Brand Manager

About the role

The Brand Manager will lead the execution of Etihad’s brand strategy across marketing, sponsorship and the full guest experience, both on the ground and in the air. Reporting to brand leadership, the role acts as the guardian of the Etihad brand, ensuring consistency and distinctiveness across all touchpoints.

Key responsibilities

• Provide strategic brand thinking to position Etihad across products, services and initiatives.
• Support brand positioning across marketing, sponsorship, products and guest experience.
• Review and approve all brand‑facing assets, acting as the group’s brand custodian.
• Manage trademark governance and brand protection activities.
• Develop and evolve brand guidelines, templates and livery, collaborating with creative teams.
• Lead end‑to‑end brand campaign development, from insight and briefing to production and post‑campaign evaluation.
• Oversee evergreen content creation, including photography, video and copy.
• Coordinate with internal stakeholders and external agencies to ensure alignment and timely delivery.
• Track brand performance, manage budgets responsibly and report on outcomes.

Required profile

• Proven experience in brand management, preferably within the travel or aviation sector.
• Strong understanding of brand governance, guidelines and trademark protection.
• Excellent stakeholder management and communication skills.
• Ability to translate strategic brand direction into tangible campaigns and assets.
• Experience managing budgets and reporting on brand performance.

Required skills