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 Marketing & Media Intelligence Manager is responsible for transforming market, audience, brand, media and digital data into forward-looking intelligence that strengthens decision-making and marketing performance across Miral. The role will identify emerging trends, shifts in audience behavior, competitive developments and media opportunities, translating complex information into clear implications and actionable recommendations for the Director of Brand Marketing and wider leadership.
Working across the marketing ecosystem, the role will execute Miral’s intelligence, measurement and digital optimization agenda, establish a reliable view of brand and campaign performance, and ensure that marketing decisions are increasingly grounded in evidence, foresight and measurable impact.
Marketing Intelligence & Consumer Foresight
- Develop and maintain an integrated view of market, consumer, tourism, entertainment and destination trends, identifying emerging opportunities, competitive threats and shifts in audience expectations that may influence Miral’s marketing priorities.
- Monitor competitor positioning, campaigns, media activity, partnerships and audience engagement to identify relevant developments and implications for Miral.
- Consolidate intelligence from research, industry sources, digital platforms, internal data and external partners, distinguishing meaningful signals from short-term market noise.
- Produce regular intelligence reports, trend analyses and executive briefings that explain what is changing, why it matters and where action or further investigation may be required.
Audience, Brand and Reputation Intelligence
- Analyze audience needs, behaviors, perceptions and media consumption patterns across priority segments and markets, translating findings into recommendations for targeting, messaging, content and channel selection.
- Track Miral’s brand health, awareness, consideration, reputation and stakeholder perceptions, providing a consistent evidence base for brand and marketing decisions.
- Monitor media coverage, social conversation, sentiment, share of voice and emerging narratives to identify opportunities, reputational considerations and changing stakeholder expectations.
- Partner with Brand Marketing and Corporate Communications to ensure audience, brand and media intelligence informs campaign planning, positioning and communications activity.
Media Effectiveness and Marketing Performance
- Implement the agreed marketing measurement framework across campaigns and channels, ensuring clear KPIs, consistent definitions and reliable performance reporting.
- Evaluate campaign effectiveness, media delivery, audience reach, engagement and investment performance across paid, owned and earned channels.
- Conduct post-campaign reviews that move beyond activity reporting to explain performance drivers, capture lessons and recommend practical improvements.
- Identify opportunities to strengthen targeting, channel mix, media efficiency and return on marketing investment, providing clear evidence-based recommendations to the Director of Brand Marketing.
Digital Marketing Execution and Optimization
- Support the execution and ongoing optimization of digital marketing initiatives across paid media, search, social, web, content and other relevant digital channels in line with the approved strategy and campaign objectives.
- Monitor digital audience journeys and campaign performance, identifying opportunities to improve acquisition, engagement, conversion and overall channel effectiveness.
- Coordinate with internal teams, agencies and platform partners to refine audience targeting, content distribution, media allocation and campaign execution.
- Assess relevant digital platforms, marketing technologies and AI-enabled tools, recommending practical applications that improve audience intelligence, execution, personalization and measurement.
Decision Support and Stakeholder Enablement
- Translate complex analysis into concise, decision-ready narratives, dashboards and recommendations tailored to executive, marketing and business audiences.
- Support marketing plans, investment proposals, business cases and leadership discussions with credible market intelligence, audience evidence and performance analysis.
- Manage research, analytics, media measurement and digital partners against clear briefs, deliverables, quality standards and commercial expectations.
- Build strong working relationships across Miral and its subsidiaries, promoting consistent use of data and embedding insight-led thinking into marketing planning and execution.
- Strengthen organizational capability by sharing intelligence, communicating lessons and enabling stakeholders to interpret and apply marketing and media insights effectively.
Academic Qualifications and Experience
- Bachelor’s degree in Marketing, Business Administration, Economics, Data Analytics, Statistics, Communications or a related discipline from a recognized institution.
- A relevant postgraduate qualification or professional certification in consumer insights, marketing analytics, digital marketing, market research or media measurement is advantageous.
- A minimum of 8–10 years of progressive experience across marketing intelligence, consumer insights, media analytics, digital marketing, market research or marketing effectiveness.
- Demonstrated experience identifying market, audience and competitor trends and converting findings into actionable recommendations for marketing and business stakeholders.
- Strong experience in audience research, segmentation, brand tracking, media monitoring, social listening, competitive intelligence and marketing performance measurement.
- Proven ability to evaluate integrated campaigns across paid, owned and earned channels and explain the drivers of performance, media efficiency and audience response.
- Experience developing executive dashboards, intelligence reports and decision-ready presentations that translate complex data into clear business implications.
- Strong working knowledge of relevant analytics, dashboarding, social listening, brand measurement, media monitoring and digital marketing platforms.
- Experience managing market research, media, analytics, digital and technology partners against defined scopes, deliverables and performance expectations.
- Experience within tourism, destination development, entertainment, hospitality, leisure, consumer experiences or another audience-led sector is strongly preferred.
- Strong commercial judgment, curiosity and analytical rigor, with the ability to connect audience and market signals to marketing priorities and investment decisions.
- Excellent written and verbal communication, presentation and stakeholder management skills in English and Arabic.
