Manager Digital Marketing - Islamic & Emirati Bank

Mashreq; Karachi Division; On-site; PKR 22,624,000 - 40,724,000; Full time

Job summary

Mashreq in the UAE seeks an experienced marketing leader to own Islamic & Emirati Banking marketing strategy and budget, driving end-to-end campaigns across digital and offline channels. The role requires deep digital marketing expertise, ROI optimization, and cross-functional collaboration with Product, Operations, Technology and Compliance.

You will translate market insights into integrated NTB/ETB campaigns, manage vendor relationships, ensure Shariah governance alignment, and deliver

Qualifications

• Mandatory experience in Digital Marketing and managing performance (ROI) digital campaigns.
• Strong expertise in banking products marketing with proven track records.
• Deep understanding of business dynamics, profitability and growth drivers.
• Entrepreneurial with strong drive to succeed, with commitment & result orientation.
• Creative thinker, strong ideation, good people communicator & relentless executor with attention to detail.
• Ability to engage with senior stakeholders.
• Proven ability to leverage external agencies & alliance partners to deliver outstanding campaigns.
• Proven track record in conceptualizing, developing and executing digital marketing campaigns.

Responsibilities

• Plan and execute integrated 360° marketing campaigns in the UAE across digital and offline channels for Islamic Banking and Emirati Banking products and services.
• Manage end-to-end NTB & Existing To Bank (ETB) campaigns, including creative development, media planning, execution, tracking, and optimization.
• Analyze campaign performance and customer insights to drive continuous improvement and maximize ROI.
• Liaise with different agencies to execute projects and campaigns.
• Ensure that the required permits for marketing promotions are in place.

Skills

Digital Marketing

Campaign Management

ROI Optimization

Stakeholder Engagement

Budget Management

Shariah/Governance Knowledge

Education

Bachelor's degree

MBA or equivalent

Job description

Job Purpose

The role is responsible for managing the overall marketing strategy and budget for Islamic & Emirati Banking in the UAE, while leading the end-to-end development and execution of impactful marketing campaigns across products and customer segments. The position leverages a comprehensive mix of marketing channels and techniques, including Digital, Offline, PR, SEO, research, competitive benchmarking, and events, to drive measurable business outcomes and accelerate growth.

Key Result Areas

• Product Marketing
  • Develop quarterly marketing strategies aligned with business objectives, Shariah principles & guidelines, and approved budgets
  • Plan and execute integrated 360° marketing campaigns in the UAE across digital and offline channels for Islamic Banking and Emirati Banking products and services
  • Manage end-to-end New To Bank (NTB) & Existing To Bank (ETB) campaigns, including creative development, media planning, execution, tracking, and optimization
  • Analyze campaign performance and customer insights to drive continuous improvement and maximize ROI
  • Monitor competitor activity and market trends within the Islamic Banking sector to recommend effective marketing responses
  • Manage marketing budgets, vendor accruals, and payments in line with Finance and governance policies
  • Assist in end-to-end campaign management, from ideation to execution, ensuring timely delivery and effectiveness
  • Liaise with different agencies to execute projects and campaigns
  • Ensure that the required permits for marketing promotions are in place
• Digital Marketing
  • Develop digital marketing strategy by identifying customers in the UAE and their current and future needs (insights driven), tracking changes in supply and demand, and monitoring the competition.
  • Plans and executes media - social media, web, SEO/SEM, display advertising, database marketing, etc
  • Implement tracking, measures and reports performance of all digital marketing campaigns across platforms and deliver identified month-on-month KPIs
  • Identifies trends and insights, and optimizes media plans, spend, creatives and performance based on the insights.

Operating Environment, Framework and Boundaries, Working Relationships

• A. Collaborating with other Functions
  • Close collaboration and engagement with key stakeholders - Product, Operations, Technology, Finance, Compliance, Analytics and Digital teams
  • Ensure service, operations, backend, fulfillment and tracking are ready before campaign launch
  • Collaborate with PR to ensure optimal media exposure on periodic basis
  • Demonstrate brand values in everyday life at work
• B. Compliance and Risk Management
  • Ensure full compliance with all Operational Risk and Compliance policies, procedures, and Shariah governance requirements, in line with local regulatory standards and Islamic Banking guidelines.

Problem Solving

Strong requirement to be able to handle issues with short turnaround time & manage multiple stakeholders, multi-task.

Decision Making Authority & Responsibility

A strong candidate is expected to demonstrate superior skills in formulating & implementing marketing campaigns that deliver business results. Needs to be performance driven & able to make sound judgment with high level of ownership / responsibility, and to align all stakeholders towards flawless execution.

Knowledge, Skills and Experience

• Mandatory experience in Digital Marketing and managing performance (ROI) digital campaigns
• Strong expertise in banking products marketing with proven track records
• Deep understanding of business dynamics, profitability and growth drivers
• Entrepreneurial with strong drive to succeed, with commitment & result orientation
• Creative thinker, strong ideation, good people communicator & relentless executor with attention to detail
• Ability to engage with senior stakeholders
• Proven ability to leverage external agencies & alliance partners to deliver outstanding campaigns
• Proven track record in conceptualizing, developing and executing digital marketing campaigns

Qualifications

• Relevant years of experience: minimum 7-10 years
• Relevant experience in Islamic banking products
• Experience working at a global financial or technology company or collaborating directly or remotely with an international organization in a similar domain would be an added advantage. Experience working in the UAE would be a plus.
• Education level: Bachelor’s degree (Post Graduate degree would be a plus)
• Proficiency in Arabic or the ability to communicate effectively in Arabic would be considered an added advantage.