Americas & Europe Consumer Marketing Director

Do you have a passion for travel and tourism? Then come join us at the Saudi Tourism Authority (STA) as we help bring Saudi Arabia’s Vision 2030 to life!

To manage the Consumer Marketing Department activities, in order to ensure and deliver on the Department’s mandate and identify improvement opportunities that will contribute to the delivery of short and mid-term strategic objectives within set KPIs, agreed budgets and adopted policies and procedures as well as to strategize and develop the integrated marketing campaign for STA and manage, implement, track and measure campaigns and their component against time and budgetary requirements.

 Planning and Strategy:

·       Contribute to the design and implementation of the Sector’s strategy and roadmap by providing function-specific inputs

·       Establish and implement the Department’s operational plans in support of the Sector’s overall strategic plan and KPIs

Budget:

·       Prepare the Consumer Marketing Department annual budget and participate in the Division’s budgeting cycle and process

·       Utilize and manage the Consumer Marketing Department’s budget effectively, and report accurately on progress made and challenges encountered

·       Investigate and propose implementing strategies that result in positive financial impact for STA and mitigate financial and operational risks

Job Specific Accountabilities:

·       Lead development of integrated marketing campaign strategies and activity plans for essential STA programmes to ensure localisation of global brand and communication strategies to the relevant market and region

·       Lead development of market-specific, digital and non-digital, promotion strategies which align with COE to segment the markets, identify optimal channels to reach and increase conversion rates

·       Evaluate key customer segments to promote marketing campaigns and maximise consumer outreach

·       Develop targeted campaigns and tailor key messaging to source market

·       Ensure effective use of marketing channels to execute campaign awareness and objectives and generate qualified leads

·       Work with key internal and external stakeholders to drive the execution of campaign activities including product marketing, digital marketing, customer relationship management events, brand, customer services, admissions, international, regional, business development, PR and project management teams

·       Develop creative briefs with detailed campaign guidelines for respective marketing campaigns in line with budgets

·       Co-develop, with agencies, promotional printed materials and publications, including annual prospectuses, institutional profiles, adverts, online tools, promotional flyers etc.

·       Manage the customisation, design, sourcing and production of all campaign materials and collateral for respective marketing campaigns and initiatives (brochures, flyers, banners, infographics, etc.) and ensure alignment to Visit Saudi's brand

·       Deliver campaign activity presentations and regular results presentations

·       Activate marketing campaigns in line with the set strategies and monitor consumer response

·       Carry out post-campaign analysis to measure value added and impact against objectives and provide learning for future campaigns

·       Work with the Centre of Excellence (COE) to understand stakeholder feedback to influence future design work

·       Manage the master plan of activity to ensure that individual campaigns dovetail effectively without duplication yet maintain individual objectives

·       Drive competitor benchmarking to understand promotional activity and campaign trends

·       Perform daily management of local agencies to develop plans, creative, production, print, media buy, PR, communication and activation that achieve ROI requirements per campaign

·       Manage generated leads from all areas of the campaign activity in conjunction with the business stakeholders and overall CRM strategy

·       Liaise with the various regional marketing teams to ensure alignment to the global campaign plans and brand and marketing strategies

·       Liaise with the PR and internal communications teams to deliver supporting activity for campaigns as required

Policies, Processes and Procedures:

·       Propose improvements to Consumer Marketing Department’s policies, and ensure the implementation of procedures and controls across all areas of activity so that all relevant procedural/legislative requirements are fulfilled while delivering high quality and cost-effective results

·       Monitor day-to-day activities to ensure compliance with stipulated policies and procedures

·       Stimulate subordinates and contribute to the identification of opportunities for continuous improvement of systems and processes taking into account leading practices, changes in business environment, cost reduction and productivity improvement

People Management:

·       Manage, guide and assist direct reports to perform their functional operations in accordance with set policies and procedures

·       Participate in identifying and recruiting key talent for Consumer Marketing Department

·       Promote a high-performance working environment embracing STA’s values

General Accountabilities:

·       Build and maintain solid relations with externals stakeholders such as governmental entities and consultants to serve STA’s best interest

·       Provide assistance across the organization and support peers when needed to perform their duties

·       Approve reports and presentations related to Consumer Marketing Department activities and achievements for reporting and decision-making

·       Perform other activities as and when required

·       Not less than 10 years of experience in marketing or other relevant field

·       A bachelor’s degree in marketing or equivalent is preferred

·       A master’s degree in marketing or equivalent is preferred