Head of Ecommerce and optimization

Job Overview

Miral Destinations is the destination promotion partner of the world’s fastest growing leisure and entertainment destination - Yas Island & Saadiyat Island.

We connect travelers to the destination stakeholders (theme parks, attractions, hotels, etc) by designing world-class holiday experiences and holiday packages that appeal to travelers from around the world.Some of the key websites we manage include the Yas Island website, Yas Island Theme Park and Attraction websites, Saadiyat Island website, Team Lab Phenomenon website.

Miral Destinations is looking for a Head of eCommerce and Optimization to (reporting to the Sr. Director, eCommerce and Digital Marketing) to join the team.The Head of eCommerce and Optimization will play a key role in supporting the commercial KPIs of the business as well as the enhancement and digital product roadmap strategy and execution

Job Scope

The Head of eCommerce and Optimization will take full ownership of driving commercial outcomes across the entire Miral Destinations website portfolio. This includes Yas Island, the Abu Dhabi Portfolio, and Theme Parks and Attractions. The role requires a digital leader with a strong business mindset who can create and execute a future-ready digital roadmap, while aligning with cross-functional HODs to deliver best-in-class digital guest experiences.

Key Responsibilities:

• Lead and own the commercial performance of the full portfolio of Miral Destinations websites, ensuring alignment with business KPIs across all platforms
• Create, manage, and continuously optimize the website enhancement roadmap and overarching digital product roadmap with clearly defined short and long-term milestones
• Deliver insightful and action-oriented eCommerce reporting and dashboards that shape business decisions and performance reviews
• Champion an always-on optimization program through structured A/B testing, user behavior analysis, and agile enhancements
• Own and execute the entire SEO strategy, including technical SEO, content strategy, backlink profile, and continuous search optimization, using industry best practices and tools
• Drive the affiliate marketing program by developing and scaling partnerships that generate incremental revenue
• Conduct ongoing competitive analysis across benchmark websites and industry leaders to identify opportunities and shape digital strategy
• Collaborate closely with HODs of Yas Island, Abu Dhabi Portfolio, and Theme Parks and Attractions to align goals, co-create experiences, and deliver integrated digital journeys that convert
• Be the central point of contact for all digital product and website optimization discussions across Miral Destinations
• Manage and guide internal teams and external partners/agencies across UX/UI, analytics, development, SEO, and affiliate marketing
• Translate business strategy into technical requirements and ensure cross-department collaboration (especially with IT, Marketing, and Commercial) for effective and timely execution
• Embed digital innovation and global best practices into all aspects of website design, content, and performance
• Ensure end-to-end tracking of the digital funnel, and utilize insights to maximize ROI, guest satisfaction, and retention
• Be the voice of the guest within the digital ecosystem and ensure every enhancement and product feature is rooted in customer needs and data insights
• Regularly present insights and performance results to senior leadership and influence the overall digital and commercial strategy of the company
• Foster a high-performance culture within the eCommerce and Optimization team and guide junior team members to excel in their roles and grow professionally

Essential

• Minimum bachelor’s degree in marketing or digital marketing
• Demonstrable experience leading and managing a team and agency partners
• Showcase a track record in delivering ambitious eCommerce results
• Strong experience in creating and delivering initiatives across UX/UI, development, SEO/SEM, affiliate marketing, analytics, and digital product strategy
• Working knowledge of enterprise CMS’, Power BI, GA4
• Knowledge of the latest SEO, affiliate marketing, performance marketing strategies and techniques
• 10+ years of experience of digital marketing and eCommerce
• Experience in managing digital presence of an enterprise global brand
• Experience in either destination digital marketing or OTAs or leisure industry or hospitality industry
• Strong commercial acumen and the ability to tie digital decisions to business impact
• Ability to simplify technical discussions for business teams and vice versa
• Experienced in managing a matrix of internal stakeholders and external agencies
• Strong analytical mindset with a passion for data-driven decision-making
• Exceptional presentation skills to communicate data, performance, and strategy
• Capability to write briefs for UX/UI/design/development enhancements
• Culturally aware and adaptable in a multicultural environment
• A proactive, innovative, and resilient mindset aligned with progressive values
• Natural leadership qualities with a passion for mentoring and growing talent
• Deep customer focus and dedication to delivering joyful, seamless digital journeys

Desirable

• Experience with basic coding / code analysis is an advantage
• Experience in using Figma or Sketch is an advantage
• Experience in Adobe Creative Cloud apps is an advantage
• Fluency in English is a must and Arabic is an advantage but not mandatory
• Experience in working on a digital loyalty product / program and Mobile Apps with eCommerce
• Aviation industry experience is an advantage but not mandatory
• UAE experience is an advantage but not mandatory
• Working experience with Semi-Government or Government organizations is an advantage but not mandatory
• Avid leisure traveler
• Active digital content consumer who often shops online
• Deep understanding of pop culture and cultural trends