Vice President Global Sponsorship Marketing a Events

Job Description

Drive the Group?s Global Sponsorship, Events and Merchandising Strategy to leverage investments to grow the Group?s strategic brand and business objectives. Direct the development and execution of sponsorship, events and merchandising strategy including evaluation and property acquisition, contracting and rights management, corporate benefits, consumer activation, building equity in partner relationships, and driving strategic, measurable business value, validated through the appropriate application of insight and analytics. Develop strong partnership and engagement with senior executives and stakeholders across the Emirates Group to leverage the unique benefits of sponsorship programmes that help Emirates Airline and Group businesses cultivate and build brand equity and grow customer value. Plan, develop and deliver sponsorship and events activation across appropriate integrated communications channels. Purpose the Emirates Group merchandising strategy to support these investments and improve brand and business value. Lead and develop a cross functional group of professionals to deliver an outstanding and highly effective portfolio of events and sponsorships that deliver value back to the brand and business. Job Accountabilities - Develop and manage the EK Group sponsorship, events and merchandising long-term strategies to drive the improvement and enhancement of brand, customer, and business objectives, aligned with Corporate Communications Marketing and Brand (CCMB) leadership, and the Group?s executive management. - In collaboration with relevant CCMB teams, develop a set of standard operating procedures, toolkits and measurement programs that enable the activities of the team to be planned, efficient and effectively implemented across the collaborative CCMB operating model. Ensure those tools and processes are documented and communicated clearly with CCMB stakeholders and structure engagements with agencies and suppliers. - Direct the expert negotiation of sponsorship and event contracts to ensure investments reflect value. Ensure investments are compliant with all corporate financial management and procurement policies, and deliver clear and measurable ROI on brand, consumer, and business objectives, and that the supplier solutions are cost effective uphold the highest quality standards, in-line with the brand. - Drive sponsorship and events as a core part of CCMB?s integrated communications strategy through engagement with senior executives and stakeholders across the Group and by working with specialist teams (Media, Brand Marketing, PR, Marketing Operations, Marketing Analytics and Digital Product) to appropriately identify and deliver activations. Leverage data and digital capabilities to evaluate opportunities and enhance SME expertise and consultancy within sponsorship to help the wider CCMB team and stakeholders across the business better understand how and where sponsorship, events and merchandising can grow business value. - Collaborate with CCMB Customer Insight and Marketing Analytics teams to leverage investments to support customer data acquisition and enrichment opportunities to improve marketing activities. Work with CCMB Marketing Analytics to deliver tracking and measurement tools for ROI analysis and future planning. These tools should include initial proposal evaluation, brand and business impact assessment, marketing effectiveness measures, reports, and dashboards, etc. - Ensure that all merchandise, events, and sponsorship activities are compliant with brand guidelines, meet Emirates standards (i.e., corporate identity, visual identity, tone, quality). Ensure operational integration and creative collaboration with Media and Brand Marketing to achieve this objective. - Deliver sponsorship and event services to the business that is creative, cost effective, and grows brand equity as measured by CCMB analytics. Develop services and capabilities to be more efficient and cost effective compared to external alternative service providers but acknowledge where it is more appropriate for business reasons to outsource. - Manage the Merchandise, Sponsorship and Events teams to produce a range of branded assets to support EK Group brand development, events delivery, and manage the requirements from regional business teams, including CCMB staff in regional outstations. Develop tools and guidelines to facilitate local or business specific running of events without direct supervision/management by the corporate/HQ Event Management team. - Create and manage budgets based on contractual and annual fiscal planning, allowing for unplanned events. Evaluate plans against strategic brand, customer and commercial goals and conduct regular periodic reviews to ensure effective allocation of budgets and resources. - Continually develop the expertise and capabilities of merchandising, sponsorship, and events teams, through ongoing professional development and benchmarking with the best standards across the industry. Direct, lead and develop the team to deliver sustainable integrated solutions. Guide them to improve performance through continuous training and development. Deal with staff issues as they arise, offering solutions and support. Ensure staff undertake training as identified in their personal and professional development plans.

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