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DIRECTOR OF MARKETING - MIDDLE EAST

DIRECTOR OF MARKETING - MIDDLE EAST - AIRLINE MANAGEMENT

Our client is a new premium service airline in the Middle East and due to their continuing expansion, they now require a Director of Marketing.

Job Purpose:

To lead all commercial marketing and product management activity including through the line marketing communications, PR, loyalty, CRM, product and guest experience management within agreed budgets.

Principal Responsibilities:

Act as strategic brand guardian for our client ensuring the brand proposition and values are understood internally and executed externally through the entire marketing mix
Develop and manage an integrated marketing plan and calendar of activity to support the development of the brand and delivery of the commercial sales revenue plan network wide
Ensure our client understands the needs of its current and future customers and develops a strong relationship with its guests through effective communication and customer loyalty programs
Direct and deliver advertising and media strategy from strategy to creative concept and execution network wide
Identify and deliver ongoing tactical marketing and PR activity in support of driving sales and reacting as required to competitor and market activity
Oversee the evolution of our client's corporate image and look including changes to airline logo, livery, slogans and physical appearance
Develop and deliver all below the line collateral for trade and corporate sales, product marketing and guests needs (e.g. brochures, FFP hand book, ticket wallets, bag tags, etc.)
Input brand design requirements to architectural and signage projects run by Facilities e.g. head office, regional sales offices, lounges, Airport Terminal, line stations, etc..
Accountable for delivery of the online revenuetarget through the provision of an excellent online customer experience from guest research, booking, ticket changes and check-in
Develop and manage the frequent flyer programme, driving membership penetration, revenue, loyalty and satisfaction
Develop the guest experience specification with overall responsibility for guest satisfaction and advocacy, and management of line department accountability and delivery of specific elements of the experience
Directly manage the in-flight and First Class lounge catering offer as key element of the guest experience and major cost item in the airline P&L
Directly manage other key aspects of the on board experience; in-flight entertainment content (video, audio, newspapersand magazines), shopping, OnAir mobile connectivity, in-flight amenities and other cabin items such as boarding music, safety video, etc..
Contribute in a major way to the development of the annual commercial plan
Manage the significant budgetof the marketing and product function
Monitor competitor activity with respect to products and services so as to respond, when appropriate, through product/service changes
Provide strong leadership and mentoring to a team of skilled professionals, developing high potential individuals for succession or rotation to other parts of the airline

Key Interactions:

CCO, CEO and CMD as key stakeholders.
CCO as line manager
COO for delivery of operational standards to commercial specifications
CFO, Procurement, CIO and HR Director as key support area managers
Director of Sales, Country Sales Managers and GSA's
Suppliers: Advertising, Media and PR agencies, Caterers, In-flight Product Suppliers, Sabre, Partnerships, other agencies, etc

Education, capabilities, skills & expertise:

Candidate will hold a Degree in any domain and ideally an MBA from well-respected academic institutions
A minimum of ten years of relevant professional experience in commercial marketing with at least five years at SVP level at a major carrier or EVP at a smaller or independent carrier
Experience in leading customer focused marketing and product organisations with a strong track record of supporting profitable revenue growth and customer experience excellence in the major roles he or she has held.
Experience in successfully creating and communicating a meaningful brand identity
Experience in strategic brand development in tandem with tactical sales activity across the marketing and communications mix including advertising, below the line, PR, events, online
Exposed to e-commerce, online and digital marketing in the airline sector
Experience in the design, development, specification and management ofthe end to end customer experience from check-in to arrival and familiar with on board product including catering, in-flight entertainment and provision of amenities
Ideally having had some exposure to the Middle East/Gulf marketplace and its nuances. Experience working in different cultural environments. Has the professional and personal credibility to manage multi-disciplinary and multi-cultural teams
Experience working in smaller, more hands-on environment that is resource constrained.