Job Summary: The Digital Marketing Officer (Digital Content) will use rich data and market trends, creative thinking and the capabilities of Adobe marketing technology, to help execute and optimize on a day-to-day basis the multi-channel content marketing strategy for Hala Group businesses– supporting the delivery of agreed business objectives. In doing so, and working closely with our Travel, Lifestyle and CRM Marketing teams, you will help inspire unique travel experiences for Hala Group customers and audience segments, through appropriately personalized content, delivered across all relevant paid, earned and owned touchpoints.
Key Duties and Responsibilities:
Strategy, Planning & Implementation
Support the Digital Marketing Manager in developing the annual Content Marketing budget and plan – in line with the agreed Hala Group business priorities and KPIs.
Establish and manage positive relationships with relevant Marketing personnel across Travel and Lifestyle partners.
Execute and optimize partner Marketing campaigns and initiatives across a wide range of media, whilst utilising best practice marketing techniques.
Ongoing responsibility for Content Marketing programs and projects post-implementation – working closely with relevant internal / external stakeholders and partners (e.g. CRM Team, agencies) to ensure detailed reporting, insights and optimisation
Day-to-day interaction with key agency stakeholders to ensure the effective and timely delivery of Content Marketing priorities.
Marketing Performance Tracking & Optimization
Work closely with the Travel, Lifestyle, Digital and CRM teams in the application of relevant insights, processes, tools and thinking – to optimize Marketing effectiveness for all Content Marketing campaigns and initiatives (both originated and those as part of broader sets of activities).
Support the Digital Marketing Manager in monitoring and optimizing agreed Marketing performance tracking activities against core business and Marketing KPIs – and ensuring these are reported to key stakeholders in a timely and accurate fashion.
Channel Development & Management:
Working with external vendors and internal stakeholders to manage all content marketing campaigns across all of Hala Groups digital channels
Advanced knowledge on digital channels to make targeted recommendations of how to deliver successful activities within each channel and combined channels
Effectively manage content marketing budgets in order to maximize ROI, engagement and reach to drive traffic online destinations and peak interest in our brands
Build and execute content strategies to attract and interact with targeted virtual communities and network users
Demonstrated knowledge in digital channels plus digital analytics tools, plus well-versed with UAE and international influencers
Product Development, Implementation & Management:
Work with the Digital Marketing Manager (and where appropriate other Marketing Managers) in the development, delivery and management of new / updated customer value propositions – to support delivery of core business KPIs.
Provide specific input to the origination and ongoing enhancement / optimization of content, and those forming part of a wider market / audience targeting strategy.
Marketing Technology & Operations:
Support the Manager Arabic Marketing in applying and optimizing campaign reporting, analytics capabilities and processes.
Support the Manager Arabic Marketing in identifying, leveraging and optimizing new and existing channels and touch-points – reflecting relevant cultural, language, market and / or audience insights and data.
Ensure campaign content is developed and delivered in a way that best exploits both the available data insights and marketing technology – to ensure scalability and personalization.
Qualifications, Skills and Experience:
Degree educated (ideally in a Marketing, Business or technical-related discipline)
Creative writing skills
Minimum 3 years’ campaign marketing management experience within a relevant, data-driven marketing field, such including product marketing for a global consumer brand in either retail or travel
Minimum of 2 years content marketing & planning experience in digital, mobile, social and direct channels
Minimum of 18 months performance marketing experience with demonstrable ROI focus
Experience working with creative agencies, or experience working in an agency environment
Etihad Airways is an award winning, global aviation group and the national carrier of the United Arab Emirates (UAE). Our goal is to be a truly 21st century global airline, challenging and changing the established conventions of airline hospitality. Etihad Airways began operations in 2003, and in 2015 carried 17.4 million passengers. From its Abu Dhabi base, Etihad Airways flies to or has announced plans to serve 116 passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of around 120 Airbus and Boeing aircraft, with approximately 200 aircraft on firm order, including 66 Boeing 787s, 25 Boeing 777Xs, 62 Airbus A350s and five Airbus A380s.