Vice President Global Sponsorship Marketing and Events

Job Purpose: 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.
Qualifications & Experience: Qualifications: - Preferably a Degree or Honours
(‎12+‎3 or equivalent) in Degree in Marketing or Business Administration - Post
graduate qualification in events management (preferred) Experience: - ‎15+ yrs
experience in managing multiplatform, property sponsorships and events
management - At least ‎5 years' experience with global merchandising including
distribution and licensing - Must have professional experience leading
sponsorship and events strategy for a global multi-national company, ideally
in a services industry (travel, financial, technology, etc) - Experience in
both client and agency side (preferred) - Experience executing on-site sponsor
activations at major events and management of corporate hospitality programs -
Experience in managing a team at various levels, developing staff and working
effectively within a collaborative wider marketing team Knowledge/skills: -
Strong media knowledge with relevant digital marketing innovation and
technologies - Strong brand marketer with understanding of partner categories,
business, and the sports/entertainment industry - Excellent communication
skills and client service mentality with strong sales, presentation skills and
creative and innovative thinking - Team player with strong cross-functional
skills and ability to work in a fast-paced environment - Proven track-record
in delivering impactful global sponsorship and events at both a strategic and
operational level - Comfortable with analytics and data-driven marketing and
ability to apply sponsorship and event realms to higher order business and
brand KPIs - Ability to think creatively and consider solutions and ideas that
challenge the status quo - Understanding of digital marketing principles as
they relate to integrated marketing and sponsorships and events