وصف الوظيفة
Role Overview
Social Strategy & Planning Manager at Etihad Airways, Abu Dhabi, UAE. This role leads Etihad's digital performance strategy across all paid channels to drive measurable business growth and efficiency.
Company Overview
Etihad Airways is the UAE's national airline, operating from its hub in Abu Dhabi. The organization connects people across continents and cultures while pursuing its "Journey 2030" ambition to double its fleet, expand its network, and grow its people for a new era of excellence.
Role Purpose
Lead the strategy, planning, and execution of always-on paid digital channels to drive revenue growth and cost efficiency. Act as a bridge between data, creative, and media functions, combining analytical rigor with creative problem-solving to maximize ROI, revenue, and long-term customer value. Operate as both strategist and operator, defining vision, managing budgets, and empowering cross-functional teams to deliver excellence at scale.
Key Responsibilities
Strategy & Planning
- Lead strategy, planning, and execution of always-on paid digital channels to drive revenue growth and cost efficiency.
- Develop integrated acquisition and conversion strategy across Paid Social, Display, Programmatic, and Affiliate channels.
- Ensure all activities align with commercial priorities and brand objectives.
- Define annual and quarterly performance marketing targets in alignment with commercial goals and global campaign plans.
Budget & Resource Management
- Oversee multi-million-dollar digital budgets, ensuring optimal allocation and pacing to deliver maximum ROI.
- Manage and mentor a team of channel leads and specialists, fostering a high-performance, data-driven culture.
Analytics & Reporting
- Collaborate closely with analytics, data, and finance teams to build accurate forecasting, attribution, and reporting models.
- Analyze performance data and present actionable insights to senior leadership, influencing future strategy and investment.
Optimization & Innovation
- Establish a rigorous A/B testing and experimentation roadmap to continuously improve performance metrics and customer acquisition efficiency.
- Evaluate and onboard new tools, technologies, and partners to advance automation, audience targeting, and creative optimization.
Stakeholder Management
- Partner with brand, Marketing, CRM, and e-commerce teams to ensure consistent messaging and seamless customer journeys across channels.
- Foster and maintain a close and collaborative working relationship with media buying agencies and digital vendors such as Google and TikTok.
- Work with the agency to create annual joint business plans for each channel and report on their effectiveness on a quarterly basis.
Governance & Compliance
- Ensure all campaigns adhere to data privacy regulations, brand standards, and internal governance processes.
Qualifications & Experience
- Minimum 7 years of experience in digital or performance marketing.
- At least 3 years in a managerial or leadership role.
- Proven track record of managing multi-channel campaigns and large digital media budgets of USD 20 million or more annually.
- Experience in airline, travel, or e-commerce sectors preferred.
- Bachelor's degree in marketing, business, or a related field; master's degree is an advantage.
Skills & Competencies
- Commercial understanding of Paid Social, Programmatic, PPC, SEO, and Affiliate ecosystems, with hands-on experience in at least two channels.
- Strong command of analytics and data tools including Adobe Analytics, GA4, SA360, Meta Ads Manager, DV360, BigQuery, and LookerStudio or Power BI.
- Exceptional leadership, collaboration, and communication skills.
- Ability to align teams around a shared vision and deliver results under pressure.
- Highly analytical mindset with a passion for innovation, testing, and continuous improvement.
Additional Information
- This position is restricted to UAE nationals.