Product Marketing Manager

Job description / Role

Synopsis

The Product Marketing Manager is responsible for executing the product marketing function at Etihad, with a core focus on supporting and driving the brand narrative around our passenger product and experience both on the ground and in the air.

The role will ensure that consistent narrative is developed across all communications, that everything that is conducted across the product and experience complies with brand values, standards, and overall brand guidelines. They will be the overall brand guardian for the core consumer airline experience.

The role will support the Head of Brand in ensuring a robust segmented brand and content strategy with the fundamental objective of increasing brand strength (salience, awareness, consideration and brand buzz).

Accountabilities

- Strategically lead the product and experience brand strategy, with the Head of Brand. Ensure a coherent and consistent suite of assets is developed across the product portfolio including rich media, stills and copy for all products and services across the Etihad Aviation group.
- Collaborate with creative teams to work on the brand identity enhancements and ensure brand guidelines are optimised to cover branding across the entire customer experience.
- Ensure all stakeholders, internal and external, are supported from a brand perspective as and where required.
- Support in the planning and execution of brand campaigns starting from customer research, agency briefing, creative development, production, post production and post campaign creative performance.
- Organise all agency and stakeholder creative review sessions as and when required.
- Support asset production (full cycle shoot management - briefs, shoot schedules, permits, on-shoot guidance, post-production QA, administrative tasks) with the support of the production and creative teams.
- Ensure robust stakeholder management (requirements gathering, feedback management and approvals) and drive alignment prior, during and post project completion.
- Act as the brand custodian across the group including review and feedback on marketing assets, onboard and on ground branding and sponsorship assets to ensure brand consistency.
- Be seen as a brand evangelist across the Group and take every chance to educate EAG staff about the Etihad brand and how our product and experience are at the heart of our brand.
- Responsible for effective reporting of brand performance as and when required, and liaising directly with the brand insights agency to provide internal support and ensure brand health meetings are scheduled regularly, and all month on month actions are followed up.
- Deputise for the Head of Brand as and when required.

Education & Experience

- Minimum of 7-8 years experience in a brand and/or marketing capacity in a matrix and global organisation.
- Strong team player and ability to foster relationships and collaborate across disciplines.
- Excellent negotiation skills and proven ability to resolve conflict.
- Ability to solve problems quickly, think creatively, and satisfy localisation requirements for diverse markets.
- Possesses an understanding of brand building strategies, differentiation, and consumer insights across brand segments.
- Demonstrated experience working in a brand capacity as a brand or product marketing manager.
- Background in aviation, travel, hospitality or FMCG roles preferred.
- An un-rivalled attention to detail and project management capabilities.
- University degree required.

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.

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.