About the role :
In this role you will be responsible for developing, managing, implementing, evaluating and constantly updating all integrated commercial marketing campaigns for Qatar Airways to maximise our revenue generation, and for the media buying implementation of all Qatar Airways Brand campaigns to maximise and increase the Brand health and value.
You will oversees the functions of Global Media Buying, Research, (New Destinations, Partnership Marketing, and Regional Marketing), and acts as the key liaison with Ecommerce.
Key accountabilities of the role include the following :
Develop the airline’s global brand and commercial marketing campaign strategies, determining the correct level of investment and channel mix for each campaign to maximise the generation of revenue and increase in brand value.
To develop, and evolve a global multi-attribution media mix model that provides a global, regional and national frame of reference to qualify, quantify and provide strategic guidance on how best to blend investment by media channel for each category of brand and tactical marketing activity.
Develop strategic relationships with key industry partners, such as tourism bodies, airports, to amplify our global marketing initiatives.
Ensuring that all commercial and brand marketing activities help establish www.qatarairways.com as the preferred sales channel through integration and development of synergistic and focused campaigns with QR Ecommerce.
Develop integrated HO commercial marketing campaigns ensuring consistency of messaging and imagery in all key communication channels.
Work closely with the Senior Manager Brand and Creative Services to ensure all necessary campaigns and creative collateral, are delivered on time and are fit for purpose.
Ensure all commercial and brand marketing campaigns are launched on time, stay within budget and deliver on the respective KPIs.
Facilitate effective communication and deployment of corporate marketing strategies and initiatives to regional marketing offices, and support the regions to implement marketing campaigns that support local brand development and achievement of revenue targets.
Manage the Global Media buying activity to balance the regional, Ecommerce and HO Commercial Marketing activities versus the respective Marketing KPIs.
Lead the annual commercial marketing budget process by ensuring all country, regional and global media plans are integrated, appropriately targeted, integrate with Ecommerce, and support the broader Commercial and Brand KPIs within the COS.
Accurate budget tracking, reports and compliance with internal Finance, Procurement and Contracts processes and policies.
Ensure that all marketing plans, budgets and CMC’s are submitted on a timely basis prior to beginning of the fiscal year (depending on internal provision of budgets).
Directly manage the expenditure of the approved global media buying budget, the HO Commercial Budget and the Regional Marketing Budget, and that all stay within COS.
Ensure planned regional marketing activities are carried out as per the approved regional marketing plans.
Management & Leadership
Establish the team’s objectives and priorities to align with and support business objectives.
Sharing of best practice and marketing case studies between regions and countries.
Train and develop other employees, for proper succession planning and risk management.
Provide strong direction to the team and encourage seeking new marketing opportunities and continuous learning.
Develop workshops and forums to ensure information dissemination and knowledge transfer from HO to regional marketing teams / stations.
Communicate at a senior management level as well as with peers across the organisation to build strong collaborative relationships across all stakeholders.
Ensure effective communication and stakeholder management with key commercial functions, with particular focus on Ecommerce, Network Sales, Revenue Management and Corporate Planning.
Qualifications and Experience required :
Bachelor's degree in Marketing, Business Studies or Communications along with a minimum of 10 years relevant experience in a similar role.
12+ years marketing experience required in a multi-national or corporate environment.
Middle Eastern or international experience gained working with a multi-cultural work environment.
Working in cross-functional teams.
Experience working in a head office of a multi-national company.
Marketing experience in the airline, travel or hospitality industry in highly preferable.
Experience working in a field sales or marketing position
In addition, the following job specific skills are required :
Good presentation skills.
The ability and confidence to present to senior management level.
Strong understanding of airline revenue management principles and sales distribution channels.
Managerial skills - ability to delegate work, set clear direction and manage workflow. Strong mentoring and coaching skills.
Ability to train and develop subordinate's skills. Ability to foster teamwork among team members.
Ability to work as part of a team and collaborate to deliver results.
Excellent project management skills.
Ability to prioritise and manage multiple projects.
Attention to detail.
Understanding of cross functional processes within a matrix organisation.
Strong influencer skills and positive attitude to get the job done.
Sense of urgency and willingness to complete smaller tasks as well as contribute to strategic thinking in order to achieve results.