The posting
Role purpose Makes sense of the data. You measure, report and optimise performance across the regional digital ecosystem, and tell the Head of Marketing and country managers what is working. You make sure digital and social channels are on brand, working properly and positioning XPENG the right way in every market. You are the go-to person for digital topics across the region. Key accountabilities •Digital ecosystem: Implement, track, optimise and contribute to developing the all-digital marketing ecosystem in the Middle East & Africa region. •Always-on digital: Plan and execute all always-on digital topics for the brand, covering web, SEO/SEM, email, social media and digital media. Run the digital share of the media budget within the plan owned by the Brand and Communications Manager. •Digital tools: Plan and implement digital tools for the region, ensuring innovative systems are considered for enhancing processes and customer experience. •Performance reporting: Measure and report performance of all digital marketing activities and assess it against targets (ROI and KPIs), including campaign and website performance and digital tool implementation. •Websites: Coordinate the implementation, maintenance and upgrades of the digital websites for the Middle East region. Verify that pages, forms, tags and links work in every market. •Social presence: Design, build and maintain the social media presence of the brand, and make sure the distributor and market social and digital presence is in line with the brand guidelines and CI owned by the Brand and Communications Manager. •Insights and spend: Identify trends and insights and optimise spend accordingly. Provide monthly and quarterly performance reports to management. •Go-to person: Act as the go-to person for the markets and the company on digital topics, and manage the digital agencies and their KPIs. •Launch support: Support the marketing and product team on product launches by preparing the digital channels, tracking and reporting for each launch. •Customer journey: Use strong analytical skills to evaluate the end-to-end customer experience across channels and touchpoints, and help develop the ultimate customer journey for marketing activities. •Emerging technology: Evaluate emerging technologies and provide a perspective on adoption where appropriate. •After-sales marketing: Act as after-sales marketing support by covering and supporting distributors on their after-sales marketing topics. •CRM support: Support the CRM function on online CRM functionalities and processes. •Performance monitoring: Guide distributors on monitoring the performance of their digital activity. Interactions and negotiating mandate •Negotiate, convince, coach and support distributor and retail marketing teams in line with XPENG guidelines. •Liaise with the relevant global teams and safeguard that market-specific requirements are positioned. •Obtain the required approvals from the Regional Office finance department and the global team for support measures. •Drive and coordinate internal resources, including Regional Office teams, in all aspects of the distributor business. •Obtain approvals on all relevant distributor subjects from the relevant approval authorities.
Requirements •5-7+ years of experience in marketing with a focus on digital communications. •Proven working experience in digital marketing and new media across the MEA region, with a preference for experience with automotive digital tools and phygital customer journeys. •Up to date with the latest trends and best practices in online marketing and measurement. •Solid knowledge of website analytics tools, for example GA4 and Google Analytics, and a BI tool such as Power BI or Looker Studio. •Clear communicator who can present findings to senior leaders and non-specialists. •Fluent in written and spoken English. Proficiency in Arabic is a plys. •Comfortable working with a global team in China across time zones. •University degree in business administration or another related field. How success is measured •Accuracy and coverage of tracking across markets. •Dashboards and reports delivered at a regular rhythm and used in decisions. •Websites and social channels meet quality and brand standards in every market. •Clear recommendations from the data.
