Company Overview
BFL Group is one of the world's leading off-price retailers of fashion and homeware. With headquarters based in United Arab Emirates, we serve over markets across the region and Southeast Asia.
Our goal is to delight customers and entice them back with the promise of exceptional pieces that excite all at up to 80% off the original retail price for fashion designer brands. Our unique Treasure Hunt model ensures there is always something new to explore, desire and discover within our stores. Our customers walk out with new items every time they visit any of our stores.
Job Description
Job Title: Digital Marketing Manager
Department: Marketing Online
Role Purpose:
The Digital Marketing Manager is responsible for driving and managing digital marketing strategy across 7 markets for both ecommerce and retail. This includes ownership of performance marketing, CRM campaigns, media planning, in-app engagement, and digital activations to drive customer acquisition, retention, and store footfall. The role will ensure brand visibility and campaign excellence across all funnels and platforms while leading high-impact initiatives that connect offline and online growth.
Key Responsibilities:
Regional Strategy & Execution
- Develop and implement digital marketing strategies tailored for 7 markets while maintaining brand consistency.
- Collaborate with local teams to adapt campaigns to regional nuances and business goals.
- Analyze market-specific data to identify opportunities, risks, and winning strategies per geography.
- Ensure cross-market learning and best practice sharing across regions.
Performance & Paid Campaigns
- Plan and execute performance marketing campaigns across Google, Meta, TikTok, programmatic, affiliates & other performance channels.
- Drive full-funnel paid strategies from awareness to conversion for ecommerce and store traffic.
- Launch geo-targeted campaigns to enhance store visibility and boost walk-ins in key locations.
- Own budget allocation, channel mix decisions, pacing, and ROI for each market.
CRM & Retention
- Partner with CRM and data teams to develop and optimize campaigns for user engagement, reactivation, and loyalty.
- Use customer segmentation and behavioral data to personalize online and offline communications.
- Leverage loyalty program data to improve campaign targeting and frequency.
Media & In-App Engagement
- Manage ecommerce media campaigns focused on new user acquisition, repeat engagement, and promotional activations.
- Lead gamification initiatives within the mobile app to boost retention and daily active users.
- Align in-app activities with seasonal campaigns and sales events.
Leadership & Collaboration
- Lead and mentor a team of digital marketers, media planners, and regional collaborators.
- Align efforts with cross-functional departments including ecommerce, retail, CRM, creative, and tech.
- Collaborating with country marketing leads to tailor strategies and execute omnichannel campaigns.
Analytics, Reporting & Optimization
- Track, analyze, and report on digital KPIs such as ROAS, CAC, retention, engagement, and offline impact.
- Use insights from data to optimize live campaigns and inform future strategy.
- Run A/B tests, conversion experiments, and marketing automation to improve performance.
Innovation & Growth Focus
- Stay updated on digital trends, platform updates, and regional market shifts.
- Identify new tools, platforms, and partners to enhance reach and performance.
- Lead or contribute to pilots and digital innovation projects within the business.
Requirements:
- Bachelor's degree in Business, Marketing, E-commerce, or a related field
- 10+ years of experience in digital marketing, with multi-market responsibility preferred.
- Experience in both ecommerce and retail campaign planning and execution.
- Proficient in performance marketing (Google Ads, Meta, TikTok), CRM tools, and analytics platforms.
- Strong understanding of customer journeys, retention strategies, and omnichannel customer engagement.
- Excellent leadership, cross-functional collaboration, and stakeholder management skills.
- Experience managing localized campaigns and budget allocation across multiple geographies.
- Data-driven, result-oriented, and highly organized with strong execution capabilities.
If you think you are fit for this job position, then apply right away. You are steps away from joining a Great Place to Work and we would love to meet you soon!
