Role Profile:
The Lead Paid Search Officer directly manages and co-ordinates the management of Paid Search advertising accounts, campaigns and related projects for Alshaya brands to deliver the best customer experience, marketing performance and commercial result. Working in the Dubai office and alongside the Paid Search Manager they will collaborate closely with the Performance Management team and the brands in their divisional squad to deliver the media plan for Paid Search and achieve campaign, customer and commercial objectives.

They will be supported by and will provide day-to-day management to Cairo based Paid Search Officers, working with, coaching and coordinating this resource to deliver all tasks and projects on time and to the brief.
They will employ and help to evolve the omni-channel operating model, to leverage full-funnel marketing to improve footfall, sessions and sales for stores and eCommerce at the best omni-channel ROI.
They will work with continual focus on the customer, considering how we communicate with different customers audiences, improving how we engage with them and their customer experience, to help drive customer loyalty and growth.

Performance Areas (to include but not limited to):

• Campaign & Account Management
  • Set up and maintain Paid Search accounts for Core brands as required, including billing and marketing tracking
  • Build and launch campaigns for Core brands as per agreed media plans and within agreed budgets
  • Monitor performance and optimize campaigns for Core brands to achieve or exceed customer, marketing and commercial KPIs
  • Manage Paid Search advertising spend to agreed budget and assist with month-end accounting process
• Reporting & Analysis
  • Build and share in-flight campaign reporting for Core brands, including insight and recommendations
  • Perform ad-hoc analysis as required eg. creative asset performance, including insight and recommendations
  • Create and present post campaign reviews to Core brand stakeholders, with detailed analysis, insight and recommendations
• Strategy & Channel Development
  • Help to translate Paid Search media strategy into tactics and action plans
  • Inform and help to build media plans, recommending the best use of Paid Search channels, placements and ad formats to achieve and exceed campaign objectives
  • Translate insight and recommendations into hypothesis and testing plans to answer key business questions and improve marketing performance
  • Lead and project manage key initiatives for Paid Search channels and with Core brands to develop new capabilities and improve marketing performance
  • Define and communicate best practice for Paid Search advertising to Core brands including the best use of placements, ad formats, creative and messaging to engage with customers and drive performance
  • Inform Alshaya teams of tends and new opportunities with Paid Search advertising
• People
  • Lead the day-to-day management of the Cairo-based Paid Search squad including task allocation and management
  • Train and upskill new members of the Cairo Paid Search squad
  • Collaborate with other central teams to support all marketing activities
  • Collaborate with and act as Paid Search BAU POC for brands
  • Act as Alshaya BAU POC with media partners
• Expertise
  • Maintain an expert level of knowledge in your field of expertise and across your professional network and remain aware of key industry innovations and their application to Alshaya
  • Be aware of competitor activity and ready to capitalize on opportunities and repel threats
  • Constantly look for new opportunities and regularly make suggestions as to how things can be improved
  • Create opportunities to showcase your expertise internally and externally, to raise the profile of yourself and the Central Marketing team

Experience:

• Relevant marketing degree or professional qualification
• At least 2 years working in Paid Search advertising, directly managing accounts to drive achieve a variety of marketing and commercial objectives with direct budget responsibilities in excess of 2m KWD
• Experience interpreting and leveraging a variety of KPIs, attribution metrics and models to understand and optimise account performance
• Experience working within a hypergrowth environment in fast paced and digitally mature business
• Fashion, home furnishing and beauty experience
• Experience of MENA markets

Knowledge:

• Strong understanding of all KPIs controlling marketing channel performance.
• Strong expertise of enterprise web analytical and data tools (e.g. Google Analytics, Adjust, Firebase, Magento etc.)
• Strong understanding of how to manage and leverage marketing channels individually and as part of a marketing mix to drive revenue and ROI at scale
• Strong understanding of applying data and sophisticated digital marketing tactics to target and retarget customer audiences across the marketing funnel to deliver performance objective
• Strong technical understanding of Paid Search and other digital marketing platforms and tools and the tactics to employ to drive the best performance from them
• Strong understanding and experience of mobile and app marketing, to achieve app installs, engagement and conversion
• Strong understanding of the concepts of loyalty, customer acquisition, retention and lifetime value.

Skills:

• Analytical and numbers driven, able to make fact-based recommendations from complex data and turn insight into action.
• Strong problem-solving and decision-making abilities
• Ability to react to change and make smart, fast decisions.
• Excellent communication and interpersonal skills, written and spoken
• Ability to build relationships and to influence across teams and career levels
• Good written Arabic preferred

Additional Role Requirements:

• Team player with ability to work effectively across matrix management structures.
• Confident self-starter and organized project manager with the ability to prioritize, multi-task and stay calm under pressure
• Strong commercial acumen and awareness of how to affect profit from any given activity
• Customer first focus