Lead Digital Market Manager

Job description / Role

Synopsis

As a Digital Market Lead (DMM), you will be responsible for driving digital growth across all digital channels within a specific region. This includes developing and implementing effective digital marketing and merchandising strategies, overseeing market-specific initiatives, managing and optimizing always-on programs, increasing revenue and market share, collaborating with stakeholders across the division, and utilizing data-driven insights to make informed decisions. You will need a deep understanding of your assigned market, including its demographics, culture, digital and offline needs, as well as experience in the airline industry and digital marketing or revenue management. The role will be based in Abu Dhabi and reports directly to the Senior Manager Digital Acquisition.

Accountabilities

• Driving digital growth across a region: Responsible for devising marketing strategies to drive digital share, optimize channel performance, and deliver personalized experiences while ensuring efficient resource allocation and data-driven decision-making.
• Forward planning of market-specific activities: Develop and maintain a digital activities calendar for all market-specific initiatives in close collaboration with the regional marketing manager, including outbound communication and owned channels like the homepage and email.
• Plan and implement market-specific offers, such as CUGs and loyalty-led initiatives.
• Develop and implement a comprehensive digital marketing always-on (AO) plan: Oversee the strategic implementation of always-on activities within a region ensuring that the correct platform mix is selected to achieve commercial goals.
• Ongoing management and optimization: Continuously manage and optimize the AO and tactical marketing program, recommending ways to improve its performance in achieving market-specific KPIs.
• Set country-specific budgets, provide forecasts, and share them with revenue management.
• Revenue growth and market expansion: Identify and capitalize on new market segments to increase revenue and expand market share by targeting untapped customer bases and consistent audience and A/B testing.
• Drive personalized experiences and leverage first-party data to develop regionally relevant creative campaigns.
• Collaborate with stakeholders: Partner with revenue management, corporate strategy, regional marketing managers, loyalty, sponsorships, CRM, and product to develop a market-specific roadmap to drive yearly KPIs within that market.
• Propose and define product features that align with driving specific market growth. Collaborate with the loyalty team to drive initiatives for customer acquisition, redemption, and accruals.
• Data-driven marketing: Ensure all marketing activities are accurately monitored and measured using available analytics tools. Build Adobe dashboards for campaign reporting purposes.
• Provide regular cross-channel reports and insights to internal stakeholders in revenue management and marketing.
• Collaborate with channel specialists to effectively allocate budgets across different digital channels and maximize ROI.
• Market expertise and cultural understanding: Be a digital subject matter expert in your assigned market, understanding its demographics, culture, and digital needs.
• Stay up-to-date on regional and market nuances to ensure effective use of EY digital platforms.
• Ensure translations are accurate. Collaborate with the network team to understand flight connection banks.

Education & Experience

• Minimum 7 years of related work experience in digital marketing, consulting, or digital strategy.
• Strategic experience in a fast-paced digital commercial environment.
• Excellent skills in communication and consensus building are critical in order to manage the expectations of multiple stakeholders.
• Experience and knowledge in a comparable role where you are coordinating digital activity across a market.
• Must be familiar with industry-standard media planning practices.
• Good experience working with first-party and third-party data to derive consumer insight and also an understanding of how these data points can be operationalized via digital media to drive media efficiencies.
• Experience in the airline or travel industry is preferable.
• Experience with Adobe Analytics with the ability to source own data and insights.
• Effective planning, organizational, and time management skills.
• High degree of cross-channel planning expertise.
• Self-motivated, ability to identify problems and work methodically to solve them.
• The ability to work independently, prioritize, and time-manage whilst working on several projects simultaneously.

About Etihad Airways

Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world's leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia, and North America. Together with Etihad's codeshare partners, Etihad's network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme, and more. All this ties into Etihad's ambitious Journey 2030 strategy. The airline plans to double its fleet size and triple the number of customers over the next six years as it sets out to be the airline everyone wants to fly!

Recruitment Fraud Alert

Beware of fraudulent job offers from individuals or organizations claiming to represent the Etihad group. We will never ask for personal information, bank details, or payment during the recruitment process. Interviews are conducted face-to-face or via video or telephone before any formal offer. If you are asked for money, please treat it as fraudulent.

About the Company

Etihad Airways is the National Airline of the United Arab Emirates. The airline was set up by a Royal Decree in July 2003, with Abu Dhabi, the capital of the UAE, as its hub. Etihad started commercial operations in November 2003.

With Etihad, everyone who flies with us is welcomed as our guest.

This simple credo illuminates everything we do, from big things like making sure that our fleet is one of the most advanced in the sky, to small touches like letting you choose the films you watch.

Were proud to be the National Airline of the United Arab Emirates. At the crossroads between Europe and Asia, our home reflects our commitment to bringing the world closer together - as does our highly cosmopolitan staff.