Job title: Senior Marketing Manager

Company: Alshaya Group

Job description: Description

Senior Marketing Manager- Customer Analytics & Insight – Starbucks – UAE

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Job no: 3257135

Location: UAE

Dubai Head Office


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.

Starbucks is looking for a seasoned Customer Analytics Manager who combines data and analytics skills with strategic thinking, commercial acumen and organizational skills. This person will play a pivotal role in developing data and analytics capabilities at Starbucks MENA by building his/ her team and making recommendations on our initial and long-term technical set-up. You must be willing to roll up your sleeves and build the Starbucks analytics functions from the ground up but will benefit from the full support of the Starbucks and Alshaya leadership teams.

We need a driven, passionate and resilient manager who enjoys shaping and building things as much as being hands-on and keeping the ball rolling.

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

In line with the long-term marketing strategy, he/she will shape and deliver against the customer analytics strategy and the analytics capability roadmap. Whilst doing that, he/she will consistently:

Identify, analyze and interpret trends and lead work by others in the team to discover hidden patterns in complex structured and unstructured data sets, including primary research data.

Deliver effective online customer profiles and behavioral insight reports, and make recommendations to the business to drive customer-centric changes to our proposition

Suggest and make available relevant analysis (including defining the key questions to ask and leading the analytic work to provide the relevant actionable data) to help us drive continuous improvement in customer acquisition and retention, our loyalty program, the effectiveness of our website, conversion through our digital channels, and the efficiency of digital marketing across multiple markets

Lead the analytics team to rapidly detect changes in customer behavior, diagnose the driver(s) behind this change, and proactively make data-led recommendations to the Marketing team and to the wider business

Lead the manipulation, transformation and harmonization of data to optimize analysis, verify data for accuracy and completeness, and to support customer-centricity

Take ownership of priorities and ensure that the Marketing Analytics team delivers results on time

Develop an acute understanding of our categories, and marketing and business needs

Contribute towards establishing a data-driven decision-making approach for our multi-channel business operations

Lead, and be involved hands-on with, the development and application of statistical and machine learning tools and techniques to respond to specific business problems

Lead the creation of a single customer view that covers both known and unknown users of our physical stores and digital channels by blending online and offline data and identify targetable audience segments and customer segments.

Lead the development of cohort analysis and algorithms for segmentation and targeting, in support of the CRM strategy

Lead the development of improved data and insight visualization, and shape and propose dashboard(s) that support the businesses’ understanding of relevant trends and insights

Support and champion the creation of key metrics to measure customer behavior and the performance of our content, channels and assets

Engage the Marketing and Category teams and actively share relevant data and insights aimed at maximizing growth opportunities, optimizing media spend, and counteracting negative trends and risks in a timely manner

Work with business and data management teams within our own IT function, within Starbucks’ IT partners, and with Digital marketing Divisions to translate data requirements into functional specifications (e.g. drive and shape the implementation of the single customer view across multiple data sources, shaping functional and strategic requirements for the IT business partner)


Holds a BA/BS in Business, Statistics or Mathematics (preferred), or Computer Science, Marketing or a related field. MBA is a plus

Expert knowledge of Google Analytics (Universal)

Knowledge of Google Merchant Centre

Google accreditations preferred

Expert knowledge in common analytics tools (Microsoft Excel, including Pivot Tables, Macros and VLOOKUPs,) and visualization tools (QlikView/Tableau or equivalents)

Expert knowledge of lookalike modelling and datamining techniques

Deep knowledge of advanced statistical techniques and concepts (regression, properties of distributions, statistical tests and proper usage, etc.)

Strong knowledge of A/B and multivariate testing techniques

Expert knowledge of, and experience with a customer data platform (e.g. Exponea), Salesforce Marketing Cloud, or similar

Familiarity with CRM systems

Good understanding of the MarTech landscape and how it will evolve in the near future


Over 7 years of experience focused on end-to-end delivery of customer analytics and insights for a retail business

Over 3 years of experience in an omnichannel business is essential

Experience of building up a new team is essential

Proven experience leading the development and implementation of customer analytics capabilities is essential

Demonstrable track record of delivering sales improvement and/or customer KPI improvements through web analytics and integrated customer analytics and insights

Experience working in a fast-paced and demanding environment, effectively interacting with many cross-functional teams (IT development, UX/ design, store and ecommerce trading, digital marketing, category management)

Solid experience and knowledge of technical and non-technical documentation best practices (Change Requests, Business Requirements, etc.) to support effective implementation

Experience with statistical computer languages (R, Python, etc.) preferred

Experience in querying and manipulating datasets using SQL (advanced knowledge of SSQL required) or Python

Experience in Customer research management via agency.

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.

Expected salary:

Location: Dubai

Job date: Wed, 17 Mar 2021 02:26:25 GMT

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