Job Description

Qiddiya is Saudi Arabia’s flagship destination for entertainment, sports, and culture — a cornerstone of Vision 2030 located just outside Riyadh. Spanning over 360 km², it will feature world-class attractions including a Formula 1-grade racetrack, theme parks, major sports venues, and performance spaces. More than a destination, Qiddiya is a catalyst for economic diversification, job creation, and a new way of life. With construction progressing rapidly, we’re looking for driven professionals ready to help shape one of the world’s most ambitious developments. Every role here has real impact — from planning and design to delivery and operations. If you're motivated by large-scale challenges and lasting legacy, there’s a place for you at Qiddiya.

Role Purpose

Lead the development and execution of marketing and audience growth strategies for Cultural, Heritage Program, driving visitor numbers, engagement, and commercial performance through integrated campaigns aligned with cultural programming and asset objectives.

Key Responsibilities

Marketing Strategy & Integrated Campaigns

• Develop and lead the overall marketing strategy aligned with asset objectives, programming calendar, and commercial targets
• Plan and execute integrated marketing campaigns across all channels (digital, social, media, PR, on-ground activations)
• Ensure alignment of marketing plans with key programming milestones, including the Cultural, Heritage Program festival and year-round activities
• Define messaging frameworks and campaign narratives that translate cultural programming into compelling audience propositions

Audience Growth & Demand Generation

• Drive visitor acquisition, attendance, and repeat visitation across all target segments
• Develop targeted strategies for local, regional, and international audiences
• Manage audience segmentation, targeting, and conversion strategies
• Optimize marketing efforts to increase footfall, dwell time, and engagement

Integration with Programming & Experience

· Work closely with Programming to translate cultural content into engaging campaigns and storytelling

· Ensure marketing reflects the depth, authenticity, and diversity of cultural programming

· Align campaigns with the visitor journey and on-ground experience

Support to Commercial & Revenue Generation

· Support Commercial team in promoting sponsorships, partnerships, and revenue-generating activities

· Ensure sponsors and partners are effectively integrated into marketing campaigns and communications

· Drive campaigns that contribute to revenue growth through increased visitation and engagement

Performance, Insights & Optimization

· Define and track marketing KPIs including reach, engagement, conversion, and attendance

· Monitor campaign performance and optimize strategies based on data and insights

· Use audience analytics to refine targeting, messaging, and channel effectiveness

· Provide insights to support decision-making across programming and commercial teams

Brand, Communications & Stakeholder Coordination

· Ensure consistency of messaging and communications across all marketing channels

· Coordinate with internal stakeholders (Programming, Commercial, Operations) for campaign alignment

· Manage external agencies, media partners, and marketing vendors

· Ensure all communications align with Qiddiya Group brand and communication guidelines

Asset & Group Alignment

· Align marketing strategy with Asset Management direction and asset objectives

· Coordinate with Qiddiya Group marketing and communications functions

· Ensure compliance with group standards, approvals, and governance frameworks

Key Success Metrics

· Visitor numbers and attendance growth

· Campaign reach, engagement, and conversion rates

· Contribution to revenue and commercial performance

· Effectiveness of marketing campaigns

· Brand consistency and campaign delivery

Required Skills & Competencies

- Strong experience in marketing strategy and campaign execution

- Experience in audience development and demand generation

- Ability to link marketing activities to commercial and financial outcomes

- Strong analytical and data-driven decision-making skills

- Stakeholder and agency management capability

- Experience working in fast-paced, event-driven environments

Requirements

- 12–15+ years of experience, with a strong track record in senior marketing leadership roles within large-scale, consumer-facing environments

- Proven experience in developing and delivering integrated marketing strategies and large-scale campaigns across multiple channels (digital, media, social, PR, and on-ground activations)

- Demonstrated success in leading high-impact campaigns that drive significant audience reach, engagement, and attendance

- Strong experience in audience acquisition, segmentation, and growth strategies

- Proven ability to drive footfall, visitation, and repeat attendance in large-scale environments

- Experience managing campaigns targeting local, regional, and international audiences

- Demonstrated ability to link marketing activities to commercial outcomes, including revenue growth and partner value

- Experience supporting sponsorship visibility, partnerships, and monetization through campaigns

- Strong understanding of marketing KPIs including conversion, engagement, and revenue contribution

- Strong experience in using data analytics and audience insights to drive decision-making

- Ability to monitor and optimize campaign performance across channels

- Experience with performance marketing, digital analytics, and reporting frameworks

- Proven experience managing:

o External agencies (creative, media, digital)

o Media partners and platforms

o Internal cross-functional stakeholders

- Ability to operate effectively within complex, matrix organizations

- Experience leading and developing marketing teams in fast-paced, high-visibility environments

- Ability to operate under pressure with tight timelines and high expectations