Job Description

Purpose
The Marketing Manager Go to Market (GTM) is responsible for planning, coordinating, and implementing GTM strategies for new destinations. The role focuses on driving integrated marketing campaigns and tactics that establishes brand presence in new destinations and generates incremental revenue. Acting as the single point of contact for all marketing activities related to new destinations, this role ensures seamless execution across channels, stakeholders, and partners.
Accountabilities

• Lead the planning and delivery of comprehensive GTM launch campaigns that drive destination awareness, stimulate demand, and support commercial growth targets.
• Act as the central point of contact for new market launches, coordinating with commercial, digital, partnerships, PR, brand, and regional marketing teams to ensure cohesive execution.
• Conduct market research to understand consumer insights, competitive landscape, media consumption, and cultural nuances to inform channel strategy and campaign planning.
• Manage media, creative, and activation agencies to ensure high-quality output and timely delivery across assets, channels, and touchpoints.
• Develop and manage activation plans-including on-ground experiences and partner initiatives-to enhance brand visibility and conversion in new destinations.
• Oversee campaign budgets, ensuring cost efficiency, and accurate tracking against approved allocations.
• Monitor performance metrics and reporting dashboards, evaluating campaign effectiveness against KPIs while identifying opportunities for optimization.
• Prepare launch plans, campaign decks, status updates, and post-launch performance reports for senior leadership and internal stakeholders.
• Review and approve marketing assets, ensuring alignment with brand guidelines and consistency in messaging and visual identity.
• Provide coordination and operational support to Senior Marketing Manager, contributing to best-practice standards and continuous improvement in GTM processes

Education & Experience

• Bachelor's degree in marketing, Business, or a related field.
• Minimum of 5 years' experience in leading marketing efforts for product launches or destination marketing roles.
• Proven experience leading multi-market campaigns and complex launch programs.
• Strong stakeholder management and coordination skills across internal teams and external partners.
• Experience managing agencies, budgets, and multiple timelines simultaneously.

About Etihad Airways
Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world's leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Together with Etihad's codeshare partners, Etihad's network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more. All this ties into Etihad's ambitious Journey 2030 strategy. The airline plans to double its fleet size and triple the number of customers over the next six years as it sets out to be the airline everyone wants to fly!
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Skills Required