Role overview

This Brand Manager position at Etihad Airways involves executing and safeguarding the airline’s brand strategy across all marketing, sponsorship, and guest experience touchpoints—both on the ground and in-flight. You will ensure that every expression of the Etihad brand, from campaigns and content to products and services, remains consistent, distinctive, and aligned with the company’s strategic guidelines. Reporting to Brand leadership, you will act as a brand guardian and strategic partner across the business to strengthen brand awareness, consideration, distinctiveness, and overall equity.

Key responsibilities

Provide strategic brand thinking to position the Etihad brand across products, services, and initiatives, while supporting brand positioning in marketing, sponsorship, and guest experience.
Act as brand custodian by reviewing and approving all brand-facing assets, and manage brand protection activities including trademark governance and usage.
Develop and evolve brand guidelines and templates, collaborating with creative teams to optimize brand identity across physical, digital, and service design environments.
Own management of Etihad’s livery and oversee the development of special liveries as required.
Support end-to-end brand campaign development from customer insight and agency briefing through creative development, production, and post-campaign evaluation.
Lead evergreen content production, including shoot planning, permits, on-set guidance, post-production quality control, and asset delivery in collaboration with creative and production teams.
Manage stakeholders and agency relationships across briefing, feedback, and approvals, while supporting brand performance tracking and managing allocated budgets responsibly.

Requirements

Bachelor’s degree with a minimum of 5 years’ experience in brand and marketing roles within a global, matrixed organisation.
Proven experience in brand management that combines strategic thinking with strong executional delivery.
Background in aviation, travel, hospitality, or FMCG is preferred.
Comfortable working across a wide range of creative disciplines, from physical environments and livery to digital, content, and service design.
Strong capability in both strategic thinking and rigorous execution, with exceptional attention to detail and project management skills.
Ability to manage multiple workstreams concurrently and demonstrated strength in relationship-building, communication, and influencing.

What makes this role worth considering

Etihad Airways is the UAE’s national airline, and this role positions you at the center of the company’s “Journey 2030” ambition to double its fleet, expand its network, and grow its people. You will work from the airline’s hub in Abu Dhabi, with the opportunity to shape the brand experience for a global audience across one of aviation’s most dynamic organizations.

How to apply

Use the Apply button to view the official job posting and submit your application on Etihad Airways Careers: Latest Jobs and How to Apply's careers site.

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