Manager Brand and Marketing Programme

Job Purpose Our Corporate Communications, Marketing and Brand team is responsible for conveying the essence of Emirates Group. Our team is pivotal in representing the attitudes, beliefs and goals of our organisation across the globe, both internally and with our customers alike! The role of the Manager Brand and Marketing Programme is to 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. They will 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. The role will proactively identify brand, commercial or operational business objectives that shape both MarComms activities and CCMB Build roadmap of their portfolio. They will 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. In this role, you will: - 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 were 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 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. Qualification To be considered for this role, you must meet the below requirements: - Hold a completed and attested Degree in Marketing or

Qualification: To be considered for this role, you must meet the below requirements:\n- Hold a completed and attested Degree in Marketing or

In this role, you will:\n- 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.\n- 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.\n- 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.\n- 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.\n- Identify MarComms capabilities that can be leveraged by 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.\n- 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\n- Identify synergies and opportunities between portfolios by collaborating with account management counterparts e.g. cross-selling products, aligning and leveraging data\n- 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.\n- 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\n- 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.