Brand Manager

The Brand Manager is responsible for executing Etihad s brand strategy across marketing, sponsorship, and the end-to-end guest experience (on the ground and in the air).

The role ensures that all brand expression across campaigns, content, products, services, and experience touchpoints is consistent, distinctive, and aligned to Etihad s brand strategy and guidelines.

Reporting into Brand leadership, the role acts as a brand guardian and strategic partner to the wider business, with a clear objective to strengthen the Etihad brand across awareness, consideration, distinctiveness, and overall brand equity.

Brand Strategy, Positioning & Governance Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives.

Support brand positioning across marketing, sponsorship, products, and the guest experience.

Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets.

Manage brand protection activities, including trademark governance and usage.

Brand Frameworks, Guidelines & Assets Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases.

Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments.

Own management of Etihad's livery, including any special liveries developed.

Campaigns, Content & Creative Delivery Support end-to-end brand campaign development, from customer insight and agency briefing through creative development, production, and post-campaign evaluation.

Ensure a coherent, high-quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy.

Lead evergreen content production, including briefing, shoot planning, permits, on-set guidance, post-production quality control, and asset delivery, in collaboration with creative and production teams.

Stakeholder, Agency & Enterprise Collaboration Demonstrate an enterprise mindset by working effectively across the organisation.

Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects.

Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration.

Brand Performance, Budget & Advocacy Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions.

Manage allocated brand budgets responsibly and transparently.

Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.