Senior Manager - Marketing (Brand & Destinations)

Shamal Holding is a diversified investment firm that cultivates the extraordinary.

Born in Dubai, we curate a unique portfolio of extraordinary investments, experiences and assets to generate meaningful outcomes.

The investments we make are strategically chosen and thoughtfully nurtured, mirroring Dubai’s ambition, spirit and energy.

As a global investor, asset owner and developer we utilise our resources, know-how and connections, to deliver long-term value, wherever we operate.

Our portfolio spans Lifestyle & Entertainment, Destinations, Real Estate, Hospitality, and F&B, including Skydive Dubai, Deep Dive Dubai, XDubai, Dubai Harbour, Kite Beach and more.

As Shamal Holding continues to grow, we’re in search of a **Senior Manager – Marketing (Brand & Destinations)**.

This role leads brand strategy, positioning, and governance for the Destinations vertical - building brand equity across Dubai Harbour, Kite Beach, The Square, The Grand, and pipeline assets.

The SMM is the brand owner of the vertical and the connective tissue between the Shamal master brand and every physical, digital, and experiential touchpoint at asset level.

The Senior Marketing Manager - Brand & Destinations is the brand owner of Shamal's Destinations vertical.

The role manages brand equity - the accumulated perception, distinctiveness, and emotional resonance that makes a destination irreplaceable.

The SMM is the organisation's brand conscience: the person other teams come to when uncertain whether something is 'on brand', and a key contributor to the Shamal Group brand strategy engagement.

Own brand positioning for each Destination asset through category research, consumer insight, competitive mapping, and defining the brand role, promise, and personality.

Develop and maintain brand architecture across Dubai Harbour sub-assets (Marina, Beach, Residences, F&B, Retail, Yacht Club).

Lead brand positioning for new destination experiences and service launches.

Contribute to the Shamal Group brand strategy engagement with destination-level consumer insight and portfolio architecture input. **Brand Governance & Internal Culture**

Act as brand governance champion for the Destinations vertical - reviewing tenant fit-outs, wayfinding, signage, partner communications, event concepts, and campaign briefs against brand standards.

Operate a real-time brand helpdesk across the portfolio.

Embed brand-first thinking in asset management, leasing, operations, and F&B workflows.

Build brand induction materials for new stakeholders, tenants, and partners.

Champion brand literacy across the wider MarComms team. **Destination Experience & Placemaking**

Guide placemaking, environmental design, wayfinding, and signage from a brand perspective.

Build activation frameworks that grow destination brand equity, not just footfall.

Work with tenant partners and F&B operators to align their brand expression with destination standards.

Oversee influencer and creator strategy at destination level. **Cross-Functional Brand Integration**

Serve as primary brand interface between MarComms and asset management, operations, CX, leasing, and development teams.

Collaborate with the CX team to align service design and on-ground delivery with positioning.

Brief and manage external brand, creative, and experiential agency partners. **Measurement & Brand Intelligence**

Define and track brand health KPIs - awareness, perception, distinctiveness, and NPS alignment.

Monitor the global competitive landscape for destination brand trends.

Feed brand performance intelligence back into strategy. **Team Leadership & Development**

Mentor and develop junior marketing team members.

Set clear performance expectations, provide regular feedback, and support professional growth. **Key Interactions****Internal:**

Asset Management Teams (Dubai Harbour, Kite Beach, The Square)

All employees (as required) **External**