Senior Manager Brand Marketing
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Key skills for this role
About the Role
Miral Destinations seeks a Senior Manager Brand Marketing in Abu Dhabi to own theme park/attraction brands, develop brand strategy, and manage campaigns. The role requires 8+ years of marketing experience and strong leadership skills to drive brand integrity and business outcomes.
Key Skills for This Role
Responsibilities
- Plan and execute communications and marketing campaigns across all channels with focus on ROI
- Ensure high quality and consistency across all communication channels with a 360 integrated approach
- Develop strategy for new product/ride launches including launch marketing campaign and pricing
- Manage relationship with relevant IPs, including ownership of approval process
- Act as brand owner, guardian, and final approver for all theme park/attraction brands
- Work with Brand Marketing Director to develop and execute Brand Strategy
- Conduct regular audits of B2C/B marketing material for brand guideline compliance
- Own external creative agency relationship, ensuring deadlines and creative alignment
- Lead the Brand Management team and create a positive team culture
Requirements
- Educated to degree level or equivalent in Marketing
- Minimum 8 years of Marketing experience
- Natural team leader with confident, assertive, and approachable personality
- Commercially astute, data driven, and results oriented
- Strong project management skills
- Agency management experience
- Media planning and buying experience
- Analytical thinking and ability to manipulate data in Excel
- Strong copywriting skills
Full Job Posting
Job Overview
- The Senior Manager Brand Marketing is the primary owner of the theme park/attraction(s) brand(s) and responsible for brand development, continuity, IP usage, content creation, and foundational brand standards.
Marketing, Campaign, IP Management
- Plan and execute communications and marketing campaigns across all channels with focus on ROI.
- Ensure high quality and consistency across all communication channels with a 360 integrated approach.
- Develop strategy for new product/ride launches including launch 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 with Brand Marketing Director to manage relationships with stakeholders and agencies.
- Identify and execute brand partnership opportunities.
Brand Management / Strategy
- Act as brand owner, guardian, and final approver for all theme park/attraction(s) brand(s) and Brand Guidelines.
- Work with Brand Marketing Director to develop and execute Brand Strategy.
- Develop an audience segmented content strategy to increase brand strength.
- Responsible for all in park marketing communication to deliver positive guest journey.
- Conduct regular audits of B2C/B marketing material for brand guideline compliance.
- Deep understanding of customer insights using data.
- Constant focus on competitor movement.
Creative Agency Management
- Own external creative agency relationship, ensuring deadlines and creative alignment.
- Develop all external creative agency briefs.
- Work with Legal/Procurement to manage creative agency financial relationship.
- Develop/maintain all theme park/attraction(s) Brand Guidelines.
- Work with Head of Creative Services to manage workflow between external/internal creative agencies.
- Work with Performance Marketing team to roll out content strategy.
- Manage all third party production shoots.
Brand Content Support
- Support department leaders create content for all marketing initiatives.
- Develop in facility marketing communication across theme park/attraction(s).
- Ensure high quality and consistency across all visual and written communication.
- Manage copywriting and translations across all brands.
- Work with Performance Marketing Team, Media Agency, and Social Media Agency to approve content concepts.
- Support wider Miral Group business with brand requests.
Online Consumer Journey / Portals
- Support Head of Creative Services manage online consumer journey, content creation, and approvals for digital channels.
- Support sales team manage B2B content portal.
Team Management
- Lead the Brand Management team in line with the leisure facility marketing organizational chart.
- Constant focus on learning and development for the team.
- Create a team culture of positivity.
- Key lead for brand management within Sales and Marketing for all operational brands.
- Act as brand representative with Operations, Entertainment, Guest Services, F&B, Finance, Procurement, Legal, and other internal departments.
- Ensure internal policies and processes are followed.
Commercial, Budget & Reporting
- Ensure Marketing Promotions Calendar is executed to meet revenue and attendance targets.
- Create and update Marketing Drop Schedule for full 360 overview of each campaign.
- Develop Marketing Campaign Overview for all marketing initiatives.
- Compile Post Campaign Overview to share results and advise on remedial actions.
- Create other reports and documents as required.
Job Essential
- Educated to degree level or equivalent in Marketing.
- Minimum 8 years of Marketing experience.
- 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 public speaking and PowerPoint.
- Solid attention to detail.
- Agency management.
- Media planning and buying.
Job Desirables
- 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.
- Project management.
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