Oversee Expo-wide theme architecture, content governance, and visitor-experience standards by setting cross-channel guardrails, running approval gates, and aligning physical and virtual touchpoints to protect narrative coherence, accessibility, and brand integrity.
Responsibilities
Visitor Experience & Engagement
- Issue visitor-experience standards covering visitor journeys, sensory design, queue and crowd principles, and inclusivity to establish minimum service and accessibility levels across zones.
- Set accessibility and inclusive-design policies covering mobility, sensory needs, language, and neurodiversity to broaden participation and ensure compliance with applicable Saudi and international standards.
- Publish destination design and brand-environment guidelines covering wayfinding, materials, finishes, and placemaking to align physical touchpoints with the Expo’s identity while enabling innovation.
- Maintain the cross-channel experience blueprint connecting onsite, digital, and Virtual Expo touchpoints to ensure a consistent visitor experience before, during, and after the visit.
- Define experience KPIs, including visitor satisfaction, dwell time, repeat intent, and sentiment, in coordination with Corporate Performance & Insights to support performance measurement and continuous improvement.
- Synthesize test-event findings and visitor feedback into thematic updates and targeted experience improvements to enhance readiness ahead of peak periods.
Theming & Content Strategy
- Act as custodian of the Expo’s overarching thematic narrative, ensuring coherence across pavilions, exhibits, programs, and communications.
- Define the Expo theme architecture and curatorial principles to anchor all storylines and exhibits in a coherent “one Expo” narrative.
- Define and continuously interpret the Expo’s overarching theme and approved subthemes across all content and visitor experiences, ensuring thematic coherence and alignment with the Expo’s evolving strategic direction.
- Operate content governance, including editorial guardrails, sensitive topics, and cultural alignment, to reduce reputational risk while preserving authentic expression.
- Coordinate with Legal/IP on rights, clearances, and fair-use parameters to prevent downstream content conflicts and takedowns.
- Review pavilion and program concepts through curated clinics with the Expertise Team, enabling early adjustments rather than late redesigns.
- Align School & Learning Programs content with the theme architecture to ensure age-appropriate narratives and measurable learning outcomes.
- Provide narrative guidance and asset packs to Marketing/Studios and Partnerships, enabling consistent creative content while honoring partner entitlements.
Strategy & Governance
- Run cross-functional approval gates with Design, Delivery, Marketing & Communications, and Digital & Technology to ensure pavilions and programs meet thematic and visitor-experience standards before commitment.
- Approve or waive exceptions through a documented variance process, balancing creativity with safety, operational feasibility, and brand protection, in line with ERC delegation of authority.
- Lead forums on thematic and visitor-experience decisions to accelerate cross-functional alignment and resolve conflicting visitor-experience requirements.
People Leadership
- Run cross-functional approval gates with Design, Delivery, and Marketing & Communications to ensure pavilions and programs meet thematic and visitor-experience standards before commitment.
- Approve or waive exceptions through a documented variance process, balancing creativity with safety, operational feasibility, and brand protection, within delegated authority.
- Lead executive forums on thematic and visitor-experience decisions to accelerate cross-functional alignment and resolve conflicting visitor-experience requirements.
Educational Qualifications
- Bachelor’s degree in Tourism and Hospitality, Event Management, Interior Design, Media and Communication, Archaeology and Museums, Business Administration, Experience Design, or a related field.
- Master’s degree in a relevant field is preferred.
Experience
6+ years of relevant experience, with demonstrated leadership capabilities, sound decision-making skills, and a proven ability to manage teams, drive operational performance, and deliver organizational objectives.
Job Specific Skills
- Thematic development, exhibition curation, and narrative storytelling.
- Visitor journey mapping and experience design.
- Content strategy, governance, and editorial standards.
- Accessibility and inclusive experience design.
- Digital, interactive, and immersive visitor experiences.
- Visitor insights, analytics, and experience performance measurement.
- Strategic stakeholder engagement and cross-functional governance.
- Strategic leadership and multidisciplinary team development.
- Fluency in Arabic and English is preferred.
