Director - Marketing

Work closely with Programming to translate cultural content into engaging campaigns and storytelling

Ensure marketing reflects the depth, authenticity, and diversity of cultural programming

Align campaigns with the visitor journey and on-ground experience

Support Commercial team in promoting sponsorships, partnerships, and revenue-generating activities

Ensure sponsors and partners are effectively integrated into marketing campaigns and communications

Drive campaigns that contribute to revenue growth through increased visitation and engagement

Define and track marketing KPIs including reach, engagement, conversion, and attendance

Monitor campaign performance and optimize strategies based on data and insights

Use audience analytics to refine targeting, messaging, and channel effectiveness

Provide insights to support decision-making across programming and commercial teams

Ensure consistency of messaging and communications across all marketing channels

Coordinate with internal stakeholders (Programming, Commercial, Operations) for campaign alignment

Manage external agencies, media partners, and marketing vendors

Ensure all communications align with Qiddiya Group brand and communication guidelines

Align marketing strategy with Asset Management direction and asset objectives

Coordinate with Qiddiya Group marketing and communications functions

Ensure compliance with group standards, approvals, and governance frameworks

• Strong experience in marketing strategy and campaign execution

• Experience in audience development and demand generation

• Ability to link marketing activities to commercial and financial outcomes

• Strong analytical and data-driven decision-making skills

• Stakeholder and agency management capability

• Experience working in fast-paced, event-driven environments

• 12 15+ years of experience, with a strong track record in senior marketing leadership roles within large-scale, consumer-facing environments

• Proven experience in developing and delivering integrated marketing strategies and large-scale campaigns across multiple channels (digital, media, social, PR, and on-ground activations)

• Demonstrated success in leading high-impact campaigns that drive significant audience reach, engagement, and attendance

• Strong experience in audience acquisition, segmentation, and growth strategies

• Proven ability to drive footfall, visitation, and repeat attendance in large-scale environments

• Experience managing campaigns targeting local, regional, and international audiences

• Demonstrated ability to link marketing activities to commercial outcomes, including revenue growth and partner value

• Experience supporting sponsorship visibility, partnerships, and monetization through campaigns

• Strong understanding of marketing KPIs including conversion, engagement, and revenue contribution

• Strong experience in using data analytics and audience insights to drive decision-making

• Ability to monitor and optimize campaign performance across channels

• Experience with performance marketing, digital analytics, and reporting frameworks

• Proven experience managing:

o External agencies (creative, media, digital)

o Media partners and platforms

o Internal cross-functional stakeholders

• Ability to operate effectively within complex, matrix organizations

• Experience leading and developing marketing teams in fast-paced, high-visibility environments

• Ability to operate under pressure with tight timelines and high expectations