Director of Brand Marketing (UAEN)

About Miral

Miral is the leading creator of immersive destinations and experiences in Abu Dhabi, that contributes to the growth of the leisure and entertainment industry and Abu Dhabi's economic diversification. It conceives, creates, operates, and manages immersive destinations and experiences that attract visitors from across the world to create unforgettable memories, accelerating the realisation of the Emirate's tourism vision and growth.

Responsible for the development and destination management of Yas Island and overseeing Saadiyat Island's Destination Management Strategy, Miral's portfolio of world-class assets incorporates entertainment, leisure, culture, sport, dining, retail, and hospitality experiences, aiming to deliver millions of memorable moments for residents and international guests alike. These include Ferrari World Yas Island, Abu Dhabi; Yas Waterworld Yas Island, Abu Dhabi (now includes 70+ rides and experiences following its expansion); Warner Bros. World™ Yas Island, Abu Dhabi; SeaWorld® Yas Island, Abu Dhabi; The Yas SeaWorld Research & Rescue Center Yas Island, Abu Dhabi; CLYMB™ Yas Island, Abu Dhabi; teamLab Phenomena Abu Dhabi; Yas Marina; and Yas Bay Waterfront, home to the UAE's largest indoor multi-purpose venue Etihad Arena, amongst others. Miral also has several projects being developed on Yas Island and across the emirate, including a Harry Potter-themed land within Warner Bros. World™ Abu Dhabi, and a Disney Theme Park Resort.

About the Role

The Director of Brand Marketing is responsible for shaping and elevating Miral’s corporate brand as a strategic enabler of growth, reputation and long-term enterprise value. The role will define and steward a compelling brand vision that reflects Miral’s ambitions, strengthens its market position and reinforces its leadership in creating world-class destinations, experiences and entertainment assets. Through a disciplined approach to brand strategy, architecture, governance and integrated marketing, the role will enhance stakeholder confidence, increase brand relevance and ensure the Miral brand continues to inspire audiences, attract partners and support the organization's future growth agenda

Brand Strategy and Portfolio Architecture

• Lead the development and implementation of Miral’s corporate brand strategy, positioning and value proposition, ensuring alignment with the organization’s strategy, growth agenda and evolving portfolio.

• Define the role of the Miral corporate brand within the wider portfolio and establish a clear architecture across subsidiaries, destinations, assets, platforms and strategic initiatives.

• Translate business priorities, new developments and strategic partnerships into differentiated brand propositions and platforms that strengthen Miral’s relevance and influence.

• Maintain a forward-looking view of the market, competitor activity and audience expectations to identify opportunities to evolve Miral’s positioning and strengthen brand equity.

Brand Governance and Enterprise Alignment

• Establish and oversee enterprise-wide standards for brand identity, messaging, naming, tone of voice and application across corporate and portfolio touchpoints.

• Implement clear governance, decision rights and approval processes that safeguard brand integrity while enabling teams to deliver with pace and appropriate flexibility.

• Partner with leadership and marketing teams across Miral and its subsidiaries to align annual brand priorities, resolve areas of overlap and strengthen the collective impact of the portfolio.

• Provide authoritative guidance on the application of the Miral brand across major developments, partnerships, sponsorships, campaigns, events, digital platforms and stakeholder initiatives.

Integrated Brand Marketing and Creative Direction

• Lead Miral’s annual corporate brand marketing strategy and planning cycle, translating business priorities into focused, audience-led and measurable programmes.

• Direct high-profile integrated campaigns that build awareness and understanding of Miral, support major announcements and partnerships, and showcase the organization’s portfolio, capabilities and contribution to Abu Dhabi.

• Set the strategic and creative direction for corporate campaigns, brand platforms and content, ensuring a compelling and consistent expression across paid, owned and earned channels.

• Partner with Corporate Communications and PR, Events, Digital and Performance Marketing, and Content and Creative Services to coordinate activation and deliver connected audience experiences.

• Direct Miral’s brand, creative and media agency ecosystem, holding partners accountable for strategic quality, creative standards, delivery performance and commercial value.

Audience Insight, Performance and Investment

• Establish a structured approach to audience and brand insight, using market research, segmentation, competitive intelligence and brand tracking to inform strategy and campaign development.

• Define the brand marketing performance framework and executive dashboards, with clear measures for brand health, audience engagement, campaign effectiveness and contribution to strategic objectives.

• Own the brand marketing budget and investment plan, ensuring resources are aligned with priority audiences and initiatives and supported by clear business rationale.

• Evaluate campaign and channel performance, redirecting investment where required and embedding learning into future planning, briefing and decision-making.

Strategic Advisory, Innovation and People Leadership

• Serve as a trusted advisor to the Executive Director, Marketing, Communications and Events and senior leadership on brand positioning, audience strategy, marketing investment and initiatives with significant brand implications.

• Embed brand considerations early in major corporate initiatives, new ventures, portfolio developments and strategic partnerships to ensure clear positioning, naming and market activation.

• Identify relevant marketing technologies, artificial intelligence applications and new audience engagement models that can improve the quality, speed and effectiveness of brand marketing.

• Lead and develop a high-performing Brand Marketing team, setting clear accountabilities and building the strategic, creative, analytical and commercial capabilities required to support Miral’s future ambitions.

Academic Qualifications and Experience

• Bachelor's degree in Marketing, Brand Management, Business Administration, Communications or a related discipline from a recognized institution; a relevant postgraduate qualification is preferred.
• 12-15+ years of progressive leadership experience in brand marketing, corporate marketing or integrated marketing, including significant experience leading enterprise-scale brands within complex, multi-brand or portfolio-based organizations.
• Proven track record of developing and scaling iconic brands, with responsibility for brand strategy, positioning, architecture and market differentiation in highly competitive and customer-centric environments.
• Demonstrated success in translating corporate strategy and growth ambitions into compelling brand platforms, integrated marketing programmes and measurable commercial outcomes.
• Experience leading high-profile brand, destination, tourism, entertainment, hospitality, leisure, consumer or place-based marketing initiatives that have strengthened brand equity, reputation and market performance.
• Strong understanding of brand development, audience strategy, consumer and stakeholder insights, market intelligence, reputation management and brand performance measurement.
• Demonstrated commercial acumen, including responsibility for significant marketing investments, budget governance, resource prioritization and return-on-investment optimization.
• Proven ability to influence and align senior stakeholders across complex organizations and lead cross-functional teams in support of enterprise-wide strategic objectives.
• Experience managing a diverse ecosystem of brand, creative, media, digital, content, research and strategic partners, ensuring consistently high standards of execution, innovation and commercial value.
• Demonstrated ability to advise executive leadership and represent the organization at senior government, industry, partner and media forums, acting as a trusted advisor on matters relating to brand, reputation and market positioning.
• Proven experience building and leading high-performing teams, fostering a culture of innovation, accountability, creativity and continuous improvement.
• Fluency in both Arabic and English is mandatory, with exceptional written, verbal, presentation and influencing skills in both languages.