41 Marketing Director jobs in Jeddah

Role Overview:

The Brand Manager will take full ownership of the Brands performance, overseeing all aspects of marketing, sales growth, and profitability. This role is responsible for developing and executing strategies that enhance Brands visibility, consumer engagement, and revenue generation. The ideal candidate will independently drive Brand initiatives, manage product launches, oversee social media and digital campaigns, and handle agency and supplier relationships to ensure effective execution.

Key Responsibilities:

Brand Leadership & Growth:

Develop and implement Brand strategies that drive sales, market share, and profitability.

Conduct in-depth market analysis to identify trends, consumer behavior, and competitive opportunities.

Define brand pricing, promotions, and distribution strategies to maximize revenue.

Monitor brand performance, making proactive adjustments to improve growth and profitability.

Conduct monthly market visit and report findings and action plans

Conduct monthly brand overview with action plans

Conduct retail audit analysis and reporting finding and action plans as per data release.

Marketing & Campaign Execution:

Plan and execute marketing initiatives to strengthen brand positioning and increase brand awareness.

Develop and launch brand-specific advertising, promotional, and digital marketing campaigns.

Create and oversee marketing materials, ensuring consistency in messaging and brand representation.

Evaluate campaign effectiveness using key performance metrics and optimize strategies accordingly.

Social Media & Digital Marketing:

Manage the brand’s social media presence, ensuring engaging and consumer-relevant content.

Develop and execute digital campaigns that align with brand objectives and drive consumer conversion.

Oversee influencer marketing, paid media, and content strategy for brand growth.

Track digital performance metrics, adjusting strategies for better engagement and sales impact.

Product Development & Portfolio Expansion:

Drive product innovation within the brand, identifying opportunities for new SKUs and enhancements.

Manage packaging development and ensure alignment with brand positioning and profitability goals.

Oversee consumer testing, refining products based on feedback and market insights.

Optimize product lifecycle management, including launches, reformulations, and discontinuations.

Agency & Supplier Management:

Independently handle agency partnerships for creative, media, and digital marketing.

Negotiate and oversee supplier relationships for packaging, promotional materials, and activations.

Ensure timely and high-quality execution of all brand marketing initiatives.

Monitor agency and supplier performance, ensuring cost efficiency and brand consistency.

Financial & Performance Management:

Manage brand budgets, ensuring efficient allocation of resources to maximize ROI.

Track and report sales, market share, and profitability metrics for brand evaluation.

Use data analytics and market research to drive informed brand decisions.

Prepare regular business reviews with insights and action plans for brand growth.

Qualifications & Skills:

Bachelor’s or Master’s degree in Marketing.

Minimum of 5 years of experience in brand management or marketing within the FMCG industry.

Proven ability to independently drive sales growth and profitability for a brand.

Strong marketing expertise, including digital, social media, and product development.

Experience managing agencies and suppliers to ensure seamless execution of campaigns.

Excellent analytical skills, with the ability to interpret market data and consumer insights.

Strong project management and organizational abilities, with a hands-on execution mindset.

Proficiency in Microsoft Office, Nielsen/IRI data, and marketing performance analytics tools.

JOB PURPOSE:

Lead the category & brand agenda in KSA while driving comprehensive management of the P&L. This role will drive the development and planning of consumer, customer & market growth agenda, product and marketing strategies and plans for our multi-brand portfolio to deliver the annual operating goals. Responsibilities include portfolio, B2C & FoodService marketing, planning and management including brand & promotional planning and portfolio optimization to stay ahead of consumers and the marketplace.

A key deliverable will also to partner with the Geo Trade Marketing teams to assist in developing the trade marketing plans to ensure the activities are aligned to category plans

Lead planning & execution of commercial activities while facilitating seamless communications between category planning & in-market executions

KEY ACCOUNTABILITIES:

Strategic:

• Derive, analyze and review consumer and shopper insights and research
• Develop marketing strategy bespoke to each market for achieving category-specific business targets
• Build an annual marketing plan detailing the growth strategy & investment needed for each of the channels and brands/product sub-categories
• Media lead for the Protein category overseeing the media spend across the GCC
• Partner with key digital platforms (TikTok, Instagram…etc) to create & deliver bespoke content
• Contribute towards the preparation of the Trade-marketing budgets
• Prepare a 36 months calendar and commercialize all projects (NPDs & Campaigns)

Operational:

• NPD ideation, Creation, execution and tracking of performance
• Plan and own the A&M budget and monitor financial performance with ROIs
• Collaborates with cross-functional brand team, channel development, operations, sales and other critical business partners to build, deliver and drive results of planned programs
• Brand lead for the S&OP cycle meetings
• Define recommended pricing for consumers, basis competitor analysis, pricing surveys, shopper insights & and brand guardrails
• Coordinate with Trade teams for obtaining approvals for any deviations from pricing guardrails.
• Provide recommendations for specific markets and channels by sharing insights on consumer needs and competitor activities
• Review and finalize account-specific or customer-specific calendar covering priorities
• Review promo planning & execution requirements and oversee coordination with the procurement team
• Drive shopper understanding surveys and oversee reporting of analysis and insights from the surveys.

Reporting:

• Review reports on point of sale trend, market share, store coverage, in-store execution as well as assortment and promotion performance
• Manage and report all relevant brand spends, IMS consolidation, Nielsen and other data management, etc.
• Provide data and reports for S&OP process and actively participate in planning discussions
• Monitor reporting of customer intelligence to sales teams
• Oversee preparation of timely and accurate reports for top management.

Qualifications:

• Bachelor's degree or equivalent in Marketing
• 3+ years of experience in consumer products / packaged goods sector

Role Overview:

The Brand Manager will take full ownership of the Brands performance, overseeing all aspects of marketing, sales growth, and profitability. This role is responsible for developing and executing strategies that enhance Brands visibility, consumer engagement, and revenue generation. The ideal candidate will independently drive Brand initiatives, manage product launches, oversee social media and digital campaigns, and handle agency and supplier relationships to ensure effective execution.

Key Responsibilities:

Brand Leadership & Growth:

Develop and implement Brand strategies that drive sales, market share, and profitability.

Conduct in-depth market analysis to identify trends, consumer behavior, and competitive opportunities.

Define brand pricing, promotions, and distribution strategies to maximize revenue.

Monitor brand performance, making proactive adjustments to improve growth and profitability.

Conduct monthly market visit and report findings and action plans

Conduct monthly brand overview with action plans

Conduct retail audit analysis and reporting finding and action plans as per data release.

Marketing & Campaign Execution:

Plan and execute marketing initiatives to strengthen brand positioning and increase brand awareness.

Develop and launch brand-specific advertising, promotional, and digital marketing campaigns.

Create and oversee marketing materials, ensuring consistency in messaging and brand representation.

Evaluate campaign effectiveness using key performance metrics and optimize strategies accordingly.

Social Media & Digital Marketing:

Manage the brand's social media presence, ensuring engaging and consumer-relevant content.

Develop and execute digital campaigns that align with brand objectives and drive consumer conversion.

Oversee influencer marketing, paid media, and content strategy for brand growth.

Track digital performance metrics, adjusting strategies for better engagement and sales impact.

Product Development & Portfolio Expansion:

Drive product innovation within the brand, identifying opportunities for new SKUs and enhancements.

Manage packaging development and ensure alignment with brand positioning and profitability goals.

Oversee consumer testing, refining products based on feedback and market insights.

Optimize product lifecycle management, including launches, reformulations, and discontinuations.

Agency & Supplier Management:

Independently handle agency partnerships for creative, media, and digital marketing.

Negotiate and oversee supplier relationships for packaging, promotional materials, and activations.

Ensure timely and high-quality execution of all brand marketing initiatives.

Monitor agency and supplier performance, ensuring cost efficiency and brand consistency.

Financial & Performance Management:

Manage brand budgets, ensuring efficient allocation of resources to maximize ROI.

Track and report sales, market share, and profitability metrics for brand evaluation.

Use data analytics and market research to drive informed brand decisions.

Prepare regular business reviews with insights and action plans for brand growth.

Qualifications & Skills:

Bachelor's or Master's degree in Marketing.

Minimum of 5 years of experience in brand management or marketing within the FMCG industry.

Proven ability to independently drive sales growth and profitability for a brand.

Strong marketing expertise, including digital, social media, and product development.

Experience managing agencies and suppliers to ensure seamless execution of campaigns.

Excellent analytical skills, with the ability to interpret market data and consumer insights.

Strong project management and organizational abilities, with a hands-on execution mindset.

Proficiency in Microsoft Office, Nielsen/IRI data, and marketing performance analytics tools.

Join to apply for the Director of Sales & Marketing role at Shangri-La Group

Join to apply for the Director of Sales & Marketing role at Shangri-La Group

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Shangri-La Jeddah

Anchored on the new Jeddah Waterfront along the shores of the Red Sea, Shangri-La Jeddah sets a new standard for luxury in the city. Floor-to-ceiling windows throughout the hotel invite the outdoors in, and the stylish interiors reflect the endless blue of the sea and sandy beaches right outside. A dedicated Kids Club and supervised play area provides the canvas for families to create unforgettable memories, while innovative dining concepts promise to satisfy the most refined palates.

• 203 stylish rooms and suites plus 17 luxury serviced apartments
• 4 restaurants and lounges, including the legendary Shang Palace
• Convenient for Jeddah’s popular landmarks and Red Sea Mall
  
  

• 203 stylish rooms and suites plus 17 luxury serviced apartments
• 4 restaurants and lounges, including the legendary Shang Palace
• Convenient for Jeddah’s popular landmarks and Red Sea Mall
  
  

• Lead the Sales & Marketing department in executing strategic plans to achieve financial targets and KPIs.
• Develop and implement innovative strategies to drive brand positioning and market share in Jeddah and the broader KSA market.
• Cultivate a high-performance culture focused on results, customer satisfaction, and continuous improvement.
• Oversee the day-to-day operations of the Sales & Marketing team, ensuring alignment with overall business objectives.
  
  

• Develop and implement comprehensive sales strategies for all market segments (corporate, leisure, MICE, etc.) to maximize revenue.
• Manage key client relationships and drive business development to expand the hotel’s client base and revenue streams.
• Monitor and report on sales performance, identify opportunities for growth, and take corrective actions as needed to meet financial objectives.
  
  

• Lead the creation and execution of effective marketing campaigns and promotions that drive brand awareness, customer acquisition, and retention.
• Collaborate with the corporate marketing team to ensure brand consistency and the successful execution of global marketing initiatives at the local level.
• Leverage digital and social media channels to enhance the Shangri-La Jeddah’s online presence and engagement.
  
  

• Utilize an extensive network within the GCC region to establish and nurture strategic partnerships that align with the hotel’s goals.
• Monitor industry trends, competitive landscape, and consumer behavior within the KSA market, adapting strategies to meet evolving demands.
  
  

• Mentor and guide the Sales & Marketing team, providing coaching and professional development to enhance their skills and career growth.
• Foster a collaborative and motivated team environment where all team members are encouraged to contribute ideas and solutions.
  
  

• Oversee the preparation of sales forecasts, budgets, and financial reports, ensuring adherence to established revenue and profitability goals.
• Analyze market performance and adjust strategies to meet changing market conditions and business objectives.
  
  

• Minimum of 8-10 years of experience in sales and marketing within the luxury hotel sector, with a proven track record of exceeding financial KPIs.
• Strong experience and network in the GCC region, with a focus on the Kingdom of Saudi Arabia.
• Prior experience in a leadership role, managing large teams and cross-functional departments.
  
  

• Excellent leadership, communication, and interpersonal skills, with the ability to inspire and motivate a diverse team.
• Strong analytical skills with a data-driven approach to decision-making.
• In-depth knowledge of digital marketing, e-commerce, and the latest hospitality industry trends.
  
  

• Arabic language proficiency is highly preferred.
• Fluent in English (written and spoken) is essential.
  
  

• Seniority level Director

• Employment type Full-time

• Job function Sales, Public Relations, and Marketing
• Industries Hospitality, Travel Arrangements, and Food and Beverage Services

Referrals increase your chances of interviewing at Shangri-La Group by 2x

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Employee duties are not limited only to the below-mentioned Accountabilities; he/she may perform other duties as assigned.

1. Collecting and analyzing relevant market data to form the business and marketing strategy.
2. Develops and tests simple hypotheses for market research studies.
3. Performs advanced qualitative and quantitative data analysis.
4. Translates and reports on market research findings.

1. Establishing and maintaining the equity of a brand.
2. Uses market data to identify the target segments to pursue.
3. Uses market analyses to identify the desired position of the brand.
4. Assists in the development of value propositions.
5. Quantifies brand equity based on information gathered through market research.
6. Monitors brand awareness/performance to identify possible changes in brand strategy.

1. Effectively developing marketing messages to target audience.
2. Able to write communication briefs serving business objective and addressing consumer understanding.
3. Able to write a media brief and select appropriate touch points for a campaign.

1. Using market information to guide the design and development of products and promotions.
2. Participates to validate current product & promotions and identify new product/Promotions ideas.
3. Provides input to product development team on product specifications such as design, color and packaging consistent with market demands.
4. Reports consumer feedback to the product development team.
5. Interacts with different consumers to ensure product alignment with market needs.

1. Establishing the marketing goals and objectives of the brand and identifying the strategy for achieving them.
2. Assists in the development of the marketing strategy.
3. Uses results from market research and analysis to inform the development of the marketing strategy.
4. Identifies the need for additional information to support marketing strategy development.

1. Ensure effective implementation of brand strategy in the different channels based on trade fundamentals (Dist., availability, visibility and featuring).
2. Monitor and link trade fundamentals to business performance and support channel leaders to achieve brand/channel objective.
3. Able to identify opportunities through data and market visits and work with sales team to address.
4. Understand key business drivers across different trade channels.

1. Managing the pricing, revenue and profitability of a brand/category.
2. Recommends pricing moves based on pricing strategy.
3. Continuously monitors pricing position vs. strategy.
4. Manages a full budgeting cycle from planning to budget closure.

1. Measuring and controlling the performance of the brand.
2. Collect data to measure the performance of the business and output of marketing activities.
3. Issues summaries of findings identifying opportunities in business performance.

Join to apply for the Director of Sales and Marketing role at Raffles Hotels & Resorts

Join to apply for the Director of Sales and Marketing role at Raffles Hotels & Resorts

Company Description

Located adjacent to the residential tower, expert service and world-class luxury combine in the Raffles Hotel Jeddah, which is ready to welcome you and your guests at any moment. Here, the high standards, special touches, and trademark elegance of the Raffles brand are the ultimate compliment to the charm and beauty of a stay in Jeddah.

Company Description

Located adjacent to the residential tower, expert service and world-class luxury combine in the Raffles Hotel Jeddah, which is ready to welcome you and your guests at any moment. Here, the high standards, special touches, and trademark elegance of the Raffles brand are the ultimate compliment to the charm and beauty of a stay in Jeddah.

Job Description

We are seeking a dynamic and visionary Director of Sales and Marketing to join our team in Jeddah, Saudi Arabia. This exciting opportunity offers the chance to lead and innovate in a thriving market, driving our organization's growth and success.

• Develop and implement comprehensive sales and marketing strategies to maximize revenue and market share
• Lead and mentor a high-performing sales and marketing team, fostering a culture of excellence and innovation
• Collaborate with cross-functional teams to ensure seamless execution of marketing initiatives and sales targets
• Analyze market trends, competitor activities, and customer insights to inform strategic decision-making
• Oversee the creation and management of marketing campaigns across various channels, including digital platforms
• Establish and maintain strong relationships with key clients, partners, and stakeholders
• Manage the department's budget, ensuring optimal resource allocation and ROI
• Drive the development and implementation of pricing strategies to maximize profitability
• Represent the company at industry events, conferences, and trade shows
• Collaborate with regional teams to align local strategies with broader organizational goals
• Monitor and report on sales and marketing performance metrics, providing insights and recommendations for improvement
  
  

• Proven track record with a minimum of 5 years of experience in a senior sales and marketing role, preferably in the hospitality or luxury goods sector
• Previous experience as a Director of Sales and Marketing (DOSM) is required
• Bachelor's degree in Marketing, Business Administration, or a related field; MBA or Hotel Management degree is a plus
• Demonstrated expertise in strategic planning, revenue management, and budget oversight
• Strong leadership skills with the ability to motivate and develop high-performing teams
• Excellent communication and interpersonal skills, with the ability to build relationships at all levels
• Proficiency in digital marketing strategies and tools, including social media and content marketing
• Experience with customer relationship management (CRM) systems and sales analytics tools
• Knowledge of the Saudi Arabian market and regional business practices is highly desirable
• Fluency in English is required; Arabic language skills are a significant advantage
• Proficiency in Microsoft Office suite, hotel management software (e.g., Opera), and sales and catering systems
• Willingness to travel within the region and work flexible hours as needed
• Innovative mindset with a passion for driving growth and embracing new technologies in the sales and marketing field
  
  

• Being a Raffles employee means embodying and conveying the brand and the company mindset through our Heartiest service culture.

• Seniority level Director

• Employment type Full-time

• Job function Sales and Business Development
• Industries Hospitality

Referrals increase your chances of interviewing at Raffles Hotels & Resorts by 2x

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Brand Manager B2B - MENA region page is loadedBrand Manager B2B - MENA region Apply locations Saudi Arabia- Jeddah time type Full time posted on Posted 8 Days Ago job requisition id 880662 Brand Manager B2B - MENA regionJob Description

You’re not the person who will settle for just any role. Neither are we. Because we’re out to create Better Care for a Better World, and that takes a certain kind of person and teams who care about making a difference. Here, you’ll bring your professional expertise, talent, and drive to building and managing our portfolio of iconic, ground-breaking brands. In your Sales role, you’ll help us deliver better care for billions of people around the world.It starts with YOU.

About Us

Huggies. Kleenex. Cottonelle. Scott. Kotex. Poise. Depend. 25% of people in the world use Kimberly-Clark products every day. And it takes the right people, in the right jobs and the right places, to make that happen.

At Kimberly-Clark, you’ll be part of the best teams committed to driving innovation and growth. We’re founded on 150 years of market leadership, and we’re always looking for new and better ways to perform—so what can you do with that? There’s no time like the present to make an impact at Kimberly-Clark.

It’s all here for you at Kimberly-Clark.

About You

AsBrand Manager B2B – MENA Region , you will play a pivotal role in managing our product portfolio and driving brand awareness across the region. You’ll work closely with internal and external stakeholders to execute impactful marketing strategies, support portfolio transformations, and deliver commercial success.

KEY ACCOUNTABILITIES:

• Lead execution of the MENA B2B strategy and manage critical projects impacting sales and profitability.
• Provide commercial support for product categories and systems to achieve growth and profit targets.
• Drive product renovation, cost optimization, and SKU change management.
• Collaborate with packaging teams to ensure brand-aligned artwork and design.
• Manage assigned marketing budgets and ensure accurate product data and compliance.
• Support internal teams with product knowledge and brand-aligned materials.
• Partner with commercial teams to understand market dynamics and customer needs.
• Lead B2B-focused communication and branding for product launches.

You love what you do, especially when the work you do makes a difference. At Kimberly-Clark, we’re constantly exploring new ideas on how, when, and where we can best achieve results. When you join our team, you’ll experience Flex That Works: flexible (hybrid) work arrangements that empower you to have purposeful time in the office and partner with your leader to make flexibility work for both you and the business.

To succeed in this role, you will need the following qualifications :

• Proven experience in B2B product category and marketing management.
• Strong cross-functional collaboration and stakeholder engagement skills.
• Background in marketing, product development, and renovation.
• Experience with manufacturing, logistics, and product supply.
• Fluent inArabic and English.
• Willingness to travel regularly across the MENA region.

We offer:

• A dynamic and inclusive work environment.
• Opportunities to shape the future of B2B branding in the MENA region.
• A chance to work with passionate professionals across diverse functions.

Our employees value the opportunities for professional and personal growth which our company offers. Our employees appreciate both the open work environment and the global nature of our company and are always ready to take on new challenges. In addition we offer a highly competitive compensation and benefits package.

Here are just a few of the benefits you’d enjoy working in this role for Kimberly-Clark. For a complete overview, see .

To Be Considered
Click the Apply button and complete the online application process. A member of our recruiting team will review your application and follow up if you seem like a great fit for this role.

In the meantime, please check out the careers website .

And finally, the fine print….

For Kimberly-Clark to grow and prosper, we must be an inclusive organization that applies the diverse experiences and passions of its team members to brands that make life better for people all around the world. We actively seek to build a workforce that reflects the experiences of our consumers. When you bring your original thinking to Kimberly-Clark, you fuel the continued success of our enterprise. We are a committed equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, sexual orientation, gender identity, age, pregnancy, genetic information, citizenship status, or any other characteristic protected by law.

The statements above are intended to describe the general nature and level of work performed by employees assigned to this classification. Statements are not intended to be construed as an exhaustive list of all duties, responsibilities and skills required for this position.

Employment is subject to verification of pre-screening tests, which may include drug screening, background check, and DMV check.

#LI-Hybrid

Brand Manager B2B - MENA region

You’re not the person who will settle for just any role. Neither are we. Because we’re out to create Better Care for a Better World, and that takes a certain kind of person and teams who care about making a difference. Here, you’ll bring your professional expertise, talent, and drive to building and managing our portfolio of iconic, ground-breaking brands. In your Sales role, you’ll help us deliver better care for billions of people around the world.It starts with YOU.

About Us

Huggies. Kleenex. Cottonelle. Scott. Kotex. Poise. Depend. 25% of people in the world use Kimberly-Clark products every day. And it takes the right people, in the right jobs and the right places, to make that happen.

At Kimberly-Clark, you’ll be part of the best teams committed to driving innovation and growth. We’re founded on 150 years of market leadership, and we’re always looking for new and better ways to perform—so what can you do with that? There’s no time like the present to make an impact at Kimberly-Clark.

It’s all here for you at Kimberly-Clark.

About You

AsBrand Manager B2B – MENA Region , you will play a pivotal role in managing our product portfolio and driving brand awareness across the region. You’ll work closely with internal and external stakeholders to execute impactful marketing strategies, support portfolio transformations, and deliver commercial success.

KEY ACCOUNTABILITIES:

• Lead execution of the MENA B2B strategy and manage critical projects impacting sales and profitability.
• Provide commercial support for product categories and systems to achieve growth and profit targets.
• Drive product renovation, cost optimization, and SKU change management.
• Collaborate with packaging teams to ensure brand-aligned artwork and design.
• Manage assigned marketing budgets and ensure accurate product data and compliance.
• Support internal teams with product knowledge and brand-aligned materials.
• Partner with commercial teams to understand market dynamics and customer needs.
• Lead B2B-focused communication and branding for product launches.

You love what you do, especially when the work you do makes a difference. At Kimberly-Clark, we’re constantly exploring new ideas on how, when, and where we can best achieve results. When you join our team, you’ll experience Flex That Works: flexible (hybrid) work arrangements that empower you to have purposeful time in the office and partner with your leader to make flexibility work for both you and the business.

To succeed in this role, you will need the following qualifications :

• Proven experience in B2B product category and marketing management.
• Strong cross-functional collaboration and stakeholder engagement skills.
• Background in marketing, product development, and renovation.
• Experience with manufacturing, logistics, and product supply.
• Fluent inArabic and English.
• Willingness to travel regularly across the MENA region.

We offer:

• A dynamic and inclusive work environment.
• Opportunities to shape the future of B2B branding in the MENA region.
• A chance to work with passionate professionals across diverse functions.

Our employees value the opportunities for professional and personal growth which our company offers. Our employees appreciate both the open work environment and the global nature of our company and are always ready to take on new challenges. In addition we offer a highly competitive compensation and benefits package.

Here are just a few of the benefits you’d enjoy working in this role for Kimberly-Clark. For a complete overview, see .

To Be Considered
Click the Apply button and complete the online application process. A member of our recruiting team will review your application and follow up if you seem like a great fit for this role.

In the meantime, please check out the careers website .

And finally, the fine print….

For Kimberly-Clark to grow and prosper, we must be an inclusive organization that applies the diverse experiences and passions of its team members to brands that make life better for people all around the world. We actively seek to build a workforce that reflects the experiences of our consumers. When you bring your original thinking to Kimberly-Clark, you fuel the continued success of our enterprise. We are a committed equal opportunity employer, and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, sexual orientation, gender identity, age, pregnancy, genetic information, citizenship status, or any other characteristic protected by law.

The statements above are intended to describe the general nature and level of work performed by employees assigned to this classification. Statements are not intended to be construed as an exhaustive list of all duties, responsibilities and skills required for this position.

Employment is subject to verification of pre-screening tests, which may include drug screening, background check, and DMV check.

#LI-Hybrid