Senior Manager - Digital Products

Riyadh Air, headquartered in the Saudi Capital, is the new national airline that’s shaping the future of flying. It seeks to lead the aviation industry by transforming Saudi Arabia into a global aviation and trade hub – a new, digitally native airline, connecting the kingdom to more than 100 destinations.

JOB PURPOSE:

To plan, activate, optimize, and maintain and mature a suite of digital products and its capabilities, in line with RX’s digital marketing and campaign strategy and related requirements, delivering against RX’s strategy and business objectives.

KEY ACCOUNTABILITIES:

Reporting to the Digital Marketing Director, the Senior Manager – Digital Products will have the following responsibilities:

Product Suite:

  • Lead the strategy, ongoing maintenance, and optimization of B2B and B2C facing digital properties related to Digital Marketing initiatives, such as RX.com, brand hub, mobile app and ensure alignment with digital marketing strategy and objectives.
  • Work with the department as well as cross-functional stakeholders to ensure business requirements are captured adequately and solutions and experiences are delivered to support the RX campaign calendar, PR, Comms & Event calendar, Loyalty, and commercial strategies.
  • Work with internal and external partners to deliver features and functionality based on cross-platform business requirements.
  • Collaborate with product owners and implementation partners in defining and executing the digital product strategy.
  • Drive the end-to-end product development lifecycle focusing on Digital Marketing initiatives, drive development of features, functionality, content, and experiences ensuring alignment with market needs and business goals.

MarTech & AdTech stack:

  • Ownership, management, and optimization of the owned MarTech and third-party AdTech stack in line with the digital marketing strategy.
  • Translation of business requirements into functional briefs for internal/external development teams and agencies
  • Strategize and drive integration of third party AdTech into the existing RX ecosystem.
  • Supervise delivery and manage UAT across implementation.
  • Work in alignment with business owners to operationalize and mature the CDP and consult on all matters of segmentation and targeting.

Direct Channels:

  • Drive direct channel strategy for marketing-related activities, alongside implementation related to Campaign and streams, such as eCRM, SMS & Push notifications, WhatsApp etc.
  • Develop strategies for orchestration of direct campaign activity, to increase loyalty, engagement, and drive sales.

Content:

  • Work with the department and stakeholders across RX (Brand, Commercial, Loyalty, PR/Comms, Media, Guest Experience, Shared Services etc.) to identify content requirements across platforms.
  • Work with internal and external teams to deliver an omnichannel content strategy.
  • Monitor content performance, run A/B testing and personalization framework to optimize engagement and sales.
  • Work with internal and external content authors to maintain and update all properties according to business requirements.
  • DAM and ownership of “The Hub”, a brand and asset management property for internal and external audiences.
  • SEO: development of SEO strategy, supervision of implementation and ongoing optimization with the objective to decrease dependency on paid media investments.

Cross-Functional, Cross-Agency and Partner Collaboration:

  • Collaborate with relevant departments and stakeholders across RX (Media, Commercial, Loyalty, Marketing, PR/Comms, Guest Experience, etc.) to capture product, content and campaign and partnership requirements, and enable successful delivery and UAT.
  • Work with internal delivery teams, external agencies and delivery partners, external Ad & Marketing platforms to identify opportunities, and lead value creation.

User Experience and Design:

  • Collaborate with UX/UI designers and the Guest Experience team to create an exceptional user experience for digital products.
  • Ensure that products are user-friendly, visually appealing, and aligned with brand standards.

Quality Assurance:

  • Implement rigorous testing processes to ensure the quality and reliability of digital products.
  • Address and resolve any issues or bugs that may arise during the development process.

Performance Analytics:

  • Establish and monitor key performance indicators (KPIs) for platforms and channels related to Digital Marketing initiatives.
  • Analyze data and continuously monitor successful delivery against KPIs.
  • Work with the inhouse BI team, digital department, and the delivery partners to uncover insights and develop actionable recommendations for optimization.
  • Regularly analyze and report on the onsite performance of paid campaign traffic, using data to optimize strategies and improve results and experience.
  • Stay informed about industry best practices and emerging trends in social media and content marketing.

PROFESSIONAL EXPERIENCE:

  • Atleast 8+ years of experience in product management or similar role; experience in aviation / travel & tourism is preferred.

ACADEMIC QUALIFICATIONS:

  • Minimum of bachelor’s degree or equivalent

SKILLS:

AdTech/MarTech:

  • Adobe Experience Cloud: thorough understanding of its associated products
  • Google Marketing Platform: experience with GMP and its product suite
  • MS CRM

Team Management:

  • Ability to lead, mentor, and inspire cross-functional teams comprising product managers, designers, developers.

Communication:

  • Strong communication skills to convey vision, strategy, and expectations clearly to team members and stakeholders.

Strategic Thinking:

  • Capability to develop and communicate a long-term vision for digital products aligned with business goals.

Market Understanding:

  • Deep understanding of market trends, customer needs, and competitive landscapes to inform strategic decisions.

Product Management Expertise:

  • Proficient in overseeing the end-to-end product development lifecycle from ideation to launch and ongoing optimization.
  • Skill in prioritizing features and functionalities based on business impact and user needs.
  • Technical Proficiency
  • Emerging Technologies: Awareness of emerging technologies that can be leveraged to enhance digital products.

Customer-Centric Focus:

  • Commitment to delivering exceptional user experiences through intuitive design and user-friendly interfaces.
  • Customer Feedback: Ability to gather and analyze customer feedback to drive continuous improvement in digital products.

Innovation:

  • A creative mindset to drive innovation in digital product features, functionalities, and overall user experience.
  • Willingness to embrace new ideas, technologies, and industry best practices.

Analytical Skills:

  • Data-Driven Decision Making: Proficiency in data analysis to make informed decisions, set KPIs, and track the success of digital products.
  • Ability to identify and solve complex problems related to product development and user experience.

Project Management:

  • Strong organizational skills to manage multiple projects and initiatives simultaneously.

Timeline Management:

  • Ability to adhere to timelines and deliverables, ensuring timely product launches.

Languages:

  • English mandatory. Arabic language skills are a plus

COMPETENCIES:

  • Drives Results – consistently achieving results, even under tough circumstances.
  • Communicates Effectively – Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences.
  • Teamwork and Collaboration – Building partnerships and working collaboratively with others to meet shared objectives.
  • Strategic Mindset – Seeing ahead to future possibilities and translating them into breakthrough strategies.
  • Cultivates Innovation – Creating new and better ways for the organization to be successful.

The city that is already transforming the way we live is now redefining the way we fly. Riyadh Air, a brand-new chapter in the sky. The new national airline that’s shaping the future of flying.