Job Description

Job Title Sector Marketing Director

Description



1

Job Details

Job Title

Sector Marketing Director

Department

Sector Marketing

Section

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Unit

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Direct Manager

Marketing & Communications Sector Executive Director

Direct Reports

• Destination Marketing Section Head
• Culture Marketing Section Head

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Role Purpose

The Sector Marketing Director oversees and leads the Sector Marketing Department, heading the Destination & Culture Marketing Departments. They lead the development of the Annual Strategy Plan, build a unified, integrated data & insights led culture and ensure the efficient and effective management of agency, media buying and partnership relationships.

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Key Responsibilities

Data & Analysis

• Leads analysis of raw data in order to develop conclusions for decision making
• Oversees monitoring and analysing competitor activity to help inform future direction
• Oversees development of customer segments or profiles based on geographic location, demographics, lifestyle and behavioural elements
• Oversees articulation of the visual story of the customer's interaction with the business (corporate, brand and/or product level)
• Supervises development of communication insights from data using narratives and visualisations
• Leads on identification of the most important industry experts/opinion leaders for the organisation or initiative

Strategy & Planning

• Guides the development of a strategy based on insights created from audience research and data
• Oversees creation of an integrated marketing strategy across all audience touchpoints
• Supervises research of recognised industry leaders to stay at the forefront of industry knowledge and approaches
• Leads on the development of a strategy based on the building blocks of the brand - what is the purpose/vision/positioning key attributes
• Manages analysis of sales funnels taking the audience from awareness through to conversion and on to advocacy
• Oversees setting of robust objectives - Specific, Measurable, Achievable, Relevant and Time-bound
• Leads on mapping of potential scenarios and the development of robust plans to both manage and mitigate crisis and issues

Content & Campaign Planning

• Leads on development of a strategy based on insights created from audience research and data
• Leads on development of a creative asset consisting of several items - imagery, illustration, copy, colour palette, font
• Oversees the creation of an integrated marketing strategy across all audience touchpoints
• Supervises the analysis of a creative route and/or execution across audience touchpoints
• Oversees the creation of the interaction between an audience user and a product, website, mobile application or platform
• Supervises drafting of a content pack focused on providing a journalist with the relevant information and key messages
• Oversees the process involved in taking conceptual ideas through to final assets ready for live campaigns
• Leads on the development of a relevant and engaging narrative that will capture the attention of the target audience
• Manages adherence to creative, tonality and behavioural (brand) guidelines
• Supervises the creation of centrally developed creative assets and guidance to execute across local markets
• Leads on development of a strategy across all communication touchpoints with a focus on paid media

Content & Planning Execution

• Guides on how best to design and execute creative in a particular channel or audience touchpoint
• Oversees the development of campaign creative assets and tactical execution across all audience touchpoints
• Supervises the production process required for each audience touchpoint
• Leads on the negotiation and purchasing of paid media/advertising placements with media owners and the ongoing improvement of the media spend over the campaign duration
• Supervises the approach for interacting with, formulating positive opinion among and garnering coverage from journalists

Measurement & Impact

• Oversees the creation of a dashboard that collates data visualized to show performance of marketing activities
• Leads on the process that ensures marketing activity and spend has a return on investment for the business
• Supervises the setting of measurement criteria across each audience touchpoint to verify levels of success
• Assesses marketing activities using specific metrics to determine levels of success
• Guides ongoing improvement of campaign performance using ongoing campaign data and results
• Oversees the use of technology-based solutions and platforms within marketing and communications activities

Shared Activity

Strategic Development & Implementation

• Develop and direct the implementation of the functional strategy ensuring alignment to the client's strategy, vision, mission and corporate objectives.
• Ensure that functional strategy and related strategic plans are developed and implemented, which are aligned with the vision and mission of the organization.
• Ensure the provision of subject matter expertise for the assigned domain and provide counsel to the client leadership on all related areas to facilitate the achievement of the client'S strategy and functional strategies.

Leadership

• Manage the effective achievement of functional objectives through effective leadership and by setting of individual objectives, managing performance, developing and motivating team to maximize performance.
• Lead the talent development initiatives for the assigned function, collaborating with discipline experts and thereby ensure the availability of talent to fit business requirements.
• Act as a role model and drive adherence to organizational values and ethics by employees of the assigned function to ensure the establishment of a value driven culture within the organization.

Budgeting and Financial Performance

• Oversee the consolidation and recommend the functional budget and monitor financial performance versus the budget, to take a proactive approach towards anticipated costs/revenues, identifying areas of unsatisfactory performance, and defining potential areas of cost reduction or performance improvement opportunities.

Quality, Health, Safety, & Environment

• Direct the compliance of all relevant quality, health, safety and environmental management policies, procedures and controls across the function to guarantee employee safety, legislative compliance, delivery of high-quality products/service and a responsible environmental attitude.
• Oversee an effective Safety Management System (SMS) to ensure the highest standards of safety is maintained for personnel, property and facilities.
• Drive the development of an Emergency Response program that meets the appropriate regulatory requirements and ensures the client'S operational resilience and reduced exposure in emergencies.

Policies, Systems, Processes & Procedures

• Develop and lead the implementation of departmental functional policies, systems, processes, procedures and controls covering all areas of assigned functional so that all relevant procedural/legislative requirements are fulfilled while delivering a quality, cost-effective service in a consistent manner.

Change Management

• Lead the management of change through continuous improvement of functional systems, processes and practices taking into account global standards and changes in the business environment which demand proactive action plans.

Reporting

• Ensure that all functional reports are prepared timely and accurately and meet the client requirements, policies and quality standards.

Strategic Contribution

• Ensure effective cascading of the functional strategy into department business plans to ensure vertical alignment and horizontal integration with M&C Sector departments.

People Management

• Lead and inspire team to work collaboratively with other stakeholders in order to achieve the department's key objectives and goals and to drive best-in-class Marketing & Communications outcomes for the client
• Direct line management of 2 Section Heads and overall responsibility for team of 21
• Oversee the setting of individual objectives, managing performance, developing and motivating staff to maximize performance.
• Lead the talent development initiatives for the assigned department, collaborating with technical/discipline experts and thereby ensure the availability of talent to fit business requirements.
• Act as a role model and drive adherence to organisational values and ethics by employees of the assigned section to foster a value driven culture within the organisation.

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Communication and Business Relationships

Internal

• Creative & Production
• Strategic Communications
• Planning, Strategy & Operations

External

• Data & Analytics Agency
• PR & Communications Agency
• Media Agency
• Partnerships & Sponsorships Agency
• Abu Dhabi partner brands, eg Etihad, F1

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Qualifications

• Bachelors/Masters degree in relevant industry

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Experience

• 9-11 years of experience in similar role or industry
• At least 7 years of experience in a managerial position
• Demonstrated leadership and cross sectional collaboration
• Demonstrated engagement with C-suite and senior leadership

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Skills

• Language:

• Fluent and professional English in both speaking and writing.
• Arabic bilingual desirable, not mandatory
• Skilled in MS Office (PowerPoint, Word and Excel)
• Ability to guide and motivate juniors
• Administrative skills and attention to detail
• Self-motivated with a proven ability to complete work in a timely manner
• Interpersonal communication skills
• Strong analytical skills
• Long-term planning skills
• Excellent financial accounting skills
• Knowledge on HR principals, especially under UAE laws
• Expert knowledge on IT strategic set-ups, Supply Management and Facilities Management best practices

Version x

31 May 2022

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