Head of Brand Marketing

About the Role
The Senior Manager Brand Marketing plays a crucial role in owning the brand(s) of the theme park/attraction(s). This position is responsible for brand development, continuity, IP usage, content creation, and ensuring adherence to foundational brand standards across all forms of internal and external communication. Acting as a dual gatekeeper alongside the Head of Creative Services, this role will oversee all brand marketing initiatives and operational requirements across all the company's brands.

Job Scope

Marketing, Campaign, IP Management

• Plan and execute communications and marketing campaigns across all channels (owned, earned, paid) to achieve a positive return on investment against campaign spend.
• Collaborate with the Head of Creative Services to ensure timely rollout/adaptation of creative across all mediums, meeting creative objectives.
• Ensure high quality and consistency in communication across channels using a 360 integrated approach, primarily driving attendance, revenue, and per cap targets.
• Develop strategies for new product/ride launches, including the launch marketing campaign, pricing, and competitor analysis in conjunction with the Strategy department.
• Manage relationships with relevant IPs, ensuring compliance with contractual rules and regulations.
• Ensure website content meets IP and brand requirements while delivering an exceptional online experience.
• Collaborate with stakeholders and agencies to ensure timely execution of contractual deliverables aligned with the brand and marketing strategy.
• Identify and pursue brand partnership opportunities to enhance brand awareness and increase attendance.
• Perform miscellaneous support functions as required.

Brand Management / Strategy

• Serve as brand guardian and final approver for all theme park/attraction(s) brand(s) and guidelines, ensuring compliance across communication.
• Work with the Brand Marketing Director to develop and execute a Brand Strategy that maintains positive brand integrity across initiatives.
• Create an audience-segmented content strategy aimed at increasing brand strength (salience, awareness, consideration, and buzz).
• Oversee in-park marketing communication to enhance guest experience and increase incremental spending.
• Conduct regular audits of B2C/B marketing material for compliance with brand guidelines and IP rules.
• Maintain a deep understanding of customer insights and competitive movements locally and globally.

Creative Agency Management

• Manage the relationship with external creative agencies to ensure deadlines are met and concepts align with campaign objectives and internal standards.
• Develop creative briefs outlining campaign objectives, supporting the annual content strategy.
• Collaborate with Legal/Procurement to manage financial relationships with creative agencies, including retainer and production fees.
• Maintain theme park/attraction(s) brand guidelines, ensuring they are disseminated federally among partners and agencies.
• Coordinate workflow between creative agencies to optimize brand integrity and project quality, remaining mindful of budgetary constraints.
• Work closely with the Performance Marketing team to implement the agreed content strategy collaboratively with external media agencies.
• Oversee all third-party production shoots requested by external agencies or internal teams.

Brand Content Support

• Assist department leaders in creating compliant and high-quality content for marketing initiatives.
• Develop marketing communication within the theme park/attraction(s) to improve brand visibility and in-facility spending.
• Ensure consistency and quality in visual and written communication using an integrated 360 approach.
• Manage copywriting and translations ensuring consistency in tone and compliance with IP naming conventions.
• Collaborate with Performance Marketing, Media, and Social Media agencies to approve content concepts.
• Support wider business brand requests as needed.

Online Consumer Journey / Portals

• Assist the Head of Creative Services in managing the online consumer journey across digital channels ensuring compliance with IP and brand standards.
• Support the sales team in managing the B2B content portal, keeping assets current and aligned with internal standards.

Team Management

• Lead the Brand Management team, focusing on learning and development to promote business efficiency and cultivate future marketing leaders.
• Foster a positive team culture to drive successful business outcomes.
• Serve as the brand representative across various departments (Sales, Digital Marketing, PR, etc.) to ensure brand objectives align with overall business goals.
• Ensure adherence to internal policies and processes at all times.

Commercial, Budget & Reporting

• Ensure execution of the Marketing Promotions Calendar to meet revenue and attendance targets.
• Create and manage the Marketing Drop Schedule for a comprehensive overview of marketing campaigns.
• Develop the Marketing Campaign Overview in collaboration with department leaders for relevant parties.
• Compile Post Campaign Overviews with leaders to share results and recommend improvements for future campaigns.
• Create reports and documentation as necessary.

Job Essential

• Degree in Marketing or equivalent experience.
• Minimum 8 years of Marketing experience.
• Strong team leadership skills with a confident and approachable personality.
• Commercially astute and results-oriented, with strong project management capabilities.
• Ability to thrive in a busy environment with solid attention to detail.
• Proficient in agency management and media planning.
• Strong analytical skills, skilled in data manipulation, and proficient in Excel.
• Excellent copywriting skills.

Job Desirables

• Experience working in theme parks, attractions, or entertainment venues.
• Familiarity with the UAE or GCC marketing environments.
• Background with leading regional or global brands.
• Fluent in Arabic, both written and spoken.
• Experience in project management.