Omni Channel Marketing Lead
1 week ago
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.
About the role
BFL Group is currently looking for an Omni-Channel Marketing Lead to be based in our UAE headquarters. The role will focus on omni-channel marketing by seamlessly integrating digital and offline marketing efforts to create a customer-centric approach that integrates all channels, delivering a unified and consistent brand experience across all touchpoints such as physical stores, apps, and websites. The role will report to the Group Marketing Director.
Key responsibilities:
- Develop and execute the omni-channel marketing strategy, ensuring a seamless customer journey across all online and offline touchpoints.
- Lead integrated marketing campaigns that align in-store, e-commerce, mobile, social media, CRM, and digital marketing efforts.
- Lead and initiate omni-channel initiatives: tone of voice, full funnel creative strategy, media marketing mix, and more.
- Lead customer single view project with transformation team and all required company stakeholders.
- Guide and train teams through case studies and examples on the importance of omni-channel. Dive into single channel campaigns and organize workshops and brainstorming on how this can be an omni-channel campaign.
- Plan targeted campaigns to shift single channel customers to omni-channel customers.
- Lead performance tracking, reporting, and analysis of marketing campaigns, using insights to continuously improve and refine omni-channel strategies.
- Collaborate with internal teams to ensure brand consistency and alignment of messaging across all channels (retail team, marketing, performance).
- Drive customer engagement through personalized marketing tactics leveraging data and analytics.
- Optimize digital and traditional marketing initiatives to increase conversion rates, customer loyalty, and brand awareness.
- Work closely with the IT and e-commerce teams to enhance the user experience, customer journey, and seamless omnichannel shopping experience.
- Manage relationships with external agencies, media partners, and key stakeholders to drive campaign success.
- Stay ahead of market trends, innovations, and competitive activity in omni-channel marketing to ensure BFL remains a leader in the space, exploring the opportunities and tools that can support the campaigns.
- Run test campaigns to find best practices.
- Ensure all marketing efforts adhere to compliance, brand guidelines, and company standards.
Requirements:
- 4+ years of experience in marketing with a strong focus on omni-channel and digital transformation.
- Retail industry or offline and online combined exposure is a must.
- Proven expertise in leading and executing integrated marketing campaigns across multiple touchpoints.
- Strong analytical skills with experience in data-driven decision-making and customer insights.
- Excellent project management skills with the ability to multitask and prioritize in a fast-paced environment.
- Bachelor's degree in Marketing, Business Administration, or a relevant discipline.
- Strong verbal and written communication skills in English; Arabic is a plus.
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