Head of Brand Marketing

About the role

The Head of Brand Marketing is the primary owner of the theme park and attraction brand(s), responsible for brand development, continuity, IP usage, content creation and foundational brand standards across all internal and external communication. Acting as a dual gatekeeper for brand assurance alongside the Head of Creative Services, the role covers all Miral brands, including work with external creative agencies and support for all marketing initiatives.

Key responsibilities

• Plan and execute owned, earned and paid campaigns across channels, driving positive return on investment, attendance, revenue and per-capita targets
• Develop launch strategies for new products and rides, including pricing and competitor analysis with the Strategy department
• Manage IP relationships and approvals, and ensure website content meets IP and brand requirements
• Build and run a brand strategy and audience-segmented content strategy, and own in-park marketing communication and guest journey
• Identify and execute brand partnership opportunities with partners and sponsors
• Own the external creative agency relationship: briefs, deadlines, budgets, retainer and usage rights, and manage third-party production shoots
• Develop and maintain Brand Guidelines, distribute them across the group and partners, and audit B2C/B marketing material
• Support content creation, copywriting and translations, and manage the online consumer journey across website, apps and portals, including the B2B content portal
• Lead the Brand Management team, coach it and represent the brand with Operations, Entertainment, Guest Services, F&B, Finance, Procurement and Legal
• Run the Marketing Promotions Calendar, Marketing Drop Schedule, campaign overviews and post-campaign reviews, and produce other reports

Required profile

• Degree level education in Marketing or equivalent
• Minimum 8 years of marketing experience
• Natural team leader with a confident, assertive and approachable personality
• Commercially astute, data-driven and results-oriented, highly deadline driven
• Strong project management skills and ability to handle a busy, challenging environment

Required skills

• Agency management and media planning and buying
• Analytical thinking and data manipulation in Excel
• Copywriting and strong presentation skills (public speaking and PowerPoint)
• Desirable: theme park or entertainment venue experience, UAE/GCC marketing experience, leading regional or global brands, fluent Arabic, and project management