Job Description

POSITION OVERVIEW

Job Title

Digital Marketing Section Head

Job ID

Grade

2

Sector

Zayed National Museum

Department

Marketing & Communications

Section

Marketing

Position type

Full-Time - Direct Hire

Reports To

Marketing & Communications Director

Job Location

ZNM Offices

Internal Relationships

All Marketing & Communications functions, Curatorial & Collections Management, Learning & Public Engagement, Development & Commercial Services, Digital & Technology

External Relationships

External Marketing agencies, Digital Graphic Designers, SEO & Social Media Marketing Agencies, Social Media Influencers, Brand Ambassadors

POSITION SPECIFICATION

Job Purpose

• The Digital Marketing Section Head will have responsibility for planning, implementing, and monitoring digital marketing campaigns across all digital networks online marketing & promotional activity of Zayed National Museum (website content, e-marketing, social media, mobile marketing, etc.) and the wider online presence of the museum (connections to websites, search engine optimisation, online advertising, etc.) as well as searching, managing, developing and, analysing relationships with online audiences.

Managerial Responsibilities

• Lead on defining and developing the digital marketing strategy and campaigns aligned to the ZNM Marketing strategy.
• Manage the digital marketing team and functions including web marketing, social media content & platforms and the CRM system & data management, including assignment or work and projects, performance management and development.

Responsibilities

Pre-Opening

• Support the Marketing & Communications Director and work closely with the Marketing Section Head in building pre-opening awareness and generating hype and word of mouth around the museum; by creating content aligned to ZNM brand & messaging guidelines tailored to digital marketing platforms and delivering on-line marketing presence community management, web/ app development.
• Support the Marketing & Communications Director in setting up the Section, including the recruitment and selection of team members.
• Source & select digital marketing agencies to support the development and dissemination of digital marketing campaigns and content.
• Input and advise on digital marketing strategies, campaigns and budgets in the pre-opening phase and for the first year's operational requirements.
• Work closely with the Digital and Technology Section and provide input to the development and delivery of the overall digital strategy for Zayed National Museum, including online, social media, mobile and digital engagement.
• Ensure the highest levels of customer service are delivered across all digital platforms and that the online visitor experience is consistent with the wider visitor experience at the museum.

Ongoing

• Manage and implement digital media communications for specific projects and campaigns, e.g. audience development, retail, publishing, exhibitions, events, permanent collection.
• Plan and execute all web, SEO/SEM, database marketing, email, social media, and display advertising campaigns.
• Take the lead on digital marketing analytics, measuring and reporting performance of all digital marketing campaigns, online presence, and online audience engagement and assesses against goals (ROI and KPIs) (supported by the wider Marketing & Communications teams and the Digital & Technology Section).
• Identify trends and insights, and optimizes spend and performance based on the insights.
• Utilise strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points.
• Identify critical conversion points and drop off points and optimizes user funnels.
• Work with the development & Commercial Services team on the development of the customer relationship management (CRM) strategy; interrogate, utilise and improve the quality of data collected by other members of staff.
• Manage the work of external digital design and marketing agencies to ensure all work is delivered as per agreed contracts, on time and within budget and in adherence with ZNM brand guidelines.

PERSON SPECIFICATION

Required Experience

• Minimum of 7 years of experience

• At least 2 years of leading / supervising a team and external agencies in the delivery of digital marketing strategies, with proven knowledge of digital marketing trends across existing and upcoming platforms
• Proven working experience in digital marketing in a similar setting or large scale visitor attraction with a high volume of visitor numbers.
• Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media, and/or display advertising campaigns
• Experience in optimizing landing pages and user funnels
• Solid knowledge of website and marketing analytics tools (e.g., Google Analytics, Net Insight, Omniture, Web Trends, SEMrush, etc.)
• Working knowledge of ad serving tools
• Experience in setting up and optimizing PPC campaigns on all major search engines
• Working knowledge of HTML, CSS, and JavaScript development and constraints.
• Fluent in Arabic and English.

Preferred Experience

• Knowledge of international markets, specifically differentiating content to attract visitors on a variety of social media platforms in countries such as China, Russia, India.
• Working knowledge of HTML, CSS, and JavaScript development and constraints.
• Fluency in additional languages is an advantage.

Required Education / Qualifications

• Bachelor's Degree in Marketing, Communication, Public Relations or related disciplines

Preferred Education

• Master's Degree Marketing, Communication, Public Relations or related disciplines
• MBA

REQUIRED COMPETENCIES

Behavioural

Technical

Performs at the Professional Competency Level:

• Thought Focus

• Broad Mindset
• Uses Resources Efficiently
• Makes Effective Decisions

• People Focus

• Develops Self
• Builds Sustainable Relationships
• Inspires and Enables Others

• Delivery Focus

• Shapes and Initiates
• Drives Accountability
• Customer Centricity

Competency Name

• Industry Knowledge (Core)
• Project Management (Core)
• Customer Service (Core)
• Strategic Planning (Core)
• Communication strategy
• Knowledge of Communication Channels
• Media Monitoring and Relations
• Branding Principles and Practices
• Digital Marketing
• Marketing Campaigns
• Programme Development and Maintenance
• Tourism Industry Capability Building
• Market Positioning
• Tourism Package Development

Proficiency Level

• Skill
• Skill
• Skill
• Skill
• Skill
• Skill

*

• Skill

• Skill

• Mastery
• Skill
• Skill

• Knowledge

• Skill
• Knowledge

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