JOB PURPOSE

We currently have an exciting opportunity for a Vice President of Corporate Communications - Digital Marketing. In this role you will define, implement, and oversee Emirates Group Digital Marketing strategy and its execution in line with CCM&B (Corporate Communications, Marketing and Brand) and Commercial objectives. Oversee and manage a team of Digital Cross-Channel Marketers as well as Digital Marketing Specialists for SEM, SEO, Affiliates, Display, Email, and Paid Social across all Emirates markets and 20+ languages.

In addition to the above you will continuously optimize the effectiveness of Emirates’ Brand and Tactical Marketing activities as well as develop innovative new approaches to acquire new customers and (re-)engage with existing ones. Work with the Brand and Marketing Operations teams to promote brand awareness, brand consideration, and brand advocacy across all markets and to ensure campaigns are implemented in an integrated way across all customer touchpoints in line with Emirates brand guidelines.

In summary, the role is responsible for proactively developing strategies to generate operational efficiency, incremental revenue, and improved customer value as well as to strengthen the Emirates brand through digital marketing innovations.

WHAT YOU WILL DO

• Define Emirates Digital Marketing strategy aiming to acquire significant amounts of new customers each year (greater than our seat capacity growth), to achieve commercial revenue targets, to raise brand awareness and consideration globally, and to minimize the cost per acquisition across all paid performance marketing channels.
• Build an effective and robust execution model for all tactical marketing activities across email, web, and mobile, which leverages customer data and insights to deliver personalized and relevant marketing messages.
• Lead a team of Cross Channel Marketers who leverage customer data and insights to design automated marketing programs.
• Grow marketable customer bases as well as work with relevant Business Teams to increase the percentage of `contactable and marketable customers
• Design and implement fully automated trigger-based email programs as well as automated personalized customer comms/emails along the customer lifecycle.
• Lead a team of digital marketing specialists to deliver automated digital marketing programs across the marketing ecosystem.
• Collaborate closely with Analytics and Digital Product to ensure that all digital marketing activities are optimized as well as support an engaging and consistent customer experience.
• Design and deliver a program of internal learning activities around digital marketing to maintain and up-skill the knowledge of staff both within Digital Marketing, but also across CCM&B
• Effectively manage and utilise the services of agencies and other suppliers, and manage internal and external resources, to deliver cost-effective digital solutions within budget.
• Working with relevant CCMB Teams, establish a set of creative guidelines for digital creative assets and content.

THIS JOB MIGHT BE FOR YOU IF YOU HAVE

• Degree or Honours (12+3 or equivalent) in the field of Digital Marketing
• 12+ Years of experience in Marketing & Media Communication, Other related fields
• Minimum 5 years of leadership experience in the field of Digital Marketing

YOU WILL HAVE AN EDGE IF YOU HAVE

• Excellent knowledge of the paid digital marketing mix: Display, PPC, Paid social media, Meta-Search, Affiliates, and an understanding of how elements affect each other and are best optimized.
• Excellent understanding of direct response campaigns and remarketing techniques across the digital mix.
• Strong analytical skills and understanding of KPI's for online/digital media. Proficiency with campaign analytics and the ability to employ findings to improve performance
• Ability to articulate Digital strategy (verbally and in writing).
• An ongoing desire to learn and excel in a highly collaborative, multi-facetted department.
• Experience leading a highly skilled digital marketing team.