Brand and Marketing Manager

Job Purpose Our Corporate Communications Marketing and Brand team is responsible for conveying the essence of Emirates Group. Our team us pivotal in representing the attitudes, beliefs and goals of our organisation across the globe both internally and with our customers alike. The Brand and Marketing Manager will develop, lead and manage a brand strategy for their assigned portfolio of business units 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, while demonstrating 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 programmes 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 • Provide inputs into the business unit brand strategy and direction and communicate this effectively with relevant stakeholders while understanding the overall Emirates/dnata brand strategy, wider operating environment, performance, and dynamics of assigned business units. Ensure the team works 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. • For the defined portfolio, 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. Ensure the team are able are able to effectively 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. Lead the team's relationship 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 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. Along with the Manager Brand and Marketing Programmes, communicate roadmap and vision with relevant BU stakeholders to ensure alignment where required on a periodic basis. • Provide strong inputs into how CCMB can optimise the build, delivery and measurement of planned (short-to-long-term) Business Unit changes across customer communication touchpoints. Lead the team to leverage and understand CCMB research, insights and analytics to influence the development of new initiatives, customer experience and journey in line with brand stratefy 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 the 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 the 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. • 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. • Manage the creation and deployment of global brand assets with support from the Manager Global Brand & Content, from briefing agencies and internal content teams, to helping on-set and post-production. • Be responsible for the development of brand campaigns, in response to briefs from the Manager Marketing Communications (MMC). Ensure adherence to brand guidelines and quality requirements. • Work collaboratively with specialists with the department to showcase the dnata brands as well as developing relevant content and identifying opportunities to amplify communication. • Manage and execute asset creation and communications plans with approved budget and timelines. • Track and adjust expenditure across these as necessary, flagging and escalating issues to Manager Global Brand & Content and Manager Marketing Communications. • Develop toolkits and brand guidelines for customer facing areas of the business, in order to help them understand the brand positioning, key message, and brand application. Serve as the key contact for queries (internal or external) on the brand assets. Qualification In order to be successful in this role, you must meet the below requirements: • 8+ years experience in Marketing & Media, Communications, Brand/Product management. • Degree or Honours in Marketing or Communications (12+3) or equivalent. • Working experience as a marketing communications manager with and international organisation. Experience in an Airline/Travel industry is preferable. • 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. • Project management certification. • Understanding of 360* marketing and ability to manage and deliver marketing communications campaigns. • 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. • 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, custom

8+ years experience in Marketing & Media, Communications, Brand/Product management. Degree or Honours in Marketing or Communications (12+3) or equivalent. Working experience as a marketing communications manager with and international organisation. Experience in an Airline/Travel industry is preferable. 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. Project management certification. Understanding of 360* marketing and ability to manage and deliver marketing communications campaigns. 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. 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 insights, and analytics.

Provide inputs into the business unit brand strategy and direction and communicate this effectively with relevant stakeholders while understanding the overall Emirates/dnata brand strategy, wider operating environment, performance, and dynamics of assigned business units. Ensure the team works 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. Lead the team's relationship 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 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. Along with the Manager Brand and Marketing Programmes, communicate roadmap and vision with relevant BU stakeholders to ensure alignment where required on a periodic basis. Provide strong inputs into how CCMB can optimise the build, delivery and measurement of planned (short-to-long-term) Business Unit changes across customer communication touchpoints. Lead the team to leverage and understand CCMB research, insights and analytics to influence the development of new initiatives, customer experience and journey in line with brand stratefy 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 the 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 the 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. 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. Manage the creation and deployment of global brand assets with support from the Manager Global Brand & Content, from briefing agencies and internal content teams, to helping on-set and post-production. Be responsible for the development of brand campaigns, in response to briefs from the Manager Marketing Communications (MMC). Ensure adherence to brand guidelines and quality requirements. Work collaboratively with specialists with the department to showcase the dnata brands as well as developing relevant content and identifying opportunities to amplify communication. Manage and execute asset creation and communications plans with approved budget and timelines. Track and adjust expenditure across these as necessary, flagging and escalating issues to Manager Global Brand & Content and Manager Marketing Communications. Develop toolkits and brand guidelines for customer facing areas of the business, in order to help them understand the brand positioning, key message, and brand application. Serve as the key contact for queries (internal or external) on the brand assets.