Marketing Director - Growth & Portfolio Expansion

About This Role

Role Overview

The Marketing Director – Growth & Portfolio Expansion leads portfolio growth, new asset integration, and strategic partnerships across Miral Destinations’ Theme Parks & Attractions portfolio. Reporting to the Senior Director of Marketing, this role drives commercial growth across the existing portfolio, leads marketing integration of new assets, and manages strategic partnerships with DCT, tourism authorities, IPs, and commercial partners. The role ensures alignment between commercial objectives, guest experience, and brand positioning, and owns the marketing playbook for rapid asset integration.

Stakeholder & IP Management

• Act as primary marketing lead for portfolio growth and new asset integration, working with Senior Director of Marketing and Creative Director for alignment.
• Manage IP partner relationships and ensure compliance with brand and usage guidelines.
• Lead IP approval processes with internal and external stakeholders.
• Build strong relationships with Asset GMs and key internal teams (Operations, Revenue, Finance, PR, CRM, Digital, Sales) and external partners (DCT, tourism authorities, airlines, OTAs, trade, commercial partners).
• Ensure alignment between asset business plans and marketing execution.
• Represent Growth & Portfolio Expansion in internal and external governance forums.

Growth Strategy & Portfolio Expansion

• Develop and execute asset-level marketing strategies aligned with Miral brand direction.
• Drive growth in attendance, revenue, per-cap spend, and brand equity.
• Define commercial and audience growth frameworks with Creative Director.
• Lead go-to-market strategies for new attractions and launches.
• Shape segmentation and content strategies to drive awareness, consideration, and conversion.
• Monitor competitor and market trends.
• Own five-year portfolio growth roadmap and integration plan for new assets.

Brand Marketing Leadership

• Lead planning and execution of campaigns across owned, earned, and paid channels, ensuring ROI and timely delivery.
• Approve marketing assets for quality, consistency, and 360° integration driving attendance, revenue, and spend.
• Refine agency briefs aligned with brand and media strategy.
• Partner with Creative Director on campaigns, launches, and partnerships ensuring brand/IP compliance.
• Oversee in-asset communications to enhance guest journey and drive spend.
• Audit all marketing materials for compliance.
• Approve copywriting and translations ensuring consistency and tone of voice.
• Use customer insights and data for decision-making.
• Monitor competitors globally and locally.

Agency Management

• Lead creative agency output ensuring deadlines, audience targeting, and compliance.
• Support production shoots with external agencies.
• Approve agency briefs and oversee production.
• Manage financial relationships with Legal and Procurement (contracts, retainers, usage rights).
• Partner with Head of Creative Services for execution, workflow, and quality control.
• Align internal/external creative and media agencies with Performance team strategy.
• Support broader business creative requests via Creative Hub.

Loyalty & Annual Pass

• Develop retention and repeat visitation strategies.
• Partner with Revenue Management on pricing and packaging.
• Support forecasting and demand planning through insights.
• Identify strategic partnerships for growth.
• Drive segmentation and behavioral analysis for retention and conversion.
• Use data insights for targeting and forecasting improvements.

Project Management

• Lead commercial and brand development projects across stakeholders.
• Manage workflows, timelines, deliverables, and workshops.
• Review budgets, risks, and resource allocation.
• Present updates and recommendations to senior stakeholders.

Digital Content Optimization

• Manage digital customer journey across web, apps, and portals.
• Ensure content accuracy, compliance, and brand alignment.
• Drive conversion and revenue through digital communications.

Commercial, Budget & Reporting

• Deliver strategic reports and board presentations.
• Analyze performance metrics, campaigns, and consumer trends.
• Manage departmental P&L and budget planning.
• Oversee marketing calendars, campaign tracking, and ROI reporting.
• Ensure alignment of spending with forecasts and business targets.

Team Leadership

• Jointly lead portfolio Heads of Marketing with Creative Director.
• Foster performance-driven culture and collaboration.
• Support capability building and succession planning.
• Ensure governance, compliance, and brand standards.
• Act as senior brand representative across marketing and sales functions.
• Promote learning, development, and team efficiency.

Education & Qualifications

Essential:

• Degree in Marketing or equivalent
• 8–10 years marketing experience
• Multi-asset or portfolio marketing experience (client or agency)
• Proven leadership and integrated campaign delivery
• Strong leadership, communication, and presentation skills
• Agency management experience
• Analytical and Excel proficiency
• Strong copywriting skills
• Fluent Arabic speaker/writer
• Event management experience

Desirable:

• Experience in attractions, entertainment, hospitality, or experiential brands
• GCC/UAE market experience