Job Description

MAIN OBJECTIVE OF ROLE:
To provide strategic leadership and direction across all aspects of marketing, public relations, internal communications, and brand management. The role is responsible for enhancing the airline's reputation, strengthening stakeholder engagement, driving digital presence, and ensuring consistent brand messaging across all internal and external platforms. KEY RESPONSIBILITIES:

• Shapes and champions a forward-looking public relations strategy that positions flydubai as the airline of choice for underserved markets, aligning communications with broader corporate growth objectives and geopolitical considerations.
• Leads enterprise-level crisis communications strategy, ensuring preparedness and executive coordination to preserve brand integrity and stakeholder confidence during high-impact events.
• Develops and leverages relationships Senior stakeholders from the global media, regulators, influencers, and government stakeholders to strategically manage reputation, policy influence, and thought leadership positioning.
• Oversees the development of high-stakes executive communications, including media briefings, keynote addresses, and public statements, ensuring alignment with corporate strategy and narrative control.
• Drives the enterprise digital marketing vision in partnership with Commercial leadership, integrating omnichannel engagement strategies across web, mobile, social, and performance media to fuel brand growth and customer acquisition.
• Provides strategic oversight for data-led marketing initiatives, ensuring full alignment with loyalty, CRM, and digital commerce platforms to drive long-term value creation and customer lifecycle optimization.
• Designs and oversees internal communications strategies that foster transparency, alignment, and employee engagement across all levels of the organization.
• Architects and governs internal communications frameworks that foster alignment, cultural cohesion, and organizational agility across all business units and geographies.
• Advises the CEO and senior leadership on high-impact internal communication strategies, organizational change readiness, and employee advocacy programs to support business transformation.
• Leads the airline's brand strategy, ensuring differentiation, customer resonance, and consistency across every touchpoint and market, working in collaboration with the internal Customer Experience team.
• Sets the strategic direction for internal communications cadence, ensuring alignment with corporate values, mission, and strategic priorities at all organizational levels.
• Acts as the executive steward of the airline's brand architecture and tone of voice, ensuring alignment with customer expectations, cultural trends, and competitive positioning
• Provides executive oversight for high-profile brand campaigns, sponsorships, and global activations, ensuring strategic alignment, brand elevation, and measurable business impact.
• Makes appropriate adjustments to communication strategies taking feedback from external brand audits to ensure alignment with the company's brand and product positioning.

QUALIFICATIONS:

• Bachelor's degree (or equivalent) - Master's degree preferred
• Communications, Marketing, Public Relations, Journalism, or a related field.
• CIPR, CIM, Digital Marketing preferred
• Minimum 15 years with Bachelors Degree
• At least 10 years' experience Managing the marketing, brand or communications function in a consumer facing entity

COMPETENCIES:

• Customer Focus
• Teamwork
• Effective Communication
• Personal Accountability & Commitment to achieve
• Resilience & Flexibility (Can do attitude)
• Decision Making
• Inspiring & Developing Others
• Strategic Thinking
• Business Acumen

ISR Requirements:
Reads and complies with the ISR policies of the Company and diligently reports any weakness or incidents to the respective Line Manager or the Information Security team. Completes all required ISR awareness sessions and follows associated guidelines in the day-to-day business operations.