Job Purpose -
The Associate Director - Digital marketing is responsible for driving awareness, consideration, visitation and engagement for Saadiyat Grove through best-in-class digital channels. The role ensures Saadiyat Grove's digital ecosystem; social, paid media, content, website and CRM touchpoints is coherent, data-led and brand-appropriate, supporting destination growth across retail, F&B, offices, residential and public realm.
Key Responsibilities -
Digital Strategy & Ecosystem
- Own the digital marketing strategy for Saadiyat Grove, aligned to broader destination and commercial objectives.
- Manage and optimize a connected digital ecosystem spanning social, paid media, website, CRM and emerging platforms.
- Ensure all digital touchpoints feel premium, culturally fluent and human, avoiding overly transactional execution.
Website & Digital Experience
- Manage the destination website as part of the wider digital ecosystem, ensuring content is current, intuitive and aligned to campaigns and on-ground activity.
- Work with internal stakeholders and external partners to evolve website content, UX and functionality as the destination develops.
- Ensure the website supports key objectives including information, inspiration, discoverability and visitation planning.
- Optimize for mobile performance, SEO fundamentals and accessibility best practice.
Paid Media & Performance Marketing
- Plan and manage paid digital campaigns across search, social, display and programmatic.
- Drive awareness, consideration and visitation, with clear performance frameworks and ROI tracking.
- Work with media agencies to optimize spend, targeting, formats and creative.
Social Media & Content Distribution
- Oversee Saadiyat Grove's social media presence, ensuring strong storytelling, consistency and cultural relevance.
- Use social channels as primary engagement and discovery platforms, working closely with Destination Marketing and PR.
- Amplify campaigns, activations and partnerships through intelligent content distribution.
Data, Analytics & Optimization
- Track and analyse performance across all digital channels, including website engagement, social metrics and paid media results.
- Translate data into clear insight and optimization actions.
- Report regularly on performance and recommendations to senior stakeholders.
CRM, Data Capture & Audience Growth
- Support digital data-capture initiatives across campaigns, website and social in line with UAE data regulations.
- Build audience segmentation strategies across residents, visitors, workers and tourists.
- Collaborate with CX and loyalty teams to nurture ongoing engagement.
Experience & Skills -
- 5+ years experience in digital marketing within destinations, mixed-use, hospitality, luxury or lifestyle environments
- Proven experience in managing digital campaigns, websites, and social media for premium or real estate brands.
- Strong understanding of performance marketing, lead generation, SEO, SEM, and analytics tools.
- Excellent leadership, communication, and project management skills.
- Experience working in a fast-paced, matrixed organization is a plus.
