Commercial And Marketing Manager

Job description / Role

Job Summary / Mission
Reporting to the Airport Director, the Commercial & Marketing Manager is responsible for the development and execution of strategies to maximize both aeronautical (airline-related) and non-aeronautical (retail, duty-free, real estate, etc.) revenues. The role ensures the airport’s commercial and marketing success, by securing business partnerships, managing key revenue streams, and enhancing passenger experience through innovative and effective marketing and branding initiatives.

This position is also integrant part of the airport Operational Readiness Activation and Transition (ORAT) process, ensuring the airport’s commercial areas (duty-free, retail, F&B, advertising, real estate, etc.) are effectively planned and fully operational at opening.

Key Responsibilities and Accountabilities
Commercial & Revenue Development
• Develop and implement commercial revenue strategies to optimize airport revenues across aeronautical and non-aeronautical business streams;
• Identify and negotiate partnerships with airlines, duty-free operators, retailers, advertisers, and service providers;
• Draft and monitor all Airport Use and Lease Agreement (AULA) / Operating Agreements with airlines and aircraft operators;
• Keep updated and monitor the application of the regulated charges, and benchmarks and propose the revision of the non-regulated charge, fees and specific prices at KIA;
• Identify and attract new revenue streams through airport real estate, property leasing, advertising, and service concessions;
• Evaluate and approve the airline incentive schemes proposed by the Marketing department;
• Monitor and analyze revenue performance, and in close collaboration with Finance department adjust and identify strategies and opportunities for growth;
• Develop pricing models for terminal concessions, advertising, and real estate opportunities;
• Manage the airport concessions, elaborates and ensure compliance with all operational and commercial contractual agreements;
• Track and report the applicable Commercial and Marketing airport KPIs;
• Develop and manage the Commercial and Marketing department budget, ensuring cost-effectiveness and resources control.
Marketing & Branding
• Develop and oversee the execution of airline marketing campaigns and strategies to enhance the airport’s reputation and appeal, attraction of new routes and increase of flight frequencies.
• Represent the airport in commercial industry events and conferences (e.g.. Routes);
• Develop and implement incentive schemes to attract airlines and increase connectivity.
• Establish and maintain the airport’s marketing, brand identity and corporate image.
• Create and oversee digital marketing, website enhancements, public relations, and social media communications and campaigns;
• Develop strategies to enhance passenger experience and loyalty.
• Collaborate with tourism boards, airlines, and travel agencies to promote the airport.
• Utilize data analytics to understand passenger behavior and optimize commercial offerings.
• Coordinate passenger experience marketing campaigns with the airport Operations Dep.;
• Monitoring of the levels of Service (LoS) and Passengers Experience, and coordinates the ACI ASQ surveys once implemented;
• Prepares and oversees the airport’s corporate communications, public relations, and crisis communication strategies as instructed by the top management.
ORAT (Operational Readiness Activation and Transition) Involvement
• Ensure commercial spaces (duty-free, retail, F&B) are ready for airport opening, securing tenants, lease agreements, and contract finalization.
• Work with ORAT and planners to optimize passenger flows and revenue generation.
• Passenger Experience & Wayfinding: Ensure commercial areas are designed to enhance passenger convenience, accessibility, and spending opportunities.
• Engage with ORAT team to test and optimize commercial areas before the airport operation.
• Coordinate with airport stakeholders (airlines, government agencies, and operators) to align commercial strategies with airport operations.
• Develop contingency plans to ensure commercial operations are not disrupted during the transition to full operations.
Stakeholder & Team Management
• Lead and develop a commercial and marketing professionals’ team, ensuring effective collaboration and goal alignment;
• Work closely with airlines and commercial tenants, establish an effective partnership ruled by professional and ethical principles, managing their needs and expectations;
• Develop contingency plans to ensure commercial operations are not disrupted during the transition to full operations. operations, finance, and customer service teams.
• Drive innovation and continuous improvement within the commercial and marketing functions

Education
• Bachelor's degree in Business Administration, Marketing, Aviation Management, or a related field.
• Advanced degrees (MBA, MSc) or certifications in airport commercial management (highly desirable)

Experience
• Minimum 8 years of experience in airport commercial management, 5 of which in managerial functions.
• Proven track record in aeronautical and non-aeronautical revenue growth.
• International experience required. In Middle-East preferred;

Computer Skills
• Proficiency in Microsoft Office Suite (user´s perspective), and familiarity with airport software (ERP and CRM systems)

Language Skills
• (English, Arabic, other)
• Solid knowledge and command of written and spoken English (essential) and Arabic (desirable).

Training Requirements:
• ACI Airport Commercial Management Course
• AMPAP or IATA Airport Business Development & Revenue Management Course (desirable)

Salary:
USD 6,000 to 8,000 per month inclusive of fixed allowances.

About the Company

Karbala International Airport, a new state of the art airport in Karbala City, Iraq, privately owned by TEEBAT KARBALA, the Investor and Airport Operator. Opening in a phased approach with Phase 1a for 3M PAX per year, with all associated new facilities and infrastructure. Seeks, highly motivated professional staff looking to be part of a new airport.