مدير أول – إدارة العلامات التجارية والتجزئة

About the role:
The Senior Brand and Retail Manager is responsible for building, enhancing, and protecting brand value, while driving retail business performance across all channels. This role ensures seamless integration between brand strategy and operational execution in the retail sector, delivering a unified and consistent brand experience, sustainable revenue growth, and enhanced customer loyalty across physical and digital touchpoints.

Job Description

Brand Strategy and Positioning:
Develop and implement a long-term brand strategy aligned with overall business objectives.
Take full responsibility for brand positioning, value proposition, and the promise made to customers across different markets.
Ensure consistency in brand identity, communication tone, and visual standards across all retail channels.
Monitor and measure brand performance indicators and competitive positioning in the market.
Lead brand governance and oversee accreditation and approval processes.

Retail Strategy and Performance Management:
Develop and implement retail strategies that translate the brand vision into tangible business results.
Drive sales growth, increase market share, and enhance profitability across owned stores and retail partnerships.
Ensure the delivery of brand-led retail experiences that differentiate the business both in-store and across digital channels.
Lead the development of store concepts, space planning, and shopping experience design in collaboration with dedicated design teams.
Oversee new store openings, renovations, and retail expansion plans.

Customer experience and cross-channel integration:
Designing and delivering seamless customer experiences that reflect brand values ​​at every touchpoint.
Unifying the traditional store experience with e-commerce and digital channels to ensure a smooth and integrated experience.
Leveraging customer insights, data, and feedback to continuously improve and refine customer experience strategies.
Ensuring that service standards, brand storytelling, and in-store engagement levels align with brand positioning.

Marketing, Communications, and Sales Promotion:
Lead integrated brand and retail marketing campaigns across various channels.
Develop sales promotion schedules for the retail sector, including promotions, product launches, and seasonal campaigns.
Collaborate with creative agencies, media partners, and internal teams.
Ensure campaigns are tailored to local market demands while maintaining consistency with the global brand identity.
Manage content strategy for stores, digital channels, and social media platforms.

In-store visual presentation and branding:
Overseeing the in-store visual presentation strategy to ensure a compelling brand story.
Ensuring consistency in visual presentation standards and guidelines, product placement planning, and display methods across all locations.
Fostering innovation in visual implementation methods to enhance customer engagement and increase conversion rates.
Collaborating with visual presentation teams to monitor the effectiveness of implemented initiatives, measure their impact, and track return on investment.

The finance and business management team
is responsible for, or contributes to, the preparation of brand and retail budgets, performance forecasts, and profit and loss statements.
They optimize the efficiency of marketing spending, promotions, and retail investments.
They monitor and measure the return on investment (ROI) of marketing campaigns, in-store initiatives, and brand-building activities.
They utilize analytics and data to support pricing decisions, promotions, and product shaping strategies.

Leading and Building Teams:
Leading, guiding, and developing the professional and leadership capabilities of retail management teams.
Building a work culture based on creativity, accountability, and business discipline.
Leading talent development initiatives, succession planning, and performance management and evaluation.
Fostering collaboration and integration among brand, retail, business coordination, and operational teams.

Stakeholder and Governance Management:
Acting as a key liaison between brand management, retail operations, and senior management.
Ensuring compliance with brand governance, legal requirements, and applicable regulations.
Representing brand and retail interests in executive meetings and board discussions.

Market analysis and innovation
involve monitoring consumer trends, cultural shifts, and competitor activities. This
includes identifying growth opportunities through innovation, building partnerships, and developing new business models and formats.
Leading digital transformation initiatives and promoting the adoption of new technologies in the retail sector is also crucial. This
involves testing new brand and retail stores, measuring their performance, and scaling up successful ventures.

Key performance indicators (KPIs)
include brand awareness, preference, and brand value in the eyes of customers;
retail sales growth and profitability;
customer satisfaction, recommendation ratios, and loyalty levels;
return on investment from marketing campaigns and the effectiveness of promotional activities;
conversion rates of visitors to in-store customers and average purchase value;
and employee engagement, retention, and continuity.

Required qualifications

• A bachelor's or master's degree in business administration, brand management, marketing, or any related field.
• Professional experience of 10 to 15 years or more in brand management, retail leadership, or marketing.
• Proven experience in leading brand strategy in parallel with practical implementation in a retail environment.
• Advanced understanding of business and financial aspects.
• Experience working with creative agencies, specialist teams, senior management and key stakeholders.
• Excellent communication, presentation, and clear communication skills, both orally and in writing.
• Brand leadership ability and strategic thinking.
• A strong business mindset and a deep understanding of the retail environment.
• Making customer-centric and data-driven decisions.
• Advanced skills in communication, brand storytelling, influence and persuasion.
• Experience in change management and leading innovation initiatives.
• High ability to work together and cooperate.
• High proficiency in using Microsoft Office suite, digital platforms, social media, and related digital marketing tools.
• A deep understanding of consumer behavior, and the ability to extract insights and turn them into actionable strategic decisions.
• Advanced analytical skills include data interpretation, understanding customer patterns, and developing actionable recommendations.