Job Objective

The Assistant Manager of Seasonal Festival is responsible for supporting the planning, execution, and performance tracking of marketing campaigns for seasonal festivals such as DSF, DSS, and other key activations. The role focuses on driving public awareness, footfall, and engagement by coordinating with internal teams, retailers, malls, sponsors, and external agencies.

The Assistant Manager ensures campaign content, messaging, and visuals are aligned with brand guidelines, while also assisting in managing procurement processes, monitoring campaign performance, and contributing to continuous improvement across all campaign touchpoints.

Key Accountabilities

Core Functional Responsibilities & Subject Matter Expertise

Assist in the development and execution of integrated marketing campaigns for seasonal festivals, ensuring alignment with festival objectives, audience profiles, and brand positioning.
Coordinate campaign timelines, creative briefings, and rollout plans across internal DFRE teams and external agencies.
Support the creation of compelling multi-channel campaign content and messaging tailored to drive audience awareness and attendance.
Contribute to audience segmentation strategies to enhance campaign effectiveness and reach across key consumer demographics.
Prepare and distribute internal communication toolkits and campaign briefs to align DFRE departments, partners, and collaborators.
Collaborate with retailers, malls, and sponsors to integrate their offerings and activations into the campaign, ensuring strong visibility and cross-promotional alignment.
Assist in the development of campaign one-pagers, outlining objectives, KPIs, content strategy, budgets, and relevant international benchmarks.
Review and provide guidance on creative assets to ensure consistency with brand guidelines and storytelling standards across all campaign touchpoints.
Act as a brand guardian during campaign execution, collaborating with internal teams and agencies to maintain high-quality, cohesive messaging and visual identity.
Coordinate with creative, media, production, and influencer agencies to manage campaign deliverables and performance tracking.
Familiarity with procurement processes related to campaign execution, including supporting RFP/RFI preparation, vendor coordination, and tracking of purchase orders and contracts.
Track and report campaign performance metrics such as reach, engagement, and footfall and provide insights for optimization.
Maintain strong relationships with retailers, malls, and sponsors to gather feedback, ensure satisfaction, and identify opportunities for future campaign collaboration.
Conduct research and benchmarking on global festival campaigns to inform strategy and inspire innovation.
Compile and analyze post-campaign reports and stakeholder feedback to inform future campaign planning and continuous improvement.
Maintain well-documented records of campaign assets, contracts, vendor files, and performance dashboards in compliance with DFRE and DET policies.
Stay updated on local regulations, media trends, and best practices in event marketing and high-footfall campaign activations.

Qualifications & Experience

Bachelor's Degree in Marketing, Communications, Marketing, Business Administration, or related fields.
Professional certifications such as the Project Management Professional (PMP); are advantageous.
Minimum of 5 years of experience in marketing campaigns, brand communication, or event-related promotions, preferably within the retail, entertainment, or government sector.
Proven experience coordinating multi-channel marketing campaigns with internal teams and external agencies.
Experience in reviewing creative assets and ensuring brand alignment across various platforms.
Familiarity with procurement processes related to marketing services, including RFP preparation, vendor management, and budget coordination.
Strong understanding of audience segmentation, campaign performance tracking, and post-campaign analysis.
Previous involvement in large-scale, high-footfall campaigns or festivals is an advantage.
Experience working with malls, retailers, or sponsors in a campaign or event activation context is highly desirable.

Assistant Manager - Events & Festivals Marketing (National Talent only) - Dubai DET