Head of Paid Media Strategy & Budget Optimization

Al Tayer Group; Dubai; On-site; AED 300,000 - 550,000; Full time

Job summary

Al Tayer Group is seeking a senior leader to own the cross-channel paid media budget for Ounass in the UAE region. You’ll define allocation rules, manage spend by market, and oversee the measurement framework and forecasting processes.

You will collaborate with BI, Data and Finance to ensure rigorous incrementality studies, accurate MMM insights, and a single source of truth for reporting.

Qualifications

• 8+ years’ experience in performance marketing with ownership of a multi-channel paid media budget.
• Designed/read incrementality tests (geo holdouts, lift) and influenced budget decisions.
• Built/used a marketing mix model and owned forecast accuracy.

Responsibilities

• Own the paid media budget envelope across Paid Search, Paid Social, Display and programmatic, by market (UAE, KSA, Kuwait, Qatar, Oman and Bahrain).
• Set allocation rules and thresholds for channels, move spend between channels when data warrants it.
• Run weekly pacing, monthly rebalance and quarterly reforecast cycles.
• Separate Brand-funded spend from Ounass-funded spend for clean reporting.
• Balance short-term efficiency with investment in upper-funnel activities.
• Define the measurement standard and decide budget moves when attribution is challenged.
• Run incrementality programmes with BI and write up budget decisions.
• Triangulate platform attribution, GA4, MMPs and MMM into one view; publish diminishing-returns curves.
• Automate reporting, pacing alerts and allocation recommendations; apply AI in daily work.
• Own the forecast by channel and market (weekly, monthly, annual).
• Build inputs to annual budget and reforecasts with scenario analyses.

Skills

Performance marketing

Budget ownership

Incrementality tests

SQL

GA4

Education

Bachelor's degree in marketing, economics, statistics or quantitative field

Tools

Tableau/Looker

Excel

dbt / BigQuery

Job description

Al Tayer Group is seeking a senior leader to own the cross-channel paid media budget for Ounass in the UAE region. You’ll define allocation rules, manage spend by market, and oversee the measurement framework and forecasting processes.

You will collaborate with BI, Data and Finance to ensure rigorous incrementality studies, accurate MMM insights, and a single source of truth for reporting.