Digital Marketing Manager

Etihad Airways; Abu Dhabi; On-site; AED 180,000 - 250,000; Full time

Job summary

A leading company in the airline industry is seeking a Digital Market Manager based in Abu Dhabi to drive digital growth through effective marketing strategies across all digital channels. The ideal candidate will have extensive experience in digital marketing, especially in the airline sector, and a proven ability to manage stakeholders and use analytics for decision-making.

Qualifications

• Minimum 5+ years in digital marketing, particularly within the airline or travel industry.
• Proficient in analytics tools like Adobe and Google Analytics.
• Strong organizational, planning, and time management skills.

Responsibilities

• Drive digital growth across all digital channels within the assigned market.
• Develop and implement a comprehensive Digital Marketing plan.
• Collaborate with stakeholders to develop market-specific roadmaps.

Skills

Digital Marketing

Stakeholder Management

Data Analysis

Market Strategy

Communication

Education

Bachelor's degree in Marketing, Business, or related field

Tools

Adobe Analytics

Google Analytics

Job description

As a Digital Market Manager (DMM), you will be responsible for driving digital growth across all digital channels within a specific region. This includes developing and implementing effective digital marketing and e-commerce strategies, overseeing market-specific initiatives, managing and optimizing always-on programs, increasing revenue and market share, collaborating with stakeholders across the division, and utilizing data-driven insights to make informed decisions. You will need a deep understanding of your assigned market, including its offline needs, as well as experience in the airline industry and digital marketing or revenue management. The role will be based in Abu Dhabi and report directly to the Lead Digital Market Manager.

Accountabilities

1. Driving Digital growth across all digital channels within a region: Responsible for overseeing and implementing digital marketing to drive digital share, optimize channel performance, and deliver personalized experiences while ensuring efficient resource allocation and data-driven decision-making.
2. Forward Planning of Market-Specific Activities: Develop and maintain a digital activities calendar for all market-specific initiatives in close collaboration with RM, including outbound communication and owned channels like the homepage and email. Plan and implement market-specific offers, such as CUGs and loyalty-led initiatives.
3. Develop and implement a comprehensive Digital Marketing Always-On (AO) Plan: Create and execute a comprehensive Always-On plan that aligns demand-driven activities with relevant global brand and tactical campaigns. This includes setting clear objectives, identifying target audiences, and selecting the most effective channels and tactics.
4. Ongoing Management and Optimization: Continuously manage and optimize the AO and tactical marketing programs, recommending improvements to achieve market-specific KPIs. Set country-specific budgets, provide forecasts, and share them with Revenue Management.
5. Revenue Growth and Market Expansion: Identify and capitalize on new market segments to increase revenue and expand market share by targeting untapped customer bases and conducting audience and A/B testing. Drive personalized experiences and leverage first-party data for regionally relevant campaigns.
6. Collaborate with Stakeholders: Partner with Revenue Management, Corporate Strategy, Regional Marketing Managers, Loyalty, Sponsorships, CRM, and Product teams to develop market-specific roadmaps to drive KPIs. Propose and define product features aligned with market growth. Collaborate with the loyalty team on customer acquisition, redemption, and accrual initiatives.
7. Data-Driven Marketing: Ensure all marketing activities are monitored and measured using analytics tools. Build Adobe Dashboards for campaign reporting, provide cross-channel reports and insights, and collaborate with channel specialists to optimize budget allocation and ROI.
8. Market Expertise and Cultural Understanding: Be a subject matter expert in your assigned market, understanding its demographics, culture, and digital needs. Stay updated on regional nuances to ensure effective use of digital platforms. Ensure translation accuracy.

Education & Experience

• Minimum 5+ years of experience in digital marketing, consulting, or digital strategy.
• Strategic experience in a fast-paced digital commercial environment.
• Excellent communication and consensus-building skills to manage stakeholder expectations.
• Experience coordinating digital activity across a market.
• Familiarity with industry-standard media planning practices.
• Experience working with First-Party / Third-Party data for consumer insights and operationalizing these insights via digital media.
• Experience in the airline or travel industry is preferable.
• Proficiency with Adobe Analytics or Google Analytics.
• Strong planning, organizational, and time management skills.
• High cross-channel planning expertise.
• Self-motivated with problem-solving skills.
• Ability to work independently, prioritize, and manage multiple projects.

About Etihad Airways

Founded in 2003, Etihad Airways is the national airline of the UAE, operating from Abu Dhabi to destinations worldwide. The airline has received numerous awards for service, cargo, loyalty programs, and more. It aims to double its fleet and triple its customer base by 2030 as part of its Journey 2030 strategy.

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