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POSITION DESCRIPTION

POSITION TITLE: Director, Campaigns


GRADE: TBC BAND: TBC
DEPARTMENT: Campaign Management
SECTOR: MarComms (Marketing and Communications)

JOB OBJECTIVE:
• To spear-head the planning, development and delivery of marketing programs, strategies and
campaigns, locally and overseas, by driving Dubai as a preferred tourist destination across the
world, in line with DTCM and Dubai Tourism vision

ORGANIZATIONAL RELATIONSHIPS:
Reporting to:
Vice President, Campaign Management
Responsible for:
• All aspects of marketing campaigns (including activation projects, market specific stacks spanning
multiple channels, cross-geography brand/ tactical campaigns, and segment or proposition
specific programs) from conceptualization to execution, across markets (local, regional and
global) with an objective to promote Dubai as a leading leisure and business destination
Internal Communication: External Communication:
• Market Insights • Media agencies
• Marketing Planning • Marketing agencies
• Media Services Management • Existing and potential Vendors
• Digital Ecosystem Management • Other external stakeholders as required
• International Operations
• PR & Comms
• Procurement
• Legal
• Finance
• Other Business units within DTCM and
subordinate entities as required

KEY RESPONSBILITIES / DUTIES:


Organizational Role:
TO BE FILLED BY HR
Managerial Role:
TO BE FILLED BY HR
Functional and Technical Role:
Reporting to the Vice President, Campaign Management, DCTCM, the Director, Campaigns will have
the responsibility to:

1. Marketing Strategy:
• Work with the Vice President, Campaign Management, DCTCM functional leads and the Strategy
and Tourism Development department to contribute to the overall marketing strategy for Dubai
Tourism
• Develop marketing strategies for the individual marketing programs and campaigns across global
markets as per the agreed marketing plan to drive awareness, consideration, increase in visitation
and meet other specific campaign objectives, within the stated budget in the most effective
manner (cost per acquisition)
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2. Campaign Planning:
• Own and manage the end-to-end planning, development and execution of the campaigns through
the respective functional team
• Drive campaign marketing planning (including the right media mix and target audiences) for
designated cross-functional campaigns, and other marketing initiatives
• Define optimal investment level, ways of engagement, and media frequency for campaigns
• Align with the International Operations team on commercial targets and tactical campaigns,
including conceptualization, success metrics, economic considerations, and budget
optimization/allocation to deliver desired campaign objectives
• Build and manage relations with required agencies and partners for content co-creation
,amplification, and/or for specific campaign activations in market aligned with the target objectives
for the region – working with internal specialist functions within DTCM involved in the program
delivery as required
• Define the campaign scope, components and deliverables with different marketing departments
and lead development of integrated campaign plans

3. Campaign Implementation:
• Drive the development of campaign briefs, as well as the procurement tendering process, for lead
and support agencies, in alignment with relevant internal functions
• Evaluate agency proposals and recommend campaign concepts in line with campaign objectives
and KPIs

4. Campaign Performance Management:


• Monitor campaigns and proactively amended as needed based on reporting and performance
• Own and manage the oversight of project timelines, budget management and campaign quality
• Assess the success of implemented campaigns against the set objectives and KPIs

5. Local measure:
• Be up-to-date with the innovative & emerging marketing methods to wow DCTCM’s target
audience and to deliver effective campaign ideation, storytelling, experiential projects &
activations

6. Vendors management:
• Manage relationship with the media agencies and other third party vendors along with the Media
Services Management Department
• Ensure that selected media agencies adhere to the agreed level of service, deliver within the
allocated budget, and recommend corrective actions in case of underperformance
• Manage the review, feedback cycles and status reports for the agencies
• Oversee consolidation of regular status reports and share with Campaign Management VP and
Steering Committee

7. Best Practices:
• Be up-to-date with the best practices in the field of marketing campaigns, and recommend
improvements to campaign management as appropriate
• Ensure development and continuous improvement of processes and tools to support campaign
management activities

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KEY ACCOUNTABILITIES KEY PERFORMANCE MEASURES
• Marketing Strategy and Planning • Consistency of marketing strategy with the
strategic objectives
• Adherence to allocated budget
• Marketing Campaigns • ROI generated from campaigns
• Achievement of stated targets/timelines
• Adherence to stated budget

JOB SPECIFICATIONS
Knowledge:
• Marketing and Communication Strategies
• Marketing Planning
• Market Segmentation
• Campaign Planning and Deployment
• Local Regulatory Environment
• Agency Ecosystem and Capabilities
• Business Case Development
• KPI Development and Measurement
Skills and Abilities:
• Project Management
• Leadership and Strategic Planning
Qualifications:
• Bachelor degree in marketing or any related field (required)
• Master’s degree or related professional certification (preferred)
Preferred Experience:
• At least 12 years of relevant work experience, preferably in tourism industry
Working Conditions:
• Frequent offsite meetings and visits
• Frequent travel within UAE and Overseas

BEHAVIOUR COMPETENCIES:

BEHAVIOR COMPETENCIES
Competencies Level Description
Leadership
Strategic Thinking Advanced Possesses a proactive and broad-based
approach to management; develops and sets
effective action plans matched with interpersonal
skills to guide others toward the accomplishment
of strategic objectives of Dubai Government and
relevant Government Entity.
Business Judgement Advanced Possesses knowledge of key business areas of
the Government Entity to effectively make
decisions and solve problems by providing

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solutions that are aligned with Dubai
Government’s and Entity’s best interests.

Enabling Change Advanced Communicates and clarifies the plan for change to
employees; Gains employees’ support to
implement change by Persuading, influencing and
controlling employees’ fears for their future roles
during the period of change.
Core
Excellence in Execution Advanced Is committed to deliver work with high standards
of quality and excellence in order to achieve high
quality value at work. Commits to continuous
improvement through effective planning,
organization and delivery.
Evoke and disseminate positive Advanced The ability to evoke and disseminate positive
energy energy in work relationships through
demonstrating confidence in self and in others,
motivating and empowering others, taking
initiative, instilling values of respect and
cooperation, and the ability to overcome
challenges.
Community Focus and Advanced Focuses on meeting expectations and needs of
responsiveness to its needs customers and establishes effective relationships
with them.
Organizational Understanding Advanced Has a broad understanding of the Government
Entity’s vision, mission and services offerings;
responds to customer needs and contributes to
achieving the Entity's goals.

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