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Brand Narrative Strategist

3 weeks ago

Abu Dhabi, Abu Dhabi, United Arab Emirates Etihad Airways Full time
Brand Narrative Strategist

The Brand Narrative Strategist at Etihad Airways is responsible for developing and executing the brand narrative for the passenger product and experience.

This role ensures that consistent messaging is communicated across all touchpoints, aligning with the brand's values and guidelines. The Brand Narrative Strategist will be the primary brand guardian for the core consumer airline experience, fostering a cohesive narrative throughout the customer journey.

Core Responsibilities
  • Collaborate with the Head of Brand to develop and execute the product and experience brand strategy, ensuring a unified brand narrative.
  • Work closely with creative teams to enhance the brand identity and optimize branding guidelines for a seamless customer experience.
  • Support internal and external stakeholders from a brand perspective, providing expertise as needed.
  • Contribute to the planning and execution of brand campaigns, incorporating customer research, agency briefing, creative development, production, post-production, and campaign performance analysis.
  • Organize agency and stakeholder creative review sessions as required.
  • Assist in asset production, including full-cycle shoot management, briefs, shoot schedules, permits, on-shoot guidance, post-production QA, and administrative tasks, in conjunction with the production and creative teams.
  • Maintain robust stakeholder management, gathering requirements, managing feedback, and securing approvals prior to, during, and post-project completion.
  • Serve as the brand custodian across the group, reviewing and providing feedback on marketing assets, onboard and on-ground branding, and sponsorship assets to ensure brand consistency.
  • Act as a brand evangelist, educating EAG staff about the Etihad brand and its connection to the passenger product and experience.
  • Responsible for effective reporting of brand performance and liaising directly with the brand insights agency to provide internal support and schedule regular brand health meetings.
  • Deputise for the Head of Brand as needed.