Brand Director Creative Strategy | Theme Parks & Attractions

Overview

Job Description

Brand Governance & Strategy

• Lead the development and evolution of brand narratives, tone-of-voice frameworks, and creative toolkits for all existing theme park and attraction brands.
• Own brand guidelines and visual identity frameworks across all communication channels and creative touchpoints.
• Review and approve all brand creative and messaging from internal and external teams to ensure alignment with the Masterbrand vision.
• Establish a brand roadmap for each asset in partnership with marketing and product teams, ensuring alignment with long-term growth plans and guest experience strategies.
• Guide brand positioning and foundational creative strategies for new developments and experiences.
• Partner with IP licensors to ensure all creative and messaging meet contractual brand standards, usage rules, and naming conventions.

Creative Alignment & Storytelling

• Curate overarching brand storylines and content pillars for each attraction to inform integrated campaigns, on-site comms, and digital presence.
• Act as final approver for all copywriting and multilingual messaging to ensure tone, consistency, and cultural alignment.
• Provide hands-on creative direction and narrative input on flagship campaigns, hero films, immersive experiences, and integrated brand activations.
• Ensure all storytelling is audience-centric, resonant, and evolves with guest expectations and competitive dynamics.
• Work closely with the internal creative studio and external agencies to uphold quality, originality, and authenticity across all deliverables.

Stakeholder Collaboration

• Act as the creative brand authority for Heads of Marketing across the portfolio, who will consult and gain sign-off on all campaign-level brand communications.
• Build strong working relationships with leadership across Product, Experience, Creative, IP, Marketing, and Strategy functions to embed brand consistency throughout.
• Represent the brand perspective in cross-functional steering groups, campaign reviews, and strategic planning workshops.
• Collaborate with development teams to ensure brand narratives are considered during early-stage concepting and future attraction planning.

Agency Management

• Provide strategic guidance to the internal Creative Services team on all projects, ensuring they reflect the creative ambition of the brand(s).
• Review all briefs, scripts, and production treatments from third-party agencies to ensure creative excellence and compliance with brand frameworks.
• Partner with Legal and Procurement on creative usage rights and approvals from IP holders as required.
• Support creative onboarding of new agencies or brand partners with proper brand immersion and orientation.

Brand Assurance & Audit

• Conduct regular audits of brand application across digital, on-site, video, social, and print to ensure consistency and adherence to guidelines.
• Monitor the guest-facing brand experience (maps, signage, in-park content) to ensure storytelling and visual alignment.
• Track evolving brand health metrics and consumer perception to feed back into brand roadmap refinement.

Leadership & Culture

• Cultivate a culture of storytelling excellence, brand integrity, and creative innovation within the team and across the organization.
• Provide mentorship and strategic leadership to brand managers and cross-functional teams to elevate the standard of brand thinking.
• Contribute to the development of internal brand education and onboarding programs for new colleagues and partners.

Qualifications, Experience and Skills

• Bachelor’s degree in marketing or a related field is required
• 10+ years of experience in brand management, creative strategy, or brand governance within complex, multi-brand environments
• Proven success in building and evolving brand narratives, positioning, and visual identity systems at scale
• Experience with leading regional or global consumer-facing brands, ideally in entertainment, destination, or lifestyle sectors
• Strong expertise in leading integrated, multi-channel campaigns (digital, film, experiential, print)
• Demonstrated ability to lead, influence, and approve high-quality creative output across internal teams and external agencies
• Skilled in navigating senior stakeholder and cross-functional environments, including IP/licensing partners
• Strong leadership presence with the ability to drive alignment and elevate creative standards
• Highly developed brand storytelling, strategic thinking, and creative direction capabilities
• Excellent communication and presentation skills, with ability to influence at executive level
• Strong organizational and project management skills in fast-paced, high-visibility environments
• Detail-oriented with a strong focus on brand governance, consistency, and quality

Desirable

• Prior experience in theme parks, attractions, live entertainment, or immersive consumer experiences
• Familiarity with IP brand management or working with licensed global brands
• Experience within the UAE or GCC region in a brand or creative leadership capacity
• Exposure to storytelling-driven industries such as media, entertainment, or destination marketing
• Fluent in Arabic (spoken and written)
• Experience in immersive, live, or themed entertainment content
• At Miral Destinations, we create extraordinary, immersive experiences that place Abu Dhabi on the global map as a premier entertainment and leisure destination.
• From world-class theme parks to future-forward attractions, we bring powerful stories to life.