Emirates Flight Catering

    Applications are invited for the position of Sr. Manager – Customer Journey 

    Role Purpose

    The successful candidate will lead the Commercial Division – Customer Journey Execution across the various Commercial Business units.  The primary function of this role has several dimensions; one is to improve the customers experience in dealing with EKFC, which could include the development of new tools, new ways of digital or traditional execution/activation.  Second primary function is to continuously improve “how” our sales team execute in the market, with better tools, better data and improved engagement strategies.

    This role will also be a critical bridge with EKFC IT, as the Customer Journey Function will lead the digital development plans across all the Commercial business units, such as the evolution of the CRM system, and the business unit websites.

    Key deliverables will be to continue creating efficiency and effectiveness in the use of the CRM system, including all marketing and sales initia­­tives. To also ensure maximum business value is consistently achieved, the job will also be responsible for a well maintained backlog of prioritised work reflecting the key business drivers of improving operational efficiency and revenue, as well as increased customer engagement.

    Key Accountabilities

      • Responsible Manage and deliver e-commerce sales, gross margin, and net margin targets based on demographic understanding.
      • Align the organisation to the Commercial Customer Journey and together with the Commercial Leadership Team, prioritise areas of weakness and opportunity.
      • Identify possible business solutions that can be integrated into EKFC to be part of the customer journey solution and ensure customer queries / feedback is actioned effectively.
      • Accountable for the planning, management and deployment of the full Customer Journey lifecycle and  point of contact for Salesforce within the company.
      • Own and champion the tools, integrate data from different departments, work closely with sales, IT and finance to ensure the journey becomes easier for our customers to interact with EKFC.
      • Collaborate with business development to identify customers where we can test our solutions, such as distributors and or Expo related partners.
      • Manage the end-to-end spending on advertising and media by managing media budgets as well as bidding strategies on key digital marketing platforms to configure and customise the solutions for the Commercial division where applicable, ensure it aligns / fits with Emirates Flight Catering core businesses processes, systems and tools.
      • Maximise the CRM system for maximizing KPI improvement, ROI and business impact. Contribute by helping define the best-suited KPIs as per company strategy.
      • Guide the preparation of all marketing content including – artwork, creatives, photography, videos, design, social media, in relevance with the marketing and brand calendar.
      • Clear activation and engagement strategies and activities for all touch points which needs to be aligned with CCO and VP of Commercial as part of the annual budget process.
      • Drive continuous optimization of the different business units using Salesforce & for product recommendations, cross selling and merchandising opportunities based on segmentation models and desired outcomes.
      • Perform Customer Journey Mapping by analysing business touch points in order to maximise commercial opportunities and ensure customer database is growing by direct outreach strategies.
      • Conduct post-campaign analytics for realizing recommendations for future CRM campaigns & drive the NPD process identifying marketable products, test with customers & launch.
      • Maintain strong knowledge and understanding of the current and emerging e-commerce strategies, trends and techniques that consistently give the business a lead in customer acquisition within the market.
      • Lead the development and implementation of e-commerce marketing strategy to achieve defined business objectives across all product categories (new and existing) and channels in Retail and Foodservice.
      • Design and implement Go-To-Market programs and strategies (Traditional & Digital Channels) for business units within Emirates Flight Catering and ensure budget is effective to drive revenue.
      • Ensure the product portfolio is updated on the website as per standards, including photography, product information, pricing and stock levels.

    Essential Requirements and Competencies

    Education Qualification:

      • Bachelor Degree in relevant area.

    Work Experience:

      • 8 years of experience in a relevant field with experience in Digital Development, Digital Engagement, Product Analyst or Product Owner position and have a strong background in CRM Execution.
      • Commercial or operational background, with a proven track record in managing Salesforce and CRM product development projects
      • Experience in implementing and managing agile development methodologies, particularly in Salesforce CRM domain


    • Excellent stakeholder management.
    • Evidence of successfully driving a full end-to-end product lifecycle in an agile environment.
    • Excellent communication and presentation skills along with a customer-oriented attitude.
    • Excellent analytical skills.
    • Solid background in customer acquisition strategies
    • Knowledge of online marketing methods and best practices
    • An ability to manage marketing projects end-to-end

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