Brand Director — Creative Strategy
Building destination brands people travel for, talk about, and remember.
Brand Director Candidate
Destination Branding · Creative Strategy · Brand Governance
Capital-city, tourism, culture, mobility and destination brand initiatives.
Creative direction across city marketing, campaigns and strategic brand programmes.
Government, PIF, tourism, hospitality and private-sector brands.
Culturally tuned communication for GCC audiences and international stakeholders.
Miral Destinations is building Abu Dhabi's leisure, entertainment and attraction story — across multiple destinations, multiple brands, and millions of guest experiences a year. That is the exact challenge Waqas has built his career around in Saudi Arabia and the UAE.
Miral runs Yas Island, Saadiyat Island and a portfolio of theme parks, attractions and guest-facing brands. Waqas has spent a decade governing exactly this kind of multi-brand, multi-stakeholder destination landscape — from Riyadh's city brand to RAK's destination assets.
Beyond campaigns, Waqas builds the systems: brand governance, approval workflows, content pillars and creative review rhythm. The kind of operator who scales a brand without diluting it.
Fifteen years between KSA and the UAE. Comfortable in Arabic and English, in board rooms, with agencies, and with senior public-sector stakeholders. Tone, nuance and protocol — handled.
Riyadh's capital-city transformation, Red Sea Global's luxury tourism platform, and Ras Al Khaimah's adventure-led positioning — three environments, one connected practice.
Waqas's experience spans three distinct but highly relevant destination ecosystems: Riyadh's capital-city transformation, Red Sea Global's luxury tourism and hospitality platform, and Ras Al Khaimah's adventure-led tourism positioning.
Across these environments, his work has connected brand strategy, creative governance, campaign storytelling, destination films, launch platforms, public-facing communication and experience-led brand systems.
This directly aligns with Miral Destinations' portfolio model — where theme parks, attractions, cultural destinations, entertainment venues and guest experiences must each remain distinctive while contributing to a larger Abu Dhabi destination narrative.
Capital city branding, culture, mobility, public realm, global positioning
Managing multiple destination brands under one city-wide narrative and creative governance model.
Luxury tourism, hospitality, regenerative destination storytelling
Building premium destination and hospitality brands from strategy to guest-facing creative experience.
Adventure tourism, destination campaigns, attraction-led storytelling
Turning attractions and natural assets into strong tourism narratives, campaigns and memorable guest propositions.
A line-by-line read of the Brand Director, Creative Strategy mandate against fifteen years of work across KSA and the UAE.
Owned brand frameworks, guidelines, policies and creative review at portfolio level.
Proof — Brand systems and creative governance across Riyadh City, Red Sea Global and Ras Al Khaimah Tourism — ensuring consistency across campaigns, films, digital, social, print, stakeholder presentations and guest-facing communication.
One creative system spanning destinations, campaigns and asset families.
Proof — Experience across capital-city brands, luxury tourism destinations, hospitality brands, adventure tourism assets, public realm initiatives, mobility launches, cultural programmes and large-scale destination campaigns.
Single voice across enterprise, government, partner and guest-facing surfaces.
Proof — Unified tone across campaign, executive, partner and guest channels.
End-to-end campaign leadership across every surface.
Proof — OOH, digital, social, film, experiential, print and launch campaigns.
Storytelling that turns places and attractions into brands people travel for.
Proof — Riyadh City Brand, Riyadh Expo 2030, Green Riyadh, King Salman Park, Sports Boulevard, Riyadh Art, Red Sea Global, Turtle Bay Hotel, Coral Bloom, Shaybarah Island, Ras Al Khaimah Tourism, Jebel Jais, World's Longest Zipline and I Found Ras Al Khaimah.
Comfortable from senior leadership reviews to global agency rosters and in-house studios.
Proof — Senior leadership approvals, global agency rosters, internal creative teams, external partners, executive-level review.
Arabic + English, culturally tuned for KSA and UAE audiences and stakeholders.
Proof — Arabic and English communication, culturally tuned to KSA and UAE audiences.
A selection of destination, city and tourism films — directly relevant to Miral Destinations' guest-experience, campaign and brand-film mandate.
Currently leading city brand creative services across Riyadh's capital-city marketing ecosystem, including Riyadh City Brand, Riyadh City Strategy 2030, Riyadh Expo 2030, Riyadh Metro, Green Riyadh, King Salman Park, Sports Boulevard, Riyadh Art and other emerging destination brands within Riyadh City.
Played a key role in developing destination and hospitality brands from the ground up, including Red Sea Global, Turtle Bay Hotel, Red Sea International Airport, Coral Bloom, Shaybarah Island and the Red Sea Global Creative House.
Led and supported destination branding, tourism campaigns and attraction-led storytelling across Ras Al Khaimah Tourism, Jebel Jais, the World's Longest Zipline, I Found Ras Al Khaimah, AHIC and Puro.
Earlier work includes campaign and creative leadership for IHG, Visit Dubai, Experience Abu Dhabi, Emaar, Dubai Police, Renault, BMW, Audi, Emirates, Victoria's Secret and Burj Al Arab.
The job is to make the Miral portfolio feel coherent without making it feel uniform — every destination distinctive, every brand recognisable, every touchpoint considered.
A unified portfolio brand governance model for the Miral family of destinations and attractions
Stronger creative and narrative consistency across Yas Island, Saadiyat Island and attraction brands
Defined campaign and content pillars for each destination and asset
Brand audits across digital, social, video, print and guest-facing touchpoints
Creative direction for hero campaigns, launch films and immersive brand experiences
An AI-augmented production cadence — same quality bar, faster turnaround, sharper iteration
Creative & Technical Lead for the winning bid — identity system, global launch creatives, OOH and keynote moments.
Brand and creative direction for Riyadh City Strategy 2030, approved at senior leadership level.
Brand guidelines, creative studio and the award-winning Coral Bloom destination campaign.
Destination campaigns and attraction-led storytelling across film, photography and print.
Brand build and launch storytelling for Jebel Jais Flight — a category-defining adventure attraction.
Launch creatives and activations for one of the largest urban mobility programmes in the region.
Brand identity and creative direction for new cultural and creative-economy destinations.
A focused assistant trained on Waqas's experience and his strategic fit for the Brand Director, Creative Strategy role at Miral Destinations. Ask anything about destination branding, brand governance, campaign leadership, stakeholder management, or his 90-day plan.
Try one of these
Tap a suggested question on the left, or ask your own about Waqas's fit for the Brand Director role at Miral Destinations.
Happy to walk through the portfolio, the 90-day plan, or any specific Miral destination or attraction in detail.
