Regional Marketing & Market Development Manager Middlesex University Dubai

Key Responsibilities

• Develop country-specific marketing and communication plans for each target market (GCC, Levant, North Africa), identifying audience behaviours, media channels, and campaign opportunities.
• Identify and activate the most effective regional channels, including Arabic media outlets, digital platforms, influencer collaborations, and education networks, to reach prospective students and parents.
• Lead the creation of Arabic-language campaigns and materials, ensuring that all messaging is culturally relevant, linguistically accurate, and aligned with the University s brand voice.
• Customise campaigns for each market segment, from school leavers to postgraduates, reflecting varied decision-making drivers such as employability, international mobility, and affordability.
• Conduct ongoing market research and competitor benchmarking to guide strategy, creative direction, and campaign execution.
• Build and maintain strong relationships with ministries, government entities, and scholarship boards to enhance the University s visibility and eligibility for government-funded scholarships.
• Oversee digital and offline campaigns, ensuring they are SEO optimised, data driven, and aligned with brand and performance objectives.
• Establish and manage the campaign calendar for Arabic markets (annual, quarterly), including theme planning, budgets, channels, KPIs, and review cycles.
• Lead localised A/B testing for Arabic content and creatives to optimise performance.
• Monitor and evaluate market penetration across key GCC countries, recommending tactical adjustments to improve results and maximise impact.
• Produce quarterly performance reports by country and campaign, highlighting key achievements, challenges, and recommendations for the next intake cycle.
• Advise senior management on regional opportunities, policy developments, and competitive positioning to inform long-term market strategy.

Requirements Qualification & Skills

• Degree in Marketing, Communications, or a related field.
• Minimum five years experience leading marketing initiatives across Arabic markets, ideally within higher education or a global brand environment.
• Native or near-native Arabic speaker with strong English communication skills.
• Deep understanding of Arabic media, digital ecosystems, and regional cultural dynamics.
• Proven track record in building partnerships with ministries, scholarship bodies, and education regulators.
• Strong analytical skills, strategic mindset, and the ability to translate insights into actionable plans.