Head of Marketing (Real Estate)

Company Description Adel | عدل is an investment company with real estate at its core, focused on creating better lives and stronger communities through thoughtful development. The organization is built on the values of balance, integrity, and trust, guiding every investment and partnership. Adel | عدل leverages deep real estate expertise to identify and execute diverse opportunities across the sector. By prioritizing sustainable growth and long-term value, the company aims to deliver lasting benefits for its stakeholders and the communities it serves. Job Purpose The Head of Marketing will lead Adel’s marketing function across brand management, traditional and offline media, digital and performance marketing, content, events, and corporate communications. The role is responsible for translating the company’s master development and investment strategy into sustained market demand. This includes marketing to end buyers and investors, as well as sub-developers, institutional partners, and land purchasers. The Head of Marketing will establish and strengthen the marketing function by developing its strategy, structure, processes, technology, vendor governance, and internal team capabilities. Key ResponsibilitiesMarketing Strategy and Commercial Planning • Develop and lead a multi-year marketing strategy covering the corporate brand, master-planned communities, developments, and investment products. • Translate the annual business plan into an approved marketing plan, including the campaign calendar, channel strategy, budget allocation, and expected contribution to sales. • Develop tailored go-to-market approaches for end buyers, investors, land purchasers, sub-developers, and institutional partners. • Lead market, customer, and competitor analysis and convert findings into clear positioning, messaging, and commercial recommendations. • Present marketing plans, performance updates, and recommendations to the Chief Commercial Officer and Executive Management. Brand and Destination Management • Build and protect the long-term destination brand of each master-planned community. • Define and maintain the company’s brand architecture across the corporate brand, destination brands, projects, and development phases. • Act as the custodian of Adel’s Brand Guidelines and ensure consistent application across all physical and digital touchpoints. • Review and approve marketing materials produced by agencies, partners, and sub-developers. • Lead community branding, placemaking, wayfinding narratives, naming, and post-handover brand experiences. Project Launches and Demand Generation • Lead the end-to-end go-to-market strategy for project and phase launches, including teaser campaigns, pre-registration, launch events, sustain-phase campaigns, and remaining-inventory marketing. • Establish and monitor targets for lead volume, lead quality, cost per qualified lead, reservations, and channel performance. • Ensure marketing enquiries are properly captured in the CRM with accurate source attribution. • Work closely with Sales to establish lead qualification criteria, follow-up service levels, and funnel reviews from enquiry to contract. • Develop broker, referral, and channel-partner marketing programmes. • Support land and parcel sales through investor-focused marketing materials, presentations, data rooms, and targeted outreach. Traditional and Offline Marketing • Lead the full offline marketing channel mix, including outdoor advertising, billboards, print, press, radio, television, roadshows, direct mail, and sponsorships. • Oversee branded environments across master plans and corporate premises, including site hoardings, entrances, indoor and outdoor signage, wayfinding, flags, and construction screening. • Manage sales galleries and experience centres as key marketing assets. • Direct the production of bilingual printed sales collateral, including master-plan brochures, project materials, floor plans, fact sheets, investor packs, and branded items. • Manage print, fabrication, signage, production, and installation vendors while maintaining brand and quality standards. Digital Marketing and Performance • Oversee the full digital ecosystem, including corporate and community websites, landing pages, SEO, paid and organic social media, search, programmatic advertising, property portals, email, and direct messaging. • Lead the development of the marketing technology stack, including CRM integration, analytics, tag management, automation, and performance dashboards. • Establish and manage performance targets such as cost per lead, cost per qualified lead, cost per reservation, and return on advertising spend. • Implement structured testing and optimisation initiatives to improve channel performance and marketing efficiency. • Ensure marketing data collection, consent, and direct-marketing activities comply with applicable data-privacy requirements. Content, PR, and Corporate Communications • Direct the production of high-quality bilingual content in Arabic and English across film, CGI, master-plan visualisation, photography, social media, editorial content, and sales materials. • Manage corporate communications, public relations, media relations, and spokesperson support. • Build Adel’s profile as a master developer among business, industry, government, investment, and community audiences. • Lead issues and crisis communications in coordination with Executive Management. • Support Investor Relations by developing marketing materials for investment products, funds, and partner presentations within the disclosure requirements established by Legal and Compliance. • Establish and maintain a central brand asset library containing approved artwork, logos, templates, imagery, CGI, and source files. Events and Experiential Marketing • Plan and deliver the annual events calendar, including project launches, groundbreaking ceremonies, handovers, investor and broker events, exhibitions, conferences, community activations, and corporate events. • Define the objectives, budgets, and success measures for each event. • Evaluate event results based on attendance, qualified leads, cost per lead, media exposure, and contribution to business objectives. • Ensure Adel’s brand identity is presented consistently across events, exhibitions, and partner platforms. Budget and Vendor Management • Develop the annual and quarterly marketing budgets in coordination with the Chief Commercial Officer. • Manage marketing expenditure within approved limits and provide regular budget and variance reports. • Lead the selection, scoping, negotiation, and performance management of marketing agencies and vendors. • Establish clear service-level agreements and performance scorecards for key service providers. • Ensure all marketing commitments comply with the company’s delegation of authority, procurement, and contracting policies. Leadership, Governance, and Reporting • Build and develop the marketing function by defining the required structure, roles, objectives, processes, and capability plans. • Lead, coach, and evaluate the marketing team. • Prepare monthly marketing performance reports covering the sales funnel, expenditure, channel efficiency, brand performance, and contribution to sales.