Marketing Director - Growth & Portfolio Expansion

Role Overview

Stakeholder & Ip Management

• Act as primary marketing lead for portfolio growth and new asset integration, working with Senior Director of Marketing and Creative Director for alignment.
• Manage IP partner relationships and ensure compliance with brand and usage guidelines.
• Lead IP approval processes with internal and external stakeholders.
• Build strong relationships with Asset GMs and key internal teams (Operations, Revenue, Finance, PR, CRM, Digital, Sales) and external partners (DCT, tourism authorities, airlines, OTAs, trade, commercial partners).
• Ensure alignment between asset business plans and marketing execution.
• Represent Growth & Portfolio Expansion in internal and external governance forums.

Growth Strategy & Portfolio Expansion

• Develop and execute asset-level marketing strategies aligned with Miral brand direction.
• Drive growth in attendance, revenue, per-cap spend, and brand equity.
• Define commercial and audience growth frameworks with Creative Director.
• Lead go-to-market strategies for new attractions and launches.
• Shape segmentation and content strategies to drive awareness, consideration, and conversion.
• Monitor competitor and market trends.
• Own five-year portfolio growth roadmap and integration plan for new assets.

Brand Marketing Leadership

• Lead planning and execution of campaigns across owned, earned, and paid channels, ensuring ROI and timely delivery.
• Approve marketing assets for quality, consistency, and 360° integration driving attendance, revenue, and spend.
• Refine agency briefs aligned with brand and media strategy.
• Partner with Creative Director on campaigns, launches, and partnerships ensuring brand/IP compliance.
• Oversee in-asset communications to enhance guest journey and drive spend.
• Audit all marketing materials for compliance.
• Approve copywriting and translations ensuring consistency and tone of voice.
• Use customer insights and data for decision-making.
• Monitor competitors globally and locally.

Agency Management

• Lead creative agency output ensuring deadlines, audience targeting, and compliance.
• Support production shoots with external agencies.
• Approve agency briefs and oversee production.
• Manage financial relationships with Legal and Procurement (contracts, retainers, usage rights).
• Partner with Head of Creative Services for execution, workflow, and quality control.
• Align internal/external creative and media agencies with Performance team strategy.
• Support broader business creative requests via Creative Hub.

Loyalty & Annual Pass

• Develop retention and repeat visitation strategies.
• Partner with Revenue Management on pricing and packaging.
• Support forecasting and demand planning through insights.
• Identify strategic partnerships for growth.
• Drive segmentation and behavioral analysis for retention and conversion.
• Use data insights for targeting and forecasting improvements.

Project Management

• Lead commercial and brand development projects across stakeholders.
• Manage workflows, timelines, deliverables, and workshops.
• Review budgets, risks, and resource allocation.
• Present updates and recommendations to senior stakeholders.

Digital Content Optimization

• Manage digital customer journey across web, apps, and portals.
• Ensure content accuracy, compliance, and brand alignment.
• Drive conversion and revenue through digital communications.

Commercial, Budget & Reporting

• Deliver strategic reports and board presentations.
• Analyze performance metrics, campaigns, and consumer trends.
• Manage departmental P&L and budget planning.
• Oversee marketing calendars, campaign tracking, and ROI reporting.
• Ensure alignment of spending with forecasts and business targets.

Team Leadership

• Jointly lead portfolio Heads of Marketing with Creative Director.
• Foster performance-driven culture and collaboration.
• Support capability building and succession planning.
• Ensure governance, compliance, and brand standards.
• Act as senior brand representative across marketing and sales functions.
• Promote learning, development, and team efficiency.

Essential

• Degree in Marketing or equivalent
• 8–10 years marketing experience
• Multi-asset or portfolio marketing experience (client or agency)
• Proven leadership and integrated campaign delivery
• Strong leadership, communication, and presentation skills
• Agency management experience
• Analytical and Excel proficiency
• Strong copywriting skills
• Fluent Arabic speaker/writer
• Event management experience

Desirable

• Experience in attractions, entertainment, hospitality, or experiential brands
• GCC/UAE market experience