The Head of Marketing sets the marketing direction for O West, Makadi Heights and Byoum, positioning each destination and its real estate offering to drive demand, sales and long-term brand value. Reporting to the Chief Commercial Officer, the role leads the destination marketing teams, aligns marketing investment with commercial priorities, and carries full accountability for building a capable, engaged and high-performing team.
KEY ACCOUNTABILITIES
A. Strategy & Brand
- Marketing Strategy — Set the marketing strategy for O West, Makadi Heights and Byoum in line with the business plan and the direction of the Chief Commercial Officer, and translate it into an annual marketing program for each destination.
- Brand Positioning — Define the positioning of each destination and govern a clear, consistent brand architecture and identity across the three destinations and all customer touchpoints.
- Market Insight — Lead market research, customer segmentation and competitor analysis, and translate insight into recommendations on positioning, product and commercial approach.
B. Commercial Growth
- Demand Generation — Own lead generation and funnel performance across digital, performance and traditional channels, with accountability for lead quality and an effective handover to Sales.
- Sales & Launch Alignment — Align marketing plans with sales objectives, including launch strategies for new phases and products, and the marketing support provided to broker and channel partners.
- Marketing Investment — Set the annual marketing budget for approval by the Chief Commercial Officer, and govern the return on spend by destination, channel and campaign, directing investment towards the highest-performing activity.
C. Communications & Governance
- Integrated Communications — Set the direction for integrated campaigns across ATL, BTL, digital, social media and events, ensuring a coherent brand and customer experience across all channels.
- Functional Interfaces — Align marketing activity with the Public Relations Director on media and public announcements; with Human Resources on internal communication and events, where Human Resources owns content, message and audience and Marketing owns design, production and delivery; and with Group Investor Relations where relevant.
- Agencies & Governance — Define the agency and supplier model, hold partners accountable for quality, value and delivery, and establish departmental policies and procedures in line with company policies and applicable regulations.
D. People Leadership
- Organization & Performance — Design the structure of the marketing team across the three destinations, including the destination marketing leads, and set clear objectives, accountabilities and a disciplined performance management cycle.
- Capability & Succession — Coach and develop the team, building capability for current and future needs, and prepare successors for the destination marketing lead roles.
- Engagement & Retention — Build a culture of motivation, trust and collaboration, act on the results of engagement and manager effectiveness surveys, and retain key talent in partnership with the HR Business Partner.
KEY PERFORMANCE INDICATORS
- Demand — Volume and quality of qualified leads, and cost per lead, by destination and channel.
- Sales Contribution — Marketing contribution to sales targets and conversion rates across the funnel.
- Brand — Brand awareness and brand health measures for each destination.
- Investment — Return on marketing spend and adherence to the approved budget.
- Delivery — Delivery of the annual marketing program and launch plans to agreed timelines.
- People — Team engagement and manager effectiveness results, and retention of key talent.
KNOWLEDGE, SKILLS & EXPERIENCE
- Education — Bachelor’s degree in Marketing, Mass Communication, Business Administration or a related field; a postgraduate qualification is an advantage.
- Experience — 12+ years in marketing and branding, including at least 5 years leading multi-level teams.
- Sector — Experience in real estate, hospitality or destination marketing is preferred.
- People Leadership — Proven record of leading, coaching and developing multi-level teams, with evidence of building engagement and retaining talent.
- Digital & Insight — Proven experience leading digital and performance marketing, and in market research and analysis.
- Competencies — Strategic thinking, commercial acumen, stakeholder management, problem solving and decision making.
- Tools — Microsoft Office, marketing analytics, CRM and digital advertising platforms.
- Language — Fluency in Arabic and English.
