Director Business Marketing (Content and Digital Marketing)

JOB OBJECTIVE:

Delivery of the fully digital integrated, marketing and investor promotions engagement programme globally to position Dubai as a world-leading and future-forward business and commerce centre to be a driver of inbound investment, company attraction and talent, and put Dubai front and centre as one of the best places internationally to live, learn and work. The role is specific to delivering a cohesive, integrated digital and communications strategy across international markets and tailored to all specific audiences and their channels of influence. These audiences include, but are not limited to:

1. Multinational Companies
2. Conglomerates
3. Private Equity/Venture Capital firms
4. SMEs
5. Scale ups (Series B+, Pre and Post Unicorn)
6. Private Wealth Owners/UHNWIs
7. Advisory networks (i.e. lawyers, consultants, etc.)

Functional Responsibilities:

1. Defining clear channels of Influence strategy (by market, by sector, by audience, etc.)
2. Conduct a digital/online mapping by country/audience/sector/objective
3. Map and define all key platforms for engagement, both digital and that can leverage digital
4. Delivery of 360 online and digital promotion plan
5. Identifying and engaging the right mix of:
   1. ATL – Social, Content Partnerships, Sponsorship, Brand Associations, Influencer Content, Website/Digital, Advertising, centralized content distribution
   2. BTL - Events, Roadshows, Webinars, Ambassadors, Pitch Packs, Brochures, FAMs, Email
6. Developing and approving briefs
7. Onboarding relevant external support
8. Detailed review, analysis and recommendations for digital platforms/unified content strategy
9. Development and collation of available data points and Identification of gaps
10. Delivery and ownership of all material, ecosystems and period strategic evaluation
11. Support the development of a master Dubai brand position Centre on a core/singular point of differentiation we want Dubai to be known for i.e. global gateway, city of the future, ease of business
12. Speak with recent Dubai relocators on what were key USPs in their decision
13. Research/current brand perception review

Role Specific Considerations:

1. Strategic Digital Leadership: Craft and execute a robust digital strategy, aligned with the broader business and marketing objectives. Focus on building brand affinity and spearheading demand generation to attract key international audiences, including multinational corporations, conglomerates, private equity/venture capital firms, SMEs, scale-ups, and UHNWIs.
2. Collaborative Planning: Work closely with senior management and other departments to establish marketing innovation strategies, set corporate goals, and ensure efficient budget allocation to maximize impact across diverse international markets.
3. Vendor and Agency Liaison: Engage with digital agencies and software vendors to refine lead generation, bidding, and targeting strategies, ensuring they are tailored to the distinct needs of varied audience segments.
4. Data-Driven Analysis: Conduct thorough research and performance analysis to enhance future campaign profitability and growth. Actively contribute to the formulation of annual marketing budgets, KPIs, and sales forecasts.
5. Team Leadership and Development: Be a part of a high-performing digital team to develop and implement comprehensive communication and social media strategies. Aim to expand digital reach, follower base, engagement, and ultimately drive growth.
6. Innovative Campaign Design: Create compelling campaign, content, and video strategies that effectively communicate the objectives and resonate with international investors and businesses.
7. Digital Capability Enhancement: Upgrade the team's digital capabilities in collaboration with key stakeholders, implementing cutting-edge practices in social media and digital marketing for sustainable and profitable growth.
8. Recruitment and Team Building: Plan and execute team-building and recruitment strategies to assemble a skilled team capable of meeting the organization's ambitious goals.

Skills, Knowledge, and Experience:

1. Extensive Digital Expertise: Minimum 10 years of digital experience, demonstrating success in enhancing online capabilities and driving innovation in established businesses.
2. Educational Credentials: A degree in digital marketing or business studies. Certifications from IDM or CIM are highly desirable.
3. Comprehensive Digital Marketing Knowledge: Proficiency in SEM, CMS, CRM management, eCommerce, and MarTech innovation.
4. Analytical Acumen: Strong ability to interpret complex data, deriving insights that drive business growth and optimization.
5. Growth Strategy Implementation: Proven experience in implementing growth strategies that foster organizational change and collaborative opportunities.
6. Result-Driven Approach: Track record of delivering on KPIs, tangible outputs, and financial results.
7. Exceptional Management Skills: Expertise in managing email marketing, social media, PPC, display, and retargeting campaigns.