Job Description

Aldar Education is currently seeking a Head - Marketing & Branding to support our growing family of owned, operated and managed schools in the UAE . The successful candidates will be closely aligned with our core values and ethos and possess a genuine understanding and appreciation of the values of the region.


As the leading education group in Abu Dhabi, we provide inclusive and innovative learning that inspires and empowers communities. We offer a range of brands for all learners in our community, from nursery through to adult education. We offer the broadest choice of curricula. In the largest number of locations in Abu Dhabi.


Starting with one school and 250 students in 2007, Aldar Education has grown into a highly sought after education provider, now supporting over 38,000 students in 31 schools and a growing network of almost 5,000 educators, with over 100 nationalities, offering a wide range of curricula and ancillary services such as a Teacher Training Academy.


Working collaboratively, our education network's purpose is to empower the next generation to shape our future, directly supporting the educational goals of Abu Dhabi's government. Today, Aldar Education's efforts are guided by the Abu Dhabi Economic Vision 2030 plan, which aims to build a sustainable knowledge-based economy through premium education.


To support the Associate Director of Marcoms and Customer Experience in developing and executing a marketing strategy that supports an aggressive student enrolment to meet our financial targets. As the Head of Marketing, you will be responsible for developing strategic plans to establish and enhance our brand presence, effectively allocating resources across various projects, and setting both short-term and long-term goals for the department.


With a strong expertise in digital marketing, the Head of Marketing will lead all digital marketing campaigns to maximise exposure and awareness of the company and its assets.


In this role, you will lead our Marketing department to maximize engagement and elevate our organization's competitiveness in the educational sector.


The incumbent will continuously strive to exceed internal & external customer expectations while embracing the Aldar Education Core Values.



Minimum Qualifications:

• Bachelor degree in Marketing

Minimum Experience:

• A minimum of 5 years of experience in a similar role in the region
• Marketing and Digital experience is a must
• Experience in the Education sector is preferred
• Fluent in English and Arabic with excellent communication skills, written and oral is a must

Job Specific Knowledge & Skills:

• Passionate about Marketing and Digital
• Strong analytical and project management skills
• Confident and dynamic personality.
• Strong creative outlook
• Ability to work independently and on own initiative
• Strong interpersonal skills to be able to work well in a multi-cultural environment
• Computer literacy

What We Offer:

Aldar Education is a family of world-class, child-centered, and innovative schools based in the UAE. We educate students across our group of owned and managed schools and as we grow, so does our need for highly skilled, inspirational, and dedicated school and educational leaders. We offer an attractive remuneration package including a range of benefits. Our future-focused learning model includes both students and staff, so we place a special emphasis on professional development, coaching, and training.


Successful candidates will have access to a wide network of professionals and opportunities to both lead and contribute to training others as well as developing themselves.


This job description is not all-inclusive. Aldar Education reserves the right to amend this job description at any time. We are an equal opportunity employer, committed to a diverse and inclusive work environment. We are dedicated to our national development strategy and encourage UAE Nationals in their application to our company.


Aldar Education is committed to safeguarding and promoting the welfare of children and young people and expects all staff to share this commitment. Offers of appointment are subject to satisfactory references and police clearance.



Main Duties:

• To develop marketing strategies and plans that cover all marketing tactics, including brand marketing, advertising, direct marketing, digital and social media and production of materials
• To implement a marketing strategy to build brand awareness, market services, promote income generation, communicate programmes, activities, and impact
• To be responsible for the effectiveness of all online and offline promotional campaign
• To be responsible for corporate marketing and branding activities for Aldar Education
• To embody the values, vision, and ethos of Aldar Education through all activities
• To prepare and manage monthly, quarterly and annual budgets for the Marketing department
• To be the main point of contact for all digital related projects conducted for the company impacting marketing processes and improvements.

Specific Duties:

Strategic Development and Budget Management:

• To develop and implement marketing plans for allocated school, ensuring the USPs are communicated effectively, and the ROI is clear and measurable
• To create campaigns and manage the implementation to support enrolments growth
• To organise and oversee advertising/communication campaigns, exhibitions, and promotional events
• To create and publish all marketing material in line with marketing plans for schools and HQ
• To develop, plan and implement promotional campaigns and events
• To monitor monthly marketing budget, and spend for all academies
• To monitor and report on effectiveness of marketing activities
• To manage events development and budget
• To work closely with Principals to ensure the schools USPs are understood and clearly communicated to their target demographic

Campaigns Management:

• To maintain relationships with agencies to ensure collaboration in promotional activities
• To support with launch of new schools and programs
• To design and deliver scalable marketing programs and campaigns that provide value added content that is suited to clients' and prospects' needs as well as interests
• To support integrated marketing and communications across a variety of channels and vehicles- internal, external, PR, digital, social, web, etc
• To work closely with the customer service and communication team to leverage on their activities for promotional purposes

Digital Management:

• To manage websites and ensure updating in timely manner. Manage SEO and SEM activities.
• To enhance all digital platforms to ensure constant optimizations in partnership with IT
• To analyse marketing funnels and utilize strong analytical ability to evaluate end-to-end experience across multiple channels and touch points
• To support with the improvement of lead generation campaigns, measurement of results in conjunction with the agencies
• To monitor progress of digital campaigns using various metrics and submit reports of performance
• To support strategic initiatives ideation through digital marketing and media planning

Analysis, Performance and Research:

• To identify trends and insights and optimize spending and performance based on such insights
• To identify critical conversion points and drop-off points as well as optimize funnels
• To perform quality control of all contents related to campaign activities, which will be launched in every media channel
• To measure and report performance of all marketing campaigns and assess the performance against goals (ROI and KPIs)
• To analyse potential strategic partner relationships for company marketing
• To analyse consumer behaviour and adjust email and advertising campaigns accordingly