Senior Vice President – International Marketing

JOB PURPOSE

• Develop and lead Aldar's international development marketing strategy across China, Hong Kong, Russia and emerging markets.

• Lead the full international marketing mix and broker marketing and enablement, ensuring every touchpoint is commercially effective and brand-aligned.

• Build Aldar's international brand and drive qualified demand and sales across International Sales, Development Marketing, London Square and SODIC.

JOB RESPONSIBILITIES

International Brand Building & Marketing Strategy

• Build Aldar's awareness, reputation and consideration in priority international markets.

• Establish market-specific strategies and annual plans for China, Hong Kong, Russia and emerging markets, reflecting local customer behaviour, media and cultural requirements.

• Lead the full international marketing mix, from ATL, digital and performance through to collateral, events, roadshows, activations, partnerships and launches.

Market Intelligence & Customer Insights

• Lead competitor analysis and benchmarking across priority international markets.

• Develop HNW/UHNW buyer segmentation and investor behaviour insights to guide targeting, positioning and marketing investment.

• Identify emerging market opportunities, channels and customer segments, sharing insights and best practice with London Square (UK) and SODIC (Egypt).

Strategic Partnerships

• Collaborate with Sales, including Wealth BD, to develop relationships with private banks, family offices, luxury brands and influential networks to reach high-value buyers.

• Develop co-branded campaigns and partner activation programmes with strategic partners.

• Evaluate partnership performance by qualified leads and sales contribution, working with Sales to prioritise the highest-value partners.

Customer Journey & Conversion

• Identify ways to strengthen CRM, lead nurturing, attribution and the international buyer experience to improve sales conversion.

• Collaborate with International Sales to align marketing with sales priorities and targets.

• Establish KPIs and regular performance reporting, using data and customer insight to optimise investment, in line with data protection requirements.

Broker Marketing & Enablement

• Develop the broker marketing strategy and establish standards for creating, approving and distributing fact sheets, presentations and toolkits.

• Ensure brokers receive accurate, approved information on time, especially ahead of launches.

• Develop broker engagement campaigns, events and communications; collaborate with Broker Management and Sales to close gaps in support, content and training.

Delivery, Budget & Capability Development

• Collaborate with Development and Destination Marketing to embed international markets in launch plans, through to broker readiness and post-launch optimisation.

• Manage the international marketing budget, prioritising the strongest commercial opportunities, and lead agencies and local market partners across multi-market launches.

• Coach and develop team members, building international and broker marketing capabilities.

KEY MEASURES OF SUCCESS

• Marketing spend vs. budget and return on investment by market

• Brand awareness and consideration in priority international markets

• Qualified leads and cost per lead by priority market and partner channel

• Lead-to-sale conversion rate by market

• On-time delivery of broker toolkits for major launches; broker satisfaction

• Leadership (360 evaluation)

YEARS OF EXPERIENCE, SKILLS & QUALIFICATIONS

Years of Experience

• Min 12+ years of relevant experience in real estate development, destination or international marketing, with at least 5 years in a mid-level position.

• Min 4+ years of managerial experience in a related field.

• Field of experience: Real estate, destination or premium/luxury marketing; China/Asia, Russia/CIS and broker-led sales models advantageous.

Technical and Interpersonal Skills

• Integrated marketing expertise across ATL, BTL, digital, content, events and activations, with international and cultural awareness.

• Strong commercial judgement and data-led decision making, with customer insight and CRM expertise.

• Proven strategy-to-execution track record, managing agencies and budgets.

• Strong stakeholder management and influencing skills at senior level.

• Chinese and Russian language skills preferred.

Qualifications

• Bachelor's degree in Marketing, Business, Communications or a related field. Master's degree / MBA preferred.