Marketing & CEA Specialist

Role Overview

The Marketing & Consumer Education & Awareness (CEA) Specialist will play a key role in strengthening PayTabs brand presence in the UAE while ensuring full compliance with the Central Bank of the UAE's Consumer Education & Awareness (CEA) framework. This role combines marketing execution, communication management, consumer protection awareness, and basic design capabilities to deliver high-quality content and campaigns across multiple channels.

You will be responsible for developing and deploying consumer-focused educational materials, managing email and direct marketing campaigns, supporting social media channels, and assisting with on-ground activations and PR initiatives. The ideal candidate has strong communication skills, attention to detail, and the ability to translate complex financial topics into simple, merchant-friendly messaging.

Key Responsibilities

Consumer Education & Awareness (CEA)

• Develop and implement monthly CEA content aligned with CBUAE guidelines, covering consumer rights, cybersecurity, data privacy, fraud awareness, safe eCommerce trading, and ethical business practices.
• Ensure compliance with Article 9 of the CBUAE Rulebook Consumer Education and Awareness. Interpret and apply Consumer Protection Regulation and Standards within PayTabs operations. Develop and maintain CEA policy, procedures and governance documentation.
• Produce concise and clear educational materials for different merchant segments (Freelancers, SMEs, Enterprises), ensuring relevance and accessibility.
• Ensure all CEA activities meet regulatory requirements, maintaining documentation for internal audits and reporting to regulator.
• Create educational content tailored to inclusive audiences, including people with disabilities, ensuring readability and accessibility.
• Train staff on consumer awareness, fraud prevention, and fair treatment principles.

Email Marketing & Direct Communication

• Plan and execute targeted email and newsletter campaigns to educate, inform, and engage merchants.
• Build segment-specific communication flows and automated journeys to improve merchant activation, compliance, and product adoption.
• Track performance metrics (open rates, CTR, conversions) and optimize campaigns based on insights.

Content Creation & Copywriting

• Develop compelling content for newsletters, email communications, merchant education materials, web pages, and brochures.
• Translate product, compliance, and operational updates into simplified merchant-friendly messages.
• Ensure an aligned brand voice across all communication channels.

Basic Design & Creative Support

• Use basic design tools (e.g., Canva, Adobe Express, Figma templates) to create layouts for newsletters, social media creatives, banners, and merchant education materials.
• Adapt brand visuals and ensure consistency across all marketing assets.

Social Media Management

• Support in managing PayTabs UAE, KSA & EGY social media accounts (content scheduling, caption writing, creative briefs, basic designs).
• Monitor engagement, respond professionally to comments/inquiries, and escalate issues when necessary.
• Coordinate with product and PR teams to highlight achievements, partnerships, events, and brand milestones.

Digital Advertising Management

• Plan, execute, and optimize paid digital ad campaigns across platforms such as Meta, Google, LinkedIn, and other relevant channels.
• Ensure campaigns run directly to drive lead generation, brand awareness, and merchant education.
• Track ad performance, analyze results, and adjust strategies to maximize ROI.

Events, PR & On-Ground Support

• Assist in planning and executing on-ground activations, workshops, merchant sessions, exhibitions, and partner events.
• Support PR initiatives including drafting press releases, talking points, and announcements.
• Coordinate logistics, branding, and onsite marketing material preparation.

Internal Coordination & Cross-Functional Support

• Work closely with product, commercial, compliance, and operations teams to gather content, updates, and insights.
• Maintain alignment with regional and global marketing for consistency in messaging and strategy.
• Support internal communication needs when required.

Qualifications & Skills

• Bachelor's degree in Marketing, Communications, Business Administration, or a related field.
• 24 years of experience in marketing, communications, or fintech/payments is preferred.
• Knowledge of UAE consumer protection regulations (CBUAE).
• Strong understanding of digital marketing, email marketing, and customer communication.
• Basic design skills (Canva, Adobe Express, or equivalent tools).
• Excellent written and spoken English; Arabic is a strong advantage.
• Ability to simplify complex financial and regulatory topics into clear messaging.
• Strong organizational skills and attention to detail.
• Knowledge of the payments ecosystem in the UAE, KSA & Egypt is a plus.
• Experience managing social media channels and coordinating events.

Key Performance Indicators (KPIs):

• Number of consumers reached through campaigns
• Qualified leads, Engagement rates and consumer feedback
• Internal training completion rates
• Regional consistency of programs
• Budget and timeline adherence