Manager Brand and Marketing Programme Delivery - The Emirates Group

Job Purpose: About this role:

The successful candidate will co-develop, manage, and implement a brand strategy for the assigned business unit to provide a competitive edge in line with Emirates Airline/dnata brands by leveraging the different CCMB and business unit capabilities. Support and implement the direction and incremental wealth creation of the Emirates or dnata brand and sub-brands; demonstrate agility in delivery of the strategy in line with changing business priorities. Proactively identify brand commercial or operational business objectives that shape both MarComms activities and CCMB Build roadmap of their portfolio. Co-develop, manage, and implement integrated brand and marketing programs to deliver on the brand strategy customer experience promise or achieve business objectives in partnership with the CCMB team of Specialists.

What you will do:

• Articulate, shape, and communicate the business unit brand strategy and direction with relevant stakeholders by understanding the overall Emirates/dnata brand strategy, wider operating environment, performance, and dynamics of assigned business units. Work closely with EK Group Market Research, marketing strategic planning, analytics, and insights functions to generate the relevant and comprehensive insights on the business unit brand, product, and customers positioning in the relevant markets.
• Translate and convert the brand strategy, commercial and/or operational business objectives or challenges to single-minded brand and marketing objectives that the specialist teams can deliver across the entire customer lifecycle journey and touchpoints. Leverage research, data analytics, and insights to ensure that briefs are clear and articulate so specialist teams can effectively design, develop, and test the proposed response or solutions. Work with the Marketing Strategic Planning team to ensure the briefs are in line with CCM&B Measurement Framework and achieve the required ROI on CCM&B spend.
• Manage the MarComms Programme covering both Run and Build marketing requirements for the respective business unit. Work closely with the respective specialist teams to incorporate the relevant Build roadmap elements into the BU roadmap. Define, track, and report the Run marketing requirements for the respective BU. Communicate roadmap and vision with relevant BU stakeholders to ensure alignment where required on a periodic basis.
• Identify and shape how CCMB can optimise the build delivery and measurement of planned (short to long term) Business Unit changes across customer communication touchpoints. Leverage and understand CCMB research insights and analytics to influence the development of new initiatives, customer experience, and journey in line with brand strategy and objectives. Identify MarComms capabilities that can be leveraged by the respective business unit and influence the CCMB Build roadmap to support business objectives in close collaboration and coordination with the CCMB specialist teams by staying up to date with the latest developments in modern marketing and marketing technology.
• Co-develop and influence the prioritisation of the CCMB build roadmaps with each of the specialist teams based on respective business unit requirements. Balance the needs of customers, stakeholders, CCMB resources, brand and commercial requirements, and the desired maturity levels while appreciating that each Specialist Team owns their respective Build Roadmap. Identify synergies and opportunities between portfolios by collaborating with account management counterparts e.g. cross-selling products, aligning and leveraging data.
• Support specialist teams to address or mitigate any risks or issues that may impact roadmap delivery by coordinating or influencing the relevant stakeholders from the business units. Risks or issues such as data governance and privacy, cybersecurity, technical or data integration challenges, legal issues, organizational requirements, etc.
• Develop, consolidate, and manage the annual budget requirements to deliver on Brand and MarComms requirements for assigned business units including the presentation of CCMB requirements for resources and funding from respective BPCs.
• Focus on continuous professional development for the team, utilising internal and external partners to ensure marketing and marketing technology skills and knowledge of the team are relevant and up to date and develop sufficient knowledge of the business units being supported to ensure appropriate solutions are proposed.

Qualifications & Experience: This role might be for you if you have:

• Qualifications in Marketing or Communications.
• Degree or Honours (123 or equivalent) in Marketing preferred.
• 10 years working as a marketing communications manager with an international organisation.
• Experience in an Airline / Travel industry is preferable.

You’ll have an edge if you have:

• An understanding of customer journey development across digital and non-digital touchpoints from a marketing communications perspective and ability to translate business requirements into marketing communications solutions.
• A project management certification.
• An understanding of 360° marketing and ability to manage and deliver marketing communications campaigns.
• A broad understanding of marketing technologies including automation programs, marketing data management, CCMB operational value chain, and operational model with teams such as IT and EA.
• The ability to collaboratively develop a comprehensive functional requirement brief with specialist teams such as: UX/IBE teams, Customer Strategy and Retention, Media and Performance Marketing, Customer Insight and/or EA and Marketing Analytics.
• Effective communication skills and ability to answer why to the questions from stakeholders by leveraging and mastering data, customer feedback, and other metrics.
• A proven ability to manage senior stakeholders and influence decision making.
• A proven ability to influence cross-functional teams.