Job Description

About the Role

Big Bad Wolf Books is a lean, event-led retail business delivering large-scale book sale events across the UAE and selected MENA markets.

We are looking for a strategic,

hands-on Marketing Manager

to shape how each book sale edition is positioned, differentiated, and delivered. The role owns event demand, awareness, footfall, and conversion, and leads media, KOL, partnership, and agency execution, working closely with operations and commercial teams throughout the event cycle.

This is not a brand-only role. Success is measured by event performance and sales impact.

Key Responsibilities

Event Strategy & Positioning

Define the strategic positioning, theme, and narrative for each book sale event edition Ensure clear differentiation across editions, markets, and formats Align marketing strategy with event format, layout, and customer journey

Demand, Footfall & Conversion Ownership

Own end-to-end demand generation, with accountability for awareness, attendance, and conversion outcomes Design and optimize channel strategies across digital, PR, partnerships, KOLs, on-ground activations, and agency-led campaigns Continuously refine tactics based on audience response and commercial performance

Media, KOL, Partnerships & Agency Leadership

Build and manage long-term relationships with media, journalists, editors, and KOLs Develop and manage marketing-led partnerships that support event visibility, credibility, and attendance (e.g. media partners, community partners, schools, cultural institutions, brand collaborations) Plan, brief, and deploy marketing agencies for book sale events, ensuring alignment with event strategy and timelines, brand standards, On-ground realities and customer behaviour Hold agencies accountable for delivery, performance, and impact

Cross-Functional & Event-Cycle Execution

Work closely with operations, logistics, warehouse, and commercial teams to ensure marketing plans reflect operational readiness Coordinate campaign timelines across pre-event build-up, opening peaks, and closing phases Lead and support on-ground marketing execution during event days, adjusting tactics in real time as conditions change Coordinate with Business Development to ensure clear ownership and no overlap on partnerships and activations

Performance Review & Continuous Improvement

Review event marketing performance with a focus on what drove footfall and sales, not vanity metrics Capture insights on audience behaviour, messaging effectiveness, and channel performance Apply learnings to improve future editions and regional events.
Job Type: Full-time