Head of Marketing
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Key skills for this role
About the Role
The employer is seeking a Head of Marketing to lead marketing campaigns, brand management, and creative agency relationships for theme parks/attractions in Abu Dhabi. The role involves planning integrated campaigns, managing IPs, and driving attendance and revenue.
Key Skills for This Role
Responsibilities
- Plan and execute communications and marketing campaigns across all channels (owned, earned, paid) with focus on positive ROI
- Ensure high quality and consistency across all communication channels with a 360 integrated approach
- Develop strategy for new products/ride launches including marketing campaign, pricing and competitor analysis
- Manage relationship with relevant IPs, including ownership of approval process
- Ensure website content meets IP and brand requirements
- Work alongside Brand Marketing Director to manage relationships with stakeholders and agencies
- Identify and execute brand partnership opportunities to increase brand awareness and drive attendance
- Act as brand owner, guardian and final approver for all theme park/attraction brands and Brand Guidelines
- Work closely with Brand Marketing Director to develop and execute Brand Strategy
- Develop audience segmented content strategy to increase brand strength
- Responsible for all in park marketing communication to deliver positive guest journey and increase spend
- Conduct regular audits of all B2C/B marketing material to ensure compliance with brand guidelines
Requirements
- Educated to degree level or equivalent in Marketing
- Minimum 8 years of Marketing experience
- A natural team leader with confident, assertive and approachable personality
- Commercially astute, data driven and results oriented
- Highly deadline driven
- Resourceful, pro active and innovative thinker
- Strong project management skills
- Ability to navigate a busy and challenging environment
- Strong presentation skills in both public speaking and PowerPoint format
- Solid attention to detail
- Agency management experience
- Media planning and buying experience
Full Job Posting
Marketing, Campaign, IP Management
- Plan and execute communications and marketing campaigns across all channels (owned, earned, paid) with a key focus on achieving positive return on investment against campaign spend.
- Ensure high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns.
- Develop the strategy for new products/ride launches including the development of the launch marketing campaign, pricing and competitor analysis.
- Manage the relationship with relevant IPs, including the ownership of the approval process.
- Ensure the website content meets IP and brand requirements.
- Work alongside the Brand Marketing Director to manage the relationships with (Miral Group) stakeholders and all relevant agencies.
- Identify and execute brand partnership opportunities that will increase brand awareness and/or drive attendance volume.
- Perform other miscellaneous support functions as required.
Brand Management / Strategy
- Brand owner, guardian and final approver for all theme park/attraction(s) brand(s) and Brand Guidelines.
- Work closely with the Brand Marketing Director to develop and execute a Brand Strategy across the theme park/attraction(s).
- Work closely with the Brand Marketing Director to develop an audience segmented content strategy.
- Responsible for all in park marketing communication to deliver on a positive guest journey and increase guest incremental spend.
- Conduct regular audits of all B2C/B marketing material to ensure all assets are in line with brand guidelines.
- Deep understanding of customer insights, using data to drive positive marketing outcomes.
- Constant focus on competitor movement, locally, regionally and globally.
Creative Agency Management
- Own the external creative agency relationship, ensuring that delivery deadlines are adhered to and creative concepts are developed in line with campaign objectives.
- Develop all external creative agency briefs.
- Work closely with Legal/Procurement team(s) to manage the creative agency financial relationship.
- Development/maintain of all theme park/attraction(s) Brand Guidelines.
Commercial, Budget & Reporting
- Ensure that the Marketing Promotions Calendar is executed to ensure campaign drivers are meeting expected business revenue and attendance targets.
- Create and update the Marketing Drop Schedule to ensure full 360 overview of each Marketing Campaign.
- In partnership with Department Leaders Develop the Marketing Campaign Overview for all marketing initiatives.
- In partnership with Department Leaders compile Post Campaign Overview for all marketing initiatives to share results.
Essential
- 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.
- Highly deadline driven.
- Resourceful, pro active and innovative thinker.
- Strong project management skills.
- Ability to navigate a busy and challenging environment.
- Strong presentation skills in both public speaking and PowerPoint format.
- Solid attention to detail.
- Agency management.
- Media planning and buying.
Desirable
- 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.
- Fluent Arabic speaker and writer.
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