Lead the development and implementation of strategic public relations and communications initiatives to enhance Dubai’s brand image and reputation in the GCC, Middle East, India and Pakistan region. Drive engagement with key stakeholders, including partners, media, and consumers, while ensuring alignment with the organisation’s overall goals and objectives. 

Manage agency relationships, hosting international media FAM trips and in-market events, as well as driving strategic content partnerships and broadcast shoots, to elevate the Dubai’s presence and messaging in the market, ultimately driving visitation from the region and a competitive advantage for Dubai.

Fluency in Arabic and English

Strategic Communication:

• Lead and oversee the development of a public relations and communications strategy for each market within the 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 on the alignment with the market planning team and senior management.
• 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.
• Ensure coordination with Business Marketing teams if/when needed (leisure/corporate comms/business).

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.