Digital Marketing Manager (Real Estate Development)

About the Role
The Digital Marketing Manager is responsible for developing and delivering digital marketing strategies for the company, including any new brands introduced as part of its wider offering and individual project launches. This role translates the Head of Marketing’s direction and business objectives into integrated digital campaigns that build brand visibility, generate qualified demand, support sales conversion, and strengthen customer engagement. The Digital Marketing Manager leads the digital customer journey across paid media, websites, search engine optimization, social media, CRM, and marketing automation, ensuring that digital channels effectively communicate with clear audience targeting, consistent messaging, reliable tracking, and measurable commercial outcomes.

Key Responsibilities

1. Digital Strategy & Functional Leadership

   • Own the digital marketing strategy and annual operating plan for the company, its wider brand portfolio, and individual developments.
   • Translate business priorities, sales targets, launch schedules, and audience insights into clear digital objectives, investment plans, and delivery roadmaps.
   • Define the role of each digital channel across brand awareness, demand generation, lead nurturing, and conversion.
   • Establish audience and market priorities, including domestic and international acquisition strategies where relevant.
   • Set performance targets, resource requirements, and operating standards across the digital function.
   • Partner with Brand Marketing and Content to ensure digital strategy reflects approved positioning while informing campaign development through audience and performance insights.
   • Lead digital agency procurement, evaluate capabilities, negotiate scopes with relevant internal teams, and establish accountability for results.

2. Performance Marketing & Commercial Growth

   • Own paid media strategy, investment allocation, and performance across search, social, display, video, and other relevant acquisition channels.
   • Develop demand forecasts and campaign scenarios based on sales objectives, historical performance, market conditions, and available budgets.
   • Direct acquisition, remarketing, and audience development strategies for investors, end users, brokers, and other priority segments.
   • Establish a structured testing program across audiences, creative, offers, channels, and landing pages.
   • Allocate and reallocate spend within approved budgets based on lead quality, conversion performance, and commercial priorities.
   • Work with Sales to assess the full acquisition funnel, identifying whether performance gaps arise from targeting, messaging, digital experience, lead handling, or follow-up.
   • Hold agencies and internal teams accountable for qualified lead generation, cost efficiency, appointment conversion, and attributable sales contribution.
   • Maintain company ownership and oversight of advertising accounts, audience assets, campaign data, and platform access.

3. Websites, SEO & Digital Experience

   • Own the business strategy and development roadmap for corporate websites, project websites, landing pages, and relevant digital sales platforms.
   • Prioritize digital improvements based on customer needs, launch requirements, conversion opportunities, and commercial impact.
   • Direct website partners and internal stakeholders through clear briefs, acceptance criteria, delivery milestones, and performance expectations.
   • Set the SEO strategy with the SEO Specialist, covering technical performance, content priorities, search visibility, and sustainable organic growth.
   • Lead conversion rate optimization across enquiry journeys, forms, calls to action, and key website interactions.
   • Establish digital launch readiness standards covering approved content, mobile experience, lead routing, integrations, analytics, and quality assurance.
   • Partner with Technology on platform architecture, integration requirements, security, reliability, and scalability.

4. Social Media & Digital Content Performance

   • Set the strategic direction and performance expectations for social media across corporate and project channels.
   • Lead the Social Media Manager in defining channel roles, audience growth strategies, community management standards, and publishing priorities.
   • Partner with Brand Marketing and Content to shape digital campaigns and content formats using audience insights, platform behaviour, and commercial objectives.
   • Integrate paid and organic activity to strengthen campaign reach, engagement, and customer progression.
   • Establish social listening and escalation processes to identify audience needs, emerging opportunities, and reputational concerns.
   • Direct digital amplification of launches, leadership communications, events, and key business milestones.
   • Evaluate content effectiveness against defined channel objectives and use findings to inform future creative and media decisions.

5. CRM, Automation & Customer Lifecycle Strategy

   • Own the marketing strategy for CRM, audience segmentation, lead nurturing, and lifecycle communications.
   • Lead the CRM & Automation Specialist in building journeys that improve engagement, qualification, reactivation, and conversion.
   • Agree lead definitions, qualification criteria, routing rules, response expectations, and feedback processes with Sales.
   • Define marketing requirements for CRM configuration and integrations, working with Technology and Sales to ensure effective implementation.
   • Establish a consistent view of lead sources and customer progression across advertising platforms, websites, and CRM.
   • Develop strategies for database growth, audience enrichment, cross-project interest, and re-engagement.
   • Set standards for database quality, consent management, communication preferences, and access controls in coordination with relevant internal teams.
   • Ensure automation remains relevant, accurately configured, and aligned with changing inventory, project milestones, and sales priorities.

6. Measurement, Investment & Team Accountability

   • Own the digital measurement framework, connecting channel performance with qualified demand, sales progression, and commercial outcomes.
   • Establish dashboards, reporting definitions, attribution principles, and data quality controls across platforms and CRM.
   • Present performance reviews to the Head of Marketing, explaining results, investment decisions, forecast changes, and corrective actions.
   • Develop and manage digital budgets covering media, agencies, platforms, and specialist services.
   • Assess investment effectiveness using cost per qualified lead, appointment conversion, customer acquisition cost, and attributable sales contribution, recognizing the limitations of available data.
   • Build and develop a high-performing digital team through clear responsibilities, measurable objectives, coaching, and performance management.
   • Review agency performance and address underdelivery through defined improvement plans and contractual processes.
   • Identify capability gaps and recommend changes to team structure, systems, or external support as the portfolio grows.
   • Evaluate AI, automation, and emerging digital tools through defined business cases, controlled trials, and measurable results.
   • Resolve cross-functional dependencies and escalate material delivery, budget, or performance risks to the Head of Marketing.

Requirements
Qualifications & Experience

• Bachelor’s degree in Marketing, Digital Marketing, Business, or a related field.
• 10+ years of progressive digital marketing experience, including at least 3 years leading a digital function or multidisciplinary team.
• Demonstrated success owning digital strategy, significant media investment, and measurable commercial outcomes.
• Strong experience within real estate, hospitality, luxury, or another sector involving high-value purchases and longer sales cycles.
• Proven experience supporting multiple project launches, brands, or markets simultaneously.
• Strong practical knowledge across performance marketing, SEO, social media, website optimization, CRM, marketing automation, and analytics.
• Experience developing acquisition forecasts, allocating budgets, and improving performance across the marketing and sales funnel.
• Proven ability to connect advertising, website, and CRM data to evaluate lead quality, conversion, and sales contribution.
• Experience selecting and managing agencies, technology partners, and digital platforms.
• Strong working knowledge of Google Ads, Meta Ads Manager, Google Analytics, Google Tag Manager, and relevant CRM and automation platforms.
• Experience building teams, establishing operating processes, and presenting recommendations to senior leadership.
• Experience in the UAE real estate market is strongly preferred.
• Familiarity with applicable UAE advertising and data privacy requirements.
• Arabic language skills are an advantage but not essential.

Key Skills & Competencies

• Strategic and commercial judgement, with clear accountability for digital investment and results.
• Strong functional leadership and the ability to build, challenge, and develop specialist teams.
• Advanced understanding of performance marketing, customer acquisition, and conversion optimization.
• Ability to connect brand-building activity with demand generation and longer-term sales outcomes.
• Strong analytical judgement, including an understanding of attribution limitations and data quality.
• Effective budget planning, forecasting, and investment prioritisation.
• Ability to challenge agency recommendations and assess technical proposals with confidence.
• Strong cross-functional influence across Brand Marketing, Content, Sales, Technology, and Development.
• Clear communication and the ability to present complex findings as practical business decisions.
• Ability to manage competing priorities and multiple launches while maintaining delivery standards.
• Sound judgement under pressure, with the confidence to take decisions, address underperformance, and escalate risks.

Compensation & Benefits

• Competitive Tax-Free Salary: A market-leading monthly package in AED, commensurate with experience.
• Performance Incentives: Rewards linked to quality and delivery outcomes, as per Company Internal Policy.
• Visa & Medical Insurance: Full UAE visa sponsorship and comprehensive health cover.
• Paid Leave: As per Company Internal Policy and UAE Labour Law.
• Annual Flight Ticket & End-of-Service Gratuity: As per UAE market practice and UAE Labour Law.
• Learning & Career Growth: Certification and conference support.