Director - Marketing

About Qiddiya

Qiddiya represents Saudi Arabia's premier hub for entertainment, sports, and cultural experiences, positioned as a key pillar of Vision 2030 near Riyadh. Spanning more than 360 km², Qiddiya will host globally renowned attractions such as a Formula 1-standard racetrack, theme parks, sports venues, and performance arenas. This visionary project acts as a driver for economic diversification, employment opportunities, and lifestyle transformation for the region. The construction phase is advancing swiftly, and Qiddiya invites passionate professionals ready to contribute to one of the world's most ambitious ventures, offering meaningful roles in planning, design, delivery, and operations.

Role Purpose

This leadership role oversees crafting and executing marketing and audience expansion strategies for the Cultural and Heritage Program. The primary goal is to boost visitor traffic, interaction, and commercial success through comprehensive campaigns that align with cultural schedules and organizational objectives.

Key Responsibilities

• Formulate and guide overarching marketing strategies supporting asset goals, programming timelines, and business targets.
• Implement integrated campaigns via diverse channels including digital media, social platforms, public relations, and live activations.
• Ensure marketing initiatives are synchronized with major program events, such as the Cultural and Heritage festival and ongoing activities.
• Create messaging frameworks and storytelling approaches that effectively translate cultural content into engaging propositions for audiences.
• Enhance visitor acquisition, attendance rates, and repeat engagement across varied audience segments, from local to international markets.
• Manage audience segmentation, targeting, and optimize conversion strategies to increase site footfall and visitor dwell time.
• Collaborate closely with programming teams to convert cultural assets into compelling marketing narratives reflecting authenticity and diversity.
• Align campaigns with the visitor experience throughout their journey on-site.
• Provide support to the commercial team in advancing sponsorships, partnerships, and revenue-generating efforts through marketing integration.
• Establish and monitor marketing key performance indicators such as reach, engagement, conversion, and attendance levels.
• Utilize analytics and insights for continuous performance optimization and informed decision-making.
• Maintain brand consistency and ensure all communication complies with Qiddiya Group’s guidelines and governance standards.
• Coordinate with internal teams and external agencies to guarantee unified campaign delivery.
• Adapt marketing strategies in line with asset management directions and group-wide standards.

Requirements

• 12 to 15+ years of senior marketing leadership experience within significant consumer-focused environments.
• Proven track record in devising and executing integrated, large-scale campaigns spanning various channels, including digital, social media, PR, and on-ground events.
• Demonstrated expertise in audience development, demand creation, and segmentation tactics.
• Ability to link marketing outputs to commercial and financial gains, including revenue growth and sponsorship monetization.
• Competency in analytics-based decision-making and campaign performance management.
• Skilled in managing external agencies, media partnerships, and diverse stakeholder groups within complex organizational frameworks.
• Experience thriving in fast-moving, high-visibility, and event-driven contexts, capable of managing demanding timelines and expectations.
• Strong leadership aptitude in developing and guiding marketing teams toward high-impact results.