Director Digital Marketing

Responsible for leading the strategy and execution of all digital and on-site marketing initiatives across multiple countries. The purpose of the role is to deliver revenue and consumer growth efficiently for the digital business and entails working across the full marketing funnel.

This role involves strategic oversight, team leadership, and hands-on management of digital and onsite marketing activities. The role is also responsible for planning and implementation of SEM, SEO, and ASO strategies, with a dedicated focus on organic and paid search growth, involves in maintaining a robust online presence and contributing significantly to business growth.

Key Responsibilities

Strategy Development & Team Leadership

Develop integrated digital and onsite marketing strategies across markets, ensuring a cohesive customer journey and brand experience.

Align digital and offline channels, including ATL (TV, radio, billboards) and BTL.

Lead and mentor the digital and onsite marketing teams, setting clear objectives and KPIs, and fostering a culture of innovation and performance.

Establish and manage relationships with key partners, vendors, and internal stakeholders to ensure the successful execution of marketing strategies.

Lead the digital marketing and media, acting as CoE with best practices and cross-pollinating this across the markets.

Execution and Optimization

Spearhead digital marketing efforts for The Companys growth across MENA, East Africa, Levant, and Pakistan, tailoring strategies for diverse markets.

Oversee the management of substantial marketing budgets, ensuring optimal allocation and ROI across all digital channels and onsite activities.

Drive the creative direction of campaigns, working closely with the creative team to develop impactful marketing materials that resonate with target audiences.

Lead the relationship with the media agency and act as a central point of contact for the markets.

Employ advanced analytical skills to interpret data, optimize campaigns, and deliver on key performance metrics.

Pilot new media channels and technologies.

Experiment with creative ideas and optimize based on performance data.

Market and Channel Responsibilities

Conduct market analysis to tailor strategies that cater to local nuances and consumer behaviours.

Ensure the effectiveness of sales campaigns, promotional activities, and onsite customer experience enhancements.

Collaborate with cross-functional teams to integrate SEO, ASO, and SEM into the broader marketing strategy covering paid search, paid social, display, onsite marketing, and organic social media.

Manage onsite merchandising to improve customer experience, boost app and website performance, and drive higher conversion rates.

Ensure cohesive messaging and branding consistency across all platforms.

Financial Responsibilities

Manage a substantial marketing budget, ensuring optimal allocation across channels.

Monitor performance metrics and recommend budget adjustments for maximum effectiveness.

Ensure compliance with procedures outlined in the Delegation of Authority (DOA).

Allocate monthly budgets based on channel performance.

Coordinate with finance teams regarding payment and accruals.

Conduct media planning and create Landing Page Optimization (LPO) strategies.

Management Responsibilities

Ensure the implementation of the performance management process

Provide mentorship for the purpose of developing a continuous talent pipeline for key roles

Identify training needs and coordinate with the HC department to ensure facilitation of training requirements.

Oversee the development and implementation of on the job-training.

Ensure constant availability of the required competent staff to support the organization in meeting all its responsibilities, plans, and objectives.

Provide inputs while developing The Companys corporate policies and relevant procedures, and monitor the implementation.

• Measured by KPIs against the targets (placed orders, GMV, new customers, CAC as per the KPI glossary for digital marketing, Market share, Cohort retention rate)
• Overall media efficiency of the omnichannel media channels as per the MMM study
• ROAS metrics for the incremental revenue
• Partner billing for the bank partnerships

Functional/Technical Competencies

• Expertise in setting up, managing, and optimizing digital marketing campaigns, ad networks
• Well-versed in the usage of Analytics tools like Google Analytics, as well as mobile attribution
• Utilize analytics and data-driven insights for decision-making at both campaign and creative levels.
• Possess knowledge of tools and Mobile Measurement Partners (MMPs) such as Adjust and Google Analytics.
• Utilize cohort analysis data to understand activation rate, retention rate, and purchase frequency.

Qualification & Skills:

• Bachelors degree in Marketing or any other related field, Masters Degree is preferred
• 15+ years within e-commerce in a similar role or function, preferably with exposure to Quick Commerce.
• Proven success in managing marketing campaigns and teams across diverse regions.
• Clear demonstration of performance and business growth, i.e., results like orders, GMV, new customers, CAC, CPO, etc.
• Prior experience in managing performance-based social media campaigns.
• Proven track record of driving commercial growth and operational excellence within a media or retail organisation.
• Strong understanding of digital media operations, ad tech platforms and campaign delivery processes. (e.g. ad serving, trafficking, measurement)
• Deep commercial acumen with experience and revenue forecasting, yield optimization, Excellent leadership and people management skills, with a track record of building and scaling high-performing decentralised or virtual teams.
• Strong analytical mindset, with the ability to interpret complex data and translate insights into strategic actions.
• Experience in digital media environments (onsite, offsite, instore, programmatic) is highly desirable.