Domestic Destination Marketing Unit Head JOB

Role Purpose

The Domestic Destination Marketing Unit Head leads the marketing and communication needs of Domestic Destination Marketing, ensuring that marketing and communications is integrated into planning and decision-making from the outset, creating highly effective activity plans, that effectively target select audiences across all touchpoints whilst driving a positive ROI.

Key Responsibilities

Data + Analytics

• Manages analysis of raw data in order to develop conclusions for decision making


• Directs monitoring and analysis of competitor activity to help inform future direction


• Develops customer segments or profiles based on geographic location, demographics, lifestyle and behavioral elements 


• Articulates the visual story of the customer’s interaction with the business (corporate, brand and/or product level)


• Manages communicating insights from data using narratives and visualisations


• Directs identifying the most important industry experts/opinion leaders for the organisation or initiative ​

Strategy + Planning

• Develops a strategy based on insights created from audience research and data ​


• Directs creating an integrated marketing strategy across all audience touchpoints ​


• Sets robust objectives – Specific, Measurable, Achievable, Relevant and Time-bound​

Content + Campaign Planning

• Manages drafting a marketing, communications or content brief 


• Develops a creative asset consisting of several items – imagery, illustration, copy, colour palette, font ​


• Directs creation of a central campaign idea 


• Manages analysis of a creative route and/or execution across audience touchpoints


• Directs the creation of the interaction between an audience user and a product, website, mobile application or platform 


• Drafts media content pack focused on providing a journalist with the relevant information and key messages


• Understands the process involved in taking conceptual ideas through to final assets ready for live campaigns


• Manages development of a relevant and engaging narrative that will capture the attention of the target audience 


• Understands the need for adherence to creative, tonality and behavioural (brand) guidelines 


• Directs the creation of centrally developed creative assets and guidance to execute across local markets 


• Develops a media strategy across all communication touchpoints with a focus on paid media 

Content + Campaign Execution

• Understands how best to design and execute creative in a particular channel or audience touchpoint 


• Develops campaign creative assets and tactical execution across all audience touchpoints 

Measurement + Impact

• Creates a dashboard that collates data visualized to show performance of marketing activities 


• Ensures marketing activity and spend has a return on investment for the business 


• Assesses marketing activities using specific metrics to determine levels of success ​


• Manages the ongoing improvement of campaign performance using ongoing campaign data and results ​


• Directs the use of technology-based solutions and platforms within marketing and communications activities 

 Shared Activity

Strategic Contribution

• Ensure effective cascading of the functional strategy into section business plans to ensure vertical alignment and horizontal integration with other interfacing sectional strategies.

People Management

• Manage the effective achievement of assigned objectives through the leadership of the Section by setting of individual objectives, managing performance, developing and motivating staff to maximize performance.


• Lead the talent development initiatives for the assigned section, collaborating with technical/discipline experts and thereby ensure the availability of talent to fit business requirements.


• Act as a role model and drive adherence to organizational values and ethics by employees of the assigned section to foster a value driven culture within the organization.

Budgeting and Financial Planning

• Manage the preparation and recommend the section budget and monitor financial performance versus the budget while ensuring all sectional activities are conducted in line with the approved guidelines.

Policies, Systems, Processes & Procedures

• Manage and ensure effective implementation of functional policies, procedures and controls covering all areas of assigned section activity so that all relevant procedural/legislative requirements are fulfilled while delivering a quality, cost-effective service.

Continuous Improvement

• Lead the identification of opportunities for continuous improvement and sustainability of systems, processes and practices considering global standards, productivity improvement and cost reduction.

Reporting

• Ensure that all section reports are prepared timely and accurately and meet DCT requirements, policies and quality standards.


• Communication and Business Relationships

Internal

• Sector Marketing


• Planning, Strategy & Operations


• Strategic Communications

External

• Local tourism entities


• Hotel partners


• Local attractions and event organisations

Qualifications

Bachelor’s degree (Masters’ preferred) in Marketing 

Experience

• 4-6 years of Experience in Destination Marketing


• At least 3 years of Experience in a Managerial Position

Skills

• Language:  




• Full professional English proficiency both in speaking and writing 


• Arabic bilingual desirable but not mandatory  




• Skilled in MS Office (PowerPoint, Word and Excel)


• High level of competency in relevant software applications


• Administrative skills and attention to detail


• Self-motivated with a proven ability to complete work in a timely manner


• Detailed knowledge of Production Processes, Crew, Equipment, Facilities and Post-production processes


• Ability to quickly integrate with existing business software tools and knowledge of other relevant industry software


• Excellent written and verbal communication skill - including appropriate stakeholder alignment


• Evidence of creating, implementing, and managing policies and procedures


• Ability to multi-task and to prioritize work effectively


• Ability to work under own direction and high degree of initiative