Job Description

Digital Marketing Manager

Job Title: Digital Marketing Manager

Department: Ecommerce Team

Location: Dubai, UAE

Reports to: Head of Ecommerce

Direct Reports: Marketing Specialist, Photographer/Social Media Specialist Employment

Type: Full-time

Job Summary

We are seeking an experienced Digital Marketing & Marketing Manager to replace our current digital marketing specialist and lead F&B company comprehensive digital marketing strategy while managing a team of 2 direct reports. This role will drive our mission to reposition premium Italian food products as accessible for everyday use, while maintaining our luxury brand positioning and addressing critical performance gaps identified in our current results.

The successful candidate will need to dramatically improve customer retention, conversion optimization, and lifetime value while managing our digital marketing budget efficiently.

Team Leadership: You will directly manage a Marketing Specialist and a Photographer/Social Media Specialist, while collaborating closely with our CRM specialist and marketplace account manager to ensure cohesive customer experience across all touchpoints.

The role focuses primarily on our B2C platform and B2B HoReCa segments, implementing multi-tier loyalty programs and driving customer lifetime value optimization across our active customer database.

Key Responsibilities

Digital Marketing Leadership & Team Management

Team Leadership Responsibilities

? Directly manage and mentor Marketing Specialist and Photographer/Social Media Specialist

? Set clear performance goals, conduct regular 1:1s, and provide professional development guidance

? Coordinate team workflows and ensure alignment with overall marketing strategy

? Foster collaborative environment and cross-functional teamwork

Strategic Collaboration

? Work closely with CRM specialist to optimise customer lifecycle campaigns and retention strategies

? Collaborate with marketplace account manager to ensure consistent messaging across all channels

? Partner with Head of Ecommerce on strategic planning and budget allocation

? Coordinate with tech team on website optimization and marketing automation features

B2C Marketing

Digital Advertising & Performance Marketing

? Manage annual digital advertising budget efficiently with focus on ROI optimization

? Conversion Rate Optimization: Improve conversion rates to meet industry benchmarks

? Drive website traffic growth to achieve annual session targets

? Optimize Customer Acquisition Cost through strategic channel management

? Scale new customer acquisition while maintaining quality standards

? Manage and optimize paid advertising campaigns across Meta, Google Ads, TikTok, and Microsoft Ads

? Implement dynamic remarketing campaigns targeting returning customers with personalized product recommendations

? Execute shopping ads and catalog-based campaigns across relevant platforms

? Achieve target AOV by customer tier through strategic pricing and promotion strategies

? Focus on direct-to-consumer channel optimisation and growth

Customer Retention & Loyalty Management

? CRITICAL PRIORITY: Address high customer churn rates through comprehensive retention strategy

? Partner with CRM specialist to execute loyalty strategy using existing CRM platform

? Implement targeted churn reduction campaigns to improve customer retention significantly

? Manage multi-tier loyalty program (Bronze, Silver, Gold) with tier-specific engagement strategies

? Drive substantial purchase frequency improvements to meet ambitious targets

? Improve second purchase rates for one-time purchasers through strategic campaigns

? Develop personalized email marketing campaigns and automated workflows

? Drive tier upgrades and customer value progression across loyalty segments

Content & Social Media Strategy

? Oversee content strategy and social media planning across Instagram, Facebook, TikTok, YouTube, and LinkedIn

? Guide Photographer/Social Media Specialist in content creation and daily social media management

? Develop platform-specific content strategies and engagement tactics

? Coordinate influencer collaborations and UGC campaigns through team members

? Set social media growth targets and monitor performance metrics

? Ensure consistent brand voice and visual identity across all social platforms

? Oversee educational content creation, including recipe development and cooking tutorials

B2B Marketing (HoReCa Segment)

B2B Digital Strategy

? Support B2B initiatives for horeca.casinetto.com in collaboration with sales team

? Develop LinkedIn content strategy for B2B audience engagement

? Create B2B-specific email campaigns and lead nurturing workflows

? Support account-based marketing initiatives for key HoReCa prospects

? Coordinate with sales team on marketing qualified lead generation

Shared Responsibilities (B2C & B2B)

Analytics & Performance Optimization

? Monitor and report on KPIs including retention rate, purchase frequency, AOV, and customer segments

? Implement A/B testing framework for email, WhatsApp, and push notifications

? Develop comprehensive performance dashboards and regular reporting

? Analyze customer behaviour using analytics tools for optimization opportunities

? Optimize conversion rates and customer journey mapping across all touchpoints

App Marketing & Technology Integration

? Develop app download campaigns and user acquisition strategies

? Implement in-app marketing features and push notification strategies

? Coordinate with tech team on marketing automation and personalization features

? Manage app store optimisation (ASO) initiatives

Partnership & Affiliate Management

? Develop and manage affiliate partnerships for customer acquisition

? Coordinate with partnership teams on co-marketing initiatives

? Manage influencer partnerships and content collaborations

? Oversee promotional partnerships and cross-marketing opportunities

HR copy

Required Qualifications & Experience

Education & Experience

? Bachelor's degree in Marketing, Business Administration, or related field

? 5-7 years of digital marketing experience, preferably in FMCG, food & beverage, or e-commerce

? 2+ years of team management experience with direct reports

? Proven track record in performance marketing and customer retention

? Experience managing both B2C and B2B marketing initiatives

? Background in premium brand marketing preferred

? Experience working in multicultural environments and MENA region preferred

Job Type: Full-time