Accountable for Advertising (Offline and Display Banners):
- Ensure the development and successful implementation of advertising campaigns as per the commercial calendar and any other locally relevant opportunities in addition to the commercial calendar.
- Final approver for all country media plans and marketing communication work. • Work closely with other SO functions and Markets in the development of each launch/campaign.
- Secure that the overall advertising budget for the country is achieved and ensure appropriate evaluation to measure tangible metrics associated with budget and performance that delivers on marketing investments.
- Responsible for creative and media agencies country level briefing, relationship management, delivery and reporting. Understand the differences in channel mix to provide better brand engagement.
Accountable for (Commercial) Public Relations:
- Lead the development of PR strategy that supports the overall communication strategy direction and oversee that all country PR actions (e.g. interviews, media launches, press conference, etc) are implemented successfully.
- Manage PR agency, their KPIs and deliverables. Secure brand leadership in media value and share of voice results in country PR.
- In situations where the IKEA brand is involved in negative media attention, assist the work done within IKEA in the country team to secure that all media coverage is managed to protect the IKEA brand and reputation.
- Support corporate communications in the execution of crisis plans in the country (including products that are of fault and might cause damage to customers, incidents where a product has caused damage to customers, etc.).
Accountable for a successful catalogue/brochure production & distribution:
- Oversee the development, execution and final completion of catalogue for the country, including surveys/research, mailing services, etc.
- Plan and ensure implementation of the country distribution strategy is completed successfully
Responsible for the development of Loyalty Communications and programme updates
- Manage the development of loyalty communications calendar/brief as a base, to develop communications materials for IKEA FAMILY and småles members.
- Ensure red thread with the communication platforms (e.g. Ads, Digital, etc.) in line with launch and campaign themes.
- Manage and ensure that IKEA FAMILY and Smales strategy are supported with communications that helps strengthen members’ affinity to the IKEA brand and drive further member engagement.
- Monitor the Loyalty programme is running smoothly for the country, e.g. systems fixes up to date, CRM system supports running business, merchandise and comms for Smales are attractive, etc.
Responsible for External Partner Collaborations and Loyalty Programme Partnerships:
- Lead, review and approve collaboration initiatives to include sponsorship and promotions (except those that overlaps into Sustainability department’s jurisdiction, such as donations and charities).
- Negotiate with partners for win-win collaboration for both commercial goals and for the purpose of enhancing the IKEA brand.
- Lead and liaise with relevant interval stakeholders such as the marketing team, Sales, Com-in, stores or sustainability if the collaboration involves them.
Responsible for other tasks including Market Intelligence coordination, Budgets, etc.
- Main co-ordinator of Market Intelligence research initiated by Systems on country level. Thereafter, to work closely with Local Marketing and Communications Manager to maximise opportunities at the PMA level as needed to externally communicate commercial offers and activities in the market.
- Responsible for accurate budgeting and monthly/annual tracking of expenditure, marketing theme booklet development and updates, post mortem reports, and priorities to the various commercial goals against visitor and sales targets and objectives.
- Working through SO functions, responsible for strategizing, coordination, creation, management and execution of the country commercial calendar.
- Secure consolidated post mortem documents from various agencies for campaigns and update on country marketing post mortem reports to commercial activities team.
- Work on other tasks and projects as assigned that will contribute to the development of IKEA retail operations (i.e. global, regional, country or local initiatives).
