Brand Manager

Etihad; Abu Dhabi; On-site; AED 330,000 - 540,000; Full time

Job summary

Etihad is seeking a Brand Manager in Abu Dhabi to lead the brand strategy across marketing, sponsorship, and the guest experience. You will act as a guardian of the Etihad brand, ensuring consistency and alignment with guidelines while partnering with business teams across campaigns, assets, and service design.

You will manage brand governance, livery, and asset development, and support end‑to‑end campaigns with rigorous execution.

Qualifications

• Bachelor’s degree with a minimum of 5 years’ experience in a brand and marketing role within a global, matrixed organisation.
• Proven experience in brand management, combining strategic thinking with strong executional delivery.
• Background in aviation, travel, hospitality, or FMCG preferred.
• Comfortable working across a wide range of creative disciplines, from physical environments and livery to digital, content, and service design.
• Strong left‑and right‑brain capability: able to think strategically while executing with rigour and precision.

Responsibilities

• Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives.
• Support brand positioning across marketing, sponsorship, products, and the guest experience.
• Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets.
• Manage brand protection activities, including trademark governance and usage.
• Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases.
• Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments.
• Own management of Etihad's livery, including any special liveries developed.
• Support end‑to‑end brand campaign development, from customer insight and agency briefing through creative development, production, and post‑campaign evaluation.
• Ensure a coherent, high‑quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy.
• Lead evergreen content production, including briefing, shoot planning, permits, on‑set guidance, post‑production quality control, and asset delivery, in collaboration with creative and production teams.
• Demonstrate an enterprise mindset by working effectively across the organisation.
• Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects.
• Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration.
• Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions.
• Manage allocated brand budgets responsibly and transparently.
• Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.

Skills

Brand management

Strategic thinking

Project management

Stakeholder management

Communication

Influencing

Attention to detail

Education

Bachelor’s degree

Job description

Job Description:

The Brand Manager is responsible for executing Etihad’s brand strategy across marketing, sponsorship, and the end-to-end guest experience (on the ground and in the air). The role ensures that all brand expression – across campaigns, content, products, services, and experience touchpoints – is consistent, distinctive, and aligned to Etihad’s brand strategy and guidelines.

Reporting into Brand leadership, the role acts as a brand guardian and strategic partner to the wider business, with a clear objective to strengthen the Etihad brand across awareness, consideration, distinctiveness, and overall brand equity.

Accountabilities

Brand Strategy, Positioning & Governance

• Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives.
• Support brand positioning across marketing, sponsorship, products, and the guest experience.
• Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets.
• Manage brand protection activities, including trademark governance and usage.

Brand Frameworks, Guidelines & Assets

• Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases.
• Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments.
• Own management of Etihad's livery, including any special liveries developed.

Campaigns, Content & Creative Delivery

• Support end‑to‑end brand campaign development, from customer insight and agency briefing through creative development, production, and post‑campaign evaluation.
• Ensure a coherent, high‑quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy.
• Lead evergreen content production, including briefing, shoot planning, permits, on‑set guidance, post‑production quality control, and asset delivery, in collaboration with creative and production teams.

Stakeholder, Agency & Enterprise Collaboration

• Demonstrate an enterprise mindset by working effectively across the organisation.
• Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects.
• Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration.

Brand Performance, Budget & Advocacy

• Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions.
• Manage allocated brand budgets responsibly and transparently.
• Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.

Qualifications

• Bachelor’s degree with a minimum of 5 years’ experience in a brand and marketing role within a global, matrixed organisation.
• Proven experience in brand management, combining strategic thinking with strong executional delivery.
• Background in aviation, travel, hospitality, or FMCG preferred.
• Comfortable working across a wide range of creative disciplines, from physical environments and livery to digital, content, and service design.
• Strong left‑and right‑brain capability: able to think strategically while executing with rigour and precision.
• Exceptional attention to detail, strong project management skills, and the ability to manage multiple workstreams concurrently.
• Strong relationship‑building, communication, and influencing skills.

Additional Information

Etihad Airways is more than the UAE’s national airline - we’re shaping the future of global aviation. From our hub in Abu Dhabi, we connect people across continents and cultures, while driving our “Journey 2030” ambition to double our fleet, expand our network and grow our people for a new era of excellence. Join us and become part of a vision where the world is your workplace and extraordinary experiences take flight.

To learn more visit www.etihad.com