Regional Marketing Manager – MENA

About This Role

At Costa Coffee, we are what we craft. We’re reimagining coffee experiences in over 50 countries and counting, as a key part of the Coca-Cola system. Whether you get your coffee in a store, from a machine, at home, or on the go – we’ve got you covered.

As our Regional Marketing Manager – MENA, you’ll shape, elevate, and accelerate Costa’s brand presence across a dynamic region with 450+ stores across 11 markets. This role blends strategic direction with hands-on execution, working closely with our franchise partners to drive brand growth, commercial impact and worldclass customer experiences across the Middle East.

Our teams make a difference. Whether through bold brand building, inspiring product launches, developing compelling campaigns or supporting our partners on the ground, we stir up success together.

And as a Regional Marketing Manager – MENA, there’s never been a better time to join.

So, why Costa?

We didn’t become a global coffee brand by sitting back. When you work here, you join a community that values passion, progression and integrity — with some brilliant perks:

• Annual discretionary bonus scheme
• Employee Assistance Programme provided by Spring Health
• Additional medical coverage provided by MetLife
• Housing and transport allowance

We’re proud to be a great place to work where everyone can bring their unique self. Our culture is built on our values — Disciplined to Deliver, Passion for Progress, Win with Warmth, Courage to Challenge and Trusted Team Players.

What you’ll do

Being a Regional Marketing Manager – MENA means balancing strategy, with hands on impact. Working closely through the franchise network, the role is responsible for driving brand growth, customer engagement, and sales performance while ensuring brand consistency and relevance across diverse markets. You will:

• Develop and implement regional and market level brand strategy across Middle Eastern markets. Analyse market trends, take a keen interest in the broader coffee category and competitor activity to identify opportunities and develop plans to drive sales growth, market share aligning regional initiatives with global brand strategy and guidelines from Costa Coffee.
• Bridge strategic planning with tactical delivery, converting plans into real outcomes in fast paced, live environments from planning through to end-end deployment including rolling up your sleeves to lead and support on the ground activation, including coordinating and delivering in market events and live activations across multiple MENA markets. This will involve working with media manager to develop media plans for co-investment with partner, and where applicable with global digital teams to support digital initiatives and loyalty programs that enhance customer engagement.
• Use strong storytelling and data-driven insights to demonstrate campaign value and secure partner alignment and investment. Lead and facilitate campaign briefings, workshops, and planning sessions with franchise partners to align on timelines, activation plans, and expected results.
• Build strong relationships with franchise marketing teams to influence decision-making and ensure successful rollout of initiatives.
• Adapt and deploy global campaigns, ensuring they meet local cultural, commercial and customer needs
• Enable and coach franchise partners, ensuring they have the capability, tools and guidance to execute with excellence
• Develop full regional marketing plans grounded in insight, market maturity and commercial objectives
• Work closely with agencies and partner teams to plan, deliver and evaluate activation programmes
• Manage the marketing calendar across multiple countries, collaborating with Innovation, Insight, Operations and F&B teams.
• Evaluate campaign performance, sales data and ROI, using insights to optimise future plans

Who you are

It’s your unique ingredients we’re interested in:

• A strategic to tactical marketer, who moves seamlessly between strategic thinking and practical delivery, equally confident shaping long-term direction and creating real impact on the ground.
• Handson and execution driven, able to personally land events, activations and live market activity — not just steer from the sidelines
• A skilled partner coach and influencer, capable of lifting capability, shaping decision making and building strong, trusted long-term relationships
• Commercially sharp, with full mix brand marketing experience across international markets
• Experienced in franchise, retail or F&B environments, with an understanding of how to drive performance through partner networks
• Insight led and analytically strong, turning data and performance indicators into actionable recommendations
• Proactive, passionate, organised, resilient, able to navigate multiple markets, stakeholders and timelines with clarity and pace
• Experienced in agency leadership, with strong capability in creating and developing digital and social content
• Arabic language skills are desirable

Where you’ll work: Onsite, Dubai, UAE