Senior Marketing Manager (Brand & Growth) — JOUD Coffee

Location: Abu Dhabi, UAE

Type: Full-time

Language: Arabic & English (Arabic is mandatory)

JOUD in three words

Hospitality. Generosity. Community.

JOUD Coffee is a homegrown UAE brand founded in 2015. In a short period, we've grown to 18 physical outlets, built on craft, warmth, and a name that stands for generosity and kindness.

We're proud to be part of Abu Dhabi's specialty coffee story from day one and to be recognized for blending creativity with community engagement (including the Sheikh Khalifa Award for Excellence 2025.

Now we're building the next phase: a brand people don't just visit — they choose to belong to.

The Role

We're hiring a Senior Marketing Manager to lead JOUD's marketing engine across brand, content, social, growth, partnerships, PR, and activations — by building and leading a superstar team and managing best-in-class external partners.

You will work closely with the Founder/Leadership team: leadership sets the brand North Star and major strategic bets; you translate that into strategy, annual calendar, budgets, priorities, execution systems, and measurable outcomes.

This is not a post on Instagram role. It's a leadership role that builds a system, leads people, and ships outcomes.

What you will own (through your team + partners)

1) Strategy, annual calendar, budgets & priorities

Build and run the annual marketing calendar and quarterly campaign roadmap.
Own budget planning and allocation across content, paid media, PR, creators, partnerships, and activations.
Run weekly prioritization and cross-functional alignment with operations and commercial teams.
Establish governance: briefs, approvals, timelines, quality control, and reporting.

2) Brand execution & standards (protect the JOUD bar)

You will enforce JOUD's non-negotiables in everything marketing touches:

Generosity & kindness in hospitality (warm, respectful, genuinely caring — no attitude, no ego).
Quality in everything (not only coffee: service standards, ingredient quality, food execution, cleanliness, interior details, lighting/music, overall experience).
Consistency across every outlet (hospitality, taste, temperature, presentation, speed, cleanliness — every time).
Customer-first decision making (listen, adapt, fix issues fast).
Integrity & honesty, ownership & accountability, and innovation with purpose.

3) Social & content leadership (Instagram-first, culturally fluent)

Lead an Instagram-first social strategy: storytelling, launches, community, cultural moments.
Build a content operating system: creative briefs shoots approvals publishing iteration.
Ensure JOUD is communicated as a complete in-house experience (coffee, roastery standards, fresh bakery and kitchen — no shortcuts).
Lead community standards and brand care, including Arabic-first customer communication.

4) Growth & performance (marketing that moves numbers)

Lead performance marketing strategy with internal capability and/or specialist partners.
Establish measurement that connects marketing to outcomes (reach quality, traffic, conversion, retention).
Build testing and optimization loops for offers, creatives, and funnel performance.

5) Partnerships, PR & collaborations (meaningful hype)

Build a consistent collaboration strategy that compounds long-term brand equity (not one-off spikes).
Own external stakeholder relationships: creators, production partners, agencies, media/PR, collaboration partners, activation vendors.
Execute JOUD's two-lane collaboration philosophy:
Culture/Creator drops (original, time-bound, worth showing up for)
Community/Impact collaborations (1 product = 1 impact with real proof)

6) Activations & experiences (brand in real life)

Plan and deliver openings, seasonal moments, and brand activations that drive footfall, content, and PR — executed at a premium standard.

7) Build and lead a superstar marketing organization

Hire, lead, and develop a high-performing team across content/social, creative, growth, partnerships, PR, and activations.
Set performance expectations, coach talent, and raise standards continuously.

What success looks like

Guests feel welcomed, cared for, and proud when they think of JOUD.
JOUD shows up consistently and unmistakably across channels — premium but warm.
Campaigns, collaborations, and activations create meaningful hype and measurable business impact.

Requirements

6–10+ years in marketing with ownership of multi-channel execution (brand/content/social/growth/partnerships).
Strong creative judgment (taste) + strong execution discipline (systems, cadence, prioritization).
Experience managing agencies/partners and leading teams.
UAE cultural fluency; F&B/hospitality/lifestyle experience strongly preferred.
Fluent Arabic and English (Arabic is mandatory).