Head of Marketing

About the Role
The Head of Brand Marketing is responsible for overseeing the destination brand across international source markets. This role is crucial for the long-term growth of the brand, involving brand development, continuity, IP usage, and content creation. It emphasizes building brand strength through an audience-segmented content strategy that supports new market entry. Working closely with the Brand Marketing Director, this position acts as a dual gatekeeper for brand assurance with the Head of Creative Services, driving brand development through external creative agencies while supporting marketing initiatives and operational needs for the destination. The role ensures consistent messaging across both online and offline consumer journeys while maintaining effective guest and partner communication to drive visitation, guest spend, repeat visits, and revenue growth.

Job Responsibilities
Destination Marketing & Campaigns

• Plan and execute integrated marketing campaigns across all channels (owned, earned, paid), focused on ROI against spend, collaborating with the Head of Creative Services for timely and complete creative roll-out.
• Ensure high-quality, consistent communication across channels through a 360 integrated approach, driving attendance, revenue, and per-cap targets.
• Support theme parks and attractions teams on new product/ride launches by amplifying their news through the destination channels internationally.
• Manage relationships with stakeholders and agencies to ensure contractual deliverables are executed on time and are aligned with the destination brand and marketing strategy.
• Identify and execute partnership opportunities that build brand awareness and drive attendance.
• Drive campaigns and consumer journey enhancements that lead to increased visitation, guest spend, and repeat visits across the destination.
• Develop content strategies that encourage deeper island exploration, multi-day itineraries, and guest engagement.
• Support room night and eCommerce/package sales through campaigns, content, and conversion-focused consumer journey initiatives across priority markets.
• Perform other miscellaneous support functions as required.

Brand Strategy & Governance

• Own the brand architecture and Brand Guidelines, ensuring new assets and communications integrate into a cohesive destination ecosystem and that standards are distributed across stakeholders.
• Collaborate with the Brand Marketing Director to develop and execute the Brand Strategy, maintaining brand integrity and perception across all marketing initiatives.
• Create annual, audience-led destination brand and content strategies that strengthen brand attributes across source markets, including those supporting new market entry.
• Ensure all in-destination communications and B2C/B marketing materials meet brand guidelines and Operations team standards.
• Act as the final approver for brand and IP compliance across all communication, ensuring destination communication adheres to IP rules.
• Identify strategic partnerships and collaborations that enhance destination relevance, reach, and business value.
• Integrate loyalty and Annual Pass propositions into brand strategy and campaigns to enhance acquisition, engagement, and repeat visitation.
• Maintain thorough customer and competitor insights using data to inform marketing outcomes.

Creative & Content Delivery

• Manage the external creative agency relationship end-to-end, overseeing briefs, concepts, and delivery to ensure outputs meet campaign objectives.
• Collaborate with Legal/Procurement to manage the agency financial relationship within contractual obligations.
• Oversee campaign shoots and productions, managing relationships with production houses, talent agencies, and destination stakeholders from conception through to execution and sign-off.
• Coordinate workflow between internal/external creative agencies and Performance Marketing to implement the content strategy within budget while ensuring brand integrity.
• Provide support for content creation across the department, ensuring a full roll-out and adaptation of creative across all mediums.
• Supervise copywriting and translations to maintain a consistent multilingual tone-of-voice and compliance with IP naming conventions.
• Drive culturally relevant content strategies that strengthen destination relevance and audience engagement through partnerships with creators, influencers, and celebrities.
• Align Creative Services, agencies, and marketing teams to deliver campaigns, content, and creative assets efficiently to brand standards.

Digital & Consumer Journey

• Manage the online consumer journey across digital channels, ensuring content is accurate, approved, and up-to-date for an exceptional online experience.
• Assist the sales team in managing the B2B content portal, ensuring all assets are current.
• Boost eCommerce performance through content and conversion-focused journey initiatives that enhance destination appeal and package sales.

Team Leadership

• Cultivate a high-performing, collaborative team culture rooted in accountability, talent development, and continuous learning.
• Lead brand management across Sales and Marketing, driving alignment across Digital Marketing, CRM, Social Media, PR, Call Centre, and Sales.
• 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.
• Maintain Marketing Drop Schedule for visibility of each campaign, ensuring objectives are met.
• Work with Department Leaders to develop Campaign Overviews and compile Post-Campaign results, advising on future campaign strategies.
• Create necessary reports and documentation as required.
• Enhance operational excellence through activations, partnerships, and financial stewardship, ensuring timely and budget-compliant delivery of initiatives.
• Advocate for innovative tools and AI capabilities to boost efficiency, content effectiveness, and overall marketing performance.

Job Essential

• Educated to degree level or equivalent in Marketing.
• Minimum 8 years of Marketing experience.
• Fluent in written and spoken Arabic.
• Commercially astute, data-driven, and results-oriented.
• Resourceful, proactive, and innovative thinker.
• Strong project management skills; highly deadline-driven.
• Ability to navigate a busy and challenging environment.
• Strong presentation skills in both public speaking and PowerPoint format.
• Solid attention to detail.
• Experience in agency management.
• Strong copywriting skills.