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Local Marketing Manager

Bengaluru, Karnataka Marketing & Communication Full Time

Job description


WE ARE LOOKING FOR A LOCAL MARKETING MANAGER TO JOIN OUR IKEA INDIA TEAM IN BANGALORE: PURPOSE OF JOB: • To lead the PMA local marketing team, and be a strong contributor as a member of the store management team. To develop, lead and execute the local marketing strategies in the most effective and efficient way in order to fulfil the purpose of the function. The role of Local marketing is: • To have an intimate knowledge of people’s life at home and the local market conditions • To increase re-visitation and visitation from households within the PMA. • To have a loyal base of IKEA FAMILY members and store events that drive preference KNOWLEDGE: • Market research methodology and analysis • Life at Home, design and home furnishing • Brand management and marketing management • Marketing strategies, processes and planning • Local media landscape including IKEA FAMILY media, IKEA web and the IKEA store(owned, earned and paid) • Budget management • IKEA Concept and IKEA Brand(brand values, copy and visual identity, and tone of voice. • CRM and loyalty knowledge, segmentation (i.e. direct and targeted marketing, database management), and • IKEA FAMILY specifically • Understanding of retail business, with focus on the store, sales and range knowledge.. MOTIVATION: • Curiosity about consumers, markets and trends • Hunger for knowledge and an interest in developing the IKEA Brand and business through people • Working in a fast-paced retail environment • Exceeding team and personal goals. • Passion about people, home furnishing and life at home • Passionate about creativity and communication at large • Influencing people’s opinions and perceptions through communication • Achieving business results CAPABILITIES: • Analytical, strategic and creative thinking skills (able to think ‘out of the box’) • Ability to create and express communication insights which are clear, focused and easily usable. • Multitasking project management skills • Presentation, communication and influencing skills • Networking and relationship skills LEADERSHIP CAPABILITIES: • Develop the business and deliver results • Lead and develop people • Inspire and clarify • Create togetherness • Find better ways • Enable change


ASSIGNMENT: • To have an intimate knowledge of peoples life at home and local market conditions to deliver a market plan for • the PMA, with clear goals and objectives that can be used as the base for the individual business plan and • commercial strategies of the store. • Create the stores marketing communication strategy and the annual communication plan based on the country • and store marketing plan, commercial priorities, market/consumer insights,and catalogue distibution. With close • cooperation with the stores commercial teams in order to reach the marketing objectives. • Working with the Store Steering group to secure a strategy to Recruit, activate and retain IKEA FAMILY and IKEA • Business members, through an intimate understanding of the market and members (i.e. Brand capital, • membership profile, purchase behaviour, relevant KPIs), in order to ensure members visit IKEA more frequently • and buy more. • In partnership with the store manager and the central marketing team, to deliver a store visitation and revisitation • plan and activities to increase visitation, penetration of households and expand our PMA home • furnishing market share. • Working with the Store Steering Group to communicate our total offer in all local media (online and offline) to • generate traffic to the store, by identifing common growth, positioning and segmentation strategies. • Secure that all communication reflects our Brand Values, copy tone and identity and adhere to Concept Guidelines. • Building relationships with community partners and communicate our sustainability actions. • Working with HR and other functions to identify the best channels for communication and engagement with co-workers. • Be in control of the marketing budget, measuring all marketing metrics, identifying cost efficiencies, monitoring and following up all marketing investments. • Lead and manage the marketing team by, ensuring the necessary resources, processes and ways of working and by managing and developing people (competence and succession) • Demonstrate leadership by example in ways that express the IKEA values within and outside IKEA operations • Work on other tasks and projects as assigned that will contribute to the development of IKEA retail operations (i.e. global, country or local initiatives ) that can be used as a good example. Previous Experiences & Proven Skills • Experience of working in a strategic communication, media and marketing management role. • Experience of creating and implementing fact-based strategic plans, setting budgets, and following up goals based • on local market information. • Experience of working in a customer- focused service/retail industry • Experience in effective and efficient use and measurement of all media (paid, owned, and earned) • Ability to communicate confidently and clearly in English • Experience of retail marketing management and customer loyalty clubs. • Self-reliant with a proven ability to work as part of a team as well as independently • Proven experience in managing and developing people • Ability to influence a management team and a matrix organisation • Proven ability of having made a difference in positively influencing the business result


To establish the IKEA brand as the preferred choice in home furnishing products and solutions that create a better everyday life for the many people, thereby reaching the IKEA business objectives. This shall occur by • Stimulating home furnishing interest in each local market • Securing a strong brand and competitive position in each local market • Driving traffic to the IKEA store and IKEA website by attracting new and more visitors to visit more often,and throughout their life stages.