Channel Manager

Job Purpose

The Channel Manager will lead and advise on the strategy and application of Paid Digital Marketing Channels to actively manage and drive success, optimisation and delivery of full funnel media, commercial and customer KPIs on these channels for both Airline and Group Brands.

Plan and manage the relationships with the global media agency and the relevant global external partners. Lead and ensure the right data is shared across technology platforms, and ensure internal stakeholders are educated on the channel and its use in driving media outcomes.

Job Outline

• Develop and implement digital channel strategies in order to meet full funnel media, commercial and customer KPI's. Identify gaps in key markets and drive implementation of local/regional platforms in those markets. Ensure direct response always on (DRAO) driven activity is aligned and works in unison with any relevant brand/equity outcomes for campaigns, in collaboration with the Media Manager. Ensure a robust and relevant planning and insight approach is applied across all campaign development to maximise channel outcomes.
• Provide advice and guidance across all topics relevant to the channel from a Brand and performance perspective including publishers, technologies, frameworks, measurement and data, organisation/process etc in its market. Feed into the Customer Experience thinking from a media perspective for its specific channel to ensure there is an optimised approach to how the channel is used across different campaign types. Support Media Managers by providing regular updates on new features/ ad formats or product releases/ Beta launches that could be leveraged in their plans.
• In unison with the Media Manager, manage the day-to-day delivery and optimisation of full funnel digital activity which meets Customer, Commercial and eCommerce annual and quarterly objectives. Ensure an optimal Customer Experience is implemented in market across different campaign types/channels and assist in identifying and rectifying issues with campaigns, escalating any issues that cannot be resolved to the Manager Global Performance and Channel Strategy.
• Work collaboratively with internal stakeholders, where relevant, on global/regional Brand and Tactical campaign plans to translate brand / business / customer objectives into specific channel strategies and apply insights (where relevant) from first/second/ third party data to drive optimal strategy development and define and report on media KPI's.
• Audit and ensure the correct measurement frameworks are properly applied across campaign types to improve efficiency especially for full funnel digital activity across Airline and Group Brands. Identify, obtain and use first, second and third party data to drive investment decisions and optimize campaigns at a plan level, and rectify and escalate any local market issues with platforms, publishers or technologies across its specific ad tech stack if data granularity or quality issues are identified.
• In relation to global channel strategy, act as the point of contact for the Agency, the Publisher, and the technology/platform for Airline and Group Brands. Inspire agency partners to innovate and deliver to objectives, providing guidance when required, and review and challenge media recommendations proposed by the agency.
• Actively work to identify and implement Test and Learn activities to experiment with new ways of doing things and scale success for its specific channel. Drive channel and regional innovation projects through the relevant Agencies and in collaboration with the Media Manager.
• Identify Test and Learn activities which could potentially scale and assist in scaling those initiatives, and share best practice ideas from across markets in order to foster innovation and creative thinking within media planning & strategy development.
• Manage 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 for its channel. Identify and escalate any governance or 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 nd security of personal data is considered by design and default in all aspects of the role.
  
  

Qualification

To be successful in this role, you must meet the below requirements:

• Degree or Honours in Media or Marketing or similar (12+3 or equivalent).
• 8+ years Marketing & Media Communication.
• Performance Marketing: planning and trading/campaign implementation in Paid Search.
• Senior media position in an international media agency, responsible for channel Performance Marketing team.
• Client Side experience, actively managing clients in a Performance agency role.
• Experience and knowledge in other major performance media channels - programmatic, affiliates, social and retargeting approaches is preferred.
• Excellent skills in communication and consensus building are critical in order to manage the expectations of multiple stakeholders internally and our external agency partners.
• Familiar with leading specific platforms for its channel speciality. These platforms cover both insight, trading, campaign management and optimisation and commercial platforms.
• High degree of cross channel planning expertise.
• Good knowledge of 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.
  
  

Salary & benefits

Join us in a management role and enjoy an attractive tax-free salary. On top of our generous travel benefits, including discounted flights and hotel stays around the world, this managerial role also has an excellent leave and healthcare package. That’s on top of transport benefits, life insurance and more. Find out what it’s like to live and work in our fast-paced, cosmopolitan home city in the Dubai Lifestyle section of our website www.emirates.com/careers