Associate Director - Destination Marketing

Job Purpose Own the ongoing orchestration, custodianship, and delivery of destination positioning and proposition across Modon’s portfolio, including Hudayriyat Island, Reem Island, Ras El Hekma, La Zagaleta, and future developments. While much of the foundational positioning has already been defined, the role’s focus is to live the promise of each destination through every component part on an ongoing basis, ensuring brand, experience, communication, and activation work in concert. The role works alongside the Destination Marketing Companies (DMCs) operating each destination to drive activation, programming, and visitation, and partners with development, sales, and investment teams to ensure each destination delivers a coherent identity that holds up across buyer, investor, resident, and public audiences. It sits at the intersection of brand, real estate, and commercial strategy, and effectively functions as Modon’s group level Destination Marketing Office (DMO). Roles, Responsibilities, Duties Act as custodian of Modon’s destination portfolio, ensuring the positioning and proposition of each destination is consistently expressed and delivered across every touchpoint, on an ongoing basis. Act as custodian of each destination’s brand framework and proposition, ensuring positioning, tone of voice, and visual identity are protected, refreshed, and consistently applied across all touchpoints. Deliver the promise of each destination through every component part, including F&B, retail, leisure, hospitality, residential, events, and public realm, ensuring each contributes coherently to the overall proposition. Work alongside the Destination Marketing Companies (DMCs) operating each destination to drive activation, programming, and visitation, ensuring on-the-ground execution remains aligned with the group level positioning. Lead destination launch marketing for new developments, phased releases, and reveals, including sales gallery experience, CGI and film direction, and go-to-market campaigns, where new positioning needs to be defined and brought to market. Partner with sales, commercial, and investment teams to align destination marketing with EOI generation, sales conversion, pricing power, and investor narrative. Ensure destination marketing aligns with and strengthens the Modon Masterbrand, maintaining the architectural relationship between the group brand and individual destinations. Lead buyer, investor, resident, and visitor insight programmes, and track destination brand equity, perception, share of voice, activation effectiveness, and marketing’s contribution to EOI, sales, and visitation performance. Partner with PR and Communications on destination storytelling across investor, trade, lifestyle, and tier one international media, and shape destination content and influencer strategy in coordination with the DMCs. Lead through influence across the Group Marketing team, destination business units, and DMCs, directing lead creative, brand, and research agencies to deliver integrated, measurable work. Function as the group level Destination Marketing Office (DMO) lead, orchestrating the work of internal teams, agencies, and DMC partners to ensure the destination portfolio operates with one clear voice and one coherent strategic direction. Qualification: Bachelor’s degree in Marketing, Business, Communications, Real Estate, or a related discipline. Master’s degree or specialist qualification in Brand Strategy, Real Estate, or Urban Development is an advantage. Experience and Competencies: 12 to 15 years of senior marketing experience, with a clear majority in real estate, master-planned developments, branded residences, or destination businesses. Track record of orchestrating destination or place brands across their full lifecycle, from positioning and launch through ongoing custodianship and activation, ideally at an international operator developer. Experience working alongside development, sales, and commercial teams on real estate launches and releases, with strong stakeholder management across government and institutional partners. Strategic thinker with strong commercial instinct. Comfortable discussing EOI, sales velocity, pricing, and investor narrative as fluently as brand strategy. Proven ability to lead through influence in a matrixed organization. Strong executive presence, sharp creative judgment, and excellent storytelling skills. GCC and Abu Dhabi market experience strongly preferred. Fluent in English. Arabic is an advantage.