Senior Marketing Manager
Etihad
Total des années d'expérience :16 years, 0 Mois
SENIOR MARKETING AND BRAND MANAGER
(based Abu Dhabi) June 2014 - Oct 2018 (4 years)
• Reporting to the Vice President Marketing and directly managing a team of five
• Development and delivery of global marketing campaigns
• Brand management for the airline including brand audits, brand refresh and development of tools and assets.
• New product positioning, messaging and launch plans
• Management of brand, creative and production agencies
• Project management of marketing and brand initiatives across the company
• Brand support for other departments and Etihad businesses including consultancy and project management
Achievements:
• Led the brand management function for the airline including first ever company-wide brand tools such as brand voice, copy style guide, terminology guideline in 14 languages, visual guidelines, messaging platforms and an online brand portal.
• Led the brand audit with resulting two-year brand plan for the airline with deliverables and defined end state.
• Delivered a global brand campaign featuring Nicole Kidman driving up global brand awareness by 3% and ‘consideration to fly’ by 5%.
• Nominated to work on the two biggest launches in Etihad history - the launch of the A380 and 787 Dreamliner aircraft in 2014, and the new Abu Dhabi airport ‘Midfield Terminal’ (due to open in 2019 / 20).
• Managed a full rebrand of the airline including new livery and uniform launches, new brand guidelines and branding update of all physical and non physical touchpoints, and campaigns for new (industry first) on board product.
• Created strategic processes used across global teams for major marketing campaign development and agency briefing.
• Built the process for brand positioning and messaging of all new product and service launches.
• Designed brand voice and behavior training for airline crew, call centre staff and social media community teams.
• Led the brand induction for all new joiners at the company-wide ‘Welcome’ programme.
Reporting to the Head of Marketing and directly managing a team of four and indirectly managing 12 in-country positions
• Deliver airline marketing plans for UAE, Middle East and Africa (20 countries and 30 stations)
• Forecasting and control of regional marketing and campaign budgets
• Create advertising and marketing campaigns integrating digital, social media and web content in relevant languages (EN and ARA)
• Implement partnership activity across tourism entities, banks, retail, airport and media partners
• Team management including recruitment and management of in-country and central marketing roles
• Develop segmentation analysis, data insights and relevant market research
Achievements:
• Implemented the 7 Day Free Airport Parking promotion (in conjunction with Abu Dhabi Airports), targeting Dubai and Al Ain
audiences, resulting in a 22:1 ROI and a promotion extension for another 18 months.
• Developed an Emirati brand campaign featuring an original song, music video, online marketing campaign, influencer & hashtag
strategy, Shazam partnership and song distribution rights and support from Sony Music.
• Delivered route launch marketing campaigns in Nigeria, Kenya and Ethiopia and support for network expansion into Africa.
• Created UAE marketing campaigns for a further 15+ new route launches, along with an efficient planning and briefing process.
• Led over 60 advertising and marketing campaigns including tourism partner campaigns, Etihad Holiday and destination campaigns,
awards ads, network advertising and campaigns, Abu Dhabi partner campaigns and new product launches.
• Built market research across core UAE segments regarding travel barriers and behaviours with actionable output.
• Delivered the marketing induction for the Emirati Graduate Management Programme and chosen to be a mentor to Emirati trainees.
HEAD OF MARKETING, INTERNATIONAL MARKETS
(based Paris)
• Reported into the Director of International Markets, building and leading a team of five direct reports
• Deliver the strategic yearly business plans for the region - including sales and marketing strategies
• Lead quarterly business reviews and monthly commercial reviews
• Budget management (up to €2m) including budget allocation, forecasting, tracking and re-allocation where required
• Create individual country marketing plans including yearly advertising and media plans
• Build partnership marketing activity with other Disney businesses, third party partners and media partners
• Develop positive PR with relevant media partners through press events and visits, media promotions, radio live broadcasts and editorial coverage
Achievements:
• Created the first-ever fully integrated marketing plans for six key markets.
• Led a first-ever ‘on-shelf’ travel product in Migros (supermarket retailer) in Switzerland including product design, sales distribution and marketing campaign leading to +25% yearly revenue.
• Delivered a business case for first-ever DLP TV advertising in Denmark resulting in 50% of the year’s business booked within first month of ad, and exceeding objectives by 150%.
• Grew advertising spend by 62% across priority markets through market insights and data, as well as measurement & evaluation of marketing activity against revenue results.
• Implemented business cases for potential market entry to Eastern Europe (Poland, Hungary, Romania), Russia and the UAE
• Built a marketing team of five positions across marketing disciplines.
• Part of an international team with the highest ROI of any region at Disneyland Paris, delivering double-digit revenue growth over a five year period.
Working with partners including other Disney businesses, Disney corporate partners (i.e. Coca Cola, Kelloggs, Visa and Hasbro) and media to drive visitation to Disneyland Paris and Walt Disney World from the UK and Ireland. Reported to the Head of Promotions with one direct report.
Achievements:
• Led UK taskforce for the opening of Manchester United Soccer Schools at Disneyland Paris including the joint marketing and sales plan.
• Drove 3-digit sales increases in Ireland through a six-week long national promotion with Tesco Ireland including TV advertising and a budget of EUR 2.5m.