Requirements
The role requires a degree in media or marketing, with a postgraduate qualification being an advantage. A minimum of 5 years of experience in media planning and buying, specifically in digital and traditional media channels, is essential. Knowledge of industry-standard media planning tools, cross-channel planning expertise, and experience with first and third-party data for consumer insight are also required.
Description
Job description / Role
Job Type
Full Time
Job Location
Dubai, UAE
Nationality
Any Nationality
Salary
Not Specified
Gender
Not Specified
Arabic Fluency
Not Specified
Job Function
Marketing, Advertising & PR
Company Industry
Aviation, Airlines & Aerospace
Job purpose
Our corporate communications, marketing and brand team is responsible for conveying the essence of Emirates Group. Our team is pivotal in representing the attitudes, beliefs and goals of our organisation across the globe, both internally and with our customers alike!
The media specialist will be responsible for driving best practice in media strategy and investment for regions and business units across the Emirates Group and on the airline's major global brand initiatives in order to ensure that plans deliver maximum return on media investment. Working with a cross-functional internal team to create integrated OSEP (owned, shared, earned & paid) communications strategies to effectively address brand and tactical objectives, the media specialist is responsible for working with local media agencies to develop paid media strategies built on strong consumer insight and relevant data. Proactively support the media team's and global media agency's wider efforts to implement global planning practices consistently across media agencies in local markets.
In this role you will:
Strategic:
Implement a robust and relevant planning approach across all campaign types to provide the optimum offline and online media mix across upper, mid and lower funnel media. Provide advice and guidance to internal stakeholders from a channel perspective in assigned regions markets/for assigned business units.
Actively work with the media agency to ensure all media KPIs (upper, mid and lower funnel) are continually optimised and improved in market and any learnings are implemented in future briefs/planning cycles.
Campaign delivery and execution:
Develop integrated paid media strategies that are rooted in consumer insight in order to deliver against the market’s brand/business objectives as defined in briefs developed by the regional MMC. Maintain an overview of other activities in the market across paid media channels such as the DRAO programme, and ensure this information is taken into account when planning campaigns or activities in markets so that cost is minimised and return is optimised.
Data & measurement:
Provide regular full funnel media reports and insights to MMCs for all marketing activity. Lead a regular review of media activity and report back on opportunities for improvement.
Ensure centrally developed measurement frameworks are being properly applied across campaigns types to improve efficiency. Work with the agency to understand and maximise the use of syndicated consumer research data (ie: Roy Morgan, Nielsen), providing EK with a clear understanding of the EK addressable market in all relevant territories.
Rectify and escalate any local market issues with platforms, publishers or technologies across the ad tech stack if data granularity or quality issues are identified on reporting dashboards. Work with marketing analytics to resolve these issues.
External partner management:
Act as the day-to-day point of contact for relevant media agency partnerships at a local market level and campaign brief level. Review and challenge media recommendations proposed by the agency. Ensure that global governance principles that are developed for channels/technology partners that are utilised for performance and non-performance activity are implemented at a local market level.
Innovation:
Drive channel and regional innovation projects through the marketing operations and strategic planners for a given market that are rooted in media and consumer insight, sharing best practice ideas from across markets in order to foster innovation and creative thinking within media planning and strategy development.
Governance:
Ensure the implementation of governance of all media activity ensuring transparency, safety and non-fraudulent activities is occurring across its teams and their campaigns at a local level. Identify and escalate governance and fraud issues in local markets for rectification if the issues cannot be resolved locally.
Maintain compliance to Emirates Group privacy principles and work with the data privacy network liaison within CCMB to ensure privacy and security of personal data is considered by design and default in all aspects of the role.
Qualification
In order to be successful in this role, you must meet the below requirements:
Degree in media or marketing.
A post graduate qualification from a master's program or a professional marketing institution (for example a diploma from the Chartered Institute of Marketing) would be a distinct advantage. Suitable work experience in lieu of educational requirements will be considered.
5+ years experience in media planning and buying in an account management/associate director media position in an international media agency.
Experience and knowledge in digital and new media channels, must know how to advise and plan against them (as well as all traditional channels: TV, print, cinema, outdoor).
It is preferable to have some client side experience or have been actively involved in managing clients in an agency.
Experience in the airline/travel industry is preferable.
Knowledge/skills:
Collaborative
Strong implementational ability
Detail orientated
Excellent skills in communication and consensus building are critical in order to manage the expectations of multiple stakeholders internally and our external agency partners.
Self-motivated, ability to identify problems and work methodically to solve them.
Must be familiar with industry-standard media planning tools with a strong understanding of media planning theory/planning fundamentals.
High degree of cross channel planning expertise.
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.
The ability to work independently, prioritise and time-manage whilst working on several projects simultaneously and under tight deadlines.
At Emirates, we're committed to providing our employees with opportunities to grow and develop in their careers, so if you're looking for a challenging and rewarding opportunity, apply today and join our team!
Salary & benefits
Join us in Dubai and enjoy an attractive tax-free salary and travel benefits that are exclusive to our industry, including discounts on flights and hotel stays around the world. Find out what it’s like to live and work in our fast-paced, cosmopolitan home city.
About the Company
A fast-growing international airline with one of the youngest fleets in the sky and more than 400 awards for excellence worldwide.
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