Head of Marketing

The Head of Brand Marketing owns the Yas Island destination brand across international source markets and is a key contributor to its long-term growth — responsible for brand development, continuity, IP usage, content creation and standards across all communication, including an audience-segmented content strategy that builds brand strength (salience, awareness, consideration, buzz) and supports new market entry. Working closely with the Brand Marketing Director, the role acts as a dual gatekeeper for brand assurance alongside the Head of Creative Services, driving brand development through external creative agencies and supporting marketing initiatives and operational needs for the destination.

This includes consistent messaging across the online (websites, apps, social approvals) and offline (in-destination, collateral, B2B) consumer journey, maintaining guest/partner communication that drives visitation, guest spend, repeat visitation and revenue growth.

Job Responsibilities

Destination Marketing & Campaigns

• Plan and execute integrated marketing campaigns across all channels (owned, earned, paid), focused on ROI against spend, working with the Head of Creative Services to ensure timely, full roll-out of creative across all mediums.

• Ensure high-quality, consistent communication across channels through a 360 integrated approach, driving attendance, revenue and per-cap targets.

• Support theme parks and attractions teams on new product/ride launches by amplifying their news through destination channels internationally.

• Manage relationships with Miral Group stakeholders and agencies to ensure contractual deliverables are executed on time and aligned with the destination brand and marketing strategy.

• Identify and execute partnership opportunities with existing and new partners/sponsors that build brand awareness and drive attendance.

• Drive campaigns and consumer journey enhancements that grow visitation, guest spend and repeat visits across Yas Island.

• Drive content strategies that encourage deeper island exploration, multi-day itineraries and guest engagement.

• Support room night and ecommerce/package sales through campaigns, content and conversion-focused consumer journey initiatives across priority markets.

• Perform other miscellaneous support functions as required.

Brand Strategy & Governance

• Own the Yas Island brand architecture and Brand Guidelines, ensuring new assets, partnerships, experiences and communications integrate into a cohesive destination ecosystem, and distributing standards across Miral Group, partners and sponsors.

• Work with the Brand Marketing Director to develop and execute the Brand Strategy, maintaining brand integrity and perception across all marketing initiatives.

• Develop annual, audience-led destination brand and content strategies that build brand strength (salience, awareness, consideration, buzz) and preference across source markets, including support for new market entry.

• Ensure all in-destination communication and B2C/B marketing material — signage, wayfinding, promotional material, maps, ambience — meets brand guidelines and Operations team standards.

• Act as final approver and gatekeeper for brand and IP compliance across all communication, working with the Heads of Brand Marketing (theme parks and attractions) to ensure destination communication meets contractual IP rules.

• Identify strategic partnerships and brand collaborations that extend destination relevance, reach and business value.

• Integrate loyalty and Annual Pass propositions into brand strategy, campaigns and communications to strengthen acquisition, engagement and repeat visitation.

• Maintain deep customer and competitor insight — locally, regionally and globally — using data to drive marketing outcomes.

Creative & Content Delivery

• Own the external creative agency relationship end-to-end — briefs, concepts, delivery — ensuring output targets the right market/consumer and meets campaign objectives.

• Work with Legal/Procurement to manage the agency financial relationship, including retainers, production fees and usage rights, in line with contractual obligations.

• Own campaign shoots and productions end-to-end — production houses, talent agencies and destination stakeholders — from concept approval through execution, post-production and sign-off.

• Manage workflow between internal/external creative agencies and Performance Marketing to roll out the content strategy within budget while protecting brand integrity.

• Support department leaders and the wider Miral Group with content creation, ensuring full roll-out/adaptation of creative across all mediums.

• Manage copywriting and translations, ensuring consistent multilingual tone-of-voice and compliance with IP naming conventions.

• Drive culturally relevant content strategies, partnerships, creators, influencers and celebrity integrations that strengthen destination relevance and audience engagement.

• Align Creative Services, agencies and marketing teams to deliver campaigns, content and creative assets efficiently and to brand standard.