Head of Marketing & Brand

About the role :

Responsible to drive the development and execution of HIA’s brand and marketing strategy to enhance visibility, engagement, and alignment with the HIA's strategic objectives. Lead cross-channel brand campaigns and creative direction across paid, owned, and earned media to ensure a consistent, high- impact brand presence. Collaborate with internal and external stakeholders, including Communications, Sponsorship, and Qatar Airways Group entities, to ensure brand alignment, governance, and innovation across all public-facing content and marketing initiatives.

Key responsibilities

• Lead the brand and marketing strategy for HIA to ensure the brand evolves, stays relevant, and is consistently applied across channels by aligning initiatives with business goals and coordinating across Marketing and Communication functions.
• Set KPIs and ROI targets for paid, owned, and content performance to track the effectiveness of marketing initiatives by aligning measurement criteria with business objectives and campaign goals.
• Plan long-term media mix across paid, owned, and earned channels, to improve brand awareness, reach, and marketing efficiency, by leveraging performance insights, audience behavior data, and media cost- effectiveness.
• Define creative and messaging direction with a global-local approach, to ensure messaging consistency and local relevance across platforms, by collaborating with internal stakeholders and agency partners.
• Establish brand governance frameworks by providing guidelines, templates, and review mechanisms to ensure compliance with brand standards by internal teams, agencies, and partners.
• Lead cross-channel brand campaigns across digital and above-the-line platforms to enhance brand reach, consistency, and impact by overseeing paid and organic media initiatives from strategy to execution.
• Direct creative development and content creation strategies to deliver cohesive, high-quality brand communications by aligning messaging, formats, and visual identity with HIA brand standards and business objectives.
• Drive insight-led improvements in brand and marketing performance, to increase campaign efficiency and audience engagement, by integrating performance data, customer insights, and market trends into planning cycles.
• Champion creative excellence and innovation across brand and marketing outputs, to strengthen brand differentiation and drive engagement, by setting standards, evaluating content quality, and encouraging bold creative execution.
• Use audience insights and performance data to inform channel strategy, content priorities, and campaign design by leveraging tools, feedback loops, and historical campaign analysis.
• Align with the Marketing and Communication teams, internal departments, and Qatar Airways Group subsidiaries to maintain a unified and coordinated brand approach by participating in planning cycles and campaign approvals.
• Safeguard brand integrity in public-facing campaigns and key moments, to support reputation management and stakeholder trust, by applying brand principles and collaborating on sensitive communications.
• Collaborate with the Communications, Events, Sponsorship, and Protocol teams to coordinate content planning, campaign alignment, and approvals to ensure brand coherence and message synergy across all public-facing initiatives.
• Engage with Qatar Airways Group entities and subsidiaries to align group-wide marketing and brand messaging by facilitating consistent brand application, providing guidance, and contributing to shared campaigns.
• Own and allocate the brand and marketing budget to ensure optimal resource use with measurable ROI, prioritizing high-impact activities and tracking spend effectiveness.
• Maintain a cross-functional content and campaign calendar to coordinate marketing efforts and timelines across departments by mapping key initiatives, deadlines, and collaboration points.
• Support internal departments and subsidiaries with brand guidance to ensure consistency in messaging and approved asset usage by reviewing requests, providing input, and sharing brand templates.
• Deliver end-to-end brand campaigns across paid, owned, and earned channels to maximize impact and message cohesion by managing media planning, creative rollout, and content delivery.
• Oversee editorial content across digital platforms to maintain brand tone and standards across social media, website, and email by reviewing content plans, editing outputs, and enforcing editorial guidelines.
• Manage internal teams and external agency partners, deliver brand-compliant work efficiently and on time, oversee project workflows, deliverable reviews, and performance expectations.
• Oversee brand and marketing tools, processes, and contracts to ensure operational efficiency and governance by maintaining documentation, workflows, and vendor agreements in line with internal policies.
• Manage marketing budgets and implement controls to ensure accurate reporting and alignment with campaign objectives by tracking spend, ensuring process compliance, and validating outcomes.
• Use tools and dashboards to monitor performance and improve future campaign outcomes by identifying trends, testing hypotheses, and applying lessons learned.
• Source and manage agencies and vendors to ensure quality, efficiency, and compliance in marketing delivery by overseeing contracts, procurement, and financial reconciliation processes.
• Carry out other duties as directed by the Department head, to support strategic or operational needs, by adapting to evolving requirements and contributing to special initiatives.
• Perform other department duties related to his / her position as directed by the Head of the Department.

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