Senior Manager - Marketing (Brand & Destinations)
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Key skills for this role
About the Role
Shamal Holding seeks a Senior Manager - Marketing (Brand & Destinations) to lead brand strategy, positioning, and governance for the Destinations vertical. The role involves managing brand equity across Dubai Harbour, Kite Beach, and other assets, and acting as the brand conscience for the organization.
Key Skills for This Role
Responsibilities
- Own brand positioning for each Destination asset through category research, consumer insight, and competitive mapping
- 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
- Guide placemaking, environmental design, wayfinding, and signage from a brand perspective
- Serve as primary brand interface between MarComms and asset management, operations, CX, leasing, and development teams
- Define and track brand health KPIs awareness, perception, distinctiveness, and NPS alignment
- Mentor and develop junior marketing team members
Requirements
- Bachelor's degree in Marketing, Brand Strategy, or related field
- 8 12 years of progressive brand experience, with at least 3 years in a senior brand strategy role in a destination, lifestyle, hospitality, or mixed use environment
- Demonstrable track record of building or stewarding a destination brand across physical, digital, and experiential layers
- Experience influencing non marketing stakeholders (operations, asset management, leasing) toward brand aligned decisions
- Exposure to brand architecture strategy and consumer insight
Full Job Posting
Role Overview
- Shamal Holding is a diversified investment firm that curates a unique portfolio of extraordinary investments, experiences and assets.
- The Senior Manager Marketing (Brand & Destinations) leads brand strategy, positioning, and governance for the Destinations vertical.
- The role manages brand equity the accumulated perception, distinctiveness, and emotional resonance that makes a destination irreplaceable.
Brand Strategy & Positioning
- 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.
Brand Governance & Internal Culture
- 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.
Destination Experience & Placemaking
- 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.
- Oversee influencer and creator strategy at destination level.
Cross Functional Brand Integration
- Serve as primary brand interface between MarComms and asset management, operations, CX, leasing, and development teams.
- Collaborate with the CX team to align service design and on ground delivery with positioning.
- Brief and manage external brand, creative, and experiential agency partners.
Measurement & Brand Intelligence
- Define and track brand health KPIs awareness, perception, distinctiveness, and NPS alignment.
- Monitor the global competitive landscape for destination brand trends.
- Feed brand performance intelligence back into strategy.
Team Leadership & Development
- Mentor and develop junior marketing team members.
- Set clear performance expectations, provide regular feedback, and support professional growth.
Qualifications
- Bachelor's degree in Marketing, Brand Strategy, or related field.
- 8 12 years of progressive brand experience, with at least 3 years in a senior brand strategy role in a destination, lifestyle, hospitality, or mixed use environment.
- Demonstrable track record of building or stewarding a destination brand across physical, digital, and experiential layers.
- Experience influencing non marketing stakeholders (operations, asset management, leasing) toward brand aligned decisions.
- Exposure to brand architecture strategy and consumer insight.
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