Head of Marketing

HEAD OF MARKETING

Clinique La Prairie – Amaala Health Resort

Location : On-site, Amaala (Red Sea, KSA)

Reports to : Resort General Manager — dotted line to Global Marketing (Clinique La Prairie HQ,

Montreux)

Manages : Local marketing team; external agency ecosystem (360 strategic / creative agency,

regional & local PR agencies, media-buying partners)

Main KPI : Qualified demand and conversion into bookings for Amaala, measured on cost of

acquisition, qualified-lead volume, and program/stay conversion

Role Purpose

The Head of Marketing, Amaala is the most senior marketing authority on the resort. The mandate

is to drive qualified demand and convert HNW/UHNW audiences into bookings for Amaala, by

translating Clinique La Prairie’s global brand strategy into a high-impact, locally-resonant

acquisition and brand engine for the property.

The Head of Marketing directs the full external agency ecosystem — the 360 strategic agency,

regional and local PR agencies across markets, and media-buying partners — and sets the

budget-allocation logic across acquisition channels. They are the single interface between Global

Clinique La Prairie and the resort, ensuring the property activates global strategy faithfully while

feeding market intelligence back to HQ.

They also act as a brand representative for Amaala: comfortable in front of journalists, partners,

and UHNW guests, carrying the credibility and presence to embody the brand externally.

Key Responsibilities

1. Agency Leadership & Orchestration

• Direct and hold accountable the full external local agency ecosystem: the 360

strategic/creative agency, regional and local PR agencies across markets, and media-buying

partners.

• Set clear briefs, performance expectations, and KPIs for each agency; arbitrate priorities and

resolve conflicts between agencies and stakeholders.

• Own contracting, scoping, and performance review of agency partners in coordination with

procurement and Global Marketing.

• Ensure all agency output is on-brand, on-strategy, and on-budget, escalating to Global where

global brand integrity is at stake.

2. Acquisition Strategy & Budget Allocation

• Define the channel mix and budget-split logic for new-client acquisition: paid social, paid

search, SEO, partnerships, events, referral, and CRM-driven reactivation.

• Own the acquisition budget within the framework agreed with Global; allocate and reallocate

spend toward the highest-return channels based on performance data.

• Protect the acquisition budget’s methodology: the channel-split framework is set jointly with

Global; in-period spend is approved by the GM within that framework, so short-term

occupancy pressure does not erode disciplined pipeline investment.

• Optimize mid-to-bottom-funnel performance and report on CAC, qualified-lead volume, and

conversion against targets.

3. Global–Local Interface

• Act as the single point of interface between Global Clinique La Prairie and the Amaala resort.

• Localize global brand strategy to regional cultural codes and consumer behaviors while

safeguarding global identity and standards.

• Consolidate performance results and market intelligence and feed them back to Global teams

on a structured cadence.

4. PR, Media & Brand Representation

• Steer regional and local PR agencies; localize global press angles and secure placements

aligned with Clinique La Prairie positioning.

• Serve as a brand spokesperson when required — facing journalists, hosting press on

property, and representing Amaala at high-value events.

• Manage relationships with regional KOLs, celebrities, and thought leaders; host media and

VVIP guests in partnership with Sales and the Local Marketing team.

5. On-Site Content, Testimonials & Brand Staging (oversight)

• Oversee on-site content and testimonial production — expert videos, guest stories, longevity

talks — securing approvals and delivering assets to Global for amplification.

• Ensure the visual identity and luxury standard of brand staging, signage, and seasonal

moments (Festive, Ramadan, Chinese New Year, etc.) align with global guidelines.

• Set direction and standards here; day-to-day guest-experience execution remains with the

Local Marketing Manager.

6. Reporting & Performance

• Report to the Resort GM and Global Marketing on acquisition performance, agency

effectiveness, budget discipline, and pipeline conversion.

• Maintain performance dashboards and a regular reporting cadence to Global.

• Manage the resort marketing budget with structure, anticipation, and accountability.

Required Experience & Profile

Professional Expertise

• 8+ years in premium or luxury marketing, with demonstrable seniority and team/agency

leadership.

• Proven track record directing multiple agencies simultaneously — 360/creative, PR, and

media-buying — and owning acquisition budgets.

• Performance-driven marketer with deep command of paid media, SEO, and PR, and the

analytical fluency to allocate budget by return.

• Strong experience with HNW/UHNW audiences; GCC market knowledge a strong advantage.

• Comfortable as a brand representative and spokesperson with media.

Soft Skills

• Senior presence and authority — credible with agencies, Global leadership, the GM,

journalists, and UHNW guests alike.

• Strategic and commercially-minded; able to arbitrate and lead, not merely coordinate.

• High cultural sensitivity and cross-functional communication.

• Discretion, maturity, and impeccable judgment.

Languages

• Fluent English & Arabic required.

KPIs

• Qualified-lead volume and cost of acquisition (CAC).

• Conversion into programs/stays (Amaala).

• Agency performance and ROI across the ecosystem.

• Budget discipline and allocation effectiveness.

• PR placements and share of voice in priority markets.

• Event-driven pipeline and conversion.

• Quality of Global–local interface and intelligence feedback