JOB PURPOSE
- Develop and lead Aldar's international development marketing strategy across China, Hong Kong, Russia and emerging markets.
- Lead the full international marketing mix and broker marketing and enablement, ensuring every touchpoint is commercially effective and brand-aligned.
- Build Aldar's international brand and drive qualified demand and sales across International Sales, Development Marketing, London Square and SODIC.
JOB RESPONSIBILITIES
International Brand Building & Marketing Strategy
- Build Aldar's awareness, reputation and consideration in priority international markets.
- Establish market-specific strategies and annual plans for China, Hong Kong, Russia and emerging markets, reflecting local customer behaviour, media and cultural requirements.
- Lead the full international marketing mix, from ATL, digital and performance through to collateral, events, roadshows, activations, partnerships and launches.
Market Intelligence & Customer Insights
- Lead competitor analysis and benchmarking across priority international markets.
- Develop HNW/UHNW buyer segmentation and investor behaviour insights to guide targeting, positioning and marketing investment.
- Identify emerging market opportunities, channels and customer segments, sharing insights and best practice with London Square (UK) and SODIC (Egypt).
Strategic Partnerships
- Collaborate with Sales, including Wealth BD, to develop relationships with private banks, family offices, luxury brands and influential networks to reach high-value buyers.
- Develop co-branded campaigns and partner activation programmes with strategic partners.
- Evaluate partnership performance by qualified leads and sales contribution, working with Sales to prioritise the highest-value partners.
Customer Journey & Conversion
- Identify ways to strengthen CRM, lead nurturing, attribution and the international buyer experience to improve sales conversion.
- Collaborate with International Sales to align marketing with sales priorities and targets.
- Establish KPIs and regular performance reporting, using data and customer insight to optimise investment, in line with data protection requirements.
Broker Marketing & Enablement
- Develop the broker marketing strategy and establish standards for creating, approving and distributing fact sheets, presentations and toolkits.
- Ensure brokers receive accurate, approved information on time, especially ahead of launches.
- Develop broker engagement campaigns, events and communications; collaborate with Broker Management and Sales to close gaps in support, content and training.
Delivery, Budget & Capability Development
- Collaborate with Development and Destination Marketing to embed international markets in launch plans, through to broker readiness and post-launch optimisation.
- Manage the international marketing budget, prioritising the strongest commercial opportunities, and lead agencies and local market partners across multi-market launches.
- Coach and develop team members, building international and broker marketing capabilities.
KEY MEASURES OF SUCCESS
- Marketing spend vs. budget and return on investment by market
- Brand awareness and consideration in priority international markets
- Qualified leads and cost per lead by priority market and partner channel
- Lead-to-sale conversion rate by market
- On-time delivery of broker toolkits for major launches; broker satisfaction
- Leadership (360 evaluation)
YEARS OF EXPERIENCE, SKILLS & QUALIFICATIONS
Years of Experience
- Min 12+ years of relevant experience in real estate development, destination or international marketing, with at least 5 years in a mid-level position.
- Min 4+ years of managerial experience in a related field.
- Field of experience: Real estate, destination or premium/luxury marketing; China/Asia, Russia/CIS and broker-led sales models advantageous.
Technical and Interpersonal Skills
- Integrated marketing expertise across ATL, BTL, digital, content, events and activations, with international and cultural awareness.
- Strong commercial judgement and data-led decision making, with customer insight and CRM expertise.
- Proven strategy-to-execution track record, managing agencies and budgets.
- Strong stakeholder management and influencing skills at senior level.
- Chinese and Russian language skills preferred.
Qualifications
- Bachelor's degree in Marketing, Business, Communications or a related field. Master's degree / MBA preferred.
