About the Role
The purpose of this role is to strengthen and sustain Lexus brand equity, preference, and relevance in Saudi Arabia. This is achieved by ensuring a clear, distinctive, and consistent brand positioning and communications direction. The role is responsible for translating Lexus global brand strategy into locally relevant brand and communication priorities that establish strong emotional connections with customers and communities, supporting business objectives, and enhancing the long-term value and reputation of the Lexus brand.
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Key Accountabilities
- Brand Strategy & Equity
- Brand Communications
- Brand Experience & Engagement
- Brand Governance & Consistency
- Brand Investment & Performance
Performance Indicators
- Brand awareness, consideration, preference, and brand equity indicators.
- Campaign effectiveness, communication reach, engagement, message/creative effectiveness, and brand lift.
- Brand experience performance, customer engagement, event/activation effectiveness, and partnership value.
- Brand compliance rate, quality of brand execution, and adherence to Lexus brand guidelines.
- Budget adherence, campaign ROI/effectiveness, cost efficiency, and achievement of annual Brand & Communications objectives.
Major Activities
- Accountable for the strength, relevance, and consistency of Lexus brand positioning in Saudi Arabia, ensuring alignment with global brand direction while reflecting local market, customer, and cultural priorities.
- Develop and maintain the Brand & Communications marketing calendar in alignment with Product Planning’s strategic direction and the five-year Nenkei, ensuring effective integration of future product launches, lifecycle priorities, and key brand initiatives.
- Responsible for a clear, distinctive, and consistent communications direction that strengthens brand awareness, consideration, preference, and emotional connection across Lexus customer touchpoints.
- Develop, lead, and execute integrated brand and tactical campaigns, ensuring effective end-to-end delivery and measurable outcomes in strengthening brand equity and/or driving traffic and supporting business objectives.
- Ensure quality and consistency of Lexus brand expression across experiences, activations, partnerships, sponsorships, and key customer-facing initiatives, contributing to stronger customer and community engagement.
- Develop a consistent omnichannel brand experience aligned with Lexus brand strategy, effectively integrating key partnerships, sponsorships, campaigns, product launches, and brand initiatives throughout the year.
- Safeguard Lexus brand identity and standards and ensure alignment of brand expression across relevant internal functions, external partners, agencies, and Lexus global and regional stakeholders.
- Enhance, maintain, and monitor the Lexus Brand Guidelines, ensuring consistent implementation across all operations through semi-annual operational visits, while aligning ALJ brand requirements with Lexus global brand standards to ensure a consistent and unified brand identity across all customer touchpoints.
- Accountable for effective allocation of Brand & Communications resources and for demonstrating the contribution of brand investments to agreed brand and business objectives through defined performance measures.
- Ensure consistent implementation of the Lexus Brand Guidelines across all customer-facing operations through semi-annual operational visits, while ensuring alignment between ALJ corporate brand guidelines and Lexus global brand standards.
Minimum Qualifications
- Bachelor’s degree in Business Administration, Marketing, or a similar field.
Minimum Experience
- 5-6 years of experience in branding & communication, supply chain & team management.
Job-Specific Skills
- Strong knowledge of brand strategy, positioning, identity, and brand equity management, with the ability to translate global brand direction into relevant and differentiated local brand priorities.
- Strong knowledge of communication strategy, campaign development, creative management, and customer messaging, ensuring consistent and compelling brand expression across relevant communication touchpoints.
- Strong knowledge of brand experiences, activations, sponsorships, and strategic partnerships, with the ability to ensure initiatives strengthen brand positioning, customer engagement, and long-term brand value.
Languages
Competencies
- Ensures Accountability (Individual Contributor)
- Focuses on the Customer (Individual Contributor)
- Fosters Collaboration (Individual Contributor)
- Learns Through Reflection (Individual Contributor)
- Plans & Aligns (Individual Contributor)
Why Work for Us?
With a truly international footprint and more than three quarters of a century of commercial success behind us, we are today a leading employer across the MENAT region, offering exciting opportunities worldwide. Our values guide how we work with our business partners, within our communities, and with each other. Through Respect, Innovation, a Pioneering Spirit, and Empowerment, we cultivate a culture that allows ideas to flourish, people to thrive, and successes to grow.
