Senior Manager

Role Purpose: The Senior Manager - Onsite will be responsible for executing the strategy behind the look and feel, user journeys, and performance optimization of our mobile app experience. This role is a pivotal position that sits between product, growth, commercial and customer experience. The role holder will work within a cross-functional team to ensure that the app is not only striking and intuitive but also high-performing and personalized-from homepage carousels to deep category navigation and checkout flows. Role Details – Key Responsibilities and Accountabilities: Strategic Planning: Lead the UX strategy that will define the app & web experiences across all Majid Al Futtaim Retail markets. Define and evolve the app UX strategy, ensuring that journeys are intuitive, accessible, and conversion optimized. Own the end-to-end mobile app experience: from landing to purchase, across iOS and Android platforms across all our Majid Al Futtaim Retail markets. Execution and Optimization Monitor app KPIs including engagement, bounce rate, load time, and conversion, and drive initiatives to improve them. Manage performance optimization of key app modules—especially homepage and product discovery carousels—using A/B testing, analytics, and experimentation platforms. Champion customer-centric thinking using behavioral data, customer feedback, and UX research. Collaborate closely with design to ensure consistency in visual identity, brand tone, and interaction design. Oversee the management of substantial marketing budgets, ensuring optimal allocation and ROI across all digital channels and merchandise marketing and partnership activities. Market and Channel Responsibilities Serve as the primary point of contact for onsite merchandise marketing initiatives. Conduct market analysis to tailor strategies that cater to local nuances and consumer behaviors. Ensure the effectiveness of sale campaigns, promotional activities, and onsite merchandise customer experience enhancements. Human Capital Responsibilities Assist in implementation of the performance management process by setting objectives, monitoring performance, and provide constructive feedback and provide inputs to senior management. Provide mentorship for the purpose of developing a continuous talent pipeline for key roles. Provide inputs on training needs and coordinate with the HC department to ensure facilitation of training requirements. Develop and implement on the job-training for the team. Provide inputs for the development of annual manpower plan. Ensure the implementation of MAFR's corporate policies and relevant procedure. Definition of Success A unified, data-informed UX strategy that delivers measurable improvements in conversion, engagement, and customer satisfaction. A high-performing experience team aligned with product, engineering, and growth. A clearly defined and scalable experience framework used consistently across all territories. Elevation of UX to a strategic business lever at the executive level. Achieve Order, AOV and GMV Target. Achieve Home Page Conversion Rate target, as well as Banner CTR, Banner CTT and orders through banners targets. Improve app NPS across iOS and Android journeys in all territories Functional/Technical Competencies End-to-end product ownership (from discovery to delivery) Feature prioritization & roadmap planning; app journey mapping and flow optimization Stakeholder alignment and business goal translation; experience working with growth, content, and commercial teams Deep understanding of mobile UX principles and customer behaviour; knowledge of best practices for product discovery (e.g., carousels, search, filters) Familiarity with design systems and component libraries; ability to critique and guide UI/UX work (even if not a designer) Understanding of ecommerce funnels, from homepage to checkout Familiarity with user intent, friction points, and conversion tactics Comfort with product analytics, KPIs, and funnel metrics (CTR, CVR, bounce rate, DAU/MAU, etc.) Experience using experimentation platforms (A/B testing, multivariate testing); familiarity with A/B testing platforms (e.g., Optimizely, Firebase Remote Config, etc.); understanding how personalization engines work (rules-based vs ML-based content delivery) Experience interpreting user data and behavioural insights to guide strategy Strong grasp of platform-specific nuances (iOS vs Android); understanding of mobile app store constraints and opportunities App Architecture Familiarity; understanding of native mobile development (iOS/Android frameworks, performance bottlenecks); familiarity with front-end/mobile component structures (e.g., how carousels, banners, navigation modules are built) Knowledge of app performance metrics (load time, responsiveness, cache strategies, lazy loading); awareness of image optimization, asset delivery, and API efficiency Qualification, Experience & Skills: Minimum Qualifications/education: Bachelor's degree in Marketing, Ecommerce or similar relevant field Minimum experience: 7–10+ years of experience in product management, UX, or mobile app leadership roles—preferably in ecommerce, marketplaces, or consumer tech Strong understanding of UX principles, mobile design systems, and customer journey mapping. Experience working with app performance metrics, personalization engines, and experimentation tools (e.g., Firebase, GA4, Optimizely). Data-driven mindset with comfort in analyzing user behavior and running A/B tests to inform decisions. Familiarity with the MENA market is a strong plus (language, culture, mobile behavior patterns) Skills: Proficient in Web and App Analytics Proficient in Reporting and data visualization tools Experience in strategic budget management for paid search campaigns, optimizing resources for maximum return on investment Strong communication, bridging the gap between technical and non-technical stakeholders High attention to detail