WHAT YOU'LL NEED TO HAVE
• Broad knowledge of consumers and customers in the market from a macro, competitive, consumer, brand and business performance perspective• Broad knowledge of modern marketing/media techniques such as 1:1 marketing, e-commerce marketing, digital and social media and complex content management
• Extensive knowledge of Marketing strategies, market segmentation and market positioning methods and tools
• Extensive knowledge of CRM and loyalty
• Extensive knowledge of integrated media
• Broad knowledge of direction setting, creation of strategic and operational goals and plans as well as follow up on KPIs
• Broad knowledge of IKEA concept, brand objectives, IKEA Culture & Values and vision
• Good knowledge of change management methods and tools as well as stakeholder management
• Broad knowledge of the IKEA multichannel reality and online customer behaviours
• Good knowledge of co-worker satisfaction assessments and potential actions to ensure the desired co-worker satisfaction and retention
YOUR RESPONSIBILITIES
• Responsible for managing resources (people and money): Responsible for people and agency planning. Develop functional budget (Overall budget vs Goals, Production, External agencies, Media budget and ROI of Marketing activities), ensure approval, forecasting, follow up and coordination with Commercial Manager to secure country goals and functional goals are covered• Act as a member of the Commercial Management Team and proactively contribute to IKEA business plan, commercial plan and commercial calendar process
• Accountable for implementing and developing creative communication and marketing content to captivate consumers and drive demand for the IKEA range
• Accountable for developing and implementing integrated engagement/media plans, that enable to reach customers and consumers with the right message at the right time, maximizing media effectiveness and Return on Marketing Investment (ROMI)
• Develop, drive, and implement holistic marketing strategies for growth and brand positioning by attracting and activating customer and consumers to grow penetration, and build long-term profitable relationships
• Key contributor for the BPL, securing the Consumer and Customer are at the centre of the Country Strategies and Action plans, and that IKEA always becomes relevant for consumers in each market.
• Responsible for ensuring solutions are commercially viable and market relevant, connecting with all functions and continuously building the IKEA Brand
• Responsible for the overview of the Living-Acknowledging-Exploring-Browsing parts of the customer journey, for all channels and all medias
• Lead, coach and develop a high performing in-house and external partner based Marketing Function that will strongly contribute to reach desired growth, profitability, brand positioning and customer experience of IKEA. Lead the transformation of the Marketing function in the country
• Measure performance of output in all areas to maximize efficiency and effectiveness/ensure performance excellence throughout the year
• Take lead in driving an open and sharing climate, being a role model of the IKEA values where our co-workers are informed, engaged and empowered as well as outside IKEA with 3rd parties, and as profiled as spokesperson for the brand
• Actively foster the interdependent leadership and active cooperation across all functions and units, within and outside Commercial, to secure integration, common focus and maximize impact (for example Digital, CFF (Customer Fulfilment), Expansion, Communications, Sustainability, BNOF (Business Navigation Operations & Finance), People & Culture)
• Where relevant to generate economies of scale, take responsibility for strategic planning and executions across more than one market as a key contributor to the IKEA Global Marketing Agenda
ABOUT THIS WORK AREA
We deliver sustainable, extraordinary growth by creating a new, unique, inspiring and convenient meeting with the customers. We deliver a multi-channel experience that adds value to the many people and inspires a home furnishing movement.