The Brand Marketing Manager isresponsible for driving the overall marketing function forrespective theme park/attraction(s) and delivering the marketingplan in line with the brand / business strategy. Responsible fordriving the commercial objectives of the business maximisingvisitor volume revenue market penetration and brand positioningobjectives.
The Brand Marketing Manager willown the respective theme park/attraction(s) brand managementsupporting all marketing initiatives including campaign conceptideation content production guest consumer journey operationalrequirements and full B2C campaign rollout. They will also ensurebrand assurance / continuity of IP usage and adherence tofoundational brand standards and across internal and externalcommunication acting as the primary owner of the respective themepark/attraction(s) short/midterm marketing initiatives measuredagainst return on investment (ROI) brand performance and commercialmetrics.
Support the Head of Brand(s) todevelop a brand and audience segmented content strategy with theobjective of increasing brand strength (salience awarenessconsideration and brand buzz) for respective themepark/attraction(s).
Brand Management /Strategy Support:
• Supportthe Head of Brand(s) with Brand Management for the themepark/attraction(s) brand(s) and Brand Guidelines responsible forthe development assurance continuity IP usage content creation andcompliance with foundational brand standards across internal andexternal communication.
• Support the Head ofBrand(s) to develop and execute a Brand Strategy across the themepark/attraction(s) to maintain positive brand integrity andperception across all marketing initiatives.
• Support the Head of Brand(s) to develop an audiencesegmented content strategy with the objective of increasing brandstrength (salience awareness consideration and brand buzz) acrossthe theme park/attraction(s).
• Conduct regularaudits of all B2C/B marketing material to ensure all assets are inline with brand guidelines ensuring all B2C/B parties adhere tocontractual IP rules and regulations and internal brand standards.
• Support the Head of Brand(s) manage therelationship with relevant IPs including the ownership of theapproval process ensuring all internal and external parties adhereto contractual IP rules and regulations.
• Deepunderstanding of customer insights using data to drive positivemarketing outcomes.
• Constant focus oncompetitor movement locally regionally and globally.
Creative Agency Support(Internal/External):
• Support the Head of Brand(s) manage the external creativeagency relationship ensuring that delivery deadlines are adhered toand creative concepts are developed inline with campaign objectivestargeting the right market/relevant consumer and compliant with IPrules/regulations and internal brand standards.
• Develop external creative agency briefs ensuring that theobjectives of each marketing campaign is defined and supports theannual content strategy.
• Work closely withthe Head of Brand(s) and Legal/Procurement team(s) to manage thecreative agency financial relationship including retainer andthirdparty production fees and usage rights are inline withcontractual obligations.
• Utilize bothagencies to development/maintain of the theme park/attraction(s)Brand Guidelines to set the foundational brand standards andexpectations of all creative execution. Distribution externalparties including Miral group partners and sponsors.
• Work closely with the Head of Brand(s) to rollout theagreed content strategy using a collaborative approach between theinternal/external creative and external media agencies.
• Support the Head of Brand(s) manage all thirdpartyproduction shoots with the external creative agency.
• Own the annual B2C Marketing Calendar(s) for relevanttheme park/attraction(s) to ensure campaign drivers are meetingexpected business revenue/attendance targets and delivered withinagreed timeframe to support.
• Work with theHead of Brand(s) to ideate campaign concepts
• Plan and execute communications and marketing campaignswith a key focus on achieving positive return on investment againstcampaign spend. Responsible for compiling the full campaign rolloutfrom supporting Head of Brand(s) across all segments ensuring allelements meet the set objective and are delivered on time.
• Ensuring high quality and consistency acrossall communication channels with a 360 integrated approach todelivering marketing campaigns.
Campaign Management:
• Develop and execute crossplatform audienceengagement and owned channel marketing programs for relevant themepark/attraction(s) to help drive conversion. Utilize a datainformedapproach that considers audience behaviour to optimize campaignperformance.
BrandContent Support:
• Supportthe Head of Brand(s) create content for all marketing initiatives(B2C/B) ensuring quality communication that is compliant with IPrules/regulations and inline with internal brand standards.Responsible for the full rollout/adaptation of the creative acrossall mediums ensuring each execution meets the creative objectivesand all assets delivered on time.
• Support theHead of Brand(s) develop infacility marketing communication acrossthe theme park/attraction(s) ensuring all signage is clearcollateral digital screens etc have contextual and brand relevantcontent with the objective of improving brand exposure andincreasing infacility spend.
• Ensure highquality and consistency across all visual and written communicationutilizing a 360 integrated approach to curating marketing content.
• Assist with copywriting and translationsacross the theme park/attraction(s) brand(s) ensuring consistencyin multilingual toneofvoice and compliant with IP namingconventions.
• Work closely with the SocialMedia Team & Agency to approve all content conceptsensuring compliance with IP rules/regulations and the creativeinline with internal brand standards.
• Supportthe wider Farah Experience business with creative requests via theinternal creative agency.
Online Consumer Journey / Portals:
• Support the Head ofBrand(s) manage the Online consumer journey content creation andapprovals for all digital channels (website apps and portals)ensuring all content is kept up to date and compliant with IPrules/regulations and inline with internal brand standards.Developing/maintaining guest/partner communication with theobjective of incrementally increasing conversion and revenuegeneration.
• Support the B2B marketing teamwith management of the B2B content portal ensuring all assets arekept up to date and compliant with IP rules/regulations and inlinewith internal brand standards.
To be considered for this role you will need tohave:
• Educated to degreelevel or equivalent in Marketing
• Minimum 5years of Marketing experience
• Excellentknowledge of Office tools (Word Excel PowerPoint Outlook)
• Strong copywriting skills
• Very personable and an excellent communicator
• Commercially astute datadriven and results oriented
• Highly deadline driven
• Resourceful proactive and innovative thinker
• Strong organizational skills
• Goodmultitasking abilities
• Ability to navigate abusy and challenging environment
• Solidattention to detail
• Analytical in thinkingand able to manipulate data in Excel
Desirable:
• Worked in theme parks attractions or entertainment venues
• Worked in the UAE or GCC countries in amarketing environment
• Experience with leadingregional or global brands
• Agency management
• Media planning and buying
• Native Arabic Speaker
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