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Synopsis
As a Digital Market Manager (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 e-commerce 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 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 report directly to the Lead Digital Market Manager.
Accountabilities
- Driving Digital growth across all digital channels within a region: Responsible for overseeing and implementing digital marketing 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 RM, 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: Create and execute a comprehensive Always On plan that aligns demand-driven activities with relevant global brand and tactical campaigns. This includes setting clear objectives, identifying target audiences, and selecting the most effective channels and tactics.
- 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 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 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.
Education & Experience
- Minimum 5+ 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 1st Party/ 3rd party data to derive consumer insight and also an understanding of how these data points can be operationalised via digital media to drive media efficiencies.
- Experience in the airline/travel industry is preferable
- Experience with Adobe Analytics or Google Analytics with ability to source own data and insights
- Effective planning, organisational 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, prioritise and time-manage whilst working on several projects simultaneously.
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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. Etihad is recognised as one of the world’s leading airlines in response to COVID-19 and was the first airline in the world to fully vaccinate its crew on board.
Etihad sees tackling the climate crisis as the most important issue of our time, and through strategic partnerships with major global aviation brands and OEMs, Etihad is relentless in its pursuit of industry decarbonisation.
To learn more, visit etihad.com
