Job title: Digital Marketing Director
Location: Dubai, UAE
Type of contract: Permanent
About the role
The Digital Marketing Director is accountable for driving eCommerce and brand equity growth through paid search, paid social, and digital media. He/she will plan, execute and optimize all media budgets & tactics, at monthly/weekly/daily levels across 4 different markets (US, UK, EU, UAE) and 2 brands (Parfums de Marly and Initio), to meet eCommerce commercial goals and ROAs target.
We are looking for an energetic leader who is extremely data-driven and thrives in fast-pace, high-performance culture. Reports to Chief Digital Officer.
Key Responsibilities:
1. Translate Brand and eCommerce goals into a Digital media strategy, planning, and mix
- Design annual media plan and update it quarterly: Strategically allocate monthly budgets by market and by campaign for each brand to achieve commercial and brand goals.
- Detail and adjust optimal campaign spend mix monthly: Partner with agency to define the optimal channel, platform and tactics mix within each market. Set specific audiences, targeting and KPIs for each tactic. Revise and adjust every month based on latest results.
2. Manage end-to-end execution of digital media campaigns and drive operational excellence
- Coordinate media execution with broader 360 brand and eCommerce activation calendar
- Manage the media agency: Set up a cadence of daily/weekly/monthly reviews to ensure highest execution standards across channels, with timely & elevated campaign launch.
- Constantly challenge the agency to make sure all best practices are in place: campaign structure, ad formats, feed optimizations, etc.
3. Set rigorous media measurement to drive performance through data-driven optimizations
- Within first month, set up a dynamic reporting suite to robustly measure media performance including revenue, traffic, and ROAs; with simple attribution mechanisms.
- Directly track performance daily/weekly without relying on agency partner, and use data-driven insights to identify campaign and mix optimizations
- Connect media performance to broader eShop performance and partner with broader digital team to maximize impact: creative and landing page optimizations, product priorities
- Strive to better understand marginal returns and incrementality of tactics through testing
4. Implement a robust always-on testing approach to constantly deploy best practices
- Drive a robust pipeline of tests to keep increasing the incrementality and impact of our media tactics and campaigns: always run at least 1 search and 1 social test (off-peak)
- Feed the test pipeline by staying on top of digital and social media platform trends. Identify new performance media features and channels, in partnership with agency, Google, Meta, Tiktok, Pinterest.
- Maintain a quarterly benchmark of peer best practices. Identify potential whitespaces, as well as competitive threats
Role - Specific Skills:
- Digital Media Strategy & Budgeting
- Campaign Execution & Optimization
- Data-Driven Performance Management
- Agency & Stakeholder Management
- Innovation & Testing
Desired Background and Experience:
- 8 years+ of performance media experience, with experience directly managing performance marketing P&L: budget, tactics mix, measurement
- Paid search and paid social experience and expertise required
- Strong analytical skills. Looking for a data-enthusiast who understands the nuances of media measurement and will drive effectiveness through constant data insights.
- Proficiency with SA360, GA4, and Meta ad platform
- Luxury experience a plus, Strong attention to details,
- Strong communications and stakeholder management skills
- French speaker is a plus
