Head of Marketing - Bath & Body Works and Boots - UAE
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- Job Number:
- 4584374
- Work type:
- Permanent - Full Time
- Location:
- UAE
- Categories:
- Health & Beauty, Senior Level
About Alshaya
Alshaya Group is a dynamic family-owned enterprise, first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering an unparalleled choice of well-loved international brands to customers, Alshaya Group’s portfolio extends across MENA, Russia, Turkey and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business. Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to authentically deliver great customer service and brand experiences.
Wellness Division
Our Wellness division is a crucial part of Alshaya's operations. As the beauty industry evolves and customers become more knowledgeable, we have ambitious growth plans for this division to meet rising consumer demands.
The Wellness Division manages over 21 brands across MENA and Turkiye, covering Beauty & Cosmetics, Pharmacy, and Home Furnishings. Key brands in our portfolio include Charlotte Tilbury, Bath & Body Works, MAC Cosmetics, Boots Pharmacy, and Pottery Barn, among others.
Role Profile:
We are looking for a dynamic and visionary Head of Marketing to lead the marketing strategy for Bath and Body Works and Boots, driving brand growth and customer engagement across MENA. This role offers an exciting opportunity to shape the future of one of our core brands in the Wellness Division and will be responsible for the following:
- Lead the evolution and building the brand in MENA. Plan, Direct & coordinate marketing strategy & annual plans, with clear Customer and Competitor focus to identify potential customers for growth & Goals.
- A mid & long-term view of the Brand/ Portfolio to define strong plans and executions of all markets in MENA.
- Influence product development or monitor trends that indicate the need for new products and services in alignment with Host Brand to bring more value to the mid-long term view.
Role Responsibilities
Strategic Planning & Insight-Led Growth
- Lead the development of integrated marketing strategies rooted in category trends, consumer behaviour, and market insights.
- Identify growth opportunities specific to each market (UAE, KSA, Kuwait), aligning marketing objectives with business goals.
- Translate insights into clear, actionable plans that drive traffic, conversion, and guest engagement across channels.
Full Funnel Marketing Execution
- Oversee paid media strategy across the full funnel—awareness, consideration, conversion—leveraging channels like Meta, Google, YouTube, TikTok, Snapchat, and local publishers.
- Lead the creative development and deployment of multi-channel campaigns aligned with product drops and seasonal launches.
Brand Activation & Experience
- Drive in-store and digital activations, events, and product experiences that reinforce brand love and increase share of voice.
- Lead influencer and creator strategy, from casting to content direction and performance tracking.
- Ensure consistent and engaging organic social media presence, in alignment with regional trends and cultural moments.
CRM, Loyalty & Data Utilisation
- Own Aura loyalty program strategy and growth, working closely with internal CRM and analytics teams.
- Leverage data insights (grow, get, keep) to drive segmentation, personalization, and retention campaigns.
- Create clear reporting and feedback loops to constantly improve campaign performance and guest lifecycle engagement.
Team Leadership & Cross-Functional Collaboration
- Lead and develop a high-performing marketing team across strategy, creative, digital, and activation.
- Collaborate with merchandising, retail ops, and customer experience teams to ensure alignment and integrated execution.
- Act as the brand guardian in the region—ensuring local relevance while staying true to global brand guidelines and voice.
Requirements:
- 10+ years of experience in consumer marketing, preferably within beauty, lifestyle, retail or consumer centric industries
- Demonstrated success in marketing roles across UAE, KSA, and Kuwait.
- Strong command of consumer insight, data-driven decision-making, and market segmentation.
- Proven experience leading paid media, social, influencer, and experiential campaigns.
- Deep understanding of CRM, loyalty programs, and personalization strategies.
- Highly collaborative, results-oriented, and commercially astute.
- Fluent in English; Arabic is a strong advantage.
Competencies:
- Leveraging Data and Analytics: Works at an advanced level, using the latest analytical tools to extract relevant information, cross-referencing data to produce meaningful recommendations that influence business and customer decisions. Typically works independently and provides guidance
- Exploring Market, Customer and Category Foresight: Works at an advanced level to carry out landscape mapping (including category, market, competitor, and customer) to identify emerging threats and opportunities that will inform brand and customer strategy. Typically works independently and provides guidance.
- Generating Customer and Market Insights: Works at an advanced level to generate insights and translate them into compelling narratives that will engage and influence customers. Typically works independently and provides guidance.
- Setting a Forward-Looking Brand and Category Vision: Works at an advanced level to rethink the brand and category boundaries to find growth in untapped spaces (1-3 years). Typically works independently and provides guidance.
- Compelling Customer Strategies (grow, retain, activate): Works with full competence to develop effective strategies aimed at expanding customer base, nurturing loyalty, and encouraging active engagement. Typically works without supervision and may provide technical guidance
- Commercial Mindset and Budget Management: Works with full competence to manage the brand and its portfolio along the funnel in a profitable way to deliver sustainable long-and short-term growth. Typically works without supervision and may provide technical guidance.
- Omnichannel Planning and Mix Modelling: Works with full competence to create integrated marketing approaches across. multiple channels that deliver seamless and consistent customer experiences. Typically works without supervision and may provide technical guidance.
- Stand-Out Content and Creative: Works with full competence to build winning engagements with customers through creative content development. Typically works without supervision and may provide technical guidance.
- Personalization and Loyalty Management: Works with full competence to create personalized interactions, customized offers, and targeted communications that cater to individual preferences and behaviors, including loyalty programs. Typically works without supervision and may provide technical guidance.
- Maximizes Customer Experience: Works at an advanced level to execute omnichannel plans that deliver a seamless experience for the customer journey. Typically works independently and provides guidance.
- Performance Tracking: Works at an advanced level to systematically monitor analyze, and evaluate key performance metrics across various initiatives and channels. Typically works independently and provides guidance.
- Data Driven Optimization: Works at an advanced level to leverage data in order to continually assess performance and optimize experience for customers. Typically works independently and provides guidance.
Advertised: Arabian Standard Time
Applications close: Arabian Standard Time
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