Head of Region, Proximity Markets - PR & Comms

Lead the development and implementation of strategic public relations and communications initiatives to enhance Dubai’s brand image and reputation in the assigned region. Drive engagement with key stakeholders, including partners, media, and consumers, while managing a team of PR professionals, oversee agency relationships, and proactively identifies opportunities to elevate Dubai’s presence and messaging in the market, ensuring alignment with the organization’s overall goals and objectives, ultimately driving visitation from the region and securing a competitive advantage for Dubai.

Strategic Communication:

• Lead and oversee the development of a public relations and communications strategy for each market within the GCC, Middle East, India and Pakistan region, in line with the Dubai Department of Economy and Tourism (DET) corporate strategic objectives.
• Act as a subject matter expert for public relations and communication strategies for the region, providing guidance on the most impactful direction for the market, identification of activities, partners, target audience, and overall communications plan.
• Build a localised messaging house and strategic communication pillars per market; drive the development and execution of PR and communication activities and ensure that the "Dubai" image created in international media is aligned with the strategic approach.
• Ensure accurate PR Market budget oversight, optimise resources and identifying clear priorities to maximise impact.
• Lead the communications roadmap (PR projects timeline/content in market) aligned with travel behaviors and booking lead times.

Regional Communication Lead:

• Oversee market research from PR team members and finalize yearly game plans with 360 leads.
• Ensure execution of the game plan and oversee strategic priority re-adjustment if/when needed based on market status.
• Ensure alignment with media, social & influence/consumer advocacy teams per market and leverage/amplify opportunities.

Relationship Building with Partners Locally and In-market:

• Build and nurture relationships with DET partners in Dubai and in the region across the year, and leverage PR opportunities for target markets.
• Build and nurture relationships with top tier media in the region, identifying key media influencers and key opinion leaders.
• Oversee the organisation of market visits and PR Roadshows.

Agency Management

• Lead the RFP process, contracts, and renewal, from initiating and coordinating the RFP process, evaluating proposals from potential PR agencies and ensuring the timely renewal of contracts as needed, to support the ongoing PR efforts effectively.
• Oversee retainer performance management - ensuring delivery of services as per the agreed-upon terms and objectives. This involves monitoring the performance of PR agencies, evaluating the quality of services rendered, providing guidance and direction as necessary, and addressing any issues or concerns to ensure the successful execution of PR campaigns and activities.

CEO Profiling and Positioning:

• Lead CEO and spokespeople profiling and positioning (vet media opportunities/lead interviews/review & approve speaking points with key messaging).
• Ensure coordination with PR corporate comms team where needed on messaging.

Crisis & Issue Management:

• Oversees strategic reputation issues/crisis in the market (risk level assessment, response evaluation, strategic coordination with PR Agencies), to be in alignment with corporate and crisis team. Ensure there’s an escalation process in place for the team and region.

Media Fam Trips:

• Ensure full alignment with the market game plan and message house/communication pillars.
• Review and approve target media, all aligned with strategic objectives (perception change, push on specific comms pillar, awareness, consideration, etc).
• Ensure timeliness of fam trips aligned with seasonality/market conditions and market priorities.
• Agree on itinerary/experiences aligned with overarching messaging and fam trip theme.

Broadcasts & Content Partnership

• Initiate strategic partnerships with media and partners, and maximize the value that DET receives from existing ones.
• Review and approve target broadcasts and media houses, all aligned with strategic objectives (perception change, push on specific comms pillars, awareness, consideration, etc.).
• Review and approve editorial plan/story angles/locations and talents to be featured.
• Lead contract negotiations, content/editorial plan, and KPIs for all content partnerships and broadcasts.

Reporting:

• Review ongoing, mid-year, end-of-the-year reporting submitted by PR team.
• Ensures sharing results with external and internal stakeholders of our communication efforts where appropriate.

Native fluency in Arabic, with excellent written and spoken communication skills, is required for this role.