Farah Experiences LLC Looking for Head of Marketing in United Arab Emirates Full Time

Job Description

The Head of Marketing is the primary owner of the theme park/attraction(s) brand(s) and is responsible for the development, continuity, IP usage, content creation and foundational brand standards across Farah Experiences internal and external communication.The Head of Marketing will act as the Brand Guardian for all Farah Experiences brands, owning both the internal and external creative agencies and supporting all marketing initiatives including content production and operational requirements for all the brands.Working closely with the Marketing Director, and Head of Brand Strategy, the Head of Marketing will develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) across all the theme park/attraction(s).The Head of Marketing is responsible for the online consumer journey (websites, apps, social approvals) across all theme park/attraction(s) B2C/B, developing/maintaining guest/partner communication with the objective of incrementally increasing conversion and revenue generation.Job ScopeBrand Management / Strategy:

• Brand owner, guardian and final approver for all theme park/attraction(s) brand(s) and Brand Guidelines, responsible for the development, assurance, continuity, IP usage, content creation, and compliance with foundational brand standards across Farah Experiences internal and external communication.
• Work closely with the Head of Brand Strategy to develop and execute a Brand Strategy across the theme park/attraction(s), to maintain positive brand integrity and perception across all marketing initiatives.
• Work closely with the Head of Brand Strategy to develop an audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) across all the theme park/attraction(s).
• Conduct regular audits of all B2C/B marketing material to ensure all assets are in line with brand guidelines, ensuring all B2C/B parties adhere to contractual IP rules and regulations and internal brand standards.
• Deep understanding of customer insights, using data to drive positive marketing outcomes.
• Constant focus on competitor movement, locally, regionally and globally.

Creative Agency Management (Internal/External):

• Own the external creative agency relationship, ensuring that delivery deadlines are adhered to and creative concepts are developed in-line with campaign objectives, targeting the right market/relevant consumer and compliant with IP rules/regulations and internal brand standards.
• Develop all external creative agency briefs, ensuring that the objectives of each marketing campaign is defined and supports the annual content strategy.
• Work closely with Legal/Procurement team(s) to manage the creative agency financial relationship, including retainer and third-party production fees and usage rights are in-line with contractual obligations.
• Support the Creative Design and Brand Assurance Manager to lead the internal creative agency, including executing all creative initiatives, work-flow management, project assignment, quality control checking and ensuring compliance with brand and IP rules/regulations.
• Utilize both agencies to development/maintain of all theme park/attraction(s) Brand Guidelines, to set the foundational brand standards and expectations of all creative execution. Distribution across Farah Experiences and external parties including Experience Hub, Miral, partners and sponsors.
• Manage workflow between external/internal creative agencies to support the Brand Marketing Team and wider Farah Experience business needs, remaining conscious of budgetary restrictions on all projects while protecting the brands integrity with quality deliverables.
• Work closely with the Head of Brand Planning to roll-out the agreed content strategy using a collaborative approach between the internal/external creative and external media agencies.
• Manage all third-party production shoots with the external creative agency.

Brand Content Support:

• Support the Head of Brand(s) create content for all marketing initiatives (B2C/B), ensuring quality communication that is compliant with IP rules/regulations and in-line with internal brand standards. Responsible for the full roll-out/adaptation of the creative across all mediums, ensuring each execution meets the creative objectives and all assets delivered on time.
• Support the Head of Brand Operations develop in-facility marketing communication across the theme park/attraction(s), ensuring all signage is clear, collateral, digital screens etc have contextual and brand relevant content with the objective of improving brand exposure and increasing in-facility spend.
• Ensure high quality and consistency across all visual and written communication utilizing a 360 integrated approach to curating marketing content.
• Manage copywriting and translations across all theme park/attraction(s) brand(s) ensuring consistency in multilingual tone-of-voice and compliant with IP naming conventions.
• Work closely with the Social Media Agency to approve all content concepts ensuring compliance with IP rules/regulations and the creative in-line with internal brand standards.
• Support the wider Farah Experience business with creative requests via the internal creative agency.

Online Consumer Journey / Portals:

• Own the Online consumer journey, content creation and approvals for all digital channels (website, apps, and portals), ensuring all content is kept up to date and compliant with IP rules/regulations and in-line with internal brand standards. Developing/maintaining guest/partner communication with the objective of incrementally increasing conversion and revenue generation.
• Manage the B2B content portal, ensuring all assets are kept up to date and compliant with IP rules/regulations and in-line with internal brand standards.

Team Management:

• Lead the Brand Content team for the theme park/attraction(s) in line with the leisure facility marketing organizational chart
• Constant focus on learning and development for the team with the goal to maximize business efficiency and create strategic marketing leaders of the future
• Create a team culture of positivity in order to drive successful outcomes for the business.
• Ensure that internal policies and processes are followed and adhered to at all times

Commercial & Reporting:

• Drive theme park/attraction(s) attendance, revenue and per cap to meet annual business forecast.
• Reporting weekly on internal/external creative agency workflow/output.
• Create other reports and document as required.

To be considered for this role, you will need to have:

• Minimum 5 years of Marketing experience
• Educated to degree level or equivalent in Marketing
• A natural team leader with a confident, assertive and approachable personality
• Commercially astute, data-driven and results oriented
• Highly deadline driven
• Resourceful, pro-active and innovative thinker
• Strong project management skills
• Ability to navigate a busy and challenging environment
• Strong presentation skills in both public speaking and PowerPoint format
• Solid attention to detail and strong copywriting skills
• Agency management
• Media planning and buying
• Analytical in thinking and able to manipulate data in Excel

Desirable:

• Worked in theme parks, attractions or entertainment venues
• Worked in the UAE or GCC countries in a marketing environment
• Experience with leading regional or global brands
• Fluent Arabic speaker and writer
• Event management

Keyskills :