The role holder is responsible for managing, leading and directing the planning, development and execution of the Marketing & Communications function including but not limited to the following scope:
Marketing & Events, Branding & Creative, PR, Internal and External Communications & Media Relations, Digital and Web Services, Advertising, Partnerships & Sponsorships and overall marketing services and activities of the following brands and entities:
- TECOM Corporate brand
- All the brand entities under TECOM
- Other TECOM products and services: in5 Incubation Center, AXS Services, gofreelance product
- Internal / Shared services and functions
The role holder is also responsible for driving demand for new projects, new products, advancing sustainable competitive differentiation, cross functional collaborations, creating efficiencies and engaging both internal and external stakeholders across TECOM its brands, services functions and internal departments to achieve business objectives.
Strategic Responsibilities
- Lead the development of an integrated corporate and brands marketing & communications strategy and plan to meet brand positioning objectives within the set budgets via identification of significant strategic initiatives, partners and projects.
- Drive the implementation of marketing projects for corporate, new and existing business units and shared services areas of the company, as identified in the Annual Scope of Work.
- Understand and adopt international best practices to develop marketing policies, systems, processes and procedures, and budgets to ensure their consistent application and ease of operation and to translate the marketing strategy into operational action plans / projects and achieve or exceed the business objectives.
- Maintain excellent relationships with internal and external stakeholders, customers, partners and suppliers. Meet with them frequently as a means to increase knowledge of the business and to enhance the marketing strategy and plans.
Core Responsibilities
Budgets and Operational Plans
- Lead the preparation and compilation of the Marketing and Communications budget in line with the overall corporate budget for various brands.
- Ensure compliance to the corporate budgeting framework and guidelines, if required develop appropriate budgeting frameworks in consultation with corporate finance and ensure that projects are carried out within the agreed parameters.
- Ensure that the annual budget and the projected 5 years financial and 5 years business model are aligned with the forecasted financial dimensions (short / medium / long term plans) and is geared to achieve all business / corporate objectives.
- Oversee the effective planning, allocation of resources and implementation of appropriate standards, controls to ensure that all business activities are carried out in an efficient and cost-effective manner, meeting or exceeding the company objectives.
- Guide the development and delivery of departmental operational plans that facilitate the delivery of agreed objectives.
- Ensure regular monitoring of the implementation of approved budgets and approve corrective actions to ensure expenditure is controlled within budgets.
Agency Search, Selection and Management
- Guide the evaluation of the corporate marketing and communication scope of work and the roster of agency specialisms that are required to deliver business objectives.
- Collaborate with the marketing & communications heads to determine what synergies are possible through agency recruitment and projects.
- Formulate TECOM standards for performance managing agencies. This includes setting KPIs for any agency contract ahead of their appointment.
- Lead and manage the relationships with key vendors and agencies and oversee and evaluate their performance on an ongoing basis.
- Ensure efficiencies are created, savings and cross learning initiatives are undertaken across the verticals and different teams.
Corporate Support
- Provide expert advice and guidance for executive leadership on marketing and communication related requests and activities. This includes:
- Review, assess and provide recommendations for all inbound requests.
- Full marketing tool kit including brochure, corporate video and VIP gifts.
- Reputation and image management.
- Develop and implement targeted communications plans (both external and internal messaging) across both traditional and online channels.
- Oversee the content development, continuous update and engagement of internal and external stakeholders through TECOM owned websites and other digital channels.
- Guide the development of the positioning of messages both internally and externally and ensure key elements of the messages are reinforced.
- Manage crisis communications when and if necessary.
- Support all internal events and activities through event planning, communications, content, creative and branding.
Corporate and Brand Guidelines
- Lead the development and governance of all brand guidelines across TECOM. Ensure that the clients and suppliers understand and adhere to the guidelines and induct or coach people on the use of the guidelines.
- Guide other members of the wider marketing and communication teams to ensure all activities across TECOM and its entities are in full compliance with established framework and in line with approved company processes.
- Formulate TECOM's Endorsement Guideline and manage the implementation ensuring businesses are consistent and diligent to its use.
- Create content pillars and content guidelines across TECOM and all the entities.
- Develop brand content decks and fact sheets across all brands ensuring alignment in language, quality and positioning.
Project Performance Management
- Review the scope of work to ensure that all marketing projects commence with a clear KPI robust written brief and approved budget and that all stakeholders are clear on the project deliverables and resources required to complete the project.
- Oversee the return on marketing investment across the organization through the evaluation of marketing & communication campaigns and guide the teams to ensure growth in chosen performance measures.
- Ensure that due diligence is done on all projects and costs are scrutinized and negotiated. By year end, deliver a cash neutral or cash positive position on the corporate marketing budget.
- Ensure that all functional reports and centralized reporting and consolidated calendars are prepared timely and accurately in compliance with the business excellence and audits requirements, policies and standards.
Internal & External Communications, PR and Media Relations
- Oversee the development and implementation of the communication strategy to cover all aspects of media, internal & external communication, public affairs, crisis management for the delivery of the corporate culture and business strategy.
- Support the CEO and leadership team as strategic advisor with matters relating to media / public relations strategy that will cultivate and enhance meaningful relationships with external parties.
- Manage, oversee and support internal communications including content development, mailers, gifts, activations and events,
- Develop the stakeholder mapping for the group and individuals as well as fact sheets, talking points, speaking opportunities and interviews.
- Participate in media training and industry expert positioning for the spokespersons in events, print, TV.
- Ensure continuous presence of brands in relevant Tier 1 channels across the year.
- Support business partners with PR, communications, videos, case studies, success stories, inauguration etc. on TV, digital and in print through the year in an effort to retain our clients.
Web & Digital
- Manage the planning and development of the TECOM's overall digital marketing strategy and digital marketing landscape, to ensure delivery of an excellent, stimulating and innovative digital experience to all audiences, utilizing the latest multi-channel digital communication, tactics and technologies.
- Develop and oversee the websites and social media channels annual plans, calendars, activations and content.
- Manage the websites and multiple social media channels across the portfolio.
- Support the Head of Digital in devising strategies to drive online traffic and increase engagement to the TECOM website and social media pages.
- Oversee TECOM's online presence across different digital marketing channels & drive the vision and performance across these channels.
- Ensure website presence is optimized across the entities through SEO and cross-brand promotions and selling.
- Oversee the performance of the websites, social media channels as well as the lead generation campaigns.
Minimum Qualification:
- Bachelor's degree in Marketing, PR or Communications is required.
- Master's degree in Marketing, PR or Communications is preferred.
Experience:
- Minimum 12-14 years of experience in marketing with clear, objective, measurable evidence accomplishing exemplary return on marketing investment.
- At least 5 years in the Middle East heading a marketing function is required.
- Sector experience in real estate or associated industries is a must.
Technical Competencies
- Strong knowledge across all marketing aspects - Paid media, social media, owned media, technology tools, backend, and tech related solutions.
- Excellent leadership skills with a strong ability to drive teams to achieve desired results.
- Highly organised and able to deliver projects to deadline.
- Strong ability to lead, negotiate and make decisions.
- Strong ability to suggest and develop creative ideas and treatments for marketing content for multi-channel campaigns and events.
- Strong ability to manage multiple projects and multi stakeholders in a fast-paced, deadline-driven environment.
- Strong creative, innovation, and storytelling skills.
- Articulate with describing visual direction.
- Strong interpersonal, negotiation and networking skills.
- Excellent communication skills written and oral in English and Arabic is a must.
