Senior Manager-Brand Marketing

Role overview

Destination marketing and campaigns

• Plan and execute integrated owned, earned, and paid campaigns focused on return on spend and timely creative rollout.
• Ensure consistent 360-degree communication that supports attendance, revenue, and per-capita targets.
• Amplify theme park and attraction launches through international destination channels; manage stakeholder and agency deliverables.
• Develop partnerships and campaigns that grow awareness, visitation, guest spend, repeat visits, room nights, and package sales.
• Create content strategies that encourage island exploration, multi-day itineraries, and guest engagement.

Brand strategy and governance

• Own Yas Island brand architecture and guidelines, ensuring assets, partnerships, experiences, and communications form a cohesive destination ecosystem.
• Develop and execute brand strategy and annual audience-led content strategies across source markets, including new market entry.
• Ensure in-destination and B2C/B2B materials meet brand guidelines and Operations standards; approve brand and intellectual-property compliance.
• Integrate loyalty and Annual Pass propositions into brand strategy and campaigns, and use customer and competitor insight to improve outcomes.

Creative, content, and digital

• Manage external creative agencies from briefs and concepts through delivery, and coordinate campaign shoots and productions end to end.
• Manage agency financial relationships with Legal and Procurement, including retainers, production fees, and usage rights.
• Manage copywriting and translations, ensuring multilingual tone of voice and compliance with intellectual-property naming conventions.
• Own online consumer journeys across websites, apps, and portals; maintain accurate content and support the B2B content portal.
• Support e-commerce and package sales with destination-led content and conversion-focused journey initiatives.

Leadership and commercial delivery

• Lead brand management across Sales and Marketing functions, including Digital Marketing, CRM, Social Media, PR, Call Centre, and Sales.
• Foster a collaborative, accountable team culture focused on talent development and continuous learning.
• Maintain campaign calendars and schedules; compile campaign overviews and post-campaign sales and ROI results and advise on improvements.
• Support operational excellence across activations, partnerships, governance, and financial stewardship; champion innovative tools and AI capabilities.

Essential requirements

• Degree-level education or equivalent in Marketing and at least 8 years of marketing experience.
• Fluent in written and spoken Arabic.
• Commercially astute, data-driven, results-oriented, resourceful, proactive, and innovative; able to navigate a busy and challenging environment.
• Strong project management skills, deadline focus, presentation and public-speaking skills, and PowerPoint capability.
• Strong attention to detail, agency management experience, and copywriting skills.