The Marketing Manager leads the planning and execution of marketing agenda across retail promotions, digital media, social channels, customer engagement, partnerships, events and in-store communication. The role combines market insight, creative leadership and disciplined performance analysis to grow revenue, customer frequency, basket value, loyalty and brand preference.

A hands-on retail marketer who understands Kuwaiti consumers, translates commercial priorities into effective campaigns, controls agencies and budgets, and uses data to improve sales, traffic, conversion, retention and marketing return.

KEY ACCOUNTABILITIES

1. Marketing Strategy and Annual Plan Develop the annual marketing strategy, budget and campaign calendar in line with sales targets, category priorities and management direction. Translate business objectives into integrated customer-acquisition, retention, promotion, brand and channel plans. Define target audiences, positioning, value propositions and channel roles for major campaigns and commercial periods. Maintain a rolling 90-day activation plan and ensure clear ownership, timing, budget and success measures for every initiative.
2. Customer, Market and Competitor Insight Monitor consumer behavior, retail trends, competitor pricing, promotional activity, media activity and local market developments. Analyze customer segments, purchase patterns, category performance, traffic, conversion and basket behavior to identify growth opportunities. Commission or conduct practical customer research and convert findings into campaign, assortment, pricing and service recommendations. Provide management with concise insight on market opportunities, competitive threats and emerging customer expectations.
3. Brand and Creative Management Maintain a clear and consistent Panda Market Kuwait brand identity across stores, digital platforms, delivery channels and external communication. Develop campaign concepts, briefs, messaging and content standards that are locally relevant and commercially focused. Review and approve creative materials, photography, video, Arabic and English copy, signage and promotional collateral before release. Protect brand reputation and ensure all communication is accurate, culturally appropriate and aligned with company values.
4. Retail Promotions and In-store Activation Plan seasonal campaigns, category promotions, new-product launches, clearance events and tactical sales-driving offers with Commercial and Operations teams. Coordinate promotional mechanics, supplier participation, pricing communication, store displays, point-of-sale material and execution deadlines. Ensure stores receive complete campaign toolkits and audit the quality and consistency of implementation. Evaluate promotional uplift, margin impact, stock availability, cannibalisation and post-campaign learning.
5. Digital, social media and Performance Marketing Lead social-media, search, display, video, email, messaging and other digital activity using a disciplined content and media calendar. Set objectives and audiences for paid campaigns; control media buying, tracking, optimization and reporting. Grow qualified reach, engagement, store visits, leads and sales while improving cost per acquisition and return on advertising spend. Maintain rapid, professional responses to online comments, messages and reputation issues in coordination with Customer Service and Operations.
6. CRM, Loyalty and Customer Retention Develop customer databases, segmentation, consent practices and targeted communication journeys in line with applicable requirements. Design loyalty, repeat-purchase, reactivation and customer-lifecycle initiatives that improve visit frequency and lifetime value. Use transaction and campaign data to personalize offers and test customer propositions by segment. Track retention, repeat purchase, redemption and response rates and recommend improvements based on evidence.
7. E-commerce and Delivery-channel Marketing Coordinate marketing for the company's online, WhatsApp, delivery-platform or other remote-order channels as applicable. Improve digital merchandising, campaign visibility, product content and conversion in partnership with Operations and IT. Align online prices, offers and availability with approved commercial plans and protect a consistent customer experience. Analyze digital-channel traffic, conversion, order value, acquisition source and promotion effectiveness.
8. Partnerships, Events and Public Relations Develop commercially relevant partnerships with suppliers, payment providers, local communities, media, influencers and service platforms. Plan store events, launches, sponsorships and activations that generate measurable awareness, traffic, engagement or sales. Manage media enquiries, public announcements and reputation-sensitive communication with appropriate approval. Evaluate partners and influencers for audience relevance, brand fit, credibility, cost and measurable results.
9. Budget, Analytics and Marketing Effectiveness Prepare and control the marketing budget, commitments, purchase requests, invoices, accruals and supplier reconciliations. Define campaign KPIs before launch and maintain dashboards for sales uplift, traffic, conversion, reach, engagement, acquisition cost and return. Conduct campaign post-evaluations, distinguish incremental impact from normal trading, and document practical lessons. Reallocate spending toward higher-performing channels and stop low-value activity when evidence does not support continuation.
10. Team, Agency and Cross-functional Leadership Lead and develop the marketing team and manage agencies, freelancers, media partners, printers, photographers and production suppliers. Set clear briefs, deliverables, quality standards, deadlines and service expectations; challenge costs and approve work within authority. Partner closely with Sales, Purchasing, Operations, Warehouse, E-commerce, Finance, HR, IT and Customer Service. Build a culture of creativity, commercial accountability, disciplined execution, learning and respectful teamwork.

Desired Candidate Profile

• Bachelor's degree in Marketing, Business Administration, Communications or a closely related discipline.
• Minimum 6-8 years of progressive marketing experience, including at least 3 years in a managerial or senior supervisory role.
• Strong retail, supermarket, department-store, FMCG, consumer-goods or e-commerce experience is required; Kuwait-market exposure is strongly preferred.
• Demonstrated responsibility for campaigns that delivered measurable sales, traffic, customer acquisition, retention or market-share outcomes.
• Hands-on knowledge of social media, paid media, content, CRM, analytics, campaign tracking and digital performance optimization.
• Practical experience with promotional calendars, in-store communication, supplier-funded campaigns, events and local activations.
• Strong Excel and presentation skills; familiarity with analytics dashboards, advertising platforms, CRM tools and creative-workflow systems.
• Full professional proficiency in Arabic and English, with strong written, presentation and copy review capability.
• Mobility ability to attend stores, events, agencies and partners are preferred.
• REQUIRED COMPETENCIES
• Commercial orientation Connects brand and customer activity to sales, margin, traffic, conversion, frequency and return on investment.
• Customer insight Understands Kuwaiti consumers, identifies meaningful segments and turns data into relevant propositions.
• Creative judgment Produces clear briefs, recognizes strong ideas and maintains high standards across Arabic and English communication.
• Digital fluency Uses channel data and experimentation to improve targeting, creative, conversion and media efficiency.
• Planning Coordinates multiple campaigns, suppliers and deadlines without losing accuracy or store execution quality.
• Influence Builds productive relationships and secures alignment across owners, commercial teams, operations, suppliers and agencies.
• Leadership Sets priorities, coaches the team, manages performance and creates accountability for measurable outcomes.