Starbucks Heritage

The Starbucks journey in the Middle East started with Alshaya with the first store opening in Kuwait, early in 1999. Today, we operate more than 2000 Starbucks stores across 13 countries in the Middle East and North Africa (MENA), and Türkiye, Kazakhstan and Azerbaijan.

We could not do this without the dedication of our 21,000 green apron partners (employees) across the regions, who serve our carefully handcrafted beverages to millions of Starbucks customers each day.

To build more meaningful connections over coffee, we continue to provide the Starbucks Experience that we know our customers expect from us and meet them where and how they want us to be.

The Role:

Reporting to the VP of Marketing, the Head of PR, PA & CSR will be based in Dubai and is effectively accountable for all public affairs and public relations & CSR/ sustainability activities for the Starbucks Alshaya MENA markets. The incumbent will play an integral part in supporting, protecting, and promoting the employer brand across all MENA markets to ensure we are perceived as the brand and employer of choice externally, and by implication, internally amongst our population.

Key Performance Areas

In a rapidly growing business, the role will actively promote the growth agenda of the MENA business, amplifying the brand’s perception by:

• Devising strategies and approaches to ensuring we position Starbucks Alshaya as a brand of choice and as an ethical business with strong social purpose. 
• Acting as a role model spokesperson for regional and local market needs responsible for establishing and maintaining relationships with media and third-party stakeholders on behalf of the MENA business.
• Acting as the primary point of contact for any reputational issues, leading a comprehensive crisis communications strategy that can span geographies and languages in line with the Starbucks Alshaya’s footprint across our MENA markets.
• Shaping the PR strategy and execution framework, interpreting locally the host brand strategy and tools. 
• Key to the role will be shaping the CSR strategy and interpreting host brand and Alshaya Group’s sustainability strategies and aspirations into measurable action plans.

The Responsibilities:

• Promote our brand reputation through a compelling brand narrative; corporate media strategy and relations; executive engagement strategy and spokesperson development.
• Leverage resources across the region and work with the in-house and agency teams to evolve our communications program to support effective storytelling across the region.
• Protect the brand’s reputation with customers, media, stakeholders, and partners by overseeing Starbucks media relations and building strong corporate affairs.
• Develop and drive our strategy for executive communications both internally and with media/external stakeholders; develop positioning plans and dedicated narrative for the division leadership team.
• Act as the primary PR & PA spokesperson for regional and local market need and create relationships with media stakeholders for Starbucks Alshaya.
• Advise the business on external social media and employer branding trends to support talent attraction.
• Collaboration with EMEA and Global Starbucks host brand PR teams as well as Alshaya PR teams ensuring PR strategy and action plans best serve the interests of Starbucks Alshaya.
• Deliver long-term PR strategy establishing Starbucks as a brand with strong social purpose, serving the interests of MENA communities.
• Engages the regional management to turn the strategy into a measurable yearly action plan, to mobilize relevant regional resources and execute the agreed agenda.
• In collaboration with Alshaya Group’s Head of Sustainability and host brand, align on and deliver a long-term sustainability strategy, taking account of regional needs and local market compliance.
• Represent the needs and voice of the business with the EMEA host brand and Alshaya Group’s Head of Sustainability to ensure support and sponsorship for our strategy and keep the Starbucks Leadership team appraised of progress and budget required.
• Serve as a comms liaison for the following cross function teams:
• Host Brand, EMEA, Alshaya PA & PR & CSR
• Sustainability EMEA, Alshaya
• People & Culture functions
• Operations SBX MENA
• • Direct, coach and mentor the Senior Brand Communication and CSR Manager.

Skills

The Requirements:

• Proven experience (12+ years) in leading PA & PR strategy and external communication for a global or regional consumer-led brand.
• Strong understanding of the MENA landscape, including government bodies, media, and press dynamics.
• Prior exposure of owning or working experience of the CSR and Sustainability agenda.
• Track record of driving brand reputation with measurable impacts within an in-house matrix organization.
• Proven track record of collaborating effectively with cross-functional teams, including marketing, operations, and senior leadership.
• Deep understanding of Arab consumer behavior and sentiment.
• English and Arabic speaker

The Competencies:

• Strategic mindset, with prior experience of owning and implementing strategic plans, analyzing impact and project managing outputs. 
• Experienced in insight-led strategy and big idea development to deliver brand building strategy aimed at shifting perceptions.
• Able to approach stakeholder management with impact and influence, with the requisite presentation and communication stills to present to a C-suite audience.
• Skilled in multi-channel communication management, with considerable experience in digital communications and media partnerships and content production.