Senior Paid Media Specialist

ABOUT THE ROLE
The Senior Paid Media Specialist is a hands-on operator within the company's Performance Marketing & Growth function, reporting directly to the Head of Performance Marketing & Growth. This role entails planning, buying, and optimizing media across multiple platforms such as Meta, Google Ads, TikTok, Snapchat, LinkedIn, X, and programmatic (DV360). The objective is to convert the approved budget into qualified buyer, seller, and tenant leads at or below the target cost per lead. As paid media is the company's most scalable demand channel, disciplined in-platform execution is crucial for converting the growth plan into a viable pipeline.

KEY RESPONSIBILITIES
Campaign Strategy & Execution

• Execute the quarterly channel plan set by the Head of Performance Marketing & Growth: plan, launch and optimize full-funnel paid campaigns across your assigned channel portfolio (Meta, Google Ads - Search, PMax, YouTube, TikTok, Snapchat, LinkedIn, X, and programmatic/DV360).
• Build audience strategies tailored to Dubai's diverse international buyer segments (GCC, UK, Europe, India, China, Russia/CIS).
• Translate campaign briefs from leadership into channel plans with forecasts for leads, cost per lead (CPL), and spend by platform.
• Deliver paid media workstreams aligned with the growth experimentation roadmap: run structured A/B and incrementality tests on creative, copy, landing pages, and bidding strategies, documenting winning variants for scaling.

Budget & Performance Management

• Manage the monthly budget allocated for your channel portfolio, pacing spend daily and recommending reallocations to maximize performance.
• Achieve CPL, ROAS, and lead-quality targets as outlined in the quarterly growth plan, reconciling platform-reported results against verified qualified leads.
• Maintain accurate tracking mechanisms including pixels, server-side events (CAPI), GA4, UTM governance, and CRM lead-source mapping.
• Provide data for the weekly growth scorecard and produce monthly paid media performance reports with insights and planning for the next month.

Creative & Cross-Team Collaboration

• Collaborate with design and production teams to ensure ad creative meets platform specifications while utilizing performance data for ongoing improvement.
• Work with the Content Manager and Web Content Specialist to optimize landing pages and lead forms for effective conversion of paid traffic.
• Conduct peer reviews of campaign builds prior to launch to ensure quality assurance.
• Implement automation and AI tooling introduced by the Head of Performance Marketing & Growth in everyday campaign operations.

Compliance & Platform Discipline

• Ensure compliance with RERA advertising rules and ensure that every property ad carries a valid Trakheesi permit number.
• Maintain account hygiene, naming conventions, and access governance across all ad accounts and Business Managers.
• Remain informed about platform updates, privacy changes, and local digital advertising regulations, adapting tactics proactively.

REQUIREMENTS

• A minimum of 5 years of hands-on paid media/performance marketing experience across social, search, and programmatic channels.
• Proven expertise with Meta Ads Manager, Google Ads, TikTok Ads Manager, Snapchat Ads, LinkedIn Campaign Manager, and X Ads; experience with DV360/programmatic is a strong plus.
• Demonstrated ability to manage substantial monthly budgets (six figures in AED) with documented improvements in CPL and ROAS.
• Strong analytical skills with experience in GA4, conversion APIs, UTM governance, spreadsheet modeling, and dashboard tools (Looker Studio or similar).
• Effective experience in generating real estate or high-ticket leads, with capability to reconcile platform data against a CRM.
• Understanding of UAE real estate advertising compliance, including Trakheesi permit requirements.
• Excellent copy judgment and the ability to brief creative teams clearly; comfortable working within established growth plans and reporting structures.
• Proficient in English; knowledge of additional languages relevant to Dubai buyer markets is advantageous.

WHAT WE OFFER

• Competitive salary, based on experience.
• Comprehensive benefits package including medical insurance, flight allowance, and employment visa, in accordance with UAE Labour Law and company policy.
• A senior operator role with direct exposure to the Head of Performance Marketing & Growth and significant potential as the function scales.
• A fast-paced, innovation-driven environment with access to proprietary technology, an in-house marketing team, and the Forbes Global Properties network.

CAREER PATH
Opportunities for progression exist from paid media specialist roles into this senior position, advancing toward Performance Marketing Lead if a deputy layer is introduced, or toward Head of Performance Marketing & Growth as the function expands.