Customer Marketing Manager

Roles and responsibilities

As Marketing Manager, you'll take the lead on brand awareness, customer engagement, and revenue growth through strategic marketing campaigns across digital, print, and event channels. You’ll manage a marketing budget of over AED 500k, oversee end-to-end campaign planning and execution, and bring your expertise to social media, SEO, and digital marketing.

Key Responsibilities:

• Defining and executing the marketing strategy for Universal American School, Deira International School and AFEF, utilizing school market trends, our competitors’ strategies, and parents’ feedback to identify new opportunities for growth.
• End-to-end management of campaigns: ideation, planning , budgeting, execution, and overseeing content creation; this includes social media campaigns, mall and streets billboards, press releases, radio, and marketing collaterals
• Leading the digital marketing and SEO activities for the websites of the schools and the Foundation
• Maintaining an updated library of marketing multimedia content for schools and the foundation on a termly basis by executing professional photo and video sessions, podcasts, interviews, and documentaries, and updating schools’ and AFEF brochures and fact sheets
• Handling internal, public and executive events and visits: coordinating with internal teams and external suppliers and actively present on the event floor to ensure a smooth and successful execution
• Managing partnerships with Al-Futtaim subsidiaries as well as external entities. Launching and distributing Momentum, a termly magazine that reaches over 4000 families.
• (examples of active external partnerships include the following: Emirates Literature Festival, COBIS, World Schools Summit, Jabal Amman, the School and Nursery Show, Yalla Magazine, Abu Dhabi Arabic Language Center, Ithraa, and the Chinese School in Dubai)
• Becoming the Al-Futtaim’s brand ambassador for AFEF and the schools, and a member of the People Advocacy team of Al-Futtaim Group
• Leading the marketing activities of AFEF projects and initiatives (examples: Project Aghsan, Scholarships and Refugees’ Scholarships, Litre of Light) Activities (Podcasts, documentaries, teasers and Ramadan campaigns)

Desired candidate profile

• 1. Developing Marketing Strategies

• Marketing Planning: Develop and implement comprehensive marketing strategies that align with the company’s overall business objectives. This includes creating both short-term and long-term plans.
• Market Research: Conduct market research to identify customer needs, preferences, and emerging trends. Use this information to inform strategy and campaign development.
• Brand Positioning: Define and refine the company’s brand positioning, ensuring it resonates with target audiences and differentiates the business from competitors.
• Target Audience Segmentation: Identify and segment target audiences based on demographic, geographic, psychographic, and behavioral data to optimize messaging and campaign effectiveness.

• 2. Campaign Management

• Campaign Development: Lead the creation and execution of marketing campaigns, including content, digital advertising, email marketing, social media, and offline initiatives.
• Multichannel Marketing: Manage and optimize campaigns across various channels such as digital (social media, SEO, PPC), traditional (TV, print, radio), and experiential marketing (events, product launches).
• Budget Management: Develop and manage the marketing budget, ensuring efficient allocation of resources across campaigns and activities, while meeting financial targets.
• KPI Tracking and Optimization: Track key performance indicators (KPIs) to measure the effectiveness of campaigns. Use analytics and data to optimize campaigns for better results.

• 3. Brand Management

• Brand Awareness: Drive brand awareness through consistent messaging and creative campaigns that reinforce the company’s values and mission.
• Content Creation and Strategy: Develop content strategies that engage customers, from blog posts and videos to white papers, social media posts, and infographics.
• Creative Direction: Oversee the creative development of marketing materials such as brochures, advertisements, web pages, email templates, and presentations, ensuring they align with the brand guidelines.
• Brand Voice and Tone: Ensure consistency in messaging across all marketing materials and platforms, ensuring the brand voice remains coherent and on-brand.
• Bachelor’s degree in Marketing, Business, Communications, or related field preferred
• 2-4 years of experience in marketing, with strengths in brand-building and campaign management
• Strong digital marketing skills, including social media and SEO
• Familiarity with tools like Google Analytics, CRM systems, and Adobe Creative Suite/Canva
• Excellent project management and communication skills