Head of Digital Marketing, Yas Island

Job Overview

Miral Destinations is the destination promotion partner of the world’s fastest growing leisure and entertainment destination - Yas Island.We connect travelers to the destination stakeholders (theme parks, attractions, hotels, etc) by designing world-class holiday packages that appeal to travelers from around the world.One of the key digital assets we manage and operate is the Yas Island website.The Yas Island Website seeks to help travelers curate their perfect trip to the destination by inspiring and selling insightful, data driven itineraries.

Job Scope

The Head of Digital, Yas Island will oversee all the KPIs pertaining to YasIsland.com among other day to day tasks mentioned below.

• Take ownership of the content and commerce experience of YasIsland.com including all business verticals within the ecommerce portfolio (vacations, daycations, annual pass, experience tickets and events)
• Build a comprehensive destination e-commerce strategy that will lead the company to achieve its KPIs, and influence internal and external departments to get required outcomes (using detailed global benchmarks)
• Develop and execute a data strategy that embeds data in the company decision making process, through innovative reporting and dashboards
• Define strategy to maximize data collection & quality inside and outside the company and support company business decisions with tangible insights
• Build an insightful features and functionality monthly enhancement roadmap as well as an annual strategic roadmap
• Co-create a product and offers calendar with the product team that delivers unparalleled guest experience and business KPIs
• Manage all digital agency relationships and extract a productive output from all agency partners
• Forecast KPIs and define targets for the digital channels and agencies to ensure decisions are based on available digital data
• Generate insights from data through A/B testing and agile approach, ensure there is a constant roadmap to optimize website performance based on data analysis
• Ensure website decisions are supported by benchmarks and champion the implementation of best-in-class digital practices for YasIsland.com
• Proactively share insights outside of the department to guide company business decisions and strategy
• Look for insights from all sources that can help the department to succeed in its mission
• Ensure the full B2C funnel is being tracked through reporting and used to maximize ROI
• Influence the overall corporate strategy
• Based on the e-commerce strategy, develop a comprehensive and innovative technology roadmap, identifying pillars of future success, while ensuring KPIs can be achieved in a cost-effective manner
• Embed technology trends into the design of the digital/e-commerce strategy and challenge existing technology, as well as IT, to ensure technology is used as its best
• Translate technology into business, and business into technology, and identify business opportunities in technology, as well as technology requirements in business plans
• Ensure IT is 100% aligned (co-creation) on technology requirements to deliver the digital strategy, and that they are properly planned and executed
• Develop win-win partnerships with both internal and external stakeholders that help the company to achieve its KPIs
• Be the go-to person for senior management
• Foster a positive culture within the team and guide junior team members to excel in their career path

Essential:

• Minimum bachelor’s degree in marketing or digital marketing
• Demonstrable experience leading and managing a team
• Showcase a track record in delivering ambitious eCommerce results
• Showcase a track record of creating and delivering initiatives related to ux/ui, development, SEO/SEM, CRM, email, social media, digital strategy and analytics
• Working knowledge of enterprise CMS’, Power BI, GA4
• Knowledge of the latest SEO, affiliate marketing, performance marketing strategies and techniques
• 10+ years of experience of digital marketing and eCommerce
• Experience in managing digital presence of an enterprise global brand
• Experience in either destination digital marketing or OTAs or leisure industry or hospitality industry
• Ability to simplify and share technical discussions to business teams and vice versa
• Ability to manage a network of agencies as well as direct reports
• Ability to foster professional relations across various brands and functional teams within the destination
• Ability to craft and present impactful, data driven presentations
• Ability to craft UX / UI / Dev agency briefs
• Ability to work in a multi-cultural, multi-geography environment
• Unafraid to take risks and push boundaries in pursuit of greatness, which aligns with the progressive value of embracing change and innovation
• Leading by example and empowering others to reach their full potential, demonstrating commitment to colleagues, partners, and guests
• Embracing change, navigating uncertainty, and staying ahead of the curve reflect the progressive value of being flexible and open-minded in problem-solving and decision-making
• Committed to providing exceptional experiences and prioritizing guest satisfaction aligns with the committed value of excellence in all aspects of their work
• Approaching work with passion and heart, aligning with the core value of bringing joy to their endeavors

Desirable:

• Experience with basic coding / code analysis is an advantage
• Experience in using Figma or Sketch is an advantage
• Experience in Adobe Creative Cloud apps is an advantage
• Fluency in English is a must and Arabic is an advantage but not mandatory
• Experience in working on a digital loyalty product / program and Mobile Apps with eCommerce
• Aviation industry experience is an advantage but not mandatory
• UAE experience is an advantage but not mandatory
• Working experience with Semi-Government or Government organizations is an advantage but not mandatory
• Avid leisure traveler
• Active digital content consumer who often shops online
• Deep understanding of pop culture and cultural trends