Brand Marketing Manager

The Brand Marketing Manager is responsible for driving the overall marketing function for respective theme park/attraction(s) , and delivering the marketing plan in line with the brand / business strategy. Responsible for driving the commercial objectives of the business, maximising visitor volume, revenue, market penetration and brand positioning objectives.

The Brand Marketing Manager will own the respective theme park/attraction(s) brand management, supporting all marketing initiatives including campaign concept ideation, content production, guest consumer journey, operational requirements and full B2C/B campaign roll-out. They will also ensure brand assurance / continuity of IP usage and adherence to foundational brand standards and across Farah Experiences internal and external communication acting as the primary owner of the respective theme park/attraction(s) short/mid-term marketing initiatives, measured against return on investment (ROI), brand performance and commercial metrics.

Support the Head of Brand(s) to develop a brand and audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) for respective theme park/attraction(s).

Brand Management / Strategy Support:

• Support the Head of Brand Content with Brand Management for the 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.
• Support the Head of Brand Content to develop and execute a Brand Strategy across the theme park/attraction(s), to maintain positive brand integrity and perception across all marketing initiatives.
• Support the Head of Brand Content to develop an audience segmented content strategy with the objective of increasing brand strength (salience, awareness, consideration and brand buzz) across 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 Support (Internal/External):

• Support the Head of Brand Content manage 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 external creative agency briefs, ensuring that the objectives of each marketing campaign is defined and supports the annual content strategy.
• Work closely with the Head of Brand Content and 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.
• Utilize both agencies to development/maintain of the 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.
• Work closely with the Head of Brand Content to roll-out the agreed content strategy using a collaborative approach between the internal/external creative and external media agencies.
• Support the Head of Brand Content manage all third-party production shoots with the external creative agency.

Campaign Management:

• Develop and execute cross-platform audience engagement and owned channel marketing programs for relevant theme park/attraction(s) to help drive conversion. Utilize a data-informed approach that considers audience behaviour to optimize campaign performance.
• Own the annual B2C/B Marketing Calendar(s) for relevant theme park/attraction(s) to ensure campaign drivers are meeting expected business revenue/attendance targets and delivered within agreed time-frame to support.
• Work with the Head of Brand(s) to ideate campaign concepts
• Plan and execute communications and marketing campaigns with a key focus on achieving positive return on investment against campaign spend. Responsible for compiling the full campaign roll-out from supporting Head of Brand(s) across all segments, ensuring all elements meet the set objective and are delivered on time.
• Ensuring high quality and consistency across all communication channels with a 360 integrated approach to delivering marketing campaigns.

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(s) 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.
• Assist with copywriting and translations across the 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:

• Support the Head of Brand Content manage 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.

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

• Educated to degree level or equivalent in Marketing
• Minimum 5 years of Marketing experience
• Excellent knowledge of Office tools (Word, Excel, PowerPoint, Outlook)
• Strong copy-writing skills
• Very personable and an excellent communicator
• Commercially astute, data-driven and results oriented
• Highly deadline driven
• Resourceful, pro-active and innovative thinker
• Strong organizational skills
• Good multi-tasking abilities
• Ability to navigate a busy and challenging environment
• Solid attention to detail
• 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
• Agency management
• Media planning and buying