Director - Marketing

Overview

Role Purpose

Marketing Strategy & Integrated Campaigns

• Develop and lead the overall marketing strategy aligned with asset objectives, programming calendar, and commercial targets
• Plan and execute integrated marketing campaigns across all channels (digital, social, media, PR, on-ground activations)
• Ensure alignment of marketing plans with key programming milestones, including the Cultural, Heritage Program festival and year-round activities
• Define messaging frameworks and campaign narratives that translate cultural programming into compelling audience propositions

Audience Growth & Demand Generation

• Drive visitor acquisition, attendance, and repeat visitation across all target segments
• Develop targeted strategies for local, regional, and international audiences
• Manage audience segmentation, targeting, and conversion strategies
• Optimize marketing efforts to increase footfall, dwell time, and engagement

Integration with Programming & Experience

• Work closely with Programming to translate cultural content into engaging campaigns and storytelling
• Ensure marketing reflects the depth, authenticity, and diversity of cultural programming
• Align campaigns with the visitor journey and on-ground experience

Support to Commercial & Revenue Generation

• Support Commercial team in promoting sponsorships, partnerships, and revenue-generating activities
• Ensure sponsors and partners are effectively integrated into marketing campaigns and communications
• Drive campaigns that contribute to revenue growth through increased visitation and engagement

Performance, Insights & Optimization

• Define and track marketing KPIs including reach, engagement, conversion, and attendance
• Monitor campaign performance and optimize strategies based on data and insights
• Use audience analytics to refine targeting, messaging, and channel effectiveness
• Provide insights to support decision-making across programming and commercial teams

Brand, Communications & Stakeholder Coordination

• Ensure consistency of messaging and communications across all marketing channels
• Coordinate with internal stakeholders (Programming, Commercial, Operations) for campaign alignment
• Manage external agencies, media partners, and marketing vendors
• Ensure all communications align with Qiddiya Group brand and communication guidelines

Asset & Group Alignment

• Align marketing strategy with Asset Management direction and asset objectives
• Coordinate with Qiddiya Group marketing and communications functions
• Ensure compliance with group standards, approvals, and governance frameworks
• Key Success Metrics* Visitor numbers and attendance growth
• Campaign reach, engagement, and conversion rates
• Contribution to revenue and commercial performance
• Effectiveness of marketing campaigns
• Brand consistency and campaign delivery
• Required Skills & Competencies* Strong experience in marketing strategy and campaign execution
• Experience in audience development and demand generation
• Ability to link marketing activities to commercial and financial outcomes
• Strong analytical and data-driven decision-making skills
• Stakeholder and agency management capability
• Experience working in fast-paced, event-driven environments
• **Requirements*** **12–15+ years of experience**, with a strong track record in senior marketing leadership roles within large-scale, consumer-facing environments
• Proven experience in developing and delivering **integrated marketing strategies and large-scale campaigns** across multiple channels (digital, media, social, PR, and on-ground activations)
• Demonstrated success in leading **high-impact campaigns** that drive significant audience reach, engagement, and attendance
• Strong experience in audience acquisition, segmentation, and growth strategies
• Proven ability to drive footfall, visitation, and repeat attendance in large-scale environments
• Experience managing campaigns targeting local, regional, and international audiences
• Demonstrated ability to link marketing activities to commercial outcomes, including revenue growth and partner value
• Experience supporting sponsorship visibility, partnerships, and monetization through campaigns
• Strong understanding of marketing KPIs including conversion, engagement, and revenue contribution
• Strong experience in using data analytics and audience insights to drive decision-making
• Ability to monitor and optimize campaign performance across channels
• Experience with performance marketing, digital analytics, and reporting frameworks
• Proven experience managing:
• o External agencies (creative, media, digital)
• o Media partners and platforms
• o Internal cross-functional stakeholders
• Ability to operate effectively within complex, matrix organizations
• Experience leading and developing marketing teams in fast-paced, high-visibility environments
• Ability to operate under pressure with tight timelines and high expectations