Vice President, Corporate Communications - Digital Experience

Job Purpose

Lead the creation of a world-class digital experience for Emirates Group customers, ensuring that they can ‘Fly Better’ before even reaching the skies.

About The Role

Responsible for the strategy and design of Emirates' multi-context, multi-channel digital User Experience and Content, with the primary aims of driving online revenue, building the Emirates brand and addressing customer centricity and needs in all digital channels -Build a world-class customer experience across all digital touch points by adopting and deploying design processes, digital guidelines, technologies and digital platforms -Lead, direct and manage digital initiatives for web and mobile platforms at Emirates Group by managing a team of Digital Product Managers, Digital Designers (UX/UI) and Content Operations (publishing and localization), as well as third party vendors. -To lead a transformational change process aiming to establish a culture of continuous optimization and effective collaboration between CCMB, IT, and Commercial, and to test ideas for enhancements with real customers to understand the impact on conversion before going into production.

What You Will Do

• Accountable for the definition and implementation of a strategic User Experience vision and guidelines across all owned digital touchpoints in line with the Emirates Brand and its strategic business objectives. Working in collaboration with Customer Strategy & Retention as well as with other relevant stakeholders (eg, IT), craft a world-class digital experience for customers, in line with the overall customer journey and experience, ensuring all digital touchpoints offer an enjoyable, intuitive, and consistent experience.
• Use data-driven insights to continuously improve the digital user experience and build better experiences for customers, and strengthen the relationship they have with Emirates.
• Influence key stakeholders to conceptualize, define, prioritize, design, test, and implement User Experience enhancements. Lead the overall UX design process, including requirement definition, prototyping, testing, and deployment. Identify and drive innovations, and influence senior stakeholders to obtain buy-in and drive and broader innovation agenda within CCMB.
• Lead a cultural transformation process aiming to effectively integrate the design and technical implementation processes for new enhancements and to measure the success (or failure) of new ideas through live testing (A/B, multi-variate, and usability tests of changes and new ideas) before changes going live.
• Function as a company-wide advocate for agile technology delivery together with key counterparts in IT and lead the evolution of Emirates' digital User Experience and its content strategy based on user-centric agile principles. Act as a centre of knowledge within CCM&B and the organization and ensure that the Group is at the forefront of current practices.
• Lead a team of Digital Product Managers (airline and Group brands), Digital designers (user experience, user interface, and UX Research), and content operations (publishing, CMS, and language localization), making it: Lead a team of Digital Product Managers (airline and Group brands), Digital designers (user experience, user interface, and UX Research) and content operations (publishing, CMS and language localization), creating a quality culture and framework to ensure the digital experience is up to the standards of the Emirates brand.
• Oversee and manage the development and maintenance of a usability guidelines framework, considering quality and Search Engine Optimization (SEO) requirements for any party who makes changes to the Emirates digital user experience (for example, CCM&B, outstation staff, or agencies).
• Effectively manage the User Experience team, ensuring that SMART objectives are clearly communicated, career development plans and training for direct reports are provided, and provide appropriate mentoring and coaching. Conduct timely annual and interim performance reviews to cultivate a high-performance culture. Develop and implement a KPI framework of digital user experience in order to track and measure performance in line with overall department objectives.
• Collaborate closely and effectively with key stakeholders, including Customer Strategy & Retention, to map and optimise end-to-end customer journeys and thereby to continuously improve Emirates' digital customer experience to become as seamless, intuitive, contextual, and personalised as possible.
• Responsible for managing an annual budget, ensuring that expenditures are managed and any variances are controlled effectively, working closely with Finance, CCMB, and IT. Manage assigned cost centre/s by planning, setting, and monitoring the respective budgets to ensure that agreed targets are met and costs controlled
  
  

Qualification

To be considered for the role, you must meet the below requirements:

• Degree in a Media, Digital/Communications discipline or a related field
• Experience with a leading global organization with a strong online presence as well as a strong strategic focus on UX and content
• 3 years of experience leading a high-performing team in the online/digital industry
• Strategic mindset and ability to influence in a complex matrix organization
• Ability to lead a large team and create a culture of quality and world-class deliveries
• Ability to define and articulate a digital strategy that aligns with the wider business
• Proven ability to define and implement new approaches to complex problems
• Proven ability to establish best practice models in UX and content management
• Extensive expertise regarding an iterative UX design approach (build, test, deploy, measure, optimize, test, deploy, etc.)
• Experience in web and mobile front-end design and development strongly desired
• Strong visual design skills, including motion design.
• Experience designing across multiple device types and contexts (desktop, mobile, wearables).
  
  

Recruitment Process and Timeline



Emirates is an international organisation with employees from over 170 nationalities, we encourage applications from across the globe. Your application journey begins by applying via the Emirates Careers website. Please ensure your CV is up to date for our talent acquisition team to review your profile. If you meet the criteria of the role, you will then be invited to complete a HireVue video interview to share more about your product experience and your career aspirations. If you are shortlisted, you will then be invited to interview with our hiring managers. If you are successful, your recruiter will reach out to you with an offer, and then our Onboarding team will ensure a smooth transition to your new role at Emirates.

Salary & benefits

• A competitive salary, paid tax-free and reviewed annually
• 48 calendar days of annual leave, plus public holidays
• Full relocation package, including flights, shipping, and optional hotel accommodation on arrival
• Annual leave travel - return tickets home each year
• Private medical insurance
• Discounts on airline tickets for EK and partner networks
• Travel benefits and discounts for friends & family
• Education Support Allowance for children’s education in Dubai or abroad
• A Product community committed to you, with mentor programmes, growth & development support, along with regular social gatherings