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Job Overview

The Brand Manager is responsible for driving the overall marketing function for Saadiyat Island, and delivering the marketing plan in line with the brand / business strategy. Responsible for driving the destinations objectives of the business, maximising visitor volume, destination footfall, market penetration and brand positioning objectives. The Brand Marketing Manager will own the destinations brand management, supporting all marketing initiatives including campaign concept ideation, content production, guest consumer journey, operational requirements and full B2C campaign roll-out. They will also ensure brand assurance / continuity of IP usage and adherence to foundational brand standards and across internal and external communication acting as the primary owner of the destinations short/mid-term marketing initiatives, measured against return on brand investment (ROI), brand performance and metrics. Support the Marketing Director to develop the needful for the brand and audience segmented content strategy with the objective of increasing brand strength (awareness, consideration and brand buzz) for the destination.

Job Scope

Brand Management / Strategy Support:

• Support the Marketing Director with Brand Management for the destination brand and Brand Guidelines, responsible for the development, assurance, continuity, IP usage, content creation, and compliance with foundational brand standards across internal and external communication.
• Support the Marketing Director to develop and execute a Brand Strategy across the destination, to maintain positive brand integrity and perception across all marketing initiatives.
• Support the Marketing Director to develop an audience segmented content strategy with the objective of increasing brand strength (awareness, consideration and brand buzz) across the destination.
• Conduct regular audits of all B2C/B marketing material to ensure all assets are in line with brand guidelines, ensuring all B2C/B parties adhere to Saadiyat island assets brand standards..
• Deep understanding of customer insights, using data to drive positive marketing outcomes.
• Constant focus on competitor movement, locally, regionally and globally.

Creative Agency Support (Internal/External):

• Support the Marketing Director to manage the external creative agency relationship, ensuring that delivery deadlines are adhered to and creative concepts are developed in-line with campaign objectives, targeting the right market/relevant consumer and compliant with Saadiyat island property brand standards.
• Develop external creative agency briefs, ensuring that the objectives of each marketing campaign is defined and supports the annual content strategy.
• Work closely with the Marketing Director and Legal/Procurement team(s) to manage the creative agency financial relationship, including retainer and third-party production fees and usage rights are in-line with contractual obligations.
• Utilize both agencies to development/maintain of the destination Brand Guidelines, to set the foundational brand standards and expectations of all creative execution. Distribution external parties including Miral group, partners and sponsors.
• Work closely with the Marketing Director to roll-out the agreed content strategy using a collaborative approach between the internal/external creative and external media agencies.
• Support the Marketing Director to manage all third-party production shoots with the external creative agency.

Campaign Management:

• Develop and execute cross-platform audience engagement and owned channel marketing programs for the destination to help drive conversion. Utilize a data-informed approach that considers audience behaviour to optimize campaign performance.
• Own the annual B2C Marketing Calendar(s) for the destination to ensure campaign drivers are meeting expected business revenue/attendance targets and delivered within agreed time-frame to support.
• Work with the Marketing Director to ideate campaign concepts
• Plan and execute communications and marketing campaigns with a key focus on achieving positive return on investment against campaign spend. Responsible for compiling the full campaign roll-out from supporting the Marketing Director across all segments, ensuring all elements meet the set objective and are delivered on time.
• Ensuring high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns.

Brand Content Support:

• Create content for all marketing initiatives (B2C/B), ensuring quality communication that is compliant with and in-line with properties brand standards. Responsible for the full roll-out/adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets delivered on time.
• Ensure high quality and consistency across all visual and written communication utilizing a 360 integrated approach to curating marketing content.
• Assist with copywriting and translations across the destination brand ensuring consistency in multilingual tone-of-voice and compliant with Saadiyat island propertied naming standards.
• Work closely with the Social Media Agency to approve all content concepts ensuring compliance in-line with all brand standards.
• Support the wider business with creative requests via the internal creative agency.

Online Consumer Journey / Portals:

• Support the Digital team to manage the Online consumer journey, content creation and approvals for all digital channels (website, apps, and portals), ensuring all content is kept up to date and compliant and in-line with all brand standards. Developing/maintaining guest/partner communication with the objective of incrementally increasing conversion and revenue generation.
• Support the B2B marketing team with management of the B2B content, ensuring all assets are kept up to date and compliant and in-line with all brand standards.

Essential:

• Educated to degree level or equivalent in Marketing
• Minimum 3 years of Marketing / Strategy experience
• A natural team player with a 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 both public speaking and PowerPoint format
• Solid attention to detail
• Analytical in thinking and able to manipulate data in Excel
• Fluent Arabic speaker and writer

Desirable:

• Worked in luxury brands / tourism / eco-conscious / loves nature
• Experience with leading regional or global brands
• Worked in the UAE or GCC countries in a marketing environment

Farah Experiences