Digital Marketing Manager [UAE National]

Job Purpose The Digital Marketing Manager owns HAYAH's digital presence and its performance. HAYAH positions itself as the UAE's digital life insurer with fully online buying journeys for health, protection, and savings products. The role exists to make that positioning visible and measurable: a website that converts, search and AI-search visibility for the questions UAE residents actually ask, social channels with a consistent voice in English and Arabic, and acquisition campaigns whose cost, quality, and return are known every week. The role-holder is a hands-on manager who builds the digital marketing function from its current base: defining the channel strategy, running campaigns, owning the analytics and KPI framework, and working with Propositions, Sales, Partnerships, Customer Service, and IT so that digital marketing drives quotes, leads, policies, and retention rather than activity for its own sake. The position is designed for someone who can both set the plan and execute it, and who reports on impact in business terms. Area of Knowledge • Performance marketing across Google, Meta, LinkedIn, TikTok, and programmatic, with full-funnel measurement (CPL, CAC, ROAS, LTV) • SEO and AI-search visibility (generative and answer engine optimisation), content strategy, and website conversion rate optimisation • Marketing analytics: GA4, tag management, attribution, dashboards, experimentation, and privacy-compliant first-party data • Lifecycle and CRM marketing: email, WhatsApp, push, and marketing automation for lead nurturing and retention • Social media, community management, online reputation, and creator or influencer partnerships in the UAE market. Job Responsibility 1. Digital marketing strategy and channel ownership • Own the annual digital marketing plan and budget by channel, aligned with the marketing agenda and commercial priorities set by the Chief of Staff • Define the digital KPI framework with the Chief of Staff and report performance monthly to the CEO Office in business terms (leads, quotes, policies, cost per acquisition, return) • Keep HAYAH current on platform, privacy, and AI-search changes and adapt the plan accordingly 2. Performance marketing and customer acquisition • Plan, launch, and optimise paid search, paid social, and display campaigns for product launches and always-on acquisition (health, protection, savings, pensions, end-of-service benefits) • Build and test landing pages, forms, and quote journeys with IT and Propositions to improve conversion at every step of the funnel • Manage agencies against clear briefs, service levels, and performance targets • Run a structured testing programme (audiences, creative, offers, journeys) and scale what works 3. Search, content, and AI-search visibility • Own technical and on-page SEO for hayah.ae in partnership with IT, including the website and customer portal rebuild • Build a content programme in English and Arabic that answers the real questions of UAE residents and businesses on health, life, savings, and end-of-service benefits, structured so that it is found by search engines and cited by AI assistants • Track share of visibility on priority queries across Google and AI answer engines and report it as a standing KPI • Coordinate with PR and thought-leadership activity (reports, podcasts, events) so that earned content is amplified digitally 4. Social media, community, and online reputation • Own the social media calendar and voice across LinkedIn, Instagram, Facebook, TikTok, and YouTube, with a clear role for each channel (B2B and employer brand on LinkedIn; consumer education and product on Instagram, TikTok, and YouTube) • Produce and commission short-form video, carousels, and educational content that make insurance simple, in line with HAYAH's brand guidelines • Manage community engagement and social listening, and coordinate response to comments and messages with Customer Service • Own online reputation: Google Business Profile, review generation and response workflow, and reputation KPIs • Run creator, influencer, and partner co-marketing where it is measurable and compliant 5. Lifecycle, CRM, and first-party data • Design and run lead-nurturing and customer journeys (email, WhatsApp, push, in-app) for quote abandonment, onboarding, renewal, cross-sell, and win-back • Build HAYAH's first-party data foundation with IT: consent capture, tagging, audience segmentation, and integration between website, CRM, and advertising platforms • Personalise messaging by segment and stage, and measure the retention and revenue impact 6. Measurement, analytics, and governance • Own GA4, tag management, attribution, and the digital marketing dashboard; ensure every campaign is tracked end to end from click to policy • Produce the monthly digital performance review and quarterly channel deep-dives with recommendations • Ensure all digital activity complies with UAE regulations, Central Bank of the UAE and SCA marketing rules, data-protection requirements, and brand governance • Manage digital marketing tooling, vendors, and contracts within budget. Education • Bachelor's degree in Marketing, Digital Marketing, Business, Communications, or a related field • Professional certifications are an advantage: Google Ads and Google Analytics 4, Meta Blueprint, HubSpot or Salesforce Marketing Cloud, CIM or DMI Digital Marketing. Experiance 3–5 years of hands-on digital marketing experience with demonstrable ownership of paid media budgets, SEO and content, social media, and marketing analytics Show more Show less

3–5 years of hands-on digital marketing experience with demonstrable ownership of paid media budgets, SEO and content, social media, and marketing analytics. Bachelor's degree in Marketing, Digital Marketing, Business, Communications, or a related field.