Marketing Lead

Wafeq وافِق; Dubai; On-site; AED 360,000 - 700,000; Full time

Job summary

Wafeq وافِق is seeking a senior marketing leader to own brand, content, and social across Saudi Arabia and the UAE. You will set demand generation strategy and drive the pipeline while building AI tools that empower a small team to punch above its weight.

You’ll craft localization between Arabic and English, develop listening summaries for stakeholders, and lead lead research that fuels Sales. A strong background in AI-driven marketing and B2B SaaS is essential.

Qualifications

• Must have demand generation experience.
• Brand positioning, voice and identity experience.
• Proven social accounts growth across multiple platforms.
• Built automations with workflow tools (n8n, Zapier, Make).
• Bilingual in Arabic and English with strong written work.

Responsibilities

• Own brand, content and social across Saudi Arabia and the UAE.
• Set demand generation strategy and own the pipeline.
• Build AI tools and automations to scale a small team.
• Localize messaging between Arabic and English while preserving voice.
• Lead research, lead scoring, and listening summaries for Sales.

Skills

Demand generation

Brand development

Social media management

AI automation

Bilingual English/Arabic

Creative storytelling

Revenue-focused

Tools

n8n

Zapier

Make

APIs

Prompt design

Job description

Dubai or Riyadh (occasional travel within the region) · Reports to the GM, works closely with the CEO

E-invoicing became mandatory in Saudi Arabia and the UAE is rolling it out now. For hundreds of thousands of small businesses across the Gulf, that turned into a real problem overnight. Most of them can't handle it on a spreadsheet and can't afford to hire an accountant to sort it out.

Wafeq is what they use instead. About 18,000 companies run their books with us: invoicing, VAT, corporate tax, payroll, inventory, reporting. Everything works properly in Arabic and English, and we're approved by ZATCA in Saudi Arabia and the FTA in the UAE.

We were also recently added to the UAE Ministry of Finance list of accredited e-invoicing service providers. Almost everyone else on that list is a transmission layer that sits on top of whatever accounting system a business already runs. We're the first accounting platform built in the region to get accredited, so a company can keep its books with us and meet the mandate in the same place, with most of the bookkeeping handled automatically by our AI.

On top of that we work with close to 500 accounting partners across the region, plus the tech and fintech companies we've already integrated with. Hardly any marketing has gone through that network yet, which is one of the more obvious open goals in the job.

The Role

Two groups, and they want different things.

Business owners and entrepreneurs.

Most of them didn't start a company because they enjoy bookkeeping. They want something they can open and understand straight away, that still does everything a growing business needs. Easy to use and genuinely powerful is a hard combination to market, and it's the heart of our pitch to this group.

Accountants and finance teams.

They know the subject better than we do, they're precise, and they can tell immediately whether a tool was built by people who understand their work. Winning them takes credibility and detail.

Getting both right, in Arabic and English, is a large part of this job.

The Role

You'll own brand, content and social across Saudi Arabia and the UAE. You'll set demand generation strategy and carry the pipeline number that comes with it. And you'll build the AI tools that let a small team punch above its weight.

That last part is a genuine part of the role rather than a bonus. We'd love someone who can build working automations: monitoring that tells us when a competitor moves or a regulation changes, localization between Arabic and English that keeps our voice intact, listening summaries that reach whoever needs them, lead research that feeds Sales. We use n8n, Zapier, HubSpot and Claude. If you've built things like this before, you'll have a lot of room to run here.

Make accounting fun

This is the part we're most excited about.

Accounting and compliance have a reputation for being dry, and we think that's a marketing problem rather than a fact. VAT deadlines and e-invoicing rules matter enormously to a business owner, so there's real appetite for this material. Nobody has made it enjoyable yet.

We'd love to find someone who looks at a compliance topic and immediately sees a good joke, a sharp video, or a way to explain it that people will actually send to a colleague. Some of the best B2B brands anywhere are built on exactly this, and there's nothing stopping us doing it in Arabic first.

What's open

There isn't much good Arabic B2B marketing to copy from, so you'd be defining what it looks like rather than following someone else. That's rare. You'd be working with a small team that wants to grow this into something much bigger. There's budget and support, and a lot of freedom in how you go about it.

What we're looking for

We've split this into three groups so it's clear what actually matters. Very few people will tick every box, and that's fine. The first group is what we'll weight most heavily.

Must have

• Demand generation. You set the strategy yourself and were measured on pipeline, not just campaign delivery
• Brand. You've shaped a brand's positioning, voice and identity, and directed agencies or designers against it
• Social. You've personally run and grown accounts, and you can point to them. Instagram, X/Twitter, LinkedIn, Facebook, Reddit and short-form video are all in play for us
• Building with AI. You've built automations yourself. Workflow tools like n8n, Zapier or Make, APIs, prompt design, a bit of scripting. Using ChatGPT day to day is a different thing from this
• Arabic and English. Strong written work in both. We'll ask for samples
• Creative range. You can take a dull compliance subject and make it something people want to read, watch or share
• Comfortable being measured on revenue, and comfortable working hands-on in a small team

Great to have

• 7+ years in marketing, ideally some of it in SaaS or B2B tech
• Product marketing and go-to-market experience, including feature launches and positioning
• Conversion optimization across a self-serve funnel: website, trial, paid, annual
• Comfortable in the usual marketing stack: Google Analytics, HubSpot, Zapier and similar
• Experience marketing to both SMEs and accounting firms, since we sell to both
• Data-driven in practice, not just in principle. You can talk through a funnel with numbers

Bonus

• Fintech, accounting or compliance background
• Familiarity with the Saudi SME ecosystem and ZATCA e-invoicing
• Partner or channel marketing
• Events: company events, conference presence, webinars
• Community building, rather than just audience building
• Enough design sense to brief creative work and judge it properly
• Having hired or managed a small marketing team before

Why this one

Two of the fastest-moving markets in the region, with regulation pushing demand our way. A network of nearly 500 accounting partners that nobody has properly marketed through. A short line to the people making decisions, so you'll be in those conversations rather than presenting into them. And the chance to build a marketing function around AI from the start.

If that sounds like your kind of thing, we'd love to hear from you.