Retail Marketing Manager

KEY RESPONSIBILITIES Retail marketing and point of sale • Own the design, production and distribution of all point-of-sale material across the estate, working with the Retail Marketing Executive and print suppliers • Produce a commercial window plan for every store, planned a season ahead and tied to the promotional calendar and the ranges the buyers have bought • Make sure every store has the right POS, signage and window kit in place before each promotion starts, and that old material comes down on time • Brief store teams clearly and in plain English on each campaign: what it is, when it runs, how to set it up and what to say to customers • Visit stores regularly to check execution standards and feed back to Area Managers • Produce catalogues and seasonal brochures to an agreed standard and timetable Marketing calendar • Build and maintain the annual retail marketing calendar for the UAE and Qatar, covering promotions, key trading periods, launches, windows, catalogues and events • Keep the calendar operating at least one month ahead, so every department knows what is coming • Run a monthly planning meeting with buying, merchandise planning and operations to align promotions with stock and store capacity • Work with merchandise planning to forecast promotional stock needs and flag shortfalls early • Plan around the key regional periods: Ramadan, Eid Al Fitr, Eid Al Adha, back to school, UAE National Day, Qatar National Day, Dubai Shopping Festival and the Christmas trading period Pop-ups, events and mall partnerships • Build and run a pipeline of pop-up shops with sites, dates, build cost and staffing agreed in advance, rather than one-off activations • Develop working relationships with mall marketing teams so ELC and The Entertainer are included in mall events, school holiday programmes and seasonal campaigns • Plan and deliver in-store and in-mall events, demonstrations and launches, working with operations on staffing • Manage the launch plan for every new store, relocation and refit: assets, signage, opening event and local activity, working with the Project Manager to the opening date • Identify and assess partnership and collaboration opportunities (schools, nurseries, family attractions, community groups, complementary brands) and put forward the ones worth doing Brand and awareness • Protect and build the ELC and The Entertainer brands in the UAE and Qatar, applying the UK brand guidelines correctly and consistently • Make sure all marketing material is culturally appropriate for the region and suitable for a family audience • Own the customer-facing tone of voice for the region and make sure store material is written in plain English that works for a multilingual team and customer base • Oversee the Retail Marketing Executive’s digital and social content so it supports the calendar and stays on brand • Grow customer loyalty programmes and data capture in line with the group approach Strategy, budget and performance • Develop the annual marketing plan and budget for the region and present it to the General Manager for approval • Manage the marketing budget month by month, reporting spend against plan and negotiating with suppliers and agencies • Measure campaign performance using sales data and store feedback, and produce a short post-campaign review with recommendations after each major activity • Track return on marketing spend and report it monthly • Obtain promotional permits and approvals through the PRO before any campaign that needs them goes live Team and stakeholders • Recruit, manage, coach and develop the Retail Marketing Executive • Work day to day with the Buying Manager, Merchandise Planning, Area Managers, Store Managers and the Project Manager • Work with The Entertainer UK marketing and brand teams on guidelines, assets and group campaigns • Manage external suppliers: print, signage, fixtures for pop-ups, events and agencies • Attend the monthly management review and report on the marketing section of the plan Show more Show less

Retail marketing and point of sale: Own the design, production and distribution of all point-of-sale material across the estate, working with the Retail Marketing Executive and print suppliers; Produce a commercial window plan for every store, planned a season ahead and tied to the promotional calendar and the ranges the buyers have bought; Make sure every store has the right POS, signage and window kit in place before each promotion starts, and that old material comes down on time; Brief store teams clearly and in plain English on each campaign: what it is, when it runs, how to set it up and what to say to customers; Visit stores regularly to check execution standards and feed back to Area Managers; Produce catalogues and seasonal brochures to an agreed standard and timetable; Marketing calendar: Build and maintain the annual retail marketing calendar for the UAE and Qatar, covering promotions, key trading periods, launches, windows, catalogues and events; Keep the calendar operating at least one month ahead, so every department knows what is coming; Run a monthly planning meeting with buying, merchandise planning and operations to align promotions with stock and store capacity; Work with merchandise planning to forecast promotional stock needs and flag shortfalls early; Plan around the key regional periods: Ramadan, Eid Al Fitr, Eid Al Adha, back to school, UAE National Day, Qatar National Day, Dubai Shopping Festival and the Christmas trading period; Pop-ups, events and mall partnerships: Build and run a pipeline of pop-up shops with sites, dates, build cost and staffing agreed in advance, rather than one-off activations; Develop working relationships with mall marketing teams so ELC and The Entertainer are included in mall events, school holiday programmes and seasonal campaigns; Plan and deliver in-store and in-mall events, demonstrations and launches, working with operations on staffing; Manage the launch plan for every new store, relocation and refit: assets, signage, opening event and local activity, working with the Project Manager to the opening date; Identify and assess partnership and collaboration opportunities (schools, nurseries, family attractions, community groups, complementary brands) and put forward the ones worth doing; Brand and awareness: Protect and build the ELC and The Entertainer brands in the UAE and Qatar, applying the UK brand guidelines correctly and consistently; Make sure all marketing material is culturally appropriate for the region and suitable for a family audience; Own the customer-facing tone of voice for the region and make sure store material is written in plain English that works for a multilingual team and customer base; Oversee the Retail Marketing Executive’s digital and social content so it supports the calendar and stays on brand; Grow customer loyalty programmes and data capture in line with the group approach; Strategy, budget and performance: Develop the annual marketing plan and budget for the region and present it to the General Manager for approval; Manage the marketing budget month by month, reporting spend against plan and negotiating with suppliers and agencies; Measure campaign performance using sales data and store feedback, and produce a short post-campaign review with recommendations after each major activity; Track return on marketing spend and report it monthly; Obtain promotional permits and approvals through the PRO before any campaign that needs them goes live; Team and stakeholders: Recruit, manage, coach and develop the Retail Marketing Executive; Work day to day with the Buying Manager, Merchandise Planning, Area Managers, Store Managers and the Project Manager; Work with The Entertainer UK marketing and brand teams on guidelines, assets and group campaigns; Manage external suppliers: print, signage, fixtures for pop-ups, events and agencies; Attend the monthly management review and report on the marketing section of the plan.