Sr Associate Marketing - Peets Coffee

Job Purpose:

Peet's Coffee is seeking a dynamic and results-driven Sr Marketing Associate to join our team in Saudi Arabia. The ideal candidate will be responsible for supporting the marketing strategies, brand launches, and events while possessing a deep understanding of the Saudi market, culture, and nuances. The candidate should be an Arabic speaker with a valid driving license, established agency contacts, and a proven track record in organizing successful events and brand launches.

Responsibilities:

Business Objectives

• Contribute to achievement brand business objectives, including market share, transaction growth, sales volume, and profit growth.

Marketing Strategy and Planning

• Collaborate with the marketing team to develop and implement comprehensive marketing plans aligned with Peet's Coffee business objectives.
• Contribute to the strategic planning and execution of brand launches, ensuring effective market penetration and consumer engagement.

Campaign Planning and Execution

• Execute marketing work streams, including digital, content, and event marketing initiatives.
• Plan and implement marketing campaigns, providing updates on performance and coordinating details during promotions, product launches, and new store openings.
• Monitor and evaluate campaigns and activities at Cluster, Market, and Store-level.
• Conduct a continuous review of the brand's performance, adjusting tactics and strategies for both short and long-term success.
• Collect and analyze competitor information to facilitate marketing strategies and plans.
• Launch and track the performance of new product launches, coordinate with advertising agencies, and provide data regarding the achievements of sales and marketing targets.
• Support the Operations team with local store marketing activities for under-performing restaurants.

Consumer Engagement and Perception

• Enhance consumers' perception of Peet's compared to other coffee competitors through meaningful, value-added, and brand-relevant activities.
• Engage with the team and various stakeholders to capture ideas and contribute to creative and effective marketing efforts.

Collaboration and Partnerships

• Collaborate with organizations and events where Peet's Coffee would fit to create brand awareness.
• Partner with the Peet's Central team on the product & innovation calendar to influence and shape future innovations for the local consumer and customer.

Event Management

• Oversee the planning and execution of events, ensuring seamless coordination and successful outcomes.
• Coordinate with internal teams and external partners to deliver impactful brand experiences.

Cultural Understanding

1. Demonstrate a deep understanding of the Saudi market, cultural nuances, and consumer behavior to tailor marketing strategies accordingly.
2. Ensure marketing initiatives resonate with the local audience and align with Peet's Coffee brand values.

Agency and Influencer Management

• Utilize established agency contacts to enhance marketing campaigns and amplify brand presence.
• Leverage existing influencer relationships or establish new connections to drive brand awareness and engagement.
• Coordinate with agencies to brief or execute jobs.
• Analyze and report on campaign performance, consolidating market campaign performance data weekly/monthly.

Social Media and Web Management

• Manage updates of social media accounts and the website with campaign updates.
• Ensure aggregators are promptly updated with images and pricing.

Data Management and Analysis

• Liaise with various departments to ensure successful promotion or product launch, managing MIS, and ensuring accurate updates on pricing.
• Strong analytical skills to identify and address gaps in increasing sales transactions.

Reporting and Communication

• Review the implementation of promotion and local store marketing programs, reporting feedback to the Marketing Manager.
• Participate in setting and developing annual marketing plans, reporting and presenting marketing activities on a monthly basis, covering competitors' activities and their impact.

Market Trends and Trade Shows

• Follow new trends in the markets that may affect advertising and promotions plans.
• Participate in relevant trade shows, sales meetings, planning sessions, operations review meetings, and special events.

Flexibility

• Willingness to be assigned to any marketing activities as per the Brand/Marketing Manager's needs.

Qualifications and Experience:

• 4-5 years of experience in a similar role
• Bachelor's degree in marketing, Business, or a related field.
• Proven experience in marketing, including brand launches, event management, and influencer collaborations.
• Valid driving license and willingness to travel as required.
• In-depth knowledge of the Saudi market, culture, and consumer behavior.
• Strong agency contacts and a demonstrated ability to work with influencers and agencies.
• Fluent in Arabic, with a deep understanding of the Saudi dialect.