As a Senior Marketing Executive at Lenskart, your primary goal is to execute the activities that will generate demand and drive traffic to both online and offline stores. You will be responsible for understanding the local consumer landscape, particularly focusing on the youth segment, and identifying growth opportunities through culturally relevant marketing strategies. Your proactive approach and deep knowledge of Saudi culture and consumer behavior will drive successful brand activations, new product launches, and retail marketing initiatives.
Key Responsibilities:
Consumer Insights & Market Research:
- Deeply understand the Saudi consumer, with a specific focus on youth (25-34 years).
- Stay updated on local preferences, latest trends, and seasonal events to tap into relevant opportunities.
- Self-initiate consumer surveys and questionnaires to gather insights on local audience preferences and behaviors.
- Monitor competitor activities and trends to identify new growth areas for Lenskart in the Saudi market.
Implement Marketing Strategies & Demand Generation Activities:
- Implement local marketing campaigns aimed at generating demand and driving footfall to physical stores and traffic to the online platform.
- Execute seasonal marketing plans for peak periods (e.g., Riyadh Season, Ramadan, and other festivals) to maximize brand visibility and traffic.
- Leverage local cultural insights to identify unique opportunities and implement targeted brand activations across KSA, aimed at increasing customer engagement and sales conversion.
Content Creation & Local Adaptation:
- Lead the creation of locally relevant content for social media, including reels, images, and stories, that resonate with the Saudi audience and drive traffic to both online and offline channels.
- Coordinate in-store content shoots and capture key moments in popular locations across Saudi Arabia that reflect the lifestyle, fashion, and trends of the local market.
- Collaborate with local influencers and content creators to develop assets that brings Lenskart closer to the Saudi youth, aligning with local cultural aesthetics and boosting brand visibility.
Brand & Retail Marketing Activations:
- Collaborate with mall management and key retail outlets to execute on-ground marketing initiatives, including grand openings and consumer interaction points.
- Identify in-mall marketing opportunities and work on creating a memorable retail experience for Lenskart customers.
Partnerships & Community Engagement:
- Execute strategic partnerships with local influencers, social media figures, and cultural events to enhance Lenskart's presence among Saudi youth.
- Organize and manage local events and activations that are aligned with Lenskart's brand and resonate with the target audience.
Performance Tracking & Reporting:
- Track, analyze, and report on the performance of marketing initiatives, providing actionable insights for improvement.
- Ensure that all marketing activities are well executed and meet ROI objectives for both online and offline stores.
Requirements:
- Saudi National preferred or strong cultural affinity with Saudi Arabia.
- 3-5 years of marketing experience, ideally in fashion, retail, or lifestyle sectors.
- Strong understanding of Saudi culture, youth trends, and consumer behavior.
- Ability to self-initiate research and consumer questionnaires to gather local insights.
- Experience in planning and executing local marketing activations, especially during peak seasons (e.g., Riyadh Season, Ramadan, etc.).
- High social energy and enthusiasm for being out in the fieldthis role is ideal for someone who thrives on interacting with consumers and moving around different locations rather than staying in an office environment.
- Proven experience in creating localized content (video, images) that aligns with both global brand standards and local cultural aesthetics.
- Proactive, resourceful, and able to work independently in a fast-paced environment.
- Excellent communication skills in Arabic and English.
- Strong knowledge of digital marketing, social media platforms, and local influencers.
