Job title: Online Trading Manager – Starbucks – UAE

Company: Alshaya

Job description: Role Profile:

We are looking for an experienced and driven Online Trading Manager to add a new dimension to Starbucks MENA’s Digital Customer Experience & Content team and lead the expansion of digital commerce in our organization. The ideal candidate will have a strong commercial mindset, a deep knowledge of digital retail platforms, and an appreciation for creating engaging online experiences that delight our customers.

He/she will draw on their existing experience with, and understanding of, digital commerce to:

Develop our digital commerce platforms to become a key driver of top-line growth for Starbucks

Act as a Subject Matter Expert for digital commerce within our organisation, clearly articulate the opportunities and benefits, and ensure that online channels are fully represented in the way we think about our customer journeys

Ensure that our digital commerce platforms – delivery integrators platform, 3rd parties ecommerce platforms – are fully integrated with our range of offline and online touchpoints, and provide a consistent and engaging experience for our customers

Build strong working partnerships with internal stakeholders (e.g. IT and supply chain) and third parties (e.g. our technology suppliers and delivery apps) to translate business requirements into well-developed, tailored solutions

Ensure we have the right back-end infrastructure and systems to fulfill our customers’ expectations (e.g. provision of product information, speed of delivery, availability of inventory, etc.)

Use digital analytics to constantly refine our digital proposition, driving increases in customer satisfaction, online revenue and operating efficiency

Contribute to the development of new online propositions that are tangential to our core food and beverage offer (e.g. branded merchandise)

Support the Senior Manager in developing an approach and culture that places conversion, evaluation and optimization at the heart of all marketing activities

The Online Trading Manager collaborates with other teams within Marketing to ensure that the experiences we create through our digital channels and platforms are matched in our offline/ traditional marketing and in our stores. The role will be supported by more junior team members, focusing on UX, SEO, CMS and Content/ Graphic design.

He/ she will be expected to draw on their own experience to contribute towards the personal development of others and ensure that this team becomes a high-performing part of our organization.

The Online Trading Manager will support the Senior Marketing Manager in ensuring that all of our digital properties are fully integrated with the overall customer experience, are responsive to the changing needs of our customers, and reflect the high standards associated with the Starbucks brand. This includes the digital platforms that we operate in conjunction with our partners, such as delivery apps and online storefronts.

The Online Trading Manager will demonstrate a strong appetite to learn and develop their skills as digital tools and techniques evolve.

He/she should also be capable of providing 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 both marketing and digital commerce 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:

Ensuring that the development of our digital commerce platforms is guided by relevant customer insights, and outlining the need for new research to fill gaps in our understanding

Managing the performance of our digital retail platforms (revenues, orders, margin, penetration, customer acquisition, repeat orders) and driving continuous improvement by evaluating key metrics (landing page visits, in-app conversion, basket size and frequency etc.)

Collaborating with other team members to ensure that we have the right creative assets to stand out on multi-brand platforms and that content is appropriately tailored to ensure relevance in our region and individual MENA markets

Ensuring that the service our customers receive via our digital retail platforms, including those owned by third parties, are in-line with Starbucks’ global standards and match or surpass the experience of making a purchase in-store

Contributing to the broader conversation with the EMEA Starbucks team regarding digital experiences, and appropriately challenging or asking for collaboration and support

Setting clear commercial objectives for our digital retail channels, based on customer insights and relevant benchmarks

Ensuring that the objectives and KPIs we select for other Marketing activities are in-line with our commercial strategy and contribute towards increasing acquisition, conversion, and retention

Working with partners to monitor, manage and develop our back-end systems and tools, ensuring our customers enjoy a seamless online experience

Running multiple projects and workstreams simultaneously, and demonstrating an ability to prioritize and delegate effectively

Engaging the Starbucks MENA marketing team and stakeholders in the wider business, emphasizing the importance of digital retail for the future of our business, and sharing our achievements and challenges


Digital and online retail, integrating third-party apps and digital platforms, user experience research, test-and-learn methodologies, digital analytics (including extensive knowledge of Google Analytics) and performance evaluation, digital innovation, strong numerical and analytical ability. SEO best practices for eCommerce.



Over 7 years of digital commerce experience, with 2-3 years of experience managing and developing retail solutions across a range of platforms.

2 years of experience managing others, including coaching and upskilling.

Track record and evidence of delivering digital retail propositions that consistently outperform vs. business targets and objectives.

Experience in working with complex and evolving customer journeys from initial engagement to check-out and order fulfilment.

Experience in building successful working relationships with partners, providers and agencies.

Experience in assessing new digital tools and platforms vs. commercial strategy and making recommendations.

Experience in using test-and-learn methodologies and working with stakeholders to select and set appropriate KPIs.

Experience in working with mobile app developers, especially mobile retail or delivery services.

Strong understanding of digital retail back-end systems and order fulfillment processes.


Experience in working with Insights (or similar functions) to develop experiences that are grounded in customer/ user research and understanding.

Experience with large regional and matrix organizations.

First-hand experience in the HORECA/ FMCG/ CPG sectors in MENA.

Experience as a contributor to process improvement, team capability building, or organizational digital transformation is a valuable plus


Functional: Omnichannel retail and customer experience; goal setting; performance marketing, measurement, evaluation and optimization; creative briefing, development, and judgment; budget management; digital innovation and development

Non-Functional: Stakeholder management; people coaching and development; collaborating with agencies and partners; project management; self-directed learning and personal development; effective communication and presentation skills.

About Us:

Alshaya Group is a dynamic family-owned enterprise, 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 an unparalleled choice of well-loved international brands to customers.

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 authentically deliver great customer service and brand experiences.

Fresh, modern and relevant, Alshaya’s constantly evolving portfolio reflects the choices and lifestyle of its customers. From flagship stores and restaurants in prestige malls, through to local coffee shops, drive-thrus and online, Alshaya Group brings customers the brands they love in the places they want to be. Brands such as Starbucks, H&M, Mothercare, Debenhams, American Eagle Outfitters, P.F. Chang’s, The Cheesecake Factory, The Body Shop, M.A.C, Victoria’s Secret, Boots, Pottery Barn and KidZania.

Advertised: 06 Apr 2021 Arabian Standard Time
Application close: 05 May 2021 Arabian Standard Time

Expected salary:

Location: Dubai

Job date: Wed, 07 Apr 2021 22:15:54 GMT

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