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Marketing Director - Careem Super App & Careem Plus



Marketing & Communications
Dubai - United Arab Emirates
Posted on Thursday, March 9, 2023

Careem is building ‘the everything app’ for the greater Middle East, making it easier than ever to move around, order food and groceries, manage payments, and more. Careem is led by a powerful purpose to simplify and improve the lives of people and build an awesome organisation that inspires. Since 2012, Careem has created earnings for over 2.5 million Captains, simplified the lives of over 50 million customers, and built a platform for the region’s best talent to thrive and for entrepreneurs to scale their businesses. Careem operates in over 70 cities across 10 countries, from Morocco to Pakistan.

About the team

Careem’s purpose is to make people’s everyday simpler, so that they can realize their potential and spend time on things they care about most. Careem is the region's first everyday Super App. Becoming a Super App and providing more services is a natural evolution in order to stay ahead of the curve of customer demands and market capabilities. Careem is expected to grow further in its Super App journey as it opens its platform and invites 3rd parties and developers to build their own services to live on Careem’s Super App platform.

Careem Plus is Careem’s subscription program that offers members unmatched value for loyalty by helping them unlock value across services on the Careem app. Careem Plus aims to become the #1 subscription program simplifying everyday life for millions of our customers across the MENA region. We view Careem Plus as the main customer facing proposition to land the benefits of the Careem platform's promise to customers. So such Careem Plus's value proposition, should inspire and re-enforce the value of the Careem super app. They are closely tied to each other. Launched in Dubai in 2021, the program has seen strong growth and engagement from customers. Over the coming years, we aim to aggressively grow our member base, continue adding market leading benefits to bolster the value proposition, expand to other regional markets and help Careem become the everyday super app of the region.

What you'll do

  • We are seeking an experienced Marketing Director to lead our marketing team, drive the development and execution of marketing strategy for Careem Super App and Careem Plus. The Marketing Director will be responsible for managing a team of marketing professionals, overseeing all aspects of our marketing initiatives, and ensuring alignment with business objectives. The ideal candidate should be able to think strategically and analytically, and have experience leading cross-functional teams, and should have a strong background in marketing including brand marketing, product marketing, digital, social media, CRM, and content management.

  • Develop and execute a comprehensive marketing strategy for the Careem Super App and Careem Plus that aligns with business objectives and supports brand awareness, customer acquisition, and growth
  • Run short-, mid-, and long-term initiatives based on a deep understanding of user segmentation, customer needs, marketing trends, and competitive positioning
  • Build the communications plan & calendar, lead the campaign development process and ensure excellence in execution
  • Collaborate with cross-functional teams of commercial managers, product managers, content creators, UX researchers, CRM & Ops leads, digital, social, growth, and creative teams to develop integrated marketing campaigns that effectively communicate key messages customized by target audiences
  • Work with the Brand team to develop the Careem master brand and Careem Plus sub-brand positioning to strengthen the brand awareness and equity. The key piece of work in developing this positioning is how the Careem plus value proposition sits within the overall Careem super app brand proposition, in a way that it is the key growth driver for the Careem super apps growth.
  • Monitor and analyze marketing metrics, including but not limited to digital, CRM (email, push, in-app touchpoints), open rates, conversion rates, social media engagement, etc., in order to optimize marketing initiatives and improve overall performance
  • Manage marketing budgets and allocate resources effectively to maximize ROI
  • Lead and manage a team of marketing professionals, providing guidance, coaching, and feedback to ensure team members are set for success in achieving their goals and professional development
  • Build and maintain relationships with external partners, vendors, and agencies to support marketing initiatives and drive business outcomes
  • Stay up-to-date with industry trends, customer needs, and competitive landscape to identify opportunities and inform marketing strategy

What you'll need

The ideal candidate will have the passion and commitment to improving the lives of people, an insane focus on excellence and customer service, and a strong alignment with our core values: being bold, focused, agile and collaborative, wowing customers and acting like an owner. Additional qualifications include:

  • Master’s degree in marketing, business administration, or related field from a leading university
  • 10+ years of experience in marketing, with at least 5 years in a leadership role managing a team
  • Experience working within the technology industry / start-up environment, with a track record of successfully driving growth from early stages (i.e., 0 to 1) or scaling established businesses (i.e., 1 to 10)
  • Experience in driving marketing outcomes for one or more of the following: memberships / loyalty, quick commerce (food/grocery delivery), monetization initiatives, master brand
  • Demonstrated success in working closely with product / technology, growth teams and hands on work in establishing a brand's value proposition and designing strategies to use this value proposition to communicate to customers for the growth of the business would be considered a plus.
  • Strong analytical skills, with the ability to use data to inform decisions and measure success
  • Exposure to Customer Relationship Management (CRM) and Content Management Systems (CMS) is preferred and will be considered an added advantage for this role. The ideal candidate should have the ability to assess and optimize the performance of content in order to improve marketing initiatives
  • Excellent communication, collaboration, and leadership skills, with the ability to influence and motivate cross-functional teams
  • Ability to get hands-on in a complex operational environment, manage multiple tasks and work on tight deadlines
  • Detail-oriented with a strong affinity for aesthetics and creative content principles
  • Excellent interpersonal and negotiation skills, with the ability to build and maintain relationships with internal and external stakeholders
  • Experience managing budgets and allocating resources to maximize ROI
  • Proven ability to think strategically and creatively, with a passion for innovation and continuous improvement
  • Experience in Arabic speaking markets would be an advantage

Where you’ll be

  • Given the nature of the role, you’ll be required to work from Careem Headquarters in Shatha Tower, Dubai

What we’ll provide you

In addition to a competitive long-term total compensation with salary and equity, we have a reward philosophy that expands beyond this. As a Careem colleague you will be able to:

  • Be part of a Remote-First organization that offers flexible ways of working from the office and home.
  • Work from any country in the world for 30 days a year
  • Use Unlimited Vacation days throughout the year
  • Access fitness reimbursements for health activities including: gym, health club and training classes.
  • Work and learn from great minds
  • Create impact in a region with untapped potential
  • Explore new opportunities to learn and grow every day