Regional Marketing Manager

Job Description

Synopsis:

The Regional Marketing Lead is accountable for the delivery of full-funnel marketing activity across the region. The role ensures that global brand, network, and commercial priorities are effectively translated into regionally relevant marketing campaigns that drive demand, revenue, and long-term customer value.
Working under the direction of the Head of Marketing, this role is responsible for shaping and executing insight-led, performance-driven regional marketing strategies, while maintaining consistent brand expression across all touchpoints.
The role is well suited to someone with a strong creative flair who can confidently manage and inspire creativity while balancing commercial objectives, performance metrics, and return on investment.

Accountabilities:

Regional Marketing Execution
• Lead the planning and delivery of integrated, full-funnel marketing campaigns across paid (digital & offline), owned and earned channels for multiple countries within the region. 
• Own the strategy and implementation of the Country Execution Plans, translating global and regional priorities into market-level plans and ensuring delivery across all countries in the region.
• Bring local market dynamics, customer behaviours, cultural nuances, and competitive landscapes into campaign planning, ensuring output is locally relevant.

Stakeholder Collaboration
• Partner closely with teams across the Revenue & Commercial division to support route launches, network changes, seasonal peaks, and tactical commercial initiatives.
• Ensure integrated planning and execution across marketing, brand, and sponsorship activity, with timely, impactful, and commercially effective delivery.
• Serve as the primary marketing point of contact for the region coordinating inputs from global teams and external partners to ensure seamless delivery of regional marketing priorities.
• Lead and influence external agency partners as required, ensuring high-quality output, on-time delivery, and adherence to brand standards and performance expectations.

Budget & Reporting
• Manage the regional marketing budget end-to-end, including planning, allocation, tracking, and optimisation, ensuring spend is aligned to strategic priorities and delivers measurable commercial impact.
• Analyse campaign, channel, and market performance using data and insights to continuously optimise messaging, channel mix, targeting, and investment, ensuring marketing effectiveness across the region.
• Capture learnings to support continuous improvement in marketing execution. 

Ways of Working
• Operate with exceptional attention to detail and accuracy.
• Manage multiple workstreams concurrently in a fast-paced environment.
• Demonstrate a proactive, organised and collaborative approach to delivery.

Qualifications

Education & Experience

• Bachelor’s degree in Marketing, Business, or a related field.
• 7+ years of progressive marketing experience, with a strong track record in regional or multi-country roles within aviation, travel, retail, FMCG, or another complex, consumer-facing industry.
• Demonstrated ownership of full-funnel marketing strategy and delivery, spanning brand, digital, and offline channels, with clear accountability for commercial outcomes.
• Strong commercial and analytical capability, with experience using data, insights, and performance metrics to optimise campaigns, channel mix, and marketing investment.
• Proven stakeholder management skills, with the ability to influence and collaborate effectively across senior internal stakeholders.
• Ability to operate confidently in a fast-paced organisation, managing competing priorities and delivering results under tight timelines.
• International or cross-cultural working experience is strongly preferred, with exposure to diverse markets and customer segments.

Additional Information

Etihad Airways is more than the UAE’s national airline - we’re shaping the future of global aviation. From our hub in Abu Dhabi, we connect people across continents and cultures, while driving our “Journey 2030” ambition to double our fleet, expand our network and grow our people for a new era of excellence. Join us and become part of a vision where the world is your workplace and extraordinary experiences take flight.

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