Trade Marketing Director

Who we are:

Burson is the global communications leader built to create value for clients through reputation. With highly specialized teams, industry-leading technologies and breakthrough creative, we help brands and businesses redefine reputation as a competitive advantage so they can lead today and into the future. When you work at Burson, you are part of a global community of lifelong learners who thrive at the edge of innovation.

Burson is part of WPP (LSE/NYSE: WPP), the creative transformation company. For more information visit bursonglobal.com and follow us on LinkedIn and Instagram.

Job Title: B2B Trade Travel Marketing Director (Agency-Side)

Reports To: Account Lead

Location: UAE

Our client drives the sustainable growth of Abu Dhabi’s tourism sectors, fuels economic progress and helps define Abu Dhabi’s place as a leading international destination. By working in partnership with organisations that define the emirate’s rich culture and tourism ecosystem, our client strives to unite potential, align vision and deliver coordinated and impactful initiatives that showcase the authenticity of Abu Dhabi as a world-class destination. They are committed to preserving heritage and culture, promoting the emirate’s unique attractions, and fostering a vibrant and innovative environment for creativity and cultural expression.

Job Summary:

The B2B Trade Travel Marketing Director (Agency-Side) is a critical role within Burson, responsible for leading and managing the account, specifically focusing on developing and executing comprehensive B2B marketing strategies to drive visitation to Abu Dhabi through the travel trade. This role requires a strategic thinker with a deep understanding of the global travel industry, exceptional client management skills, and a proven track record of success in developing and implementing effective trade marketing campaigns on behalf of a client. The Director will lead a team focused on engaging with travel agents, tour operators, wholesalers, and other key trade partners to increase awareness, preference, and sales of Abu Dhabi as a premier travel destination.

Key Responsibilities:

Client Relationship Management:

• Serve as the primary point of contact for the client on all B2B trade marketing matters.
• Build and maintain a strong, collaborative relationship with the team.
• Proactively anticipate client needs and provide strategic counsel on trade marketing opportunities.
• Manage client expectations and ensure that all deliverables are met on time and within budget.
• Present campaign performance and insights to the client in a clear and concise manner.

Strategy Development & Execution:

• Collaborate with our client to develop and implement a comprehensive B2B trade marketing strategy aligned with their overall destination marketing objectives.
• Identify key target markets and segments within the travel trade and develop tailored marketing programs to reach them effectively.
• Oversee the development and execution of trade marketing campaigns, including digital marketing, print advertising, events, webinars, and training programs.
• Establish clear KPIs and metrics to measure the effectiveness of trade marketing activities and provide regular reporting on performance to both the agency and the client.
• Stay abreast of industry trends, competitor activities, and emerging technologies to identify new opportunities for trade marketing innovation and present them to the client.

Team Leadership & Management:

• Lead, mentor, and develop a high-performing team of agency professionals dedicated to the account.
• Set clear goals and objectives for the team and provide regular feedback and coaching.
• Foster a collaborative and innovative work environment.
• Manage the trade marketing budget effectively and ensure that resources are allocated efficiently, in coordination with the agency's finance team.

Content Development & Distribution:

• Oversee the development of compelling marketing materials for the travel trade, including brochures, presentations, videos, and digital content, ensuring alignment with the client's brand guidelines.
• Work with the agency's creative team to ensure high-quality and impactful content.
• Manage the distribution of marketing materials through various channels, including online portals, email marketing, and trade events.

Market Research & Analysis:

• Conduct market research to identify key trends, opportunities, and challenges in the travel trade, sharing insights with the client.
• Analyze sales data and market intelligence to identify areas for improvement and optimize trade marketing strategies, presenting findings to the client.
• Monitor competitor activities and develop strategies to differentiate Abu Dhabi from other destinations, advising the client accordingly.

Collaboration:

• Work closely with other teams within the agency, including public relations, social media, and creative, to ensure integrated marketing campaigns.
• Collaborate with local tourism stakeholders in Abu Dhabi, such as hotels, attractions, and tour operators, to develop joint marketing programs, in coordination with the account team.

Role Requirements: 

• Minimum of 10 years of experience in B2B marketing, with a focus on the travel industry
• Proven track record of success in developing and implementing effective trade marketing strategies on behalf of clients.
• Deep understanding of the global travel industry, including travel agents, tour operators, wholesalers, and OTAs.
• Exceptional client management and communication skills.
• Excellent presentation and interpersonal skills.
• Experience managing and leading a team.
• Strong analytical and problem-solving skills.
• Ability to work independently and as part of a team.
• Proficiency in Microsoft Office Suite and CRM software.
• Willingness to travel internationally.
• Fluency in English is essential; Arabic language skills are an advantage.

Desired Skills and Experiences: 

• Experience working with a destination marketing organization (DMO) or tourism board 
• Experience in digital marketing, including SEO, SEM, social media, and email marketing.
• Experience in event management, including trade shows, conferences, and FAM trips.
• Experience in budget management and financial reporting 
• Knowledge of the Abu Dhabi tourism market and its key attractions.
• Experience in developing and delivering training programs for travel agents.
• Strong negotiation skills.
• Experience with marketing automation tools.
• Data-driven decision-making approach.

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At Burson, diversity, equity and inclusion are not just values; they are strategic imperatives that fuel our future in an industry built on the art of understanding, connecting and developing relationships. We believe that a diverse workforce is essential for inspiring bold ideas, fostering constructive dialogue and cultivating meaningful experiences that drive innovation and creativity. It also enables our agency to thrive and deliver brilliant work.  

For more information, visit www.bursonglobal.com.  

You belong at Burson:

Our vision is for Burson to be the leading ‘academy company’ for creative communications professionals and emerging leaders. We provide a dynamic environment where ambitious colleagues come to elevate their skills, expand their networks, and ultimately, produce the best solutions for today’s leading brands. Our commitment to your growth is reflected in our robust benefits and people programs, which include professional development opportunities, mentorship programs with industry leaders, a vibrant and inclusive company culture fostering collaboration and innovation and packages designed to reward and retain top talent. We invest in our people because we believe their success is our success.

At Burson, we’re an agency of learn-it-alls. We recognize that the things we do best, creativity and communications, require a level of nuanced understanding. That’s why it’s imperative for us to hire extraordinarily talented people of all backgrounds and identities. Without that we can’t do the essential work of inspiring bold ideas, fostering constructive dialogue, cultivating meaningful experiences, and driving innovation and creativity for our partners. Your unique point of view—your talent—is what makes you a #BursonPerson, and it’s how we deliver exceptional results for our clients, together.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

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