Brand Director Creative Strategy – Theme Parks & Attractions

Job Description

The Brand Director Creative Strategy is the guardian of brand integrity across Miral Destinations’ entire theme park and attractions portfolio. This role leads brand governance, overseeing the creative direction, narrative consistency, and strategic brand evolution of all existing and future assets.Acting as the senior authority on brand creative, messaging, and frameworks, this role ensures that all communications from day-to-day campaigns to long-term strategic platforms are aligned with the cluster-wide creative vision. Heads of Marketing across each brand will consult with and seek approval from this role on all major marketing activity, ensuring unified and coherent brand expression.The Brand Director Creative Strategy is also responsible for shaping the identity and creative positioning of upcoming developments, partnering with product and experience teams to ensure that evolving brands remain differentiated, audience-relevant, and future-ready.Hands-on in the curation of brand narrative content and brand roadmaps, this role collaborates closely with Marketing, Creative, Content, and IP stakeholders to uphold brand standards, elevate storytelling, and strengthen long-term brand equity across the full theme park and attractions portfolio.

Job Scope

Brand Governance & Strategy

• Lead the development and evolution of brand narratives, tone-of-voice frameworks, and creative toolkits for all existing theme park and attraction brands.
• Own brand guidelines and visual identity frameworks across all communication channels and creative touchpoints.
• Review and approve all brand creative and messaging from internal and external teams to ensure alignment with the masterbrand vision.
• Establish a brand roadmap for each asset in partnership with marketing and product teams, ensuring alignment with long-term growth plans and guest experience strategies.
• Guide brand positioning and foundational creative strategies for new developments and experiences.
• Partner with IP licensors to ensure all creative and messaging meet contractual brand standards, usage rules, and naming conventions.

Creative Alignment & Storytelling

• Curate overarching brand storylines and content pillars for each attraction to inform integrated campaigns, on-site comms, and digital presence.
• Act as final approver for all copywriting and multilingual messaging to ensure tone, consistency, and cultural alignment.
• Provide hands-on creative direction and narrative input on flagship campaigns, hero films, immersive experiences, and integrated brand activations.
• Ensure all storytelling is audience-centric, resonant, and evolves with guest expectations and competitive dynamics.
• Work closely with the internal creative studio and external agencies to uphold quality, originality, and authenticity across all deliverables.

Stakeholder Collaboration

• Act as the creative brand authority for Heads of Marketing across the portfolio, who will consult and gain sign-off on all campaign-level brand communications.
• Build strong working relationships with leadership across Product, Experience, Creative, IP, Marketing, and Strategy functions to embed brand consistency throughout.
• Represent the brand perspective in cross-functional steering groups, campaign reviews, and strategic planning workshops.
• Collaborate with development teams to ensure brand narratives are considered during early-stage concepting and future attraction planning.

Agency Management

• Provide strategic guidance to the internal Creative Services team on all projects, ensuring they reflect the creative ambition of the brand(s).
• Review all briefs, scripts, and production treatments from third-party agencies to ensure creative excellence and compliance with brand frameworks.
• Partner with Legal and Procurement on creative usage rights and approvals from IP holders as required.
• Support creative onboarding of new agencies or brand partners with proper brand immersion and orientation.

Brand Assurance & Audit

• Conduct regular audits of brand application across digital, on-site, video, social, and print to ensure consistency and adherence to guidelines.
• Monitor the guest-facing brand experience (maps, signage, in-park content) to ensure storytelling and visual alignment.
• Track evolving brand health metrics and consumer perception to feed back into brand roadmap refinement.

Leadership & Culture

• Cultivate a culture of storytelling excellence, brand integrity, and creative innovation within the team and across the organization.
• Provide mentorship and strategic leadership to brand managers and cross-functional teams to elevate the standard of brand thinking.
• Contribute to the development of internal brand education and onboarding programs for new colleagues and partners.

Qualifications, Experience and Skills

• Education and Qualifications
• Educated to degree level or equivalent in Marketing
• Minimum 10 years of experience in brand management, creative strategy, or brand governance roles
• Proven track record in developing and evolving brand narratives, frameworks, and visual identity systems
• Experience working with leading regional or global consumer-facing brands
• Strong background in creative direction and oversight across multi-channel campaigns (digital, film, print, experiential)
• Demonstrated ability to lead and approve work from internal and external creative agencies
• Experience working with or within complex stakeholder environments, including IP licensors and cross-functional teams
• Strong team leader with confident, influential presence
• Creative storyteller with expertise in brand positioning and narrative frameworks
• Skilled in reviewing and approving creative assets (visuals, copy, campaigns)
• Excellent communicator and presenter (verbal and written)
• Strong project and time management across multiple initiatives
• Experienced in agency and internal creative team management
• Detail-oriented with a focus on brand consistency and IP compliance
• Comfortable in high-pressure, multi-stakeholder environments
• Proficient in creative briefing, critique, and multi-channel direction
• Skilled in developing brand toolkits and content calendars

Desirable

• Prior experience in theme parks, attractions, live entertainment, or immersive consumer experiences
• Familiarity with IP brand management or working with licensed global brands
• Experience within the UAE or GCC region in a brand or creative leadership capacity
• Exposure to storytelling-driven industries such as media, entertainment, or destination marketing
• Fluent in Arabic (spoken and written)
• Experience in immersive, live, or themed entertainment content