General Manager – Marketing | Al Futtaim Automotive | Electrical Vehicles

Overview of the role:

Responsible to build brand equity for new Electric Vehicle Automotive brands operating with Al-Futtaim in the Middle East. It aims to build brand awareness and consumer consideration for the new EV Brands consistently across the region from a currently low or non-existent level. The role focuses on creating rapid growth through digital-first, customer centric marketing campaigns, on-line and off-line activations, and events, as well as defining & executing a competitive product lifecycle and pricing strategy. The primary performance target is building the top of funnel, creating exemplary customer experience across all brand touchpoints up to the point of sale, whether it be new, used, fleet or aftersales.

 

What you will do:

Financial Dimensions:

Full Responsibility of Marketing Budget (AED) – 2023 = 19.8M; 2024 = 18.3M; 20.3M Shared responsibility of full division profit and loss and balance sheet responsibility. 

Volume – 2023 = 1,558; 2024 = 3,143; 2025 = 6,139

Revenue (AED) – 2023 = 295M; 2024 = 750M; 2025 = 1.35B

Net Profit (AED) – 2023 = -20M; 2024 = -3M; 2025 = 10.7M

 

Marketing Strategy: in collaboration with the Central Marketing team

•   Establish and grow all new EV brands in UAE & GCC and driving brand awareness, consideration, and relevance amongst the target audiences.

•   Drive market share growth through development of brand equity and improved customer loyalty

•   Develop the marketing strategy and execute the marketing plans in UAE and GCC consistent with the overall global marketing strategy and implementation roadmap. This includes product launches and driving awareness for existing product lines & brand communication

•   The main liaison with the EV principals, collaborating with their global marketing teams to understand the global and regional strategic initiatives.

•   Managing OEM relationships that result in long-term success for both the OEMs and Al Futtaim, through close collaboration and communication.

•   Drive digital-first, consumer centric approach across all aspects of the business together with global team

 

Activation & Campaigns: in collaboration with the Central Marketing team

•   Create data driven campaign planning processes for all brands 

•   Manage and coordinate external agency partners

•   Lead, activate & execute consumer communications across all channels

•   Oversee social media, and community management channels

•   Sustain a performance measurement framework across key platforms to drive sustainable growth and continuous improvement

•   Responsible for financial planning and reporting (paired with KPI framework to deliver campaign attribution/ROI measurement)

•   Explore and implement best in class practices from our partner OEM in other markets, as well as across the industry

 

Customer Experience: in collaboration with Customer Centricity team

•   Deliver exemplary Customer Experience (CX) across all brand touchpoints by leveraging key brand propositions and assets

•   Improving Customer Experience in sales spaces and workshops by supporting Sales and After Sales Front line teams with Merchandizing, Training, & POS materials.

 

Product & Pricing:

•   Driving product life cycle activities (including positioning, packaging, Accessories) by influencing OEM product cycle plans as well as Al Futtaim Group resources/suppliers.

•   Driving strategic vehicle pricing for each segment/channel and ensuring revenue management by close monitoring of competitive positioning, OEM support negotiations, and execution of sales programs that generate effective traffic and closing (by overseeing campaigns using tools such as F&I, Leasing, Trade In offers. etc.)

•   Develop tailor made finance products such as leasing, guaranteed future value together with Al-Futtaim Finance Service Company

 

Team Management: 

•   Create a high growth mindset team

•   Drive a talent development system that creates marketing talents who are recruited correctly, developed, coached, and engaged through performance management, learning, development & succession planning. 

•   Lead a lean and effective Marketing structure & team

•   Drive performance of Marketing team through measurable KPIs

•   Ensure 100% compliance with Standard Operating Procedures 

•   Drive Al-Futtaim Values in workplace.

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