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
- Demonstrate a deep understanding of the Saudi market, cultural nuances, and consumer behavior to tailor marketing strategies accordingly.
- 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.