Job Description

1

Job Details

Job Title

Domestic Destination Marketing Unit Head

Department

Sector Marketing

Section

Destination Marketing

Unit

Domestic Destination Marketing

Direct Manager

Destination Marketing Section Head

Direct Reports

• Domestic Destination Marketing Senior Specialist
• Domestic Destination Marketing Specialist

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Role Purpose

The Domestic Destination Marketing Unit Head leads the marketing and communication needs of Domestic Destination Marketing, ensuring that marketing and communications is integrated into planning and decision-making from the outset, creating highly effective activity plans, that effectively target select audiences across all touchpoints whilst driving a positive ROI

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Key Responsibilities

Data + Analytics

• Manages analysis of raw data in order to develop conclusions for decision making

• Directs monitoring and analysis of competitor activity to help inform future direction

• Develops customer segments or profiles based on geographic location, demographics, lifestyle and behavioral elements

• Articulates the visual story of the customer's interaction with the business (corporate, brand and/or product level)
• Manages communicating insights from data using narratives and visualisations

• Directs identifying the most important industry experts/opinion leaders for the organisation or initiative

Strategy + Planning

• Develops a strategy based on insights created from audience research and data
• Directs creating an integrated marketing strategy across all audience touchpoints
• Sets robust objectives - Specific, Measurable, Achievable, Relevant and Time-bound

Content + Campaign Planning

• Manages drafting a marketing, communications or content brief
• Develops a creative asset consisting of several items - imagery, illustration, copy, colour palette, font
• Directs creation of a central campaign idea
• Manages analysis of a creative route and/or execution across audience touchpoints

• Directs the creation of the interaction between an audience user and a product, website, mobile application or platform
• Drafts media content pack focused on providing a journalist with the relevant information and key messages
• Understands the process involved in taking conceptual ideas through to final assets ready for live campaigns
• Manages development of a relevant and engaging narrative that will capture the attention of the target audience
• Understands the need for adherence to creative, tonality and behavioural (brand) guidelines
• Directs the creation of centrally developed creative assets and guidance to execute across local markets
• Develops a media strategy across all communication touchpoints with a focus on paid media

Content + Campaign Execution

• Understands how best to design and execute creative in a particular channel or audience touchpoint
• Develops campaign creative assets and tactical execution across all audience touchpoints

Measurement + Impact

• Creates a dashboard that collates data visualized to show performance of marketing activities
• Ensures marketing activity and spend has a return on investment for the business
• Assesses marketing activities using specific metrics to determine levels of success
• Manages the ongoing improvement of campaign performance using ongoing campaign data and results
• Directs the use of technology-based solutions and platforms within marketing and communications activities

Shared Activity

• Strategic Contribution

• Ensure effective cascading of the functional strategy into section business plans to ensure vertical alignment and horizontal integration with other interfacing sectional strategies.
• People Management

• Manage the effective achievement of assigned objectives through the leadership of the Section by setting of individual objectives, managing performance, developing and motivating staff to maximize performance.
• Lead the talent development initiatives for the assigned section, 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 organizational values and ethics by employees of the assigned section to foster a value driven culture within the organization.
• Budgeting and Financial Planning

• Manage the preparation and recommend the section budget and monitor financial performance versus the budget while ensuring all sectional activities are conducted in line with the approved guidelines.
• Policies, Systems, Processes & Procedures

• Manage and ensure effective implementation of functional policies, procedures and controls covering all areas of assigned section activity so that all relevant procedural/legislative requirements are fulfilled while delivering a quality, cost-effective service.
• Continuous Improvement

• Lead the identification of opportunities for continuous improvement and sustainability of systems, processes and practices considering global standards, productivity improvement and cost reduction.
• Reporting
• Ensure that all section reports are prepared timely and accurately and meet the client requirements, policies and quality standards.

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Communication and Business Relationships

Internal

• Sector Marketing
• Planning, Strategy & Operations
• Strategic Communications

External

• Local tourism entities
• Hotel partners
• Local attractions and event organisations

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Qualifications

• Bachelor's degree (Masters' preferred) in Marketing Management

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Experience

• 4-6 years of Experience in Destination Marketing
• At least 3 years of Experience in a Managerial Position

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Skills

• Language:

• Full professional English proficiency both in speaking and writing
• Arabic bilingual desirable but not mandatory
• Skilled in MS Office (PowerPoint, Word and Excel)
• High level of competency in relevant software applications
• Administrative skills and attention to detail
• Self-motivated with a proven ability to complete work in a timely manner
• Detailed knowledge of Production Processes, Crew, Equipment, Facilities and Post-production processes
• Ability to quickly integrate with existing business software tools and knowledge of other relevant industry software
• Excellent written and verbal communication skill - including appropriate stakeholder alignment
• Evidence of creating, implementing, and managing policies and procedures
• Ability to multi-task and to prioritize work effectively
• Ability to work under own direction and high degree of initiative

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