Director - Marketing

Role Overview

Director - Marketing at Qiddiya Investment Company, a world-class entertainment, sports, and culture destination in Saudi Arabia located outside Riyadh.

Company Overview

Qiddiya is Saudi Arabia's flagship destination for entertainment, sports, and culture, spanning over 360 km². The development features a Formula 1-grade racetrack, theme parks, major sports venues, and performance spaces. It serves as a catalyst for economic diversification and job creation as part of Vision 2030. Construction is progressing rapidly across planning, design, delivery, and operations phases.

Role Purpose

Lead the development and execution of marketing and audience growth strategies for the Cultural Heritage Program, driving visitor numbers, engagement, and commercial performance through integrated campaigns aligned with cultural programming and asset objectives.

Key Responsibilities

Marketing Strategy & Integrated Campaigns

• Develop and lead overall marketing strategy aligned with asset objectives, programming calendar, and commercial targets.
• Plan and execute integrated marketing campaigns across all channels including digital, social, media, PR, and on-ground activations.
• Ensure alignment of marketing plans with key programming milestones, including the Cultural Heritage Program festival and year-round activities.
• Define messaging frameworks and campaign narratives that translate cultural programming into compelling audience propositions.

Audience Growth & Demand Generation

• Drive visitor acquisition, attendance, and repeat visitation across all target segments.
• Develop targeted strategies for local, regional, and international audiences.
• Manage audience segmentation, targeting, and conversion strategies.
• Optimize marketing efforts to increase footfall, dwell time, and engagement.

Integration with Programming & Experience

• Work closely with Programming to translate cultural content into engaging campaigns and storytelling.
• Ensure marketing reflects the depth, authenticity, and diversity of cultural programming.
• Align campaigns with the visitor journey and on-ground experience.

Commercial & Revenue Generation Support

• Support Commercial team in promoting sponsorships, partnerships, and revenue-generating activities.
• Ensure sponsors and partners are effectively integrated into marketing campaigns and communications.
• Drive campaigns that contribute to revenue growth through increased visitation and engagement.

Performance, Insights & Optimization

• Define and track marketing KPIs including reach, engagement, conversion, and attendance.
• Monitor campaign performance and optimize strategies based on data and insights.
• Use audience analytics to refine targeting, messaging, and channel effectiveness.
• Provide insights to support decision-making across programming and commercial teams.

Brand, Communications & Stakeholder Coordination

• Ensure consistency of messaging and communications across all marketing channels.
• Coordinate with internal stakeholders including Programming, Commercial, and Operations for campaign alignment.
• Manage external agencies, media partners, and marketing vendors.
• Ensure all communications align with Qiddiya Group brand and communication guidelines.

Asset & Group Alignment

• Align marketing strategy with Asset Management direction and asset objectives.
• Coordinate with Qiddiya Group marketing and communications functions.
• Ensure compliance with group standards, approvals, and governance frameworks.

Qualifications & Experience

• 12–15+ years of experience with a strong track record in senior marketing leadership roles within large-scale, consumer-facing environments.
• Proven experience developing and delivering integrated marketing strategies and large-scale campaigns across multiple channels including digital, media, social, PR, and on-ground activations.
• Demonstrated success leading high-impact campaigns that drive significant audience reach, engagement, and attendance.
• Strong experience in audience acquisition, segmentation, and growth strategies.
• Proven ability to drive footfall, visitation, and repeat attendance in large-scale environments.
• Experience managing campaigns targeting local, regional, and international audiences.
• Demonstrated ability to link marketing activities to commercial outcomes, including revenue growth and partner value.
• Experience supporting sponsorship visibility, partnerships, and monetization through campaigns.
• Strong understanding of marketing KPIs including conversion, engagement, and revenue contribution.
• Strong experience using data analytics and audience insights to drive decision-making.
• Ability to monitor and optimize campaign performance across channels.
• Experience with performance marketing, digital analytics, and reporting frameworks.
• Proven experience managing external agencies including creative, media, and digital vendors.
• Proven experience managing media partners and platforms.
• Proven experience managing internal cross-functional stakeholders.
• Ability to operate effectively within complex, matrix organizations.
• Experience leading and developing marketing teams in fast-paced, high-visibility environments.

Skills & Competencies

• Strong marketing strategy and campaign execution capability.
• Audience development and demand generation expertise.
• Ability to link marketing activities to commercial and financial outcomes.
• Strong analytical and data-driven decision-making skills.
• Stakeholder and agency management capability.
• Experience working in fast-paced, event-driven environments.
• Ability to operate under pressure with tight timelines and high expectations.

Additional Information

Key Success Metrics: Visitor numbers and attendance growth, campaign reach and engagement rates, conversion rates, contribution to revenue and commercial performance, effectiveness of marketing campaigns, and brand consistency and campaign delivery.