JOB DESCRIPTION

1. Job details

Position title: Growth Director Level:

Reports to Position: Commercial Director

Department: Commercial / Digital

Written on: (DD MM YY) 07 March 2016 Revised on: (DD MM YY) April 2019

How many colleagues are Direct reports: 5

being managed? Indirect reports: 2

Team total: 7

Revenue accountability Up to AED 500m

2. Job purpose

 Lead the overall digital growth strategic, innovation and partnership initiatives that will build and position
the brand for differentiated success.

 New customer acquisition – delivering digital success against targets and managing the P&L for the key
digital Home Delivery channel.

 Revenue Stimulation – delivering against targets for the CVM area – revenue stimulation and also
retention and renewal.
 Responsible for leading the Home Delivery product and innovation roadmap, setting, implementing and
managing the strategic direction of Home Delivery and innovation across the digital and traditional
channels to ensure return on the investment for the brand.
 This senior position requires awareness and understanding of strategic digital best practice to acquire and
retain customers and drive revenue growth using best practice digital performance marketing, CVM and
selling strategies.
 Responsible for driving innovation across the Home Delivery, CVM and digital performance area.
 Responsible for building sales partnerships that drive the digital success of Home Delivery – such as Noon,
Mumzworld and others.
 Responsible for managing a team of 5 direct reports this person will have solid leadership credentials. This
position will be one of the overall ambassadors for the brand.

3. Key Accountabilities

 Leading the in-house digital performance team and building relationships with external agencies to deliver
digital growth within budget for the business unit. A true business developer and leader of large teams.

 Leading the innovation and product development of the Home Delivery D2C channel with both your team,
the product and wider marketing team.

 The ambition level is to create the UAE’s best in class digital engagement with customers and create the
most exciting, attractive and best supported mobile service.

 Overall responsibility for Home Delivery innovation, development, proposition formulation, customer
value management, performance marketing and the entire operational logistics and process behind
delivery.

514606658.docx 1
 Work closely with the Commercial Director in order to develop exciting Home Delivery innovation and
performance and to set and design the marketing proposition to deliver an innovative digital offering that
“wows” our customers.

 Partner with product team to develop the mobile App experience and design – including the acquisition
funnel, UI and UX, conversion, Universal Design System, A-B testing to create a world class digital
experience that drives Home Delivery.

 Forging and maintaining positive long-term relationships with external partners, suppliers and clients.

 Establish and maintain relations with suppliers, payment channels and affiliates.

 Communication Project Management / Campaign Management – Responsible for coordinating different

campaigns across digital channels – working alongside the Head of Brand to ensure excellence in digital
communication and performance

 Budget – Overall responsibility for the setting, management and reconciliation of the Home Delivery, CVM
and performance marketing budget.

 Customer Base Analysis – Analysing and reporting back to the Commercial Director on the development of
our customer base including profiling of the demographics and psychographics of the customer, taking this
analysis back into the digital and CVM strategy and product innovation plan.

 Digital Estate – Responsible for ensuring that the digital estate (web, app and retail) has a best in class
customer and brand experience. Leading the performance management team to ensure SEO, CTR and
optimisation of the funnel not only creates a wow experience but ensures that our customers are served
in the best possible way.

 Performance and CVM KPIs – Overall responsibility for ROI of all digital and CVM campaigns, both
acquisition and usage based.

 Digital Media – Overall responsibility for the digital strategy including online to consumer sales funnel.
Managing the team to lead a day to day basis the media allocation and weighting for the digital media to
ensure a consistent and optimised CPA (Cost per acquisition), conversion and ROI.

4. Frameworks, boundaries and decision-making authority

 Reporting to the Commercial Director.

 Responsibility for the Home Delivery, CVM and Performance Marketing budget.

5. Measurement criteria

 Home Delivery profitability

 Home Delivery Roadmap and successful implementation

 NPS, Customer satisfaction and loyalty for Home Delivery

 Acquisition targets (including conversion funnel metrics)

 Revenue and ARPU targets

514606658.docx 2
 Retention, Renewal and Win Back targets

 Digital Performance criteria – including CPA, CTR etc.

 App acquisition funnel quality and content (UI, UX and Usability)

 Website acquisition quality and content

 Customer feedback on Home Delivery and ease of use

 Deliver projects and campaigns on time, within budget and with good results, learn from mistakes and
refine the implementation for better results moving forwards.

 Secure optimal usage of resources through planning, documentation and project management

 ROI from campaigns (CPA, Acquisition, Usage Uplift, Retention, CLV)

 Optimised online sales funnel / SEO

 NPS and Customer Satisfaction – Close the Loop effectiveness and delivery

 Budget management

 Employee NPS and satisfaction – lead the team consistent to the brand promise

6. Remuneration

As per the company policy.

7. Candidate’s profile (minimum qualification)

Education

 University degree in either Marketing/Economics/Communications/Finance/Business Administration or

relevant experience

Professional qualification

 A minimum of 10 years in a marketing and/or sales management role.

 High level awareness of digital marketing and management responsibility.

 Experience and great overview from digital sector, preferably working within a mobile APP centric
organisation.

 Track record of successful management of Digital Performance and CVM Experts and Agencies for a Digital
brand

514606658.docx 3
 Ability to plan, co-ordinate and prioritize activities

Other skills

 Excellent leadership skills with experience from managing both people and budgets. You are self-driven
with the ability to motivate peers and subordinates, and you are a structured person, with good project
management skills.

 Excellent communication and presentation skills

 Strong negotiation skills

 Fluent in spoken and written English

 Numerate with clear understanding of delivering on financial results

 Possess a strong performance- and results orientation

 Able to apply high level analytical and creative problem-solving skills

8. Additional comments

 Position will be based in Dubai, United Arab Emirates.

514606658.docx 4