JOB PURPOSE To execute and manage the digital marketing activities of Al Madina Azarqa across all owned, earned, and paid digital channels. The Digital Marketing Specialist is responsible for the day-to-day operation of social media platforms, digital advertising campaigns, website content, email marketing, and performance analytics, ensuring consistent, on-brand, and data-driven delivery in line with plans approved by the Director of Marketing and Communications. The role requires a technically proficient and creatively minded digital marketer who can manage multiple channels simultaneously, analyse performance data, and translate insights into actionable optimisations that drive audience growth, engagement, and lead generation. KEY ACCOUNTABILITIES AND RESPONSIBILITIES Social Media Management • Manage the day-to-day operation of all organisational social media accounts including Instagram, Facebook, LinkedIn, X (Twitter), Snapchat, TikTok, and YouTube, in line with the approved content calendar and brand guidelines. • Execute the monthly content calendar, coordinating with designers, copywriters, and content creators to ensure timely publishing of high-quality, on-brand posts across all platforms. • Write, review, and schedule social media copy in Arabic and English, ensuring accuracy, tone of voice consistency, and cultural appropriateness for the Omani audience. • Monitor community engagement across all platforms daily, responding to comments, messages, and mentions in a timely, professional, and brand-appropriate manner. • Track social media performance metrics including reach, impressions, engagement rate, follower growth, and link clicks, compiling weekly and monthly performance summaries. • Stay current with platform algorithm updates, new features, content formats, and digital trends, applying relevant innovations to maintain competitive content performance. Paid Digital Advertising • Execute approved paid digital advertising campaigns across platforms including Meta (Facebook & Instagram), Google (Search, Display & YouTube), Snapchat, TikTok, and LinkedIn. • Set up, configure, and monitor ad campaigns including audience targeting, budget allocation, bidding strategies, creative scheduling, and placement selection in line with approved media plans. • Monitor paid campaign performance daily, tracking key metrics such as impressions, clicks, CTR, CPC, CPL, ROAS, and conversion rates, and flagging underperformance. • Implement data-driven optimisations to active campaigns including audience refinement, creative refreshes, bid adjustments, and budget reallocation to maximise campaign efficiency. • Liaise with media buying agencies on a day-to-day basis, reviewing deliverables, tracking placements, and confirming that campaign execution aligns with approved plans and briefs. • Track and reconcile digital advertising spend against approved budgets, maintaining accurate records and submitting periodic expenditure reports. Website & Content Management • Maintain and regularly update the organisation’s website, ensuring all content is current, accurate, well-structured, and aligned with brand guidelines and SEO best practices. • Coordinate with designers, copywriters, and technical teams to publish new pages, project updates, news articles, landing pages, and campaign-related content as directed by the Director of Marketing and Communications. • Monitor website performance using Google Analytics and other tools, tracking sessions, traffic sources, bounce rates, time on page, and conversion events, and preparing regular reports. • Execute on-page SEO activities including meta tag optimisation, keyword integration, internal linking, and image alt text to improve organic search visibility. • Support the setup and monitoring of campaign landing pages, ensuring tracking pixels, UTM parameters, and conversion events are correctly implemented and functioning. • Identify and report website technical issues, broken links, or content gaps to the relevant team or agency for prompt resolution. Content Production Coordination • Coordinate the production of digital content including photography, videography, motion graphics, reels, stories, and static visuals, briefing suppliers and reviewing deliverables against brand standards. • Prepare detailed creative briefs for designers, videographers, and content creators, clearly communicating objectives, messaging, format requirements, and deadlines. • Review all digital content produced by internal teams and external suppliers, checking for brand compliance, quality, accuracy, and platform suitability before publication or submission for approval. • Manage the digital asset library, maintaining an organised and accessible repository of approved images, videos, templates, and brand assets for team use. • Coordinate influencer content deliverables, reviewing posts, stories, and reels against agreed briefs, ensuring brand alignment and timely publication as per influencer agreements. • Support the development of Arabic and English digital copy for campaigns, social media, email, and website content, ensuring bilingual consistency across all channels. Email Marketing & CRM • Execute email marketing campaigns including newsletters, product announcements, event invitations, and lead nurture sequences using the approved email marketing platform. • Build and manage email lists, maintaining accurate segmentation by audience type, interest, and stage of engagement in coordination with the sales and CRM teams. • Design, write, and schedule email communications in Arabic and English, ensuring content is relevant, visually consistent with brand guidelines, and optimised for deliverability and open rates. • Monitor email campaign performance metrics including open rate, click-through rate, unsubscribe rate, and conversion, compiling reports and recommending optimisations. • Maintain the accuracy and hygiene of the email database, coordinating list updates, suppressions, and compliance with applicable data privacy requirements. Analytics & Performance Reporting • Compile clear, well-structured digital performance reports on a weekly and monthly basis, covering all channels: social media, paid advertising, website, and email marketing. • Use analytics tools including Google Analytics, Meta Business Suite, Snapchat Insights, and platform-native dashboards to extract, interpret, and present performance data for the Marketing Manager’s review. • Track performance against agreed KPIs and campaign targets, identifying trends, anomalies, and opportunities, and translating data into actionable recommendations. • Maintain an up-to-date digital performance dashboard, providing the Marketing Manager with a real-time view of channel health and campaign progress. • Support the preparation of broader marketing reports and presentations by contributing digital performance data, insights, and visual summaries as required. • Monitor competitor digital activity across social media, search, and display, preparing periodic benchmarking summaries for the Marketing Manager’s awareness. Agency & Supplier Coordination • Serve as the day-to-day point of contact for digital and social media agencies, creative suppliers, influencers, and platform representatives, ensuring alignment with approved briefs and timelines. • Review agency outputs and supplier deliverables against agreed briefs, flagging quality, accuracy, or compliance issues to the or of Marketing and Communications before final approval. • Track agency deliverables, submission deadlines, and performance milestones, proactively escalating delays or concerns to the or of Marketing and Communications. • Coordinate administrative tasks related to digital suppliers including purchase orders, invoice tracking, and delivery confirmation in line with procurement procedures. • Maintain an organised record of agency contracts, briefs, campaign assets, and correspondence for reference and audit purposes. MINIMUM QUALIFICATIONS & EXPERIENCE Education • Bachelor’s degree in marketing, Digital Marketing, Communications, Business Administration, or a related field. • A professional digital marketing certification (e.g. Google Ads, Meta Blueprint, HubSpot, CIM Digital, or equivalent) is highly desirable. Experience • Minimum 4 years of hands-on experience in digital marketing, with demonstrated proficiency across social media management, paid advertising, and website content. • Proven experience managing multi-platform paid digital campaigns (Meta, Google, Snapchat, TikTok, LinkedIn) with measurable performance outcomes. • Demonstrated experience in content coordination, including briefing designers and videographers and reviewing creative deliverables. • Experience using email marketing platforms (e.g. Mailchimp, HubSpot, Salesforce Marketing Cloud, or equivalent) is an advantage. • Experience working with digital or creative agencies, managing briefs and tracking deliverables on a day-to-day basis. • Industry background in mixed-use developments, real estate, hospitality, tourism, or related sectors is highly preferred. Skills & Knowledge • Full professional fluency in Arabic and English (reading, writing, and speaking) is mandatory; strong bilingual digital copywriting skills are essential. • Advanced proficiency in social media platforms and their native management and analytics tools (Meta Business Suite, LinkedIn Campaign Manager, Snapchat Ads Manager, TikTok Ads Manager, Google Ads). • Solid understanding of SEO principles, paid search, display advertising, and performance marketing fundamentals. • Proficiency in Google Analytics (GA4) and the ability to interpret web and campaign data and translate findings into recommendations. • Good working knowledge of content management systems (CMS) for website updates; familiarity with WordPress or similar platforms is an advantage. • Proficiency in MS Office Suite (Word, Excel, PowerPoint, Outlook); familiarity with design tools such as Canva or Adobe Creative Suite is an advantage. • Strong organisational skills and the ability to manage multiple campaigns, channels, and deadlines simultaneously with a high level of accuracy. • Data-literate, with the ability to read performance metrics, identify patterns, and present findings clearly to non-technical stakeholders. • Creative, detail-oriented, and proactive, with a genuine interest in digital trends, emerging platforms, and content innovation.
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