1. Offline Marketing Strategy & Leadership

• Develop and lead the overall Offline Marketing Strategy in alignment with the company's brand vision, commercial priorities, and retail growth strategy.

• Translate business and revenue objectives into innovative, customer-centric offline marketing strategies and annual marketing plans.

• Build and manage a comprehensive marketing calendar covering seasonal campaigns, collection launches, promotional activities, retail activations, events, and brand initiatives.

• Lead the evolution of the offline marketing function into a commercial growth engine, ensuring marketing investment delivers measurable business impact.

• Identify emerging market opportunities and develop strategies to strengthen the company's competitive position across Egypt and international markets.

2. Retail Sales Growth Through Marketing

• Lead marketing initiatives designed to directly contribute to retail sales growth, store traffic, customer acquisition, and conversion.

• Work closely with Retail Sales and Store Management leadership to understand commercial challenges and translate them into actionable marketing solutions.

• Analyze store-level sales performance and identify opportunities where targeted marketing interventions can improve performance.

• Develop localized marketing strategies for key stores, underperforming locations, high-potential markets, and strategic retail destinations.

• Ensure major marketing initiatives are built around clear commercial objectives, measurable KPIs, and defined business outcomes.

3. Retail Campaigns, Activations & Customer Engagement

• Lead the development and execution of high-impact retail campaigns across the full customer journey.

• Design innovative in-store and out-of-store activations that increase brand engagement, store traffic, and sales conversion.

• Oversee seasonal campaigns, collection launches, promotional events, mall activations, pop-ups, partnerships, and customer experiences.

• Develop market-specific campaigns based on customer behavior, local market dynamics, and store performance.

• Continuously evaluate campaign effectiveness and optimize future initiatives based on data, customer insights, and commercial results.

4. Store Traffic & Customer Acquisition

• Develop strategic initiatives to increase store footfall and customer acquisition across the retail network.

• Lead local store marketing strategies based on location, customer demographics, market potential, and competitive landscape.

• Identify opportunities to attract new customer segments and increase customer frequency and engagement.

• Partner with Digital Marketing, CRM, and E-Commerce teams to create integrated customer acquisition and retention initiatives.

• Develop strategies that effectively convert brand awareness and digital engagement into physical store visits and purchases.

5. Commercial Performance & Retail Analytics

• Establish and monitor key marketing and retail performance indicators, including:

  • Like-for-Like (LFL) Sales Growth

  • Store Traffic / Footfall

  • Conversion Rate

  • Average Transaction Value (ATV)

  • Units Per Transaction (UPT)

  • Sales per Store

  • Sales per Square Meter

  • Customer Acquisition

  • Campaign ROI

• Partner with Business Analysis and Retail leadership to identify sales trends, performance gaps, and growth opportunities.

• Establish a clear connection between marketing activities and retail performance.

• Use customer, sales, market, and campaign data to improve decision-making and maximize marketing effectiveness.

6. Marketing Investment & ROI

• Lead the development and management of the offline marketing budget.

• Allocate marketing investment strategically across campaigns, stores, markets, and customer segments.

• Establish clear measurement frameworks to evaluate Marketing ROI and commercial impact.

• Optimize marketing expenditure based on campaign performance, customer response, store performance, and business priorities.

• Ensure marketing resources are directed toward initiatives with the strongest potential for sustainable growth.

7. Brand Presence & Retail Experience

• Strengthen and maintain a distinctive and consistent brand presence across all physical customer touchpoints.

• Partner closely with Visual Merchandising to ensure strong execution of brand identity, collection stories, campaigns, window displays, store layouts, POS materials, and in-store communication.

• Ensure marketing campaigns are translated into compelling and commercially effective retail experiences.

• Continuously enhance the customer journey and physical brand experience across the retail network.

8. New Store Openings & Retail Expansion

• Support the company's retail expansion strategy through market intelligence, customer analysis, and location-specific marketing insights.

• Develop comprehensive marketing strategies for new store openings, including pre-launch awareness, launch activations, and post-opening customer acquisition.

• Assess market potential, customer profiles, competitive activity, and commercial opportunities in new locations.

• Support market entry and brand-building strategies across international markets.

9. Omnichannel & Cross-Functional Collaboration

• Partner closely with E-Commerce and Digital Marketing leadership to create seamless online-to-offline and offline-to-online customer journeys.

• Collaborate with Merchandising to align marketing activities with collections, product launches, product priorities, and commercial objectives.

• Partner with Retail, Operations, Supply Chain, CRM, Finance, and Business Analysis teams to ensure effective execution and measurable results.

• Work closely with Visual Merchandising to ensure seamless integration between marketing campaigns and the physical retail environment.

• Build strong relationships with internal and external stakeholders to deliver complex, multi-channel initiatives successfully.

10. Market Intelligence & Competitive Strategy

• Maintain a deep understanding of the Egyptian and international fashion retail markets.

• Monitor consumer behavior, market trends, competitor activities, pricing strategies, promotional activities, and emerging retail trends.

• Identify new commercial opportunities and emerging customer segments.

• Translate market intelligence and consumer insights into actionable marketing and growth strategies.

• Ensure the brand remains relevant, competitive, and differentiated across local and international markets.

11. Leadership & Team Development

• Lead, inspire, and develop the Offline Marketing team to achieve ambitious business and marketing objectives.

• Establish clear objectives, KPIs, performance standards, and development plans.

• Build a high-performance culture focused on creativity, accountability, commercial impact, and continuous improvement.

• Develop the team's capabilities across retail marketing, campaign management, activations, customer insights, and performance marketing analysis.

• Foster strong collaboration between Marketing, Retail, Digital, E-Commerce, Merchandising, and other commercial functions.

Requirements

• 12–15 years of progressive experience in Marketing, with strong leadership experience in Offline / Retail Marketing.

• Mandatory experience in Ready-Made Garments / Fashion Retail, with a strong understanding of the retail business and customer behavior.

• Proven experience in developing and executing marketing strategies that drive store traffic, customer engagement, and retail sales growth.

• Strong experience in both the Egyptian and international / regional markets is highly preferred.

• MBA / Master's degree is preferred.

• Strong commercial mindset with solid understanding of Retail KPIs, customer acquisition, and Marketing ROI.

• Excellent leadership, communication, strategic thinking, and stakeholder management skills.

• Strong analytical, decision-making, and problem-solving capabilities.