Head of Marketing

Job Description

Job Title: Head of Marketing

Function: Marketing

Brand: Queen Elizabeth’s School, Dubai Sports City

Location: Dubai, United Arab Emirates

The Opportunity

Lead the school’s marketing strategy and the end-to-end delivery of key events that showcase- the school’s excellence and community. Drive measurable growth across search engine optimisation, search engine marketing, pay per click advertising, display advertising, email and customer relationship management, website experience, analytics and attribution, conversion rate optimisation, and marketing automation. Deploy artificial intelligence tools to streamline creative, publishing, analysis, and reporting. All activity must uphold safeguarding standards and comply with- the Knowledge and Human Development Authority. The role does not manage day-to-

day -social media channels, which are owned by a separate post; instead, you will set direction, coordinate briefs, and align measurement with that team.

Key Outcomes

Admissions aligned- growth: Digital programmes and events that increase qualified enquiries and event registrations in line with the school calendar and priorities.

Exemplary events: High -quality planning and delivery of open days, parent tours, community events, exhibitions, performances, and sports showcase, with excellent guest experience from first invitation to post event follow-up.

Operational efficiency through artificial intelligence: Practical roll-outs that reduce manual work and improve speed and quality, with human review and clear safeguards.

Evidence based- decision making: Reliable tracking and insightful reporting that translate into clear actions and improvements.

Compliance first- marketing: Every output respect safeguarding, consent requirements, brand standards, and Knowledge and Human Development Authority expectations.

The Role

1) Strategy and Planning

• Own the annual and term based digital marketing plan objectives-, channels, budgets, and key performance indicators covering search engine optimisation, search engine marketing, pay per click advertising, display advertising, email and customer relationship management, website and content, analytics, and conversion rate optimisation.
• Translate school priorities (open days, admissions timelines, academic and sports achievements) into integrated, multi-channel campaigns and content calendars.
• Define audience personas and messages for each stage of the parent journey; maintain a structured test and learn roadmap.

2) Digital Channels and Performance

• Search engine optimisation: Lead keyword research for parent and student intent; create search led content briefs for priority pages; coordinate technical improvements; manage local search visibility for Dubai through Google Business Profile, reviews, and citations.
• Paid social advertising: Set strategy, budgets, creative and landing page direction, and measurement in partnership with the separate social media- team; do not manage day to day platform execution.
• Produce on brand event collateral and signage; brief photographers and videographers; ensure coverage aligns with safeguarding and consent rules.
• Partner with Admissions on guest lists, lead capture, and timely follow-up; report event effectiveness and lessons learned.
• Oversee website updates (news, achievements, events) to keep content accurate and fresh; ensure strong user experience.
• Run split tests and landing page improvements to increase enquiry and registration rates; maintain clear tracking parameters.
• Build and improve email journeys for enquiry, event, and nurture communications using thoughtful segmentation and personalisation, partner with Admissions on data quality.
• Deploy automation for lead capture and follow-ups while meeting data privacy expectations.
• Maintain robust tagging and event tracking across platforms; govern naming and tracking parameters.
• Report on channel and event performance with plain language insights and clear next actions.
• Introduce and train colleagues on artificial intelligence tools that support content generation and editing, transcription and summarising, asset tagging, predictive insights, and quality checks.
• Establish human in the loop approvals and prompts that are sensitive to safeguarding and Knowledge and Human Development Authority expectations before publishing.
• Ensure all communications including copy, claims, imagery, video, event coverage, and paid promotions comply with the Knowledge and Human Development Authority and with the school’s safeguarding policies; keep consent and approval records that are ready for audit. The candidate brief highlights safeguarding and Knowledge and Human Development Authority dependencies.

3) Events Leadership and Delivery

Lead the end-to-end planning and delivery of signature events including open days, parent tours, community events, exhibitions, performances, and sports showcase. Activities include concepting, budgeting, timelines, venue and supplier selection, run of show, staffing, risk assessment, permissions and consents, guest experience, and post event reporting.

• Produce on brand event collateral and signage; brief photographers and videographers; ensure coverage aligns with safeguarding and consent rules.
• Partner with Admissions on guest lists, lead capture, and timely follow-up; report event effectiveness and lessons learned.

4) Website and Conversion

• Oversee website updates (news, achievements, events) to keep content accurate and fresh; ensure strong user experience.
• Run split tests and landing page improvements to increase enquiry and registration rates; maintain clear tracking parameters.

5) Email, Customer Relationship Management, and Marketing Automation

• Build and improve email journeys for enquiry, event, and nurture communications using thoughtful segmentation and personalisation, partner with Admissions on data quality.
• Deploy automation for lead capture and follow-ups while meeting data privacy expectations.

6) Analytics and Reporting

• Maintain robust tagging and event tracking across platforms; govern naming and tracking parameters.
• • Report on channel and event performance with plain language insights and clear next actions.

7) Artificial Intelligence Enabled- Marketing Operations

• Introduce and train colleagues on artificial intelligence tools that support content generation and editing, transcription and summarising, asset tagging, predictive insights, and quality checks.
• Establish human in the loop approvals and prompts that are sensitive to safeguarding and Knowledge and Human Development Authority expectations before publishing.

8) Compliance, Safeguarding, and Brand Governance

• Ensure all communications including copy, claims, imagery, video, event coverage, and paid promotions comply with the Knowledge and Human Development Authority and with the school’s safeguarding policies; keep consent and approval records that are ready for audit. The candidate brief highlights safeguarding and Knowledge and Human Development Authority dependencies.
• Uphold brand guidelines across every channel; use structured workflows to secure timely approvals.

9) Collaboration and Vendor Management

• Work closely with Admissions, Academics, Sports, and central Marketing; coordinate with the dedicated social media role on briefs, asset delivery (including short-form video and photography), scheduling, and reporting, without owning daily channel management.
• Source and manage agencies and suppliers; negotiate scopes, timelines, and service levels.

The Person Must Have

• Experience: 8-10 years of professional experience in digital marketing with proven results in Dubai’s kindergarten through Year 12 education sector or in a similar luxury brand environment.
• Location: Currently based in Dubai
• Education: Bachelor’s and/or Master’s degree in marketing or a related field.
• Breadth and depth: Hands-on and strategic experience across the full digital marketing stack: search engine optimisation, search engine marketing, pay per click advertising, display advertising, paid social advertising strategy, email and customer relationship management, marketing automation, website and content management, analytics and attribution, and conversion rate optimisation.
• Events: Demonstrated success delivering complex events end-to-end (open days, parent tours, community events, performances, and sports showcases), including budgets, suppliers, guest experience, and post event reporting.
• Artificial intelligence: Practical experience implementing artificial intelligence tools to streamline creative, publishing, analysis, and reporting with appropriate governance.
• Compliance: Solid working knowledge of the Dubai education context, including safeguarding and the requirements of the Knowledge and Human Development Authority.

Beneficial

• Experience in premium or luxury brand storytelling and results driven marketing.
• Familiarity with social and content management platforms and standard creative tools, to collaborate effectively with the separate social media- role.

Ways of Working

• On-site presence across Queen Elizabeth’s School, Dubai Sports City and other event locations; occasional evenings and weekends for school/corporate events.
• Close collaboration with the Admissions, Academics, Sports, and central Marketing teams.

Equal Opportunities

Queen Elizabeth's Global Schools is committed to providing equality of opportunity and fostering an inclusive workplace where all employees are treated with dignity and respect.

Safeguarding Statement

Queen Elizabeth's Global Schools is committed to safeguarding and promoting the welfare of children and expects all employees and volunteers to share this commitment. Successful applicants will be subject to enhanced background checks, reference verification and child protection screening in accordance with local legislation and the school's safer recruitment procedures.