Head of Digital Marketing (UAE National)

The Head of Digital Marketing will lead and transform the organisation's digital marketing function, strengthening its digital presence, capabilities and performance.

This is a strategic and hands-on leadership role, responsible for developing an integrated, audience-focused and data-driven digital ecosystem that strengthens brand visibility and reputation, audience experience and engagement, and supports the organization's wider marketing and strategic objectives.

The role will lead and develop the Digital Marketing team while driving continuous improvement across digital platforms, channels and performance.

Role and Responsibilities:

Digital Strategy & Transformation

• Develop and implement the organization's digital marketing strategy and transformation roadmap, aligned with organizational priorities.
• Assess current digital capabilities and identify opportunities to improve platforms, processes, technology, skills and ways of working.
• Build an integrated digital ecosystem connecting websites, social media, CRM, email, registration platforms and analytics.
• Establish clear standards and governance to improve quality, consistency, efficiency and accountability across digital marketing.
• Identify and implement relevant AI, automation and emerging digital technologies to enhance marketing effectiveness and audience experience.

Websites & Digital Experience

• Lead the revamp, continuous development and optimization of the organization's websites and digital platforms.
• Ensure a high-quality, responsive and accessible user experience across mobile, tablet and desktop.
• Drive continuous improvement across UX, mobile-first design, SEO, navigation, site performance, content journeys, landing pages and conversion optimization.
• Use website analytics and user behaviour to identify opportunities to improve audience journeys and overall digital experience.
• Work closely with IT and technical partners to ensure platforms remain reliable, secure and fit for purpose.

Social Media & Digital Campaigns

• Lead the organization's in-house social media and digital campaign activity across relevant channels.
• Oversee social media planning, publishing, community management, audience growth and channel performance.
• Plan, launch, manage and optimize paid digital campaigns, including targeting, retargeting, budget allocation and performance.
• Maintain strong hands-on knowledge of major social media and advertising platforms and evolving digital best practices.
• Use audience and performance insights to continuously improve content, targeting, engagement and campaign effectiveness.

CRM, Email & Audience Journeys

• Lead the effective use of CRM, email marketing and marketing automation to strengthen audience engagement and communication.
• Oversee audience segmentation, database quality, lead management, personalization and automated journeys.
• Manage and optimize digital journeys supporting program recruitment, events, registrations, campaigns and other organizational objectives.
• Ensure effective use and integration of HubSpot, Cvent and comparable CRM, marketing automation and events registration technologies.

Digital Reputation

• Oversee the organization's digital reputation across search, social media, Google Reviews and other relevant online channels.
• Monitor online feedback and sentiment and identify emerging issues and opportunities.
• Coordinate responses and escalation with other team members where appropriate.
• Ensure key online profiles and information are accurate, consistent and professionally managed.

Data, Analytics & Performance

• Establish clear digital KPIs, dashboards and reporting frameworks to measure performance and impact.
• Ensure robust tracking and measurement across websites, campaigns and digital channels using GA4, Google Tag Manager, Search Console, CRM and platform analytics.
• Translate data into actionable insights to inform optimization, investment and decision-making.
• Embed a culture of testing, learning and continuous improvement within the digital function.

Team, Stakeholder & Partner Management

• Lead, coach and develop the Digital Marketing team, strengthening the organization's in-house digital capability.
• Provide hands-on technical direction and support.
• Work collaboratively with internal stakeholders to translate organizational priorities into effective digital solutions.
• Manage technology providers, website developers and specialist partners where required.
• Manage digital projects, priorities and budgets to ensure timely, high-quality delivery.

Competencies & Skills

• Strategic and transformational leadership with a strong hands-on approach.
• Strong analytical thinking and ability to translate data into action.
• Excellent understanding of digital audiences, user experience and audience journeys.
• Strong understanding of Arabic-language and bilingual digital experiences.
• Strong team leadership, coaching and capability-development skills.
• Excellent stakeholder and project-management skills.
• Strong problem-solving and decision-making capability.
• Sound understanding of digital governance, accessibility, privacy and compliance.
• Strong awareness of digital innovation, AI and emerging technologies.

Qualifications & Required Experience

• Bachelor's degree in Marketing, Digital Marketing, Communications, Business or a related field; postgraduate qualification is an advantage.
• Minimum 10 years of progressive digital marketing experience, including substantial senior leadership experience.
• Native Arabic speaker is essential, with strong professional English proficiency and a strong understanding of Arabic-language digital audiences and user experience.
• Proven experience transforming or significantly elevating a digital marketing function, including its capabilities, processes, platforms and performance.
• Strong hands-on experience managing digital marketing in-house, rather than primarily through external agencies.
• Advanced working knowledge of major social media and advertising platforms, including Meta Business Suite/Ads Manager, LinkedIn Campaign Manager, Google Ads and YouTube/Google advertising tools.
• Proven experience leading website revamps and continuous website optimization, including responsive/mobile-first design, UX, SEO, accessibility and website performance.
• Strong experience with HubSpot or comparable CRM and marketing automation platforms, and Cvent or comparable event and registration platforms.
• Strong working knowledge of GA4, Google Tag Manager, Search Console and digital reporting and measurement tools.
• Proven experience leading and developing teams and managing complex digital projects.
• Experience in government, education, higher education or a complex multi-stakeholder environment is highly desirable.
• Strong understanding of the UAE and GCC digital landscape and audiences is preferred.