Brand Manager

Etihad Airways

KEY ACCOUNTABILITIES

Brand Strategy, Positioning & Governance

• Provide strategic brand thinking to position the Etihad brand across a wide range of topics, products, services, and initiatives.
• Support brand positioning across marketing, sponsorship, products, and the guest experience.
• Act as brand custodian across the group, reviewing and providing clear brand guidance and approvals on all brand-facing assets.
• Manage brand protection activities, including trademark governance and usage.

Brand Frameworks, Guidelines & Assets

• Develop and evolve brand guidelines and templates where required, ensuring they support marketing, guest experience, and enterprise use cases.
• Collaborate with creative teams to enhance brand identity and ensure guidelines are optimised across physical, digital, and service design environments.
• Own management of Etihad's livery, including any special liveries developed.

Campaigns, Content & Creative Delivery

• Support end-to-end brand campaign development, from customer insight and agency briefing through creative development, production, and post-campaign evaluation.
• Ensure a coherent, high-quality suite of evergreen brand assets across the full product and service portfolio, including photography, video, and copy.
• Lead evergreen content production, including briefing, shoot planning, permits, on-set guidance, post-production quality control, and asset delivery, in collaboration with creative and production teams.

Stakeholder, Agency & Enterprise Collaboration

• Demonstrate an enterprise mindset by working effectively across the organisation.
• Manage stakeholders across briefing, feedback, approvals, and delivery, driving alignment before, during, and after projects.
• Build strong, trusted relationships internally and externally through clear communication, influence, and collaboration.

Brand Performance, Budget & Advocacy

• Support brand performance tracking and reporting, working with brand insights partners as required and following up on agreed actions.
• Manage allocated brand budgets responsibly and transparently.
• Act as a brand ambassador internally, educating teams on Etihad's brand, product, and guest experience, and deputise for brand leadership as required.