Content Creation

• Together with the brand team, establishes the guidelines for social content creation for Majid Al Futtaim’s Carrefour business.
• Collaborates with the wider content team to create templates and standardised content pieces that can be distributed to a wider audience.
• Establishes best practices in content creation, based on team findings.
• As the social content leader for corporate social accounts, working closely with Director of Communications to ensure that they are implemented and maintained success.
• The production of 60% is owned by the company and shared via its own social channels.
• To understand the key commercial, brand, and CSR timings as well as business goals and objectives, we work with a wide MarComms, operational and country-based executive team.
• Assists in the development of a consumer-facing visual communication suite that is suitable for multiple markets.

Guidelines & Review

• Design the content review & approval processes between Corporate & Market team, including identifying the tools & setting SLAs
• This process is for corporate executive account management and monitoring. It involves escalating cases along the correct path, and highlighting problems to management.
• With Content Manager, develops the content strategy between all communication channels. This includes executive channels, content differentiation, tone-of-voice guidelines and strategies.

Reporting

• Manages and develops a range of reporting tools to help identify trends and opportunities in creative assets.
• Produces content reports that push deep-dive data towards senior management. This reveals what content resonates with consumers (both B2C and B2B/Executive).
• Owner of the 'Content calendars' for retail businesses and executives, as well as distribution channels

Campaign Management

• To understand the key business timings and objectives, and to help lead key social media campaigns, we work with a wide MarComms, operational and country team.
• Overseeing large-scale campaign assets delivery, including collaboration with agencies and production houses.
• Assuring the Campaign Assets are produced to address the key requirements and needs of the campaign. Also, ensuring measurement and distribution of the results post-campaign
• Develops and structures the framework for customer-facing social assets production. This aligns with larger marketing teams and operation/executive teams.
• Effectively ensures that market nuance is captured during campaign production. This sets the stage for campaign development at a central point to ensure that all markets can include communications.

Strategic Planning

• The guidelines for content development and tonality include design, KVs, and directives for all forms of social content production.
• Establishes brand voice and identity on social media channels. Also leads development of the same for all markets.
• To achieve strategic objectives in country and organisational leadership, define the target audiences and relevant KPIs.
• Develops go to-markets strategies for social media platforms.

Creativity & Community

• Establishes the reporting suite for measuring the performance of centrally produced content. Works with other team members to drive continuous performance improvement of the content to meet audience needs.
• Establishes the approval process. Responsible for appraising local content and ensuring consistency in content production.
• Assists in the development of guidelines and operating manuals for all markets.

Human Capital Responsibilities

• Supervises the Social Media Campaigns and Content Managers. This includes the scope, performance, and outcomes of the responsible managers.
• Assist in the execution of the performance management process, including setting objectives, monitoring performance and providing constructive feedback to senior management.
• Mentorship is provided to help develop a talent pipeline for key positions.
• To facilitate training, provide inputs and coordinate with the HC department
• Implement the job-training program for the team
• Contribute to the development of an annual manpower plan
• Ensure that MAF Retail's corporate policies are implemented and any relevant procedures followed

Definition of success

• Follow the brand guidelines and standards for design and content
• All-round improvement in CTRs
• Improved engagement metrics
• SLAs and timelines development, and their adherence
• Distribution and agreement with multiple stakeholders regarding content calendars