Digital & Deputy Marketing Manager

Company Description

The most recent addition to the Shell family is the Kingdom of Saudi Arabia, where a trademark licensing agreement has been signed early in June. Recognising the size of the opportunity and the attractiveness of the market, Shell has decided to support the development of the licensee by establishing a professional retail organisation and a convenience retailing department within.

The successful incumbent will have the opportunity to work in a growing network environment and transform this into one of the leading mobility businesses in the Kingdom, leveraging the Shell brand and convenience retailing know-how. As the organization grows and matures, it will deliver excellent opportunities to make a professional career within.

Job Purpose

Wafi Energy is committed to driving business growth and customer engagement through cutting-edge digital marketing strategies. The candidate should be able to take over the full marketing manager position in a period of circa one year and communicate and coordinate the marketing activities with the Shell central team and act as deputy marketing manager, therefore handling and leading the totality of marketing activities. The Digital and Deputy Marketing Manager will lead the development, execution, and optimisation of digital marketing campaigns across all business units, including fuel stations, convenience stores, car washes, and Shell Cafes. This role will leverage data-driven decision-making, innovative marketing technologies, and creative strategies to elevate Wafi Energy's digital presence and brand equity. To develop and execute a robust digital marketing strategy that enhances customer acquisition, engagement, and retention while ensuring alignment with Wafi Energy's business objectives. The digital marketing manager will play a pivotal role in driving revenue growth through digital channels and ensuring a seamless online and offline customer experience. It's also expected the digital marketing manager will have the capacity to act as deputy marketing manager.

Key Accountability

1. Wafi Marketing Responsibilities:
   • The candidate should be able to take over the full marketing manager position in a period of circa one year.
   • Communicate and coordinate the marketing activities with the Shell central team.
   • Act as deputy marketing manager, therefore handle and lead the totality of marketing activities.
   • Represent the company at a level of the marketing manager where appropriate.
2. Digital Marketing Strategy and Execution:
   • Develop and implement comprehensive digital marketing strategies to drive brand awareness, lead generation, and customer engagement across all online channels.
   • Launch, develop and maintain a digital loyalty program encompassing all business streams.
   • Manage end-to-end campaigns, including planning, execution, and performance tracking, ensuring alignment with business objectives.
   • Collaborate with cross-functional teams to ensure integration between digital campaigns and overall marketing efforts.
   • Manage interface with the communication agency.
   • Communicate with Shell concerning the correct use of branding and transfer of best practice.
3. Content and Campaign Management:
   • Design and oversee the creation of engaging content across all digital and other media platforms, including websites, social media, email marketing, and paid advertising.
   • Optimize campaigns for performance, including SEO, SEM, and social media advertising.
   • Develop partnerships and promotions to enhance brand visibility and customer loyalty.
4. Data Analysis and Performance Optimisation:
   • Leverage analytics tools such as Google Analytics, Power BI, and CRM systems to monitor campaign performance and customer behaviour.
   • Develop and maintain dashboards to track KPIs, including website traffic, conversion rates, engagement metrics, and customer acquisition costs.
   • Utilize insights to recommend improvements, prioritise initiatives, and guide future digital marketing strategies.
5. Collaboration and Innovation:
   • Work with internal teams (e.g., IT, Operations, and Marketing) and external vendors to ensure successful campaign delivery and technological integration.
   • Stay informed on emerging digital marketing trends and technologies to keep Wafi Energy at the forefront of innovation.
   • Foster a culture of continuous improvement by sharing best practices and providing training to internal teams.
6. Operational Excellence:
   • Ensure compliance with regulatory requirements and Wafi Energy's operational standards in all digital marketing activities.
   • Conduct periodic audits and reviews of digital assets to ensure brand consistency and performance.

Qualifications

• Mobility local market experience.
• Minimum of 2 years of experience in managing digital products (loyalty and CRM specifically) or CVPs in a global or local market team, with a focus on data and driving unit economics.
• Proven track record of project delivery to scope, time, and budget in a fast-paced, dynamic environment.
• Mastery in using data and analytics tools, like PowerBI, Excel, etc.
• Strong analytical and problem-solving skills, leveraging data and analytics for decision making and prioritization.
• Excellent communication and interpersonal skills, with the ability to influence and collaborate with stakeholders at all levels.
• Ability to work with changing business demand and constraints in a fast-moving environment.