Local Marketing - Zapopan, México - Ikano-Retail

Ikano-Retail
Ikano-Retail
Empresa verificada
Zapopan, México

hace 2 semanas

Rodrigo Fernández

Publicado por:

Rodrigo Fernández

Reclutador de talento para beBee
Descripción
Company Description

The IKEA vision is to create a better everyday life for the many people.

We do this by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them.

We operate in Mexico - and have an ambitious expansion plan to bring a little bit of Sweden to new markets in the region.

We are part of the Ikano Group of companies and the only IKEA franchisee owned by the Kamprad family that founded IKEA.

We work towards making sustainability a natural part of our everyday work. We are active in our communities, driving and supporting social initiatives that benefit children, women and the environment.


Job Description:

To provide your IKEA Store with communication expertise, materials and tools that drive positive perception of the IKEA Brand among co-workers, corporate stakeholders and the community in which we operate (our Primary Market Area.)

The Marketing and Communication functions support our business aspiration:
to be a great place to work, delivering sustainable growth and a fantastic customer experience. This function helps drive results in VOICE, IKEA Customer Satisfaction Survey and Brand Capital.

The Local Marketing and Communication Manager is a strategic member of the store management team, developing a functional business plan to:

  • Support delivery of a fantastic customerexperience and support store's sustainablegrowth by securing market insights and alocal marketing plan that drives visitation,builds IKEA Family/Smales loyalty andincreases IKEA market share in PMA.
  • Supports the store's positioning as a companythat cares for People and the Planet and isa Good Neighbour.
  • Supports HR to project the IKEA store as aGreat Place to Work through Employerbranding activities internally as well asexternally
  • Supports Store Management Team tocommunicate in ways that inspire and clarify,spotting risks and opportunitiescommunication and providing expertise andcounsel
  • Overall responsible for securing effectiveinternal communication and coworkerengagement creating togetherness andenthusiasm in the store.

Responsibilities of the Job:


  • Supports the store and SO team with analysis and intimate knowledge of people's life athome and local market conditions to identify growth, positioning and segmentation strategieswith a view to increase visitation and repeat visitation, penetrate more households and overallexpand our PMA home furnishing market share.
  • Based on the country and store commercial priorities, create the store's annual marketingplan and strategy (including corporate and internal communication). Manage the store localmarketing budget, secure alignment between internal and external communication activities,measure all marketing metrics on PMA/store level, identify cost efficiencies and follow up allmarketing investments.
  • Support Country Marketing team onground to recruit, activate and retain IKEA Family andsmåles members through an intimate understanding of the store's PMA and members (i.e.
Brand Capital, membership profile, purchase behavior, relevant KPIs) and execute actionsthat increase penetration, member engagement and return on investment for the memberprograms.

  • Lead the work to create, implement and evaluate all local marketing activities in store and (ifrelevant) in the adjacent shopping centre based on directions provided by Country Marketing.

This includes regional/local competitions, kids' activities and workshops in order to make thestore a fun day out for the family as well as supporting the More Sustainable Life at Homemovement by driving integration of sustainability into the store commercial activities toinspire and enable our customers to live a more sustainable life.


  • Support Country Marketing team on catalogue distribution and definition of the store'sCatalogue distribution area, execution of store PR events, media launches and interviews andother media engagement to communicate our total offer online and offline in ways thatsecure IKEA Brand values, visual and copy identity and concept guidelines. Work closely withSO Marketing and Corporate Communication to align on external communication whenrequired.
  • Ensure that the information regarding the store in the IRW and local store page are up todate, by working closely with the Ecommerce team to secure the implementation of theupdates.
  • Accountable for internal communicaiton materials and channels, supporting and/or driving coworker engagement activities and securing a steady flow of information in channels fromdigital signage and Yammer to notice boards and newsletter. Keeps coworkers well informedand connected to store priorities, KPIs and management.
  • Working with HR and L&D to creatively communicate all benefits that make IKEA a GreatPlace to Work. Amplify externally as needed to support recruitment and build ouremployer brand. Support in the preparation of the sustainability L&D programme w
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