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The position\'s objectives are to exceed commercial objectives, measured against return of investment (ROI), brand performance and commercial metrics.

The New Brands Development Director is the key contact for all new brands projects whether contracted or only considered for all senior internal and external stakeholders.

When it comes to the destinations managed by Miral Destinations, the New Brand Development Director leads cross stakeholders marketing programs, such as destination seasons development outside of Miral Experiences attractions, by coordinating stakeholders and internal resources on end to end execution.

Project Management | New Product Development:

• Reporting to Vice President Strategic Planning, owning project management, from assessment of marketing and sales requirements, definition of strategy and plan, execution and transition of project to shared services
• Owning commercial and brand development for all new brands, leading internal and external stakeholders in the critical transversal commercial development.
• Overseeing the marketing development of the project and ensuring that team members are carrying out their tasks efficiently while upholding the company\'s standards. Coordinating workshops to obtain outcomes, summarizing project deliverables; planning project management, setting deadlines, prioritizing tasks, and workflow management.
• Reviewing financial data, including project budgets, risks, and resource allocation.
• Presenting project status, outcomes, risks, and decisions to senior stakeholders.

Stakeholder Management:

• Own the relationship with new brand IP, including the ownership of the approval process, ensuring all internal and external parties adhere to contractual IP rules and regulations.
• Own the relationships with Miral, Miral Experiences, and all relevant senior Stakeholders to ensure all requested deliverables are executed on-time, with approvals and in line with the IPs brand and marketing launch strategy.
• Develop strong relationships with all Exec Team, GM\'s, Head of Departments, Directors and support team(s) to ensure that the business is working together on all critical marketing initiatives.
• Ensuring all marketing and sales teams work toward the same goal and execute planned activities

Business Strategy and New Product Integration:

• Develop a long-term brand strategy, ensuring the launch plan drives the objective of sustainable business growth (revenue, per-cap, attendance) and building brand strength (salience, awareness, consideration and brand buzz).
• When appropriate, develop the Multi-Asset Communication Strategy for the new Brand and other Miral Experiences attractions, creating a dynamic communication approach that can support the future growth of the business.
• Develop long-term product strategy in partnership with the Revenue Management team, with the objective of business growth (revenue, per-cap, attendance).
• Develop the B2B Marketing Strategy that will assist in driving the overall Sales Strategy, with defined objectives of growth for each sales sub-segment across Travel and Trade, Corporate, Government, Schools and Events.
• Develop hotel integration strategy (Yas Island , Saadiyat Island, + Regional hotels) to ensure consistent brand exposure, with the objective of business growth (revenue, per-cap, attendance) and increasing brand awareness.
• Develop the strategy for new products/ride launches at pre-existing theme park/attraction(s) and integration strategy for new attractions managed by Miral Experiences to ensure no cannibalization of the new Brand
• Develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz).
• Develop an integrated Media strategy with the objective of increasing brand awareness, engagement and conversion.
• Constant focus on competitor movement, locally, regionally and globally.
• Lead on Yas Insights reporting integration from Sales & Marketing, work with the Business Intelligence team to ensure accurate reporting across all segments.

Marketing & Brand:

• Lead the brand marketing team to create the Marketing and launch Strategy for the new brand, with the objective of meeting assigned business outcomes; primarily to drive positive attendance, revenue and per cap targets
• Guide, review and approve all marketing assets developed by the Marketing team, ensuring high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns.
• Ensure the Marketing team plan and execute communications and marketing campaigns across offline and online with a key focus on achieving positive return on investment against campaign spend. Responsible for the full roll-out/adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets

Agency Management:

• Lead the relationship with the Creative and Media agencies to ensure all contractual KPIs are being met and delivered on time.
• Oversee the development of an integrated Media strategy for the new brand with the objective of increasing brand awareness, engagement and conversion across all channels. Ensuring that the annual Media Strategy is aligned across the business.
• Review all media / creative agency briefs, ensuring that the objectives of each marketing campaign is defined and supports the annual media / brand strategy.
• Oversee all third-party production shoots with the external creative agency.

Team Management:

• Key Marketing lead and representative for the new brand
• Lead the Brand Marketing team for the theme park/attraction(s) in line with the leisure facility marketing organizational chart
• Constant focus on learning and development for the team with the goal to maximize business efficiency and create strategic marketing leaders of the future
• Create a team culture of positivity in order to drive successful outcomes for the business.
• Ensure that internal policies and processes are followed and adhered to at all times

Commercial, Budget & Reporting:

• Ensuring phased spending plan is aligned with approved forecast and cost efficiencies are implemented where possible.
• Identify short-term and long-term scheduling, budget, and resource needs, including the development and management of an annual marketing budget for all theme parks and attractions expenditure spending, and other financial considerations
• Development of senior management strategic reports, board presentations and other documents required by VP, Sales, Marketing and PR and the Senior Leadership team
• Understand key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends to translate results into actionable insights for marketing team
• Review the Marketing Promotions Calendar to ensure campaign drivers are meeting expected business revenue and attendance targets
• Review the Marketing Campaign Overview for all marketing initiatives to ensure all relevant departments in the business are aware with full details
• Review Post Campaign Overview for all marketing initiatives to share results (including sales results and campaign ROI) with the business and advice on any remedial actions for improved success for future campaigns.
• Create other reports and document as required

Destinations cross stakeholders marketing programs:

• Define with internal and external stakeholders destination wide activities, such as seasons, to meet Miral Destinations objectives
• Develop plan with stakeholders, and ensure engagement.
• Secure required budget and coordinate the execution across internal and external stakeholders
• Engage with internal marketing and sales team for promotion

Qualifications

Essential:

Educated to degree level or equivalent in Marketing

Years of Experience

Essential:

• Minimum 10 years of Marketing experience

Desirable:

• Worked in theme parks, marine life theme parks, attractions or entertainment venues
• Worked in new product / brand development
• Worked in the UAE or GCC countries in a marketing environment
• Experience with leading regional or global brands

Skills

Essential:

• A natural team leader 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
• Agency management
• Media planning and buying
• Analytical in thinking and able to manipulate data in Excel
• Strong copywriting skills

Desirable:

• Fluent Arabic speaker and writer
• Event management

BEHAVIORAL COMPETENCIES

• Create Smiles
• Share What You Know
• Deliver Excellence
• Work as One
• Lead With a Shared Vision
• Nurture Talent
• Build Proactive Partnerships

Farah Experiences