Marketing Executive

February 03, 2022



From the beginning, Starbucks set out to be a different kind of company. One that not only celebrates coffee and the rich tradition, but that also brings a feeling of connection. Starbucks coffeehouses have become a beacon for coffee lovers everywhere because they know they can count on genuine service, an inviting atmosphere and a superb cup of expertly roasted and richly brewed coffee every time. It’s not unusual to see people coming to Starbucks to chat, meet up or even work. Starbucks is a neighborhood gathering place, a part of the daily routine – and we couldn’t be happier about it. Get to know us and you’ll see: we are so much more than what we brew. Starbucks prides itself on its people, or ‘partners’ as we call them. We strive to develop each partner to achieve their career goals, whether this is to become a district manager, Coffee Master or work within one of our Head Office functions.

Role Profile:

The Marketing Executive role requires a high-energy, creative mindset, a deep understanding of our customers, the ability to develop and tailor campaigns for each of our markets, and to manage their execution at a local level.

Creating the right in-store experience is essential for the health and future growth of our business, and we must always strike the right balance between consistency and localization, comfort and functionality, and engagement and convenience. With the in-store team, the Executive will play a critical role in understanding where this balance lies, developing actionable strategies, and ensuring solutions and changes are successfully implemented.

In line with the overall strategy for Starbucks MENA, the Executive will focus on ensuring that all of our campaigns are relevant for each of our markets, and that they fit seamlessly with activations on our digital platforms. As our business focuses increasingly on the ROI of our activities, and conversion of customers through the marketing funnel, he/ she will also participate in developing ways for us to collect and analyse data on customer purchase behaviour in-store, and assess the performance of our activations.

He/she will also play a key role in the ongoing digital transformation journey of Starbucks MENA and provide a source of inspiration, guidance and education for fellow marketers and for stakeholders in the wider business - including those in more senior positions. He/ she will act as an ambassador for Marketing at Starbucks, and support our drive to be recognized as a center of excellence within the Starbucks world, and to become an award-winning team within our region and industry.

The below Key Performance Areas include but are not limited to:

  • Playing an active role in the development of marketing campaigns and promotions, including contributing to the development of the concept and key message, and managing all aspects of in-store activation
  • For each campaign or promotion, understanding changes that are required to ensure relevance for each of our markets
  • Contributing towards the development of all POS assets and ensuring that all creative materials are suitable for use in-store
  • Helping to engage the best third-party partners to assist in the development and execution of campaign and promotions, including local specialists
  • Ensuring that all campaigns and promotions are executed to a high standard, and deployment is monitored closely across all store formats and markets
  • Working closely with the Digital Marketing and Digital CX teams to ensure that the experiences that we create across our digital platforms flow seamlessly into the experiences that our customers find in-store
  • Ensuring that the leadership team is well informed about the progress and performance of our in-store activations


In-store design, POS activation, customer journeys, creative design, campaign management, packaging design, research design and management, understanding of trends in MarTech, digital content and digital media


ü Over 3 years of experience focused on end-to-end delivery of POS campaigns and activations

ü Experience within a leading HORECA business would be a plus

ü Experience working in a media/ advertising agency is a valuable plus

ü Experience with large regional and matrix organizations is a plus

ü A strong track record of developing and rolling out POS marketing campaigns that regularly outperform measurable objectives and benchmarks is a must


ü Functional:

Campaign planning; knowledge of omnichannel retail; creative judgment; marketing performance management and reporting; budget management; excellent understanding of physical commerce trends

ü Non-Functional:

Ability to work quickly, responsively, and with an openness to embrace new ideas and ways of working; ability to prioritize tasks effectively; stakeholder management; team leadership agency and partnership management; project management; effective communication and presentation skills

Additional role requirements:

  • Proactive and can-do attitude; analytic mindset; ambition for excellence; pragmatic approach to problem-solving

About Us:

Alshaya Group is a dynamic family-owned enterprise which was first established in Kuwait in 1890. With a consistent record of growth and innovation, Alshaya Group is one of the world’s leading brand franchise operators, offering customers an unparalleled choice of well-loved international brands, including: Starbucks, H&M, Mothercare, Debenhams, Cos, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Vavavoom, Pottery Barn and KidZania.

Alshaya Group’s portfolio extends across MENA, Russia, Turkey, and Europe, with thousands of stores, cafes, restaurants and leisure destinations, as well as a growing online and digital business.

Operating in multiple sectors including Fashion, Food, Health & Beauty, Pharmacy, Home Furnishings and Leisure & Entertainment, Alshaya Group colleagues are united by a commitment to delivering great customer service and brand experiences.

Fresh, modern, and relevant, Alshaya’s constantly evolving retail portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be.