Director - Distribution

Job description

The Senior Director - Distribution is responsible for defining, leading, and optimizing the employer DMO's distribution strategy across all domestic and international sales channels. The role oversees the commercial performance of the employer's distribution ecosystem, including OTAs, GDS platforms, travel trade partners, corporate travel, DMCs, wholesalers, direct booking channels, and emerging digital distribution platforms. The incumbent will drive channel expansion, revenue growth, distribution partnerships, market penetration, and technology enablement while ensuring that the employer's tourism products are effectively distributed, competitively positioned, and commercially optimized across all source markets. The Director will lead a team of distribution professionals and work closely with Revenue Management, Marketing, Technology, Destination Operations, Finance, and external partners to maximize demand generation and conversion. 1. Distribution Strategy & Commercial Leadership • Develop and execute the employer's long-term distribution strategy aligned with destination visitation, revenue, and growth objectives. • Define channel architecture, market coverage strategy, and distribution priorities across domestic and international markets. • Establish distribution frameworks that maximize reach, demand generation, profitability, and customer acquisition. • Identify new distribution opportunities, partnerships, and technologies to support business growth. • Drive commercial performance across all distribution channels, ensuring revenue targets are achieved. 2. Global Distribution & Channel Development • Lead the expansion and management of the employer's global distribution network. • Oversee relationships with OTA partners, GDS providers, travel agencies, tour operators, online travel marketplaces, wholesalers, and corporate travel providers. • Establish strategic agreements with key distribution partners to increase market penetration. • Develop market-specific distribution strategies for priority international source markets. • Ensure optimal positioning of the employer products across all booking and sales channels. 3. Trade & Industry Partnerships • Develop strategic partnerships with travel trade organizations, DMCs, tourism boards, airlines, hospitality partners, wholesalers, and travel technology providers. • Lead commercial negotiations for major distribution agreements and partnership contracts. • Establish annual joint business plans with strategic partners. • Drive partner engagement initiatives including trade activations, roadshows, educational programs, and industry events. • Represent the employer at key travel trade and industry forums. 4. Revenue Optimization & Commercial Performance • Own overall distribution revenue performance across all channels. • Collaborate closely with Revenue Management to optimize pricing, inventory allocation, and channel mix. • Monitor performance trends, booking pace, market demand, and channel productivity. • Establish KPIs covering revenue, conversion, acquisition costs, channel contribution, profitability, and market share. • Drive continuous improvement initiatives to enhance distribution efficiency and commercial returns. 5. Digital Distribution & Technology Enablement • Define the strategic roadmap for distribution technology platforms and capabilities. • Oversee Channel Management Systems (CMS), Central Reservation Systems (CRS), booking platforms, and GDS integrations. • Drive digital transformation initiatives that improve distribution effectiveness and partner connectivity. • Evaluate emerging technologies and recommend investments to enhance commercial performance. • Ensure scalability of distribution systems to support destination growth. 6. Governance, Performance Reporting & Insights • Establish governance frameworks, policies, and distribution standards. • Develop executive dashboards and performance reporting frameworks. • Provide regular updates to senior leadership regarding distribution performance, risks, opportunities, and market developments. • Utilize market intelligence and competitive analysis to inform strategic decision-making. • Ensure compliance with commercial, contractual, and regulatory requirements. 7. Leadership & Organizational Development • Build and lead a high-performing Distribution function. • Provide leadership, coaching, and development for managers and specialists. • Establish workforce and capability plans aligned with future business needs. • Foster a culture of accountability, commercial excellence, customer focus, and innovation

Requirements

• Minimum 12-14 years of experience in Distribution, Commercial Operations, Revenue Management, Tourism, Hospitality, Travel Technology, or related sectors
• Minimum 5 years in a senior leadership role with responsibility for distribution strategy and commercial performance
• Proven experience managing large-scale distribution ecosystems and channel partnerships
• Strong understanding of international travel distribution, OTA management, GDS networks, trade sales, and direct-to-consumer channels
• Experience within destination management organizations, hospitality groups, airlines, tourism authorities, theme parks, or integrated resorts is highly desirable
• Experience within GCC markets and international tourism source markets preferred
• Core Competencies & Skills
• Channel Management
• OTA & Marketplace Management
• Trade & Tour Operator Partnerships
• Revenue Optimization
• Market Expansion
• Contract Negotiation

Skills