Julie Audette

Red Sea Global (RSG) is one of the world’s most visionary developers, showing that there is a better way to positively shape the places we live, work and travel. As the developer behind THE RED SEA and AMAALA, two luxury, regenerative tourism destinations, we are facilitating a new sustainable tourism industry in Saudi Arabia. A global pioneer in responsible development, RSG is delivering projects that actively enhance the wellbeing of guests, communities and environments.

Clients: UAE: Savills Middle East, XDubai, City Gate Towers, Nakheel Lifestyle Assets KSA: Kaden Investment, Riyadh Business Front, King Fahad University Egypt: One Zamalek, Talal Moustafa Group, Four Seasons Sharm El Sheik • Review business related data to proactively address marketing and communications strategic change that will impact the key business drivers. • Provide strategic consultancy services including brand positioning and development, marketing and communications strategy and stakeholder engagement to drive the business objectives. • Develop and implement marketing & communications plans and monitor their success with a key focus on developing key performance indicators for each marketing and communication channels and platforms. • Support internal and external teams to deliver marketing programs from planning to implementation, driving engagement, revenue maximization, and continual tracking to ensure all areas of the sales and marketing program remain connected and optimized. • Mapping the customer journey to analyse all key marketing and communications touchpoints with the key focus on optimizing current and future commercial opportunities. • Influence and deliver change though stakeholder relationships including significant brand affiliations and partnerships.

• Responsible for driving marketing innovation and forming strategic alliances with external partners to deliver content across channels including mobile, social, digital and experiential. • Contribute to the development of the brand and business strategy to drive all elements of the department's strategic plan. • Drive collaboration between McGill University Athletics and Recreation and key campus stakeholders, strategic business partners to various internal and external constituents. • Lead brand market research initiatives working with the company’s market research function. • Lead the discovery of new fan and consumer insights, translate these insights into key brand and innovation initiatives. • Accountable for viewership and usage and achieve the highest possible ratings and digital consumption. • Lead the day-to-day creative development process with advertising agencies, in-house creative teams and/or other related marketing resources to deliver world-class creative across the entire media-mix. • Apply ingenuity, creativity, analytical and organizational skills to identify, evaluate and develop marketing strategies and tactics. • Provide detailed performance analysis of all Marketing plans and initiatives. • Oversight of budget and cost management. • Provide an environment that challenges and rewards group by cultivating teamwork, creativity, innovation and career growth.

• Lead the successful execution and launch of the Yas Island rebranding project resulting in a significant increase of brand value by 52% after the first year. • Direct Yas Island’s marketing and communications team to execute strategic marketing initiatives, global and tactical campaigns, content development, for all key source markets welcoming a steady growth rate of visitors year-on-year. • Support Miral’s key assets marketing programs as part of the Destination’s integrated marketing strategy for all of Yas Island’s key stakeholders such as Ferrari World Abu Dhabi, Yas Waterworld, Yas Mall, Yas Marina Circuit, Yas Marina, Yas Mall, and future development projects such as Warner Brothers World, Yas Bay, and Etihad Arena. • Develop and manage all global cross-promotional campaigns for the destination in partnership with key destination assets and tourism partners in the UAE and across the GCC (Flash Entertainment, Etihad Airways, Abu Dhabi Tourism Authority, Aldar, FlyNas and Saudi Tourism Authority).

• Lead the rebranding of the Yas Viceroy hotel and developed and executed the integrated marketing and communications strategy targeting audiences in key source markets. • Set the new brand positioning and marketing strategy and responsible for supporting commercial performance for the proprety across multiple markets worldwide. • Led the marketing and communications team supporting B2B and B2C to drive customer acquisition across all functions such as brand, digital & UX, performance & media, consumer PR & social media, advertising, internal communications and events. • Managedthe full PR and marketing activities for key sporting and leisure event partnerships such as Etihad Airways Abu Dhabi Grand Prix, Mubadala Abu Dhabi Tennis Championship, Yas Marina Circuit Sporting events and Flash Entertainment concerts and events. • Roll-out the hotel’s brand positioning to the Viceroy Hotel Group’s global brand guidelines by closely monitoring internal and external brand touch points. 
 • Coordinate all media interest and acting as the Yas Viceroy representative for proactive and reactive media opportunities.

• Develop, implement, and monitor the Marketing and Communications strategy resulting in a 35% increase of student athlete enrolment over a 5-year period. • Led the rebranding project to enhance overall visibility and brand awareness. • Coordinated and managed fundraising events resulting in an increase in the yearly scholarship program from 65,000$ to 250,000$ in 5 years. • Developed the Corporate Social Responsibility plan for the organisation.

• Develop and manage the integrated marketing and communications plan across all channels. • Develop all marketing, promotional and educational content to be channeled through publications, presentations, workshops, and web-based interactive programs. 
 • Manage the website’s content and the production of all communication tools in partnership with 40+ National Sports Federations, The Canadian Centre for Ethics in Sports and Sport Canada. • Plan and manage all national conferences, events, and media relations.

Manage all aquatic and recreational sports programs for students, Faculty, employees, and the general population. • Develop and manage the integrated marketing and communication strategy to target on/off campus audiences, successfully raising the profile of varsity events and fan engagement. • Assist in the development of long-range plans for athletics programming and all key sports events and competitions.