Online Marketing Manager | Real Estate | Shared Services

Robinson & Co (Singapore) Pte Ltd; Dubai; On-site; AED 200,000 - 300,000; Full time

Job summary

A leading company in the Middle East seeks an Online Marketing Manager to define and execute digital marketing strategies for its diverse real estate portfolio. The manager will oversee various platforms and initiatives that enhance customer engagement, optimize business performances, and drive long-term growth. Candidates should have extensive experience in digital marketing and demonstrate strong capabilities in data-driven strategies and stakeholder management.

Qualifications

• Minimum 8 years of experience in digital marketing with a focus on data-driven strategies.
• Proven track record managing external agencies across key functions.
• In-depth expertise in website management and digital analytics tools.

Responsibilities

• Lead digital marketing strategies for real estate portfolio and manage agency relationships.
• Define and maintain digital frameworks for alignment across business units.
• Drive targeted customer engagement initiatives and oversee social media strategy.

Skills

Data-driven marketing

CRM

Social media management

Performance marketing

Stakeholder management

Education

Bachelor’s degree in Marketing, Digital Marketing, Business, or Communications

Tools

Google Analytics

Job description

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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 Online Marketing Manager leads the digital marketing strategy for AFRE’s real estate portfolio—covering Malls, Residential & Commercial, and Contracting. Operating as a centralized function, the role defines digital frameworks and partners with regional teams to localize execution. Key responsibilities include overseeing paid media, social media, CRM, websites/apps, loyalty integration, and digital innovation, with a strong focus on data-driven marketing to enhance customer engagement and drive commercial value. The role also supports specific business goals—footfall for malls, leasing and community building for Residential & Commercial, and B2B presence for Contracting—while managing agency relationships, aligning with group platforms (e.g., Blue Rewards), and upskilling teams on digital best practices to elevate AFRE’s brand and long-term growth.

What you will do

• Define and maintain AFRE’s overarching digital marketing frameworks to ensure alignment across all business units.
• Collaborate with regional asset teams to localize, implement, and optimize digital strategies aligned to each asset’s commercial goals.
• Serve as the digital marketing subject matter expert across AFRE, promoting best practices, upskilling teams, and tracking emerging trends.
• Support the development and execution of AFRE’s data and CRM strategies with internal teams and external partners.
• Drive targeted, personalized, and measurable customer engagement initiatives.
• Partner with Blue Rewards to grow the customer database and implement lifecycle marketing programs that increase long-term value.
• Establish CRM reporting frameworks aligned with the Group’s customer lifetime value (CLTV) objectives.
• Govern AFRE’s social media strategy across platforms, including content guidelines, tone of voice, and platform usage standards.
• Manage relationships with social media agencies to ensure alignment with business goals and continuous performance optimization.
• Track emerging social trends and advise asset teams on adoption opportunities.
• Oversee social media access controls and administration governance.
• Lead project management for redevelopment of AFRE’s websites and apps, coordinating across development, IT, SEO, analytics, and marketing.
• Set CMS governance, best practices, and content management guidelines for asset teams.
• Post-launch, drive ongoing optimization through SEO improvements, UX enhancements, and performance analytics.
• Own and manage media agency relationships, guiding regional teams on campaign planning, execution, and optimization.
• Monitor and review media performance, challenging recommendations as needed to align with KPIs.
• Support test-and-learn agendas to drive continuous improvement in paid media efficiency.
• Establish a digital measurement framework with standardized KPIs across all business units.
• Ensure regular reporting, derive actionable insights, and drive continuous performance improvement.
• Promote a data-informed culture within all marketing functions.
• Work with Blue Rewards to enhance loyalty as a tool for both customer retention and acquisition.
• Identify opportunities with regional teams to integrate loyalty into marketing initiatives to encourage repeat engagement and strengthen brand preference.
• Explore and assess new digital tools and technologies that can enhance efficiency, automation, or customer engagement (e.g., AI, digital experience platforms).
• Partner with regional teams to pilot and implement selected innovation initiatives.
• Build strong internal and external relationships, including IT, Finance, PR/Communications, and Group Digitalisation.
• Act as a central point of coordination for digital partner agencies across media, SEO, social, data, and tech.
• Represent online marketing in cross-functional committees and working groups as needed.

Required Skills to be successful

• Minimum 8 years of experience in digital marketing, with a demonstrated focus on data-driven strategies, CRM, social media, and performance marketing.
• Proven track record of managing external agencies across key functions including media planning, social media, SEO, and marketing technology.
• In-depth expertise in website management, CMS platforms, SEO best practices, UX design principles, and digital analytics tools (e.g. Google Analytics, GA4).
• Strong stakeholder management capabilities, with experience collaborating across multiple business units, regional teams, and corporate group function

What equips you for the role

• Bachelor’s degree in Marketing, Digital Marketing, Business, Communications, or related field
• Deep understanding of emerging digital trends, innovation, and technologies (AI, personalization, automation)
• Real estate, retail, hospitality or lifestyle industry experience is preferred.

About Al-Futtaim Group Real Estate
The real estate development and operations arm of Al-Futtaim, Al-Futtaim Group Real Estate is responsible for a multi-billion-dollar portfolio across MENA. With high-quality residential, business, retail, tourism, educational and healthcare developments, the master developer caters to the diverse needs of cities and communities in the region. From origination, conception, development, sales, procurement and construction of mega-projects and the leasing, operation and management of these projects after completion, Al-Futtaim Group Real Estate (AFGRE) has been developing and managing owned landbanks, unlocking the economic potential of the region and contributing to future development for more than 40 years.
Our focus is to enable and invest in meaningful relationships to make our properties the best places to live and work, build additional products and services and enable partnerships to create true value to our customers throughout their entire experience with us.
AFGRE is responsible for master planning of all projects in its portfolio, including two large scale mixed use destinations: Dubai Festival City and Cairo Festival City.