Brand Manager

The Brand Manager is responsible for executing Etihad’s brand strategy across marketing, sponsorship, and the end-to-end guest experience (on the ground and in the air). The role ensures that all brand expression – across campaigns, content, products, services, and experience touchpoints – is consistent, distinctive, and aligned to Etihad’s brand strategy and guidelines. Reporting into Brand leadership, the role acts as a brand guardian and strategic partner to the wider business, with a clear objective to strengthen the Etihad brand across awareness, consideration, distinctiveness, and overall brand equity. Accountabilities Brand Strategy, Positioning & Governance • Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives. • Support brand positioning across marketing, sponsorship, products, and the guest experience. • Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets. • Manage brand protection activities, including trademark governance and usage. Brand Frameworks, Guidelines & Assets • Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases. • Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments. • Own management of Etihad's livery, including any special liveries developed. Campaigns, Content & Creative Delivery • Support end-to-end brand campaign development, from customer insight and agency briefing through creative development, production, and post-campaign evaluation. • Ensure a coherent, high-quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy. • Lead evergreen content production, including briefing, shoot planning, permits, on-set guidance, post-production quality control, and asset delivery, in collaboration with creative and production teams. Stakeholder, Agency & Enterprise Collaboration • Demonstrate an enterprise mindset by working effectively across the organisation. • Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects. • Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration. Brand Performance, Budget & Advocacy • Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions. • Manage allocated brand budgets responsibly and transparently. • Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.

•    Bachelor’s degree with a minimum of 5 years’ experience in a brand and marketing role within a global, matrixed organisation. •    Proven experience in brand management, combining strategic thinking with strong executional delivery. •    Background in aviation, travel, hospitality, or FMCG preferred. •    Comfortable working across a wide range of creative disciplines, from physical environments and livery to digital, content, and service design. •    Strong left‑ and right‑brain capability: able to think strategically while executing with rigour and precision. •    Exceptional attention to detail, strong project management skills, and the ability to manage multiple workstreams concurrently. •    Strong relationship‑building, communication, and influencing skills.   Job posting close date: 27th October 2026

Brand Strategy, Positioning & Governance • Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives. • Support brand positioning across marketing, sponsorship, products, and the guest experience. • Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets. • Manage brand protection activities, including trademark governance and usage. Brand Frameworks, Guidelines & Assets • Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases. • Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments. • Own management of Etihad's liver y, including any special liveries developed. Campaigns, Content & Creative Delivery • Support end-to-end brand campaign development, from customer insight and agency briefing through creative development, production, and post-campaign evaluation. • Ensure a coherent, high-quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy. • Lead evergreen content production, including briefing, shoot planning, permits, on-set guidance, post-production quality control, and asset delivery, in collaboration with creative and production teams. Stakeholder, Agency & Enterprise Collaboration • Demonstrate an enterprise mindset by working effectively across the organisation. • Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects. • Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration. Brand Performance, Budget & Advocacy • Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions. • Manage allocated brand budgets responsibly and transparently. • Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.