Local Marketing Leader

1 week ago

Johor Bahru, Malaysia IKEA Full time

**Job ID**: REF5175D

**Date posted**: 29/05/2024

**Company description**
The IKEA vision is to create a better everyday life for the many people. We do this by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them. We operate in Singapore, Malaysia and Thailand - and have an ambitious expansion plan to bring a little bit of Sweden to new markets in the region. We are part of the Ikano Group of companies and the only IKEA franchisee owned by the Kamprad family that founded IKEA.

We also develop, own and operate Shopping Centres that are anchored by IKEA and create walkable communities by including residential, office and other types of real estate in our development plans.

We work towards making sustainability a natural part of our everyday work. We are active in our communities, driving and supporting social initiatives that benefit children, women and the environment.
**Job description**
Leading and coordination the local marketing and branding efforts in the Primary Market Area (PMA) and Extended Market Area (North/ South) translating the commercial calendar, country marketing plan and local insights into a local marketing plan for the PMA and extended market area that drives re-visitation, builds customer loyalty and by that creates Sustainable growth.

**Your assignment**
- Based on the country commercial priorities, create the PMA and extended market area annual local marketing plan and strategy (including corporate and internal communication). Is accountable for the local marketing budget, secure alignment between internal and external communication activities, measure all marketing metrics on local and store level, identify cost efficiencies and follow up all marketing investments.
- Support the stores, e-Commerce team and SO team with analysis and intimate knowledge of people’s life at home and local market conditions to identify growth, positioning and segmentation strategies with a view to increase visitation and repeat visitation, penetrate more households and overall expand our home furnishing market share in North/ South.
- Is managing the work to create, coordinate, delegate and evaluate all local marketing activities in store and in the adjacent shopping centre based on directions provided by Country Marketing. This includes regional/ local competitions, activities and workshops in order to make the store a fun day out for the family as well as supporting the More sustainable Life at home movement by driving integration of sustainability into the store commercial activities to inspire and enable our customers to live a more sustainable life.
- Ensure that the information regarding the store in the IRW and local store page are up to date, by working closely with the E-commerce team to secure the implementation of the updates.
- Support Country Marketing team on ground to recruit, activate and retain IKEA Family and Småles members through an intimate understanding of the PMA and extended market area and the members (i.e. Brand Capital, membership profile, purchase behaviour, relevant KPIs) Version 1.0 Last updated on 14-May-2024 and execute actions that increase penetration, member engagement and return on investment for the member programs.
- Support Country Marketing team on printed marketing collaterals distribution area, execution of store PR events, media launches and interviews and other media engagement to communicate our total offer - online and offline - in ways that secure IKEA Brand values, visual and copy identity and concept guidelines. Work closely with Country Marketing and Corporate Communication to align on external communication when required.
- Accountable for campaign communication materials and channels and supporting coworker engagement activities with HR/ L&D and securing a steady flow of information in channels - from digital signage and Yammer to notice boards and newsletter. Keeps co-workers well informed and connected to store priorities, KPIs and management.
- Deliver local communication support during operational or reputational crisis situations, working with matrix with Corporate Comm/ Country Marketing and the Store Steering team to deliver aligned internal communication.
- Working with HR and L&D to creatively communicate all benefits that make IKEA a Great Place to work. Amplify externally as needed to support recruitment and build our employer brand.
- Support in the preparation of the sustainability L&D programme with local relevance and responsible for the execution with store HR.

**Qualification**
- Experience of working in a strategic communication, media and marketing management role.
- Experience of creating and implementing fact-based strategic plans, setting budgets, and following up goals based on local market information.
- Experience of working in a customer-focused service/retail industry.
- Experience in effective and efficient use and measurement of all

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