Cluster Director of Marketing & PR

About Us

Adeera is a hotel management company established by Saudi Arabia’s Public Investment Fund (PIF) to develop distinctive, locally inspired hotel brands that reflect the Kingdom’s rich cultural heritage. Based in Riyadh, Adeera supports Vision 2030 by positioning Saudi Arabia as a premier global destination.

We manage mid-scale to luxury hotels that combine authentic guest experiences with innovative, tech-enabled services. Our mission is to bring Saudi hospitality to the world, guided by values of generosity, innovation and future consciousness.

JOB SCOPE

The Cluster Director of Marketing & PR is responsible for establishing and leading the marketing, communications, public relations, digital, social media, CRM and brand activation strategy for Luxury Hotel - Qiddiya during pre-opening, launch and stabilization. The role will build awareness, drive demand generation, increase direct booking contribution, support total hotel revenue and protect the hotel’s brand reputation across guest-facing channels.

As additional Qiddiya hotels open, the role is expected to evolve from a single-property opening role into a broader Qiddiya cluster marketing and communications leadership role, supporting destination-wide visibility, campaign coordination, PR alignment and content standards across multiple hotels, brands, audiences and channels.

The Director of Marketing & PR works closely with the General Manager, Sales, Revenue Management, Reservations, F&B, Events, Operations, Corporate Commercial, Brand, Digital, agency partners and owner / destination stakeholders to ensure marketing activity is commercially focused, brand-aligned, measurable and operationally deliverable.

MAIN DUTIES & RESPONSIBILITIES:

Marketing Strategy & Brand Management

• Develop and implement the annual marketing and communications plan for Luxury Hotel - Qiddiya, aligned with the hotel business plan, revenue strategy, brand positioning and opening objectives.
• Lead the marketing strategy input into the hotel and future Qiddiya cluster commercial strategy.
• Maintain consistent brand positioning, tone of voice, visual identity and storytelling across all marketing, PR, digital, social and guest-facing communications.
• Position the hotel as part of the wider Qiddiya destination while protecting the specific identity and commercial role of each hotel brand.
• Coordinate marketing priorities with Corporate Commercial, Brand, Sales, Revenue Management, F&B, Events and Operations.

Pre-Opening Launch & Commercial Readiness

• Develop and execute the pre-opening marketing, PR, digital and content activation plan, including launch milestones, opening campaigns, media activity and commercial readiness deliverables.
• Coordinate website, booking engine, imagery, content, opening messages, offers, packages and channel content before go-live.
• Ensure clear guest communication for opening timelines, available facilities, phased opening elements, opening soon messages and any areas that will open later.
• Support owner and leadership updates on marketing readiness, campaign progress, launch risks, PR activity and demand-generation performance.
• Coordinate photography, videography, collateral, brand assets and content libraries required for pre-opening, launch and post-opening campaigns.

Digital Marketing & E-Commerce

• Lead integrated digital campaigns across paid, owned and earned channels to drive awareness, traffic, engagement, conversion and direct bookings.
• Oversee hotel website content, landing pages, booking funnel performance, SEO, SEM, paid social, display, AI, metasearch support and campaign tracking.
• Ensure content accuracy and brand consistency across the hotel website, OTAs, Google Business Profile, social platforms, destination platforms and other approved digital channels.
• Partner with Revenue Management and Distribution to ensure offers, packages, rate campaigns and booking links are correctly loaded, commercially aligned and measurable.
• Monitor digital performance and use analytics to optimize media spend, audience targeting, creative performance and conversion.

Public Relations, Communications & Reputation

• Develop and manage the PR and communications strategy for the hotel opening, ongoing operations and future cluster positioning.
• Manage media relations, press releases, media kits, press visits, interviews, influencer collaborations, KOL activity and editorial opportunities.
• Coordinate PR agency scope, deliverables, approvals and performance, ensuring alignment with Adeera, hotel, owner and destination communication requirements.
• Develop a crisis communication and issue-management approach in coordination with Corporate Communications, Brand, Legal, Operations and the owner as required.
• Oversee online reputation management, including monitoring of reviews, social sentiment and guest feedback across Google, TripAdvisor, OTAs and social platforms.

Content, Social Media & Creative Asset Management

• Develop and approve content calendars across social media, digital campaigns, email, website, PR and on-property channels.
• Lead storytelling for Rooms, F&B, Meetings & Events, leisure, family, waterpark-related demand, destination experiences and local community engagement.
• Oversee creative briefs, copywriting, photography, videography, artwork, collateral, signage content and marketing asset libraries.
• Ensure all creative assets meet brand standards, legal requirements, cultural sensitivity requirements and quality expectations.
• Coordinate content and campaign activity across hotel, corporate, agency and destination teams.

CRM, Loyalty & Guest Engagement

• Lead CRM and guest lifecycle marketing activity, including pre-arrival, in-house, post-stay, repeat guest and reactivation campaigns.
• Support loyalty programme visibility, member communication, enrolment opportunities and benefit communication in coordination with Corporate Commercial and loyalty partners.
• Develop guest segmentation, personalization and targeted campaign approaches that support direct bookings, repeat business and guest lifetime value.
• Partner with Reservations, Front Office, F&B and Operations to ensure marketing messages are deliverable and aligned with the guest experience.

Partnerships, Destination Marketing & Activations

• Coordinate destination marketing opportunities linked to Qiddiya, the waterpark, theme park demand, entertainment events, local attractions and relevant tourism partners.
• Develop campaign and activation concepts that support Rooms, F&B, Meetings & Events, leisure packages, family demand, local market engagement and opening-period visibility.
• Build and manage brand partnerships, media partnerships, influencer partnerships and local community opportunities where commercially and brand appropriate.
• Ensure hotel marketing activity supports destination-wide objectives while maintaining clear hotel-level accountability and measurable results.

Performance Marketing, Budgeting & Reporting

• Manage the marketing and PR budget, ensuring spend is planned, tracked and optimized against agreed commercial objectives.
• Monitor campaign ROI, ROAS, cost per acquisition, website traffic, conversion, direct booking contribution, engagement, media value and lead generation performance.
• Prepare monthly marketing, PR, digital and CRM performance reports with clear analysis, insights and recommended actions.
• Use market insights, guest data, campaign results and competitor activity to improve future marketing activity and investment decisions.
• Ensure agency and media spend are governed by approved budgets, scopes, procurement requirements and performance expectations.

Cluster and Future Growth

• Prepare the Marketing & PR function to expand from Luxury Hotel - Qiddiya coverage to a cluster model as Qiddiya Hotels are onboarded.
• Develop scalable marketing, PR, content, campaign and reporting standards across the Qiddiya hotel portfolio.
• Coordinate property-level campaigns with future cluster-wide campaigns, destination campaigns and owner-related communication priorities.
• Recommend future team structure, roles and agency support as business volume and hotel openings require additional marketing, digital, PR, social media or CRM resources.
• Ensure consistency in brand governance, approval processes, campaign reporting and content quality across the Qiddiya hotel portfolio.

Team Leadership & Agency Management

• Lead, mentor and develop Marketing, PR, Digital, Social Media, CRM and Communications team members as appointed.
• Establish performance objectives, reporting standards and development plans for the team.
• Manage external agencies, freelancers, media partners, production partners and other marketing suppliers in line with approved scope, budget and procurement requirements.
• Build a commercially focused, brand-led and data-informed marketing culture.
• Promote collaboration across hotel, cluster, corporate, owner and agency teams.

Key Performance Indicators (KPIs)

• Brand awareness, campaign reach, engagement, media quality and share of voice.
• Website traffic, booking funnel conversion, direct booking contribution and digital campaign performance.
• Marketing ROI, ROAS, cost per acquisition and budget adherence.
• PR coverage quality, media value, press engagement, influencer performance and sentiment.
• CRM database growth, email performance, segmentation quality, loyalty engagement and repeat guest activation.
• Online reputation score, review response quality and social sentiment trends.
• Pre-opening marketing readiness, content accuracy, asset readiness and launch campaign delivery against agreed milestones.
• Cluster marketing readiness and successful onboarding of additional Qiddiya hotels as they open.

Requirements

POSITION REQUIREMENTS:

SKILLS:

• Marketing Strategy & Brand Management
• Public Relations & Media Relations
• Opening Campaign Planning and Launch Marketing
• Digital Marketing, E-Commerce and Website Optimization
• SEO, SEM, Paid Social, Display and Performance Marketing
• Social Media Strategy and Content Planning
• CRM, Loyalty and Guest Lifecycle Marketing
• Online Reputation Management and Social Listening
• Crisis Communications and Issue Management
• Creative Asset Management, Photography and Videography
• Coordination F&B, Events, Leisure and Destination Marketing
  Partnerships, Influencer and KOL Management
• Marketing Budgeting, ROI, ROAS and Performance Reporting
• Agency Management and Vendor Coordination
• Cluster / Multi-Property Marketing and Communications
• Stakeholder Management with Owner, Corporate, Hotel and Destination Teams
• Leadership, Coaching and Team Development
• Communication, Presentation and Decision-Making Skills

EDUCATION, QUALIFICATIONS:

• Bachelor’s degree in Marketing, Communications, Public Relations, Business Administration, Hospitality Management or a related field.
• Minimum 7 to 10 years of progressive experience in hotel marketing, digital marketing, PR or communications, including at least 3 to 5 years in a leadership role.
• Pre-opening experience is strongly preferred, ideally in resort, destination, leisure, entertainment, lifestyle or multi-property environments.
• Experience with luxury, upper-upscale, lifestyle or complex mixed-demand hotels is preferred.
• Strong understanding of hotel commercial strategy, direct booking growth, digital acquisition, PR, content, CRM, loyalty, social media and reputation management.
• Experience managing agencies, media partners, influencer relationships, creative production and marketing budgets.
• Strong analytical capability with experience in campaign performance analysis, ROI reporting, GA4 or equivalent analytics tools, CRM/email platforms and social media reporting.