Senior Manager - Marketing (Brand & Destinations)
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Key skills for this role
About the Role
Shamal Holding is seeking a Senior Manager Marketing (Brand & Destinations) to lead brand strategy, positioning, and governance for the Destinations vertical. This role manages brand equity across Dubai Harbour, Kite Beach, and other assets, ensuring brand consistency and driving growth.
Key Skills for This Role
Responsibilities
- Own brand positioning for each Destination asset through category research, consumer insight, competitive mapping, and defining the brand role, promise, and personality
- Develop and maintain brand architecture across Dubai Harbour sub assets
- Lead brand positioning for new destination experiences and service launches
- Act as brand governance champion for the Destinations vertical, reviewing tenant fit outs, wayfinding, signage, partner communications, event concepts, and campaign briefs against brand standards
- Guide placemaking, environmental design, wayfinding, and signage from a brand perspective
- Define and track brand health KPIs awareness, perception, distinctiveness, and NPS alignment
- Mentor and develop junior marketing team members
Requirements
- Proven experience in brand strategy, positioning, and governance
- Experience in destination marketing or related field
- Strong leadership and team management skills
- Excellent communication and stakeholder management abilities
- Ability to work cross functionally with asset management, operations, and development teams
Full Job Posting
Company Overview
- Shamal Holding is a diversified investment firm that cultivates the extraordinary. Born in Dubai, we curate a unique portfolio of extraordinary investments, experiences and assets to generate meaningful outcomes.
- Our portfolio spans Lifestyle & Entertainment, Destinations, Real Estate, Hospitality, and F&B, including Skydive Dubai, Deep Dive Dubai, XDubai, Dubai Harbour, Kite Beach and more.
Responsibilities
- Own brand positioning for each Destination asset through category research, consumer insight, competitive mapping, and defining the brand role, promise, and personality.
- Develop and maintain brand architecture across Dubai Harbour sub assets (Marina, Beach, Residences, F&B, Retail, Yacht Club).
- Lead brand positioning for new destination experiences and service launches.
- Contribute to the Shamal Group brand strategy engagement with destination level consumer insight and portfolio architecture input.
- Act as brand governance champion for the Destinations vertical reviewing tenant fit outs, wayfinding, signage, partner communications, event concepts, and campaign briefs against brand standards.
- Operate a real time brand helpdesk across the portfolio.
- Embed brand first thinking in asset management, leasing, operations, and F&B workflows.
- Build brand induction materials for new stakeholders, tenants, and partners.
- Champion brand literacy across the wider MarComms team.
- Guide placemaking, environmental design, wayfinding, and signage from a brand perspective.
- Build activation frameworks that grow destination brand equity, not just footfall.
- Work with tenant partners and F&B operators to align their brand expression with destination standards.
Key Interactions
- Internal: Executive Director, Marketing; VP Brand, Marketing & CX; Asset Management Teams; Development Teams; Customer Experience Teams; Operations & Facilities Teams; Creative, Digital, and Content Teams; Business Unit Leaders; All employees.
- External: Brand Strategy & Creative Agencies; Experiential & Activation Partners; Tenant Brand Partners & Operators; Influencer & Creator Network; Environmental Design & Wayfinding Partners; Photography, Video & Production Vendors; Media & PR Partners.
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