Direct Marketing Lead

JOB PURPOSE/OBJECTIVE The Direct Marketing Lead will be responsible for owning and driving the Direct Marketing function across all communication channels, including SMS, email newsletters, WhatsApp messaging, and push notifications (web and mobile apps). This role combines data-driven decision-making with hands-on campaign execution to strengthen customer engagement, increase purchase frequency, and boost loyalty.

The role will: Lead the planning, execution, and optimization of targeted marketing campaigns. Ensure accurate, compliant, and insightful use of customer data. Act as a bridge between Marketing, IT, and Data teams to deliver personalized customer experiences at scale.

KEY RESPONSIBILITIES

Direct Marketing Campaigns Design, execute, and optimize multi-channel direct marketing campaigns (SMS, email newsletters, web/app push, and WhatsApp messaging). Develop and manage a campaign calendar aligned with business objectives, seasonal events, and promotions. Implement A/B testing and personalization strategies to maximize engagement and conversion.

Ensure all communications are brand-compliant, relevant, and timely. Data & Insights Collaborate with IT and Data teams to maintain clean, accurate, and segmented customer databases. Use analytics tools and CRM platforms to extract insights, track performance, and identify opportunities. Measure campaign ROI and customer behavior metrics, translating them into actionable strategies.

Grow the usable database through data capture initiatives and improved opt-in processes. Customer Segmentation & Targeting Segment customers by behavior, demographics, and value to create tailored messaging. Implement lifecycle marketing strategies (acquisition, retention, reactivation, win-back). Introduce triggered and behavioral marketing programs to deliver timely, relevant communications.

Collaboration & Stakeholder Management Work closely with Marketing Communications, E-commerce, and Trade teams to ensure consistent customer experiences. Partner with Product, IT, and Data teams to improve CRM systems, workflows, and automation. Present campaign results and customer insights to senior stakeholders. Innovation & Continuous Improvement Stay updated with latest CRM and direct marketing technologies.

Explore new communication channels and tactics to improve reach and efficiency. Drive test-and-learn culture for new campaign formats and targeting methods. KPI: Business: Incremental sales from targeted campaigns. Increased engagement rates (open, click-through, conversion). Customer: Growth in active and opted-in customer base.

Improved customer retention and repeat purchase rate. Process: On-time, error-free campaign execution. Compliance with campaign governance and data protection. People: Effective cross-functional collaboration. Knowledge-sharing and training within the team. COMPETENCIES: Leadership Ability to inspire and manage a high-performing team.

Analytical Mindset Proficiency in Excel, and CRM/marketing analytics tools. Customer Focus Passion for delivering relevant, value-adding experiences. Accountability Takes ownership of objectives and outcomes, ensures timely delivery to agreed standards, and addresses challenges proactively. Innovation Comfort with testing new formats, tools, and approaches.

Collaboration Skilled at influencing and partnering with multiple teams.

QUALIFICATIONS

& EXPERIENCE Bachelor’s Degree in Marketing, Business, or related field. 3–5 years of CRM and direct marketing experience, ideally in retail/e-commerce. Proven experience with SMS, email, WhatsApp messaging, and push notification platforms. (Previous experience in using Emarsys is preferred). Strong understanding of customer lifecycle marketing.

Knowledge of data privacy regulations (PDPL). Bilingual in Arabic & English. ATTRIBUTES Exceptional communication and presentation skills. Detail-oriented with strong organizational skills. Proactive, adaptable, and results-driven.