The Job Summary:
The Director Marketing is responsible for directing PN marketing and communication providing leadership and direction to the marketing teams and supporting sales to achieve the set targets; spearheading marketing plans, product and brand strategies, content creation for advertising campaigns with an emphasis on digital marketing working; conducting SWOT analysis, market share, market intelligence & insight, paid media spend outcomes and analysis; monitoring and reporting competitors new products and activities.
Key Responsibilities / Accountabilities:
Marketing & Communication Strategy & Framework:
- Work closely with the Managing Director PN and the PN sales management in developing PN marketing, brand & communication strategies.
- Spearhead seamless implementation of all approved marketing and brand strategies that communicate PN brand message engaging customers to establish high profile for its targeted business by sale channels.
- Spearhead development of marketing framework that includes policies, procedures, processes, protocols, systems, values, competencies and standards ensuring strict compliance.
- Direct developing the annual PN marketing plan that includes strategic market planning, market research, and marketing budget ensuring marketing plans are consistent with PN strategies and business plans fully utilizing PN resources and materials.
- Design reporting and communications system and protocol for all information from the marketing team to the sales team and for feedback and request from the sales team to the marketing team.
- Spearhead development of brand strategies for Nissan products portfolio.
Marketing Operation, Analysis & Reporting:
- Direct marketing operation working closely with all internal and external stakeholders ensuring consistent and knowledge-compliant representation in the digital landscape.
- Direct seamless execution and conversion of PN marketing strategy into profitable sales across all PN sale channels.
- Identify PN target audience and use all cost-effective marketing channels that help to yield the targeted marketing results.
- Closely monitor, analyse and report outcome of all media campaigns to the Managing Director PN.
- Plan, execute, and optimize digital marketing campaigns to achieve PN brand and products visibility and engagement goals.
- Monitor and analyse media / marketing campaign performance metrics, making adjustments as needed.
- Direct and enhance PN products digital presence through various online / social media channels.
- Represent PN in all media-related events and exhibitions strengthening and promoting PN brand image and highlighting its value proposition.
- Participate in all Nissan-sponsored programs to acquire optimum advantages for PN Saudi Arabia business.
- Actively participate in customer experience programs and analysis to inter-link outcomes with the marketing/brand strategies.
- Plan and actively participate in all marketing events that lead to business development of all PN sales channels.
- Direct utilization of analytics tools to measure the effectiveness of marketing operation.
- Lead marketing team through agile leadership, always mentoring, developing, and advising them to achieve all targeted marketing & communication goals and objectives with an emphasis on ROI against all marketing activities.
- Lead and inspire the marketing and communication team fostering a culture of collaboration, innovation, and continuous improvement.
Media & Advertising Campaigns:
- Direct and execute media and advertising campaigns across all sale channels including social media, print, outdoor, as well as electronic media.
- Spearhead effective utilization of all media platforms with an emphasis on social media for building and maintaining PN brand presence through engaging communication and content effective enough to engage the targeted audience and reach specific demographics.
- Ensure PN has an official account for all social media channels and has active presence at all social media channels with ever-growing no. of followers.
- Measure performance and CRO (Conversion Rate Optimization) of all paid media / digital marketing campaigns against set business goals.
- Stay abreast of emerging digital marketing trends, channels and technologies.
Advertising Content & Communication:
- Direct creation of engaging and relevant content and communications that include writing blogs, videos, graphic designs, and manage social media content that resonate with the target audience and effectively convey PN brand's message.
- Optimize marketing impact of the PN website and all its social media accounts to effectively promote its brand and products and actively participate in updating and improving the ABIC website & social media channels marketing related content and communication.
- Direct integrated communications, high-level social networking and relations, public relations and promotional activities to support PN brand and products range.
- Optimize PN website content and structure to improve search engine rankings through keyword research, on-page optimization, link building, and monitoring search engine algorithm changes.
- Collaborate with cross-functional teams, including creative, content, and web development, to produce engaging content and optimize user experience.
Market Intelligence & Insight
- Collecting credible data, information, and industry insight to identify the target audience, plan and direct an integrated marketing plans collaborating with sales, aftersales and customer service teams with an aim to deliver a cohesive, engaging and consistent narrative with a unified, holistic message across all marketing channels about the PN brand along with its value propositions aligned with key business opportunities to drive results.
- Develop market intelligence, insight and industry dynamics by analysing trends in the rapidly changing technology-driven business environment of the automotive industry.
- Identify new marketing and business opportunities and consequently develop PN products and services responsive to the shifting demands of the automotive industry.
- Conduct price index analysis and share it with the Managing Director PN.
- Conduct SWOT analysis, market research and PN business results, and present recommendations to the Managing Director PN as well as the senior corporate management for targeting new marketing strategies, programs and action plans.
Stakeholders Relations & Networking
- Play a key role in building and maintaining high-level internal and external relationships with all internal and external key stakeholders that include Nissan product management teams, Petromin corporate management, advertising agencies, media partners, social media representatives, call centres, Lean Management System (LMS) teams, vendors and cross-functional PN management to facilitate value-driven business development and successful outcome of marketing and brand strategies.
- Strengthen PN brand through engaging marketing campaign and promote its capability, capacity and expertise to deliver state-of-the art value to PN customers in order to secure value for the business from these relationships and identify new opportunities for further business growth.
- Actively participate in key automotive events and exhibitions within the region to promote PN brand and products with a single-minded objective to increase network crucial for PN business development for all sales channels.
Budgeting, Cost Optimization & Resource Planning
- Spearhead resource planning for the marketing & communication operation and ensure cost-effective management of all resources within marketing.
- Lead PN marketing budgeting cycle and keep a hawk's eye on the budgeting process, developing cost-saving mindset and directing all resources with cost effectiveness.
- Lead in formulating strategies that result in positive and cost-effective financial impact for marketing & communication ensuring all planned spending are within the allocated budgets.
- Direct implementation of marketing & communication business leaders & staff learning, development, knowledge transfer and succession plans.
Setting KPIs & Monitoring Performances
- Play a pivotal role in defining performance goals, nurturing performance and accountability culture within the marketing function and develop KPIs for all marketing business leaders.
- Monitor the performance of all marketing business leaders providing guidance and motivation to drive maximum performance against set KPIs through regular evaluation of their performance, providing feedback on an on-going basis and leading from the front in assisting them to achieve their set KPIs, identifying development needs and coaching them to develop their capabilities.
Experience & Reuqirements:
Bachelor's degree in Marketing / Communications or Business Administration
Nissan KSA-sponsored Marketing Management Training; CME, CMMP Certifications preferred
Minimum 12 years experience out of which 5 years in a similar capacity
Essential Job Pre-Requisites
- Solid track record in the automotive industry with an emphasis on marketing, media management and communication.
- Expertise in Brand Marketing, Product Marketing, and Marketing Operations
- Brand or Product marketing skills
- Strong leadership and team management skills with an emphasis on emotional intelligence
- Strong project management skills
- Complex negotiations, problem-solving and decision-making skills
- Strong business acumen; result & details-oriented and persuasive
- In-depth knowledge related to Nissan product and all relevant specifications
- High-level communication, analytical, team building and presentation skills
- Expertise in ERP, CRM, Digital Marketing, Business Intelligence & MS Office
Languages Proficiency
High level English and Arabic proficiency, spoken and written
