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Director - Retail Marketing

Date Posted: Sep 14, 2021

Location: Dubai, AE

Company: MetLife

Job Purpose:


Own the creation, planning, implementation, tracking and measurement of integrated marketing initiatives and projects to an agreed schedule, budget and level of quality reporting to the Head of Gulf Marketing. The Head of Retail Marketing will be responsible for the creation of B2B and B2C campaign plans and timelines, facilitation and interaction with other key stakeholders, regular liaison with agency partners and management of the production of required marketing materials for 4 lines-of-business within the retail distribution channel: Bancassurance, Independent Financial Advisors, Direct-to-consumer and Agency. 


Job Description:


  • Strategic outlook: Working with internal retail stakeholders on defining the annual retail marketing strategy and having a sense of ownership to achieve the business plans and set KPIs.  
  • Campaign management: coordinate and manage the external agency partners to quality control the work and is delivered on time and on budget. Collect, evaluate and use data from previous and existing campaigns to develop strategic approach of new campaigns.
  • Stakeholder Management: Maintain a strong relationship with key business stakeholders and ensure that they are updated on an ongoing basis.
  • Project Planning and Management: Define project scope, goals and deliverables. Effectively communicate project expectations to team members and stakeholders in a timely and clear fashion. Continuously work with the agencies and internal stakeholders to ensure progress is on track with the project plan, budget and timelines. Liaise with internal departments to control any potential delays, poor quality and rework.
  • Budget Management: Owning the retail marketing budget plans and ensuring that there is no overspend whilst having a cost-efficiency mindset. 
  • Quality management: oversee the work of internal departments and external agencies to ensure accuracy of marketing materials and secure formal sign off if necessary. Ensure that the brand and identity is adhered to in campaign materials. Aligning with internal Legal, Risk and Compliance teams to ensure that marketing work is up to local regulatory standards and guidelines. 
  • Manage Issues and Risk: Proactively identify potential challenges and devise contingency plans as needed.
  • Report and Document: Maintain regular measurement of the ROI of marketing initiatives. Working with the Head of Digital, and agencies to deliver progress reports, regular reports of campaign results including digital metrics and evaluation of KPIs, status updates, required documentation, and presentations as needed.
  • Monitor Progress: Monitor and report on project progress, and ensure that there is an optimisation plan to improve benchmarks. 


Frameworks, Boundaries, & Decision-Making Authorities:


  • Own and manage the Retail Marketing budget, including planning, tracking and adjusting due to changing priorities.
  • Working within the local regulatory standards by liaising with internal Legal, Risk and Compliance teams.


Qualifications, Expierience, & Skills:


  • Minimum 9 years of experience in marketing, ideally within the financial services or insurance industries.
  • 7+ years digital marketing experience and development of digital marketing campaigns either within an agency or client.
  • Ability to work and collaborate effectively with multiple departments and with external agencies and vendors
  • Ability to effectively prioritize and execute tasks in a high-pressure environment
  • Strong executive communication skills - verbal, written and presentation
  • Strong analytical skills and attention to detail
  • Excellent strategic planning and organizational skills
  • Undergraduate degree required in Marketing, Advertising, Communications, or equivalent
  • Experience with insurance product and value-proposition design a plus
  • Languages: English & Arabic (preferred, not essential)

Competencies Required:


  • Motivates People – Gains people commitment to achieve business objectives through clear communication of the company’s vision and flexing leadership styles to inspire high performance. 
  • Creates Partnerships – Authentically builds trusted relationships and collaborates across global, diverse and multi-functional teams to successfully drive business objectives. Displays a strong collaboration mindset.
  • Models our Values & Success Principles – Creates a culture that promotes the company’s values and standards through role modeling, accountability and ownership of decisions.
  • Drives Results – A self-starter that is able to seize opportunities and provide ideas and solutions. Understands customer insurance needs and insights. Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards.