- Develop and lead the overall marketing strategy across rider, driver, and partner segments.
- Translate company OKRs and commercial priorities into annual and quarterly marketing plans.
- Define and manage the marketing investment framework and budget allocation across channels, markets, and audience segments.
- Own marketing ROI and ensure efficient use of the marketing budget.
- Develop and maintain the master marketing calendar covering campaigns, local activations, creative production, and agency deliverables.
- Lead go-to-market and market-entry marketing plans for new countries and product launches.
- Present marketing strategy, performance, and investment plans to senior management.
- Lead and manage the marketing leadership team across Digital Marketing, Brand & Communications, Creative, and Marketing Business Support.
- Manage agency and vendor relationships and ensure delivery against agreed objectives and budgets.
- Establish and lead the Cairo Marketing Hub while maintaining alignment with HQ in Doha.
- Own campaign governance and final approval across push notifications, in-app messaging, WhatsApp, email, paid media, and brand content.
- Oversee the CRM governance framework and ensure communications are properly sequenced, targeted, and aligned with brand standards.
- Provide strategic oversight of Braze or equivalent CRM/marketing automation platforms.
- Own rider and driver acquisition, retention, and reactivation strategies.
- Lead digital performance marketing, CRM lifecycle campaigns, partnerships, referral programs, and market activations.
- Drive A/B testing, audience segmentation, channel optimization, and other data-driven marketing experiments.
- Use campaign analytics, CAC, LTV, ROAS, cohort performance, and funnel metrics to drive decisions.
- Own brand positioning across all markets and ensure consistency across all customer touchpoints.
- Oversee external communications, PR, crisis communications, localisation, and creative direction.
- Ensure marketing activities are culturally relevant and adapted appropriately for each market.
- Manage the annual marketing budget and track spend against plan.
- Deliver monthly marketing performance reports covering acquisition, retention, brand, channel performance, ROI, and budget utilisation.
- Build strong cross-functional relationships with Product, Operations, Data, Finance, Legal, and HR.
Requirements
- 8+ years of progressive marketing experience. At least 3 years in a senior marketing leadership role, such as Head of Marketing, VP Marketing, or equivalent.
- Strong background in high-growth technology, mobility, ride-hailing, or digital platform businesses.
- Proven track record in driving measurable customer acquisition, retention, CAC improvement, and marketing ROI.
- Strong expertise across both performance marketing and brand marketing.
- Experience managing paid digital, CRM, lifecycle marketing, brand strategy, content governance, and creative direction.
- Strong understanding of CRM and marketing automation platforms, preferably Braze or an equivalent platform.
- Experience leading multi-disciplinary marketing teams across digital, CRM, brand, content, creative, and business support.
- Strong data-driven mindset with experience working with CAC, LTV, ROAS, NPS, cohort metrics, and funnel data.
- Excellent stakeholder management and executive presentation skills.
- MBA is an advantage.