Marketing Director – Growth & Portfolio Expansion

Job Scope

The Marketing Director – Growth & Portfolio Expansion is responsible for leading portfolio growth, new asset integration, and strategic partnerships across Miral Destinations’ Theme Parks & Attractions portfolio. Reporting to the Senior Director of Marketing, this role drives commercial growth across the existing portfolio, leads the marketing integration of new assets as they join.

Job Responsibilities

• Act as the primary marketing lead for portfolio growth and new asset integration, reporting directly to the Senior Director of Marketing and working hand in hand with the Creative Director on brand, creative, and execution alignment.
• Manage relationships with IP partners (where applicable), ensuring strict compliance with contractual brand and usage guidelines.
• Lead IP approval processes across internal and external stakeholders, ensuring timely submissions and adherence to brand standards.
• Build strong working relationships with Asset GMs, Operations, Revenue Management, Finance, PR, CRM, Digital, and Sales teams, and lead the external partnership agenda with DCT, tourism authorities, airlines, OTAs, trade, and commercial partners.
• Ensure alignment between asset business plans and marketing execution.
• Represent Growth & Portfolio Expansion within internal brand governance forums and external partnership forums
• Develop and execute asset-level marketing strategies aligned with overall Miral brand direction.
• Drive sustainable growth across attendance, revenue, per-cap spend, and brand equity.
• Define the commercial and audience growth framework for each asset within the portfolio, in partnership with the Creative Director on brand positioning.
• Lead go-to-market strategies for new attractions, expansions, and product launches.
• Shape audience segmentation and content strategies to influence awareness, consideration, and conversion.
• Monitor competitor activity and market trends to inform brand and commercial strategy.
• Own the five-year portfolio growth and expansion roadmap in collaboration with the Senior Director of Marketing, including the marketing plan to integrate new assets as they come into the portfolio.
• Lead the team in planning and executing communications and marketing campaigns across all channels (owned, earned, paid), ensuring positive return on investment and timely delivery of creative assets across all mediums.
• Guide, review, and approve all marketing assets to ensure high quality, consistency, and a fully integrated 360° approach that delivers against business outcomes, primarily driving attendance, revenue, and per-cap spend.
• Review and refine media and creative agency briefs to ensure campaign objectives are clearly defined and aligned with the annual media and brand strategy.
• Partner with the Creative Director (brand owner and final brand approver) to ensure portfolio growth campaigns, new asset launches, and partnership activations deliver against commercial objectives while remaining fully compliant with brand, IP, and foundational brand standards across internal and external communications.
• Oversee all in-asset marketing communications to enhance the guest journey and drive incremental spend, ensuring signage, promotional materials, maps, and overall ambience meet campaign objectives and operational standards.
• Conduct regular audits of all B2C/B2B marketing materials to ensure compliance with brand guidelines, IP regulations, and internal standards.
• Review and approve copywriting and translations across brands, ensuring multilingual consistency, tone of voice, and compliance with IP naming conventions.
• Leverage customer insights and data to drive informed marketing decisions and positive campaign outcomes.
• Monitor competitor activity locally, regionally, and globally to inform strategy and maintain competitive advantage.
• Lead the creative agency work, ensuring delivery deadlines are met and concepts are developed in line with campaign objectives, targeting the right consumer segments, and fully compliant with IP rules/regulations and internal brand standards. Support the creative services team in managing all third-party production shoots with the external creative agency.
• Review and approve all external creative agency briefs and oversee all third-party production shoots.
• Work closely with Legal and Procurement teams to manage the creative agency financial relationship, ensuring retainer agreements, production fees, and usage rights remain in line with contractual obligations.
• Partner with the Head of Creative Services, who leads the internal creative agency, to support execution of creative initiatives, workflow management, project assignment, quality control, and compliance with brand and IP standards.
• Collaborate with the Performance team to roll out the agreed content strategy, ensuring effective integration between internal/external creative teams and external media agencies.
• Support the wider Miral Group business with creative requests via the internal Creative Hub
• Develop retention and repeat visitation strategies aligned with broader Miral loyalty programs.
• Partner with Revenue Management to optimize pricing, packaging, and bundled offerings.
• Support forecasting and demand planning through marketing-led insights.
• Identify strategic partnerships that strengthen brand reach and commercial performance.
• Drive customer segmentation and behavioral analysis to unlock growth opportunities.
• Drive customer segmentation and behavioral analysis to identify buying patterns, preferences, and emerging trends. Leverage insights to recommend targeted initiatives that improve retention and growth across customer segments, ensuring effective data mining and forecasting techniques are applied.
• Own commercial and brand development projects, leading internal and external stakeholders in the transversal marketing development of new technologies and assets.
• Oversee the marketing development process, ensuring team members deliver tasks efficiently and to company standards. Coordinate workshops, summarize outcomes, define deliverables, plan project management, set deadlines, prioritize tasks, and manage workflow.
• Review financial data related to projects, including budgets, risks, and resource allocation.
• Present project status, outcomes, risks, and key decisions to senior stakeholders.
• Oversee the management of the online consumer journey, including content creation and approvals across all digital channels (websites, apps, and portals), ensuring content is accurate, up to date, IP-compliant, and aligned with brand standards. Develop and maintain guest and partner communications with the objective of driving incremental conversion and revenue growth.
• Develop senior management strategic reports, board presentations, and other documents required by the Senior Leadership team.
• Analyze key marketing performance metrics and tracking tools to provide market research, forecasts, competitive analyses, campaign results, and consumer trends, translating results into actionable insights for the marketing team to optimize campaigns.
• Support the Senior Marketing Director in managing the departmental P&L budget, ensuring phased spending plans align with approved forecasts and implementing cost efficiencies where possible.
• Identify short- and long-term scheduling, budget, and resource needs, including developing and managing the annual marketing budget for all theme park and attraction expenditures.
• Ensure the Marketing Promotions Calendar is executed effectively so campaign drivers achieve expected business revenue and attendance targets.
• Oversee management of the Marketing Drop Schedule to provide a full 360° overview of each campaign (Sales, Marketing, and PR) and ensure plans meet campaign objectives.
• Review Marketing Campaign Overviews for all initiatives to ensure alignment and visibility across relevant departments.
• Review Post-Campaign Overviews to share results (including sales outcomes and ROI) with the business, recommending remedial actions to improve future campaign performance.
• Create additional reports and documentation as required.
• Jointly lead the portfolio Heads of Marketing with the Creative Director, with this role owning commercial, growth, and go-to-market outcomes.
• Foster a performance-driven, collaborative team culture.
• Ensure alignment with the broader Marketing organizational structure.
• Support capability building and succession planning within the team.
• Ensure full compliance with internal policies, governance, and brand standards.
• Maintain a strong focus on learning and development to maximize efficiency and nurture the next generation of strategic marketing leaders.
• Foster a positive team culture that drives collaboration and successful business outcomes.
• Serve as the key lead for brand strategy within Sales and Marketing across Digital Marketing, CRM, Social Media, Public Relations, Call Centre, and Sales teams to ensure a unified brand vision and mutual business success.
• Act as the brand representative within the senior leadership team.
• Always ensure compliance with all internal policies and processes.

Job Essential

• Educated to degree level or equivalent in Marketing
• Minimum 8–10 years of marketing experience
• Experience in multi-asset or portfolio marketing environments; either client and agency.
• Proven track record managing teams and delivering integrated campaigns
• A natural team leader with a confident, assertive and approachable personality
• Creative thinker and customer focused
• Commercially astute, data-driven and results oriented
• Resourceful, pro-active and innovative thinker
• Strong project management skills and deadline driven
• Ability to navigate a busy and challenging environment
• Strong presentation skills in both public s