Marketing Manager - UAE - Alshaya

Description

Job Purpose:

The Hospitality Marketing Manager (Digital Trading) leads the commercial and experiential performance of the Hospitality QSR app ecosystem, responsible for trading, marketing and growth of direct digital channels across multiple brands and markets. The role expands beyond trading to drive app acquisition, loyalty engagement, omni‑channel experience, CRM performance, and in‑store app adoption, ensuring the app becomes the primary customer touchpoint for direct revenue and guest experience.

This role:

• Owns the end‑to‑end digital trading and marketing performance of the Hospitality app, including downloads, acquisition, conversion, retention, repeat transactions, and lifecycle value.
• Develops and executes integrated digital trading and app marketing plan shifting reliance from aggregators to direct channels while balancing operational and commercial needs.
• Collaborates cross‑functionally with product, CRM, Media, delivery, marketing, retail operations, and offline teams to deliver a seamless, omni‑channel customer journey and best‑in‑class app experience.
• Provides analytics‑driven insights to inform decision‑making and continuously elevate digital performance.
• Ensures the app is represented consistently across digital and physical environments, strengthening brand affinity and customer engagement.

Key Responsibilities:

Strategy, Planning & Trading

• Develop and implement the Hospitality digital trading & app marketing strategy, fully aligned to business objectives and financial targets.
• Drive direct‑to‑app revenue growth through acquisition optimisation, funnel conversion, retention, and lifetime value enhancement.
• Build and manage trading and app marketing calendars, including incentives, app‑exclusive offers, loyalty triggers, seasonal campaigns, and lifecycle activations.
• Use analytics platforms (Adjust, Firebase, GA4, internal dashboards) to guide decisions, diagnose issues, and identify opportunities.
• Lead aggregator vs. direct performance analysis and execute actions that accelerate migration from aggregators to the app.
• Partner with product and tech to ensure feature development, UX improvements, and site–app integrations support commercial objectives.

Campaigning & Execution

• Manage end‑to‑end delivery of app‑led marketing campaigns, collaborating with Brand, CRM, Media, and Content teams to ensure strong creative, customer experience, and commercial outcomes.
• Oversee always‑on app acquisition activity, including paid media, ASO, influencer activity, cross‑brand acquisition, and in‑store amplification.
• Drive CRM‑led engagement through personalised journeys, segmentation, push notifications, in‑app messaging, and retention programmes.
• Align with product, design, and content teams to ensure app‑first storytelling and consistent customer experiences across all channels.
• Ensure campaign and messaging consistency across online, app, and offline retail environments.

Growth

• Champion app engagement, loyalty adoption, and the integration of Aura‑based rewards and app‑exclusive benefits tailored to Hospitality.
• Lead a test‑and‑learn culture across onboarding flows, CRM execution, creative variations, journeys, and content optimisation.
• Stay informed on market trends, hospitality innovations, competitor activity, and customer expectations to identify new growth opportunities.
• Partner with CRM and marketing leaders to evolve the Hospitality CRM programme, enhancing direct engagement and retention.

Omni‑Channel & In‑Store App Experience

• Work closely with the retail store teams to strengthen the in‑store app experience, ensuring customers are encouraged and supported to download and use the app.
• Work with Brand Marketing to design and deploy in‑store app acquisition tools, including QR placements, staff enablement, POS integration, and customer education.
• Work with the Delivery teams to ensure a cohesive online growth strategy for all QSR brands.
• Ensure the app experience is embedded in store operations, supporting seamless transitions between offline discovery → app onboarding → digital engagement.
• Collaborate with store operations and brand teams to ensure the app enhances the overall brand experience both digitally and in‑store.

Data & Reporting

• Work with the central Digital Trading function to build reporting frameworks to monitor trading performance, app funnel metrics, marketing effectiveness, CRM impact, and customer behaviours.
• Analyse aggregator vs. app performance and recommend actions to increase app monetisation and direct revenue share.
• Provide concise, data‑driven insights and recommendations to senior stakeholders to inform strategy and operational decisions.

People

• Collaborate with cross‑functional teams (delivery, CRM, retail operations, marketing, product, content, media) to align objectives and ensure consistent execution.
• Build strong working relationships across internal and external partners to elevate digital capability and app performance.
• Support the recruitment and development of digital roles tied to Hospitality app growth.
• Foster a customer‑first mindset, embedding digital and app‑specific learnings across teams.

Expertise

• Maintain expert knowledge of app trading, digital performance levers, analytics platforms, and hospitality customer behaviour.
• Stay aware of innovations in digital media, loyalty, CRM, app UX, and mobile‑first commerce.
• Regularly propose digital enhancements to improve performance, experience, or operational efficiency.

Experience and Competencies Required:

• Minimum 4 years' experience in app trading, digital growth, or mobile‑first performance roles.
• Previous experience in QSR or similar.
• A true customer champion who understands how to successfully drive maximum value from a digital shopping environment whilst balancing the needs of an omnichannel operation/business.
• Commercially-minded.
• Strong team player - Ability to collaborate and co-create.
• Strategic thinker.
• Able to influence at all levels.
• The ability to translate data into actionable insights.
• Excellent understanding of all digital KPIs controlling performance.
• Experience of a franchise business model and multi-brand operations.

Fluency in MMP and Analytics platforms