Marketing Manager - Dubai Festival Plaza Mall | Real Estate | Asset Management

Robinson & Co (Singapore) Pte Ltd; United Arab Emirates; On-site; AED 293,000 - 368,000; Full time

Job summary

A leading regional business in the UAE is seeking a Marketing & Customer Experience Manager to shape brand positioning and enhance customer experience at Dubai Festival Plaza. The role requires 7-10 years in marketing with a strong emphasis on customer insights and service excellence. Responsibilities include leading marketing strategies, managing budgets, and collaborating with stakeholders. This is a vital leadership position aiming for measurable growth in footfall and tenant performance.

Qualifications

• 7-10 years in marketing or business related disciplines, preferably in real estate/retail marketing.
• 2 years experience in the GCC region.
• Experience in working with external agencies and events.

Responsibilities

• Define and lead the annual marketing and brand strategy.
• Champion a culture of service excellence across marketing touchpoints.
• Own the marketing and CX budget.

Skills

Data-driven marketing

Customer experience enhancement

Stakeholder leadership

Event management

Education

Bachelor degree in marketing or business

Job description

Established in the 1930s as a trading business, Al‑Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates. Structured into five operating divisions; automotive, financial services, real estate, retail and healthcare; employing more than 35,000 employees across more than 20 countries in the Middle East, Asia and Africa, Al‑Futtaim Group partners with over 200 of the world's most admired and innovative brands. Al‑Futtaim Group’s entrepreneurship and relentless customer focus enables the organization to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration and integrity; Al‑Futtaim Group continues to enrich the lives and aspirations of our customers each and every day

Overview Of The Role:

The Marketing & Customer Experience Manager is a senior leadership role responsible for shaping and delivering the strategic brand positioning, commercial performance, and end ‑ to ‑ end customer experience of Dubai Festival Plaza.

The role leads the development of integrated, data ‑ driven marketing and customer experience strategies that drive footfall, sales, tenant performance, loyalty, and community relevance, while ensuring alignment with Al ‑ Futtaim Malls’ portfolio objectives and governance standards.

This position balances strategic planning, stakeholder leadership, and performance management, with oversight of marketing execution, events, PR, digital platforms, and customer service operations.

DFP needs a dedicated marketing manager to differentiate DFP from the competition and to establish a strong market position and ensure an efficient usage of the allocated marketing budgets based on data‑driven decisions.

The Marketing Manager will play a crucial role for communicating to tenants while developing and maintaining a strong Mall brand identity and reputation to drive further revenue growth for the tenants and subsequently make the asset more profitable.

What You Will Do:

BRAND, MARKETING & GROWTH STRATEGY

• Define and lead the annual marketing and brand strategy for Dubai Festival Plaza, aligned with commercial objectives and portfolio direction.
• Position the mall clearly within its competitive set as a community centric, value led destination.
• Translate business priorities into integrated 360° campaigns that drive measurable growth in footfall, sales, and brand consideration.

CUSTOMER EXPERIENCE & SERVICE EXCELLENCE

• Own the end‑to‑end customer journey, including oversight of the Customer Information Desk and frontline experience standards.
• Use customer insights, NPS feedback, and market trends to identify friction points and implement experience enhancements.
• Champion a culture of service excellence across marketing‑led touchpoints and events.

CAMPAIGNS, EVENTS & ACTIVATIONS

• Lead the strategic planning and governance of all mall‑wide campaigns, events, and activations.
• Ensure experiences are commercially effective, brand‑aligned, operationally sound, and deliver clear ROI.
• Oversee post‑event evaluation to continuously refine programming and impact.

TENANT & STAKEHOLDER PARTNERSHIPS

• Act as a senior partner to Leasing, Specialty Leasing, Operations, and tenants to support trading performance through targeted marketing initiatives.
• Drive cross‑promotions with Group brands and external partners to maximize reach and efficiency of spend.
• Lead government and city‑level collaborations in coordination with internal stakeholders.
• Communication – communicates with all Mall Management departments, the Marketing Team at the Al‑Futtaim HQ and the Retail tenants and visitors of DFP.
• Market Research – conducts competitor analysis of malls in the near and further catchment area together with general real estate news that could impact the DFP brand (leasing / retail / development / RERA / government regulations updates etc).
• Market research of target groups, demographics e.g. as the basis to build strategies and requirements for tenant mix.
• Website / Online Digital Activation – Always ensures the DFP website is up to date, considers new technologies & trends.
• Ensures all digital platforms are efficiently used for all relevant DFP activities.
• Provide strategic oversight of digital channels, social media, PR, and communications, ensuring consistency, relevance, and performance.
• Ensure digital platforms support discovery, engagement, and conversion.
• Guide agencies with clear briefs, KPIs, and performance reviews.
• Cross Promotions – working with Retail tenants and Group brands for further ROI, reach and effectiveness of spend.

FINANCE

• Own the marketing and CX budget, ensuring disciplined planning, forecasting, and optimization of spend.
• Ensure full compliance with Al‑Futtaim procurement, approval, and governance frameworks.
• Identify efficiencies and reinvestment opportunities to maximize impact.

CSR, SUSTAINABILITY & COMMUNITY IMPACT

• Define and lead a focused CSR and community engagement strategy aligned with the mall’s positioning and city priorities.
• Integrate sustainability messaging and initiatives into campaigns and activations where relevant.
• Partner with selected charities and community organizations to deliver measurable impact.

LEADERSHIP & TEAM DEVELOPMENT

• Lead, coach, and develop a high‑performing marketing and customer service team.
• Set clear objectives, performance standards, and development plans.
• Foster a collaborative, accountable, and insight‑driven culture.

Required Skills To Be Successful:

• Minimum of 7-10 years in a marketing or business related discipline in real estate / retail marketing
• Minimum 2 years in GCC region
• Asia / European marketing experience is preferred but not essential
• Proven experience in customer and market research
• Experience in working with external agencies, events, PR and advertising

Job‑Specific Skills:

• Excellent attention to detail, written and verbal skills
• Ability to work within a team environment
• Able to motivate and lead staff
• Ambitious & goal orientated
• Adaptable and innovative thinker / Works well under pressure
• At home with the media

What Qualifies You For The Role:

Minimum Qualifications and Knowledge:

• Bachelor degree in marketing / business or related field or equivalent professional qualification

About Al‑Futtaim Malls

Al‑Futtaim Malls provides development and asset management expertise, specializing in building retail‑led super regional malls in prime locations across MENA and beyond. With a proven track record of creating both sustainable revenue growth and value enhancement for tenants, Al‑Futtaim Malls delivers exceptional experiences and exciting shopping environments for customers.

Part of the Al‑Futtaim Group, Al‑Futtaim Malls leadership team brings more than 30 years of experience and a deep understanding and knowledge of the retail sector, both from a shopper’s point of view but as curators of space or landlords to other brands. The company has a directly managed portfolio including over 9 million sqft of retail space across four malls in the MENA region and two under development. Malls under the Al‑Futtaim Malls portfolio include Dubai Festival City Mall and Festival Plaza in the UAE, Cairo Festival City Mall in Egypt, Doha Festival City in Qatar and Zenata Mall, Morocco.

Leveraging on the expertise of its parent company, Al‑Futtaim Malls established PLEX Management Services offering a full array of services including asset management and development, leasing, and brand experience expertise to shopping mall landlords and retail organizations globally. Implementing global best practice and deploying Al‑Futtaim Mall’s deep understanding of mall management and retail dynamics, PLEX promises to deliver continuous growth and long‑term value for its partners.

For more information on Al‑Futtaim Malls, please visit https://www.al-futtaimmalls.com/