Head of Brand Marketing

Miral Destinations; Abu Dhabi Emirate; On-site; USD 80,000 - 120,000; Full time

Job summary

A leading company is seeking a Head of Brand Marketing to oversee and execute marketing strategies for the SWAD Marine Life Park. This pivotal role entails managing brand integrity, leading a team, and ensuring alignment with business objectives in a vibrant, fast-paced environment.

Qualifications

• Minimum 8 years of marketing experience.
• Fluent Arabic speaker and writer.
• Worked in theme parks or entertainment venues.

Responsibilities

• Develop and manage brand and marketing strategies.
• Lead Brand Marketing team and drive campaigns.
• Ensure brand integrity and compliance.

Skills

Team Leadership

Analytical Thinking

Commercial Acumen

Event Management

Presentation Skills

Project Management

Education

Degree in Marketing or Equivalent

Job description

The Head of Brand Marketing is the primary owner of the SWAD Marine Life Park Brand and responsible for all marketing efforts to exceed commercial objectives measured against return of investment (ROI), brand performance and commercial metrics.

During the crucial time of pre-opening phase and working closely with the Director of Marketing, the Head of Brand Marketing will develop the Brand strategy, the marketing strategy, be the gate-keeper for brand assurance for the theme park / attraction(s) and lead the Brand Marketing team to execute all marketing initiatives leading up to opening.

The Head of Brand Marketing will liaise with all key internal and external stakeholders, ensuring that all marketing efforts will meet strategic business needs. With the ownership of the marketing department P&L and pre-opening budget, the Head of Brand Marketing will forecast, approve and manage spend to drive all marketing activities.

Marketing & Brand :

• Develop the Brand Strategy for SWAD and maintain positive brand integrity and perception across all marketing initiatives.
• Create the Marketing Strategy for the SWAD Marine Life Park with the objective of meeting assigned business outcomes; primarily to drive positive attendance, revenue and per cap targets post opening.
• Develop the strategy for all pre-opening phase marcomms including the development of the launch marketing campaign, pricing and competitor analysis
• Plan and execute communications and marketing campaigns across offline and online with a key focus on achieving positive return on investment against campaign spend. Responsible for the full roll-out / adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets delivered on time.
• Ensure high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns.
• Manage the relationship with relevant IPs, including the ownership of the approval process, ensuring all internal and external parties adhere to contractual IP rules and regulations.
• Owner of the brand and act as the brand guardian for all internal and external communication ensuring compliancy and consistency
• Lead on the on boarding of all agencies (creative, digital, social) with the relevant team members and stakeholders.
• Work with the internal and external creative agencies to ensure that all creatives developed are in line with campaign objectives, has received IP approval, messaging is clear and meets brand and IP guidelines requirements.
• Work with the media agency to ensure that the media plan developed is in line with campaign objectives, targeting the right market and relevant consumer with maximum reach / frequency. Responsible to ensure that all media deadlines are met.
• Ensure the website content meets IP and brand requirements, all information is correct, relevant and delivers on an exceptional online experience.
• Leading up to opening, responsible for all in-park marketing communication to deliver on a positive guest journey and increase guest incremental spend. Includes making sure directional signage is clear, promotional material meets campaign objectives, park map is up to date and overall park ambience and feel meets the standards and expectations of the Operations team
• Oversee the development of promotional material, collateral and communication to enhance the customer journey

Team Management :

• Lead the Brand Marketing team for the theme park / attraction(s) in line with the leisure facility marketing organizational chart
• Constant focus on learning and development for the team with the goal to maximize business efficiency and create strategic marketing leaders of the future
• Create a team culture of positivity in order to drive successful outcomes for the business.
• Key lead for campaign project management within Sales and Marketing for the theme park / attraction(s) brand; across Digital Marketing, CRM, Social Media, Public Relations, Call Centre and Sales teams to drive a singular goal for mutual business success.
• Act as the marketing representative and lead with Operations, Entertainment, Guest Services, F&B, Finance, Procurement, Legal and other internal departments
• Ensure that internal policies and processes are followed and adhered to at all times

Commercial, Budget & Reporting :

• Ownership of departmental P&L budget, ensuring phased spending plan is aligned with approved forecast and cost efficiencies are implemented where possible.
• Write all creative and media agency briefs that meet the objectives of each marketing campaign
• Create and update the Marketing Drop Schedule to ensure full 360 overview of each Marketing Campaign (Sales, Marketing and PR) and ensure that the overall plan will meet campaign objectives.
• Develop the Marketing Campaign Overview for all marketing initiatives to ensure all relevant departments in the business are aware with full details.
• Educated to degree level or equivalent in Marketing
• Minimum 8 years of Marketing experience
• A natural team leader with a confident, assertive and approachable personality
• Commercially astute, data-driven and results oriented
• Resourceful, pro-active and innovative thinker
• Ability to navigate a busy and challenging environment
• Strong presentation skills in both public speaking and PowerPoint format
• Agency management
• Media planning and buying
• Analytical in thinking and able to manipulate data in Excel
• Fluent Arabic speaker and writer
• Event management
• Worked in theme parks, attractions or entertainment venues
• Worked in the UAE or GCC countries in a marketing environment
• Experience with leading regional or global brands

Seniority level

Seniority level

Mid-Senior level

Employment type

Employment type

Full-time

Job function

Job function

Marketing

Travel Arrangements

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Head Of Marketing • Abu Dhabi Emirate, United Arab Emirates