Group Director of Marketing - UAE Based

Group Director of Marketing (brand marketing focus)

Reporting to Chief Operating Officer

Position Overview

The role is responsible for shaping and driving the Pulse Hotels & Resorts’ and its distinct brand portfolio vision, market positioning, and overall marketing strategy. This executive leader oversees all marketing functions, with a strong emphasis on brand building, storytelling, customer experience, and long-term strategic growth. The role ensures that Pulse’s & its sub-brands brand identity, products, and values are consistently communicated across all communication channels and markets, strengthening recognition, loyalty, and revenue performance.

Key Responsibilities

Brand Strategy & Positioning

• Develop and own Pulse’s and each sub-brands brand strategy, ensuring clear, differentiated, and compelling brand identities.
• Lead all brand architecture initiatives, including product positioning, messaging frameworks, and brand CID guidelines.
• Oversee market research and insights to guide brand decisions, consumer segmentation, and competitive positioning.
• Ensure brand consistency across all corporate, marketing, and guest-facing touchpoints.
• Conduct regular guests journey audits and reports across the Pulse portfolio.

Marketing Leadership & Vision

• Build and lead a high-performing Pulse marketing team, fostering creativity, innovation, and cross-functional collaboration.
• Ensure the marketing team has clarity on vision and deliver coaching and mentorship actorss the Pulse marketing organisation.
• Build, train, lead (vacation cover) and coach the Marketing Communication Leads of each sub-brand property.
• Set annual marketing goals and KPIs aligned with Pulse’s and each sub-brands strategy and revenue targets.
• Support the individual resorts in budgeting, planning, and performance measurement of all marketing activities.
• Collaborate closely with the executive leadership team, particularly operations, commercial development and sales to drive integrated growth initiatives.
• Collaborate closely with the HR & L&D teams to foster understanding of brand culture, brand values, belonging and empowerment across the organisation.

Brand Marketing & Communications

• Own the brand marketing roadmap, including campaigns, content strategy, creative direction, and storytelling.
• Oversee public relations, thought leadership, brand partnerships, and influencer/partnership strategies.
• Launch high-impact PR campaigns tied to sustainability in close collaboration with the Head of Sustainability.
• Co-create the development of advertising campaigns across digital channels with the CCO.
• Ensure consistent brand tone of voice and creative quality across the organisation.
• Review all creative output and provide feedback and coaching to the in-house Design & Content Creation team.

Digital Marketing & Customer Experience

• Oversee digital brand presence, including website experience, social media, SEO/SEM, and performance marketing in coordination with the CCO and specialised teams (e-commerce & dig. Marketing team).
• Ensure a seamless and cohesive guest journey across all online and offline touchpoints.
• Utilise analytics and data-driven insights to optimise brand engagement, campaign performance, and market reach.

Innovation & Growth

• Identify emerging market trends, technologies, and guest behaviours to inform brand strategy and long-term planning.
• Champion new ideas, creative concepts, and modern approaches to brand storytelling and engagement.
• Develop compelling and valuable strategic concepts and brands for new Pulse properties in-house, by ensuring brand cohesion across the Pulse portfolio.
• Drive the brand’s expansion into new markets and channels.

Qualifications

• 10+ years of experience in senior marketing roles with a strong track record in brand marketing leadership.
• Proven experience building, evolving, and scaling brands, preferably in luxury hospitality, a fast-growing or consumer-focused environment.
• Demonstrated expertise in developing integrated marketing strategies that combine brand, digital, content, and communications.
• Strong analytical capabilities with experience using data to inform strategic decisions.
• Exceptional leadership, communication, and stakeholder management skills.
• Experience managing creative teams, agencies, and significant marketing budgets.
• Bachelor’s degree in Marketing, Business, Communications, or related field; MBA or advanced degree preferred.

Key Competencies

• Strategic thinker with a strong operational focus and a proactive, hands-on mindset
• Results-oriented and execution-focused
• Strong brand storyteller and communicator
• Data-driven decision maker
• Creative leader with high design and brand sensibility
• Collaborative and influential at the executive level
• Guest-centric mindset