key commercial, brand and CSR timings and business needs and objectives and accordingly lead on key social media campaigns.
• Ideation and overseeing the delivery of large-scale campaign assets, including working with production houses, agencies and other 3rd and connecting with wider internal parties to ensure consistent delivery of high quality assets
• Ensuring that the Campaign Assets produced address the key needs & requirements of the campaign, and ensuring measurement and circulation of results post-campaign
• Provides structure and develops the framework for customer-facing social asset production, aligning with wider marketing teams & operation / executive teams
• Effectively ensures market nuance is captured in all campaign production, setting the playbook for campaign development at a central level to ensure all markets can incorporate communications

Strategic Planning

• Creates the guidelines for content development & tonality, including design, KVs and directives for all social content production.
• Sets the brand tone of voice & identity in our social channels, and leads the development of same for all markets.
• Defines the target audiences & relevant KPIs against those audiences to drive strategic organisational & country objectives
• Develops go-to-markets approaches for social media platforms, including new or unutilised platforms

Creativity & Community

• Creates the reporting suite to measure the performance of centrally produced content, and works with team members to consistently drive performance improving developments of the content to address audience needs
• Establishes the approval process, responsible for approving content being produced locally & ensuring a consistent approach to content production
• Leads the design of the guidelines & operating manual for all markets and executive teams, ensuring that all content being produce in any social channel is of a high standard

Human Capital Responsibilities

• Oversees the Social Media Campaign and Content Mangers, including the scope, output, performance and outcomes of those responsible managers.
• Assist with the implementation of the performance management process by setting objectives, monitoring performance, and provide constructive feedback and provide inputs to senior management
• Provide mentorship for the purpose of developing a continuous talent pipeline for key roles
• Provide inputs on training needs and coordinate with the HC department to ensure facilitation of training requirements
• Develop and implement on the job-training for the team
• Provide inputs for the development of annual manpower plan
• Ensure the implementation of MAF Retail s corporate policies and relevant procedures

Definition of Success

• Design and content following the brand standards and guidelines
• Improved CTRs across the board
• Improved engagement metrics
• Development of SLAs, timelines, and adherence to same
• Distribution & agreement with multiple stakeholders on content calendars

Qualification, Experience & Skills:
Minimum Qualifications/education

• Bachelor s Degree in Marketing, Digital Marketing

Minimum experience

• 9+ years' experience in a similar position, experience in the retail industry is preferred, with a proven track record of success

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