Overview Of The Role:

The Marketing & Customer Experience Manager is a senior leadership role responsible for shaping and delivering the strategic brand positioning, commercial performance, and end‑to‑end customer experience of Dubai Festival Plaza.

The role leads the development of integrated, data‑driven marketing and customer experience strategies that drive footfall, sales, tenant performance, loyalty, and community relevance, while ensuring alignment with Al‑Futtaim Malls’ portfolio objectives and governance standards.

This position balances strategic planning, stakeholder leadership, and performance management, with oversight of marketing execution, events, PR, digital platforms, and customer service operations.

DFP needs a dedicated marketing manager to differentiate DFP from the competition and to establish a strong market position and ensure an efficient usage of the allocated marketing budgets based on data-driven decisions.

The Marketing Manager will play a crucial role for communicating to tenants while developing and maintaining a strong Mall brand identity and reputation to drive further revenue growth for the tenants and subsequently make the asset more profitable.

What You Will Do:

BRAND, MARKETING & GROWTH STRATEGY

• Define and lead the annual marketing and brand strategy for Dubai Festival Plaza, aligned with commercial objectives and portfolio direction.
• Position the mall clearly within its competitive set as a community centric, value led destination.
• Translate business priorities into integrated 360° campaigns that drive measurable growth in footfall, sales, and brand consideration.

CUSTOMER EXPERIENCE & SERVICE EXCELLENCE

• Own the end‑to‑end customer journey, including oversight of the Customer Information Desk and frontline experience standards.
• Use customer insights, NPS feedback, and market trends to identify friction points and implement experience enhancements.
• Champion a culture of service excellence across marketing‑led touchpoints and events.

CAMPAIGNS, EVENTS & ACTIVATIONS

• Lead the strategic planning and governance of all mall‑wide campaigns, events, and activations.
• Ensure experiences are commercially effective, brand‑aligned, operationally sound, and deliver clear ROI.
• Oversee post‑event evaluation to continuously refine programming and impact.

TENANT & STAKEHOLDER PARTNERSHIPS

• Act as a senior partner to Leasing, Specialty Leasing, Operations, and tenants to support trading performance through targeted marketing initiatives.
• Drive cross‑promotions with Group brands and external partners to maximize reach and efficiency of spend.
• Lead government and city‑level collaborations in coordination with internal stakeholders.
• Communication – communicates with all Mall Management departments, the Marketing Team at the Al- Futtaim HQ and the Retail tenants and visitors of DFP
• Market Research – conducts competitor analysis of malls in the near and further catchment area together with general real estate news that could impact the DFP brand (leasing / retail / development / RERA / government regulations updates etc).
• Market research of target groups, demographics e.g. as the basis to build strategies and requirements for tenant mix
• Website / Online Digital Activation – Always ensures the DFP website is up to date, considers new technologies & trends
• Ensures all digital platforms are efficiently used for all relevant DFP activities

DIGITAL, PR & COMMUNICATIONS LEADERSHIP

• Provide strategic oversight of digital channels, social media, PR, and communications, ensuring consistency, relevance, and performance.
• Ensure digital platforms support discovery, engagement, and conversion.
• Guide agencies with clear briefs, KPIs, and performance reviews.
• Cross Promotions – working with Retail tenants and Group brands for further ROI, reach and effectiveness of spend

FINANCE

• Own the marketing and CX budget, ensuring disciplined planning, forecasting, and optimization of spend.
• Ensure full compliance with Al‑Futtaim procurement, approval, and governance frameworks.
• Identify efficiencies and reinvestment opportunities to maximize impact.

CSR, SUSTAINABILITY & COMMUNITY IMPACT

• Define and lead a focused CSR and community engagement strategy aligned with the mall’s positioning and city priorities.
• Integrate sustainability messaging and initiatives into campaigns and activations where relevant.
• Partner with selected charities and community organizations to deliver measurable impact.

LEADERSHIP & TEAM DEVELOPMENT

• Lead, coach, and develop a high‑performing marketing and customer service team.
• Set clear objectives, performance standards, and development plans.
• Foster a collaborative, accountable, and insight‑driven culture.

Skills

Required Skills To Be Successful:

Minimum Experience:

• Minimum of 7-10 years in a marketing or business related discipline in real estate / retail marketing
• Minimum 2 years in GCC region
• Asia / European marketing experience is preferred but not essential
• Proven experience in customer and market research
• Experience in working with external agencies, events, PR and advertising

Job-Specific Skills:

Behavioural Competencies :

• Excellent attention to detail, written and verbal skills
• Ability to work within a team environment
• Able to motivate and lead staff
• Ambitious & goal orientated
• Adaptable and innovative thinker / Works well under pressure
• At home with the media

What Qualifies You For The Role:

Minimum Qualifications and Knowledge:

• Bachelor degree in marketing / business or related field or equivalent professional qualification
• Strong digital marketing background, including social media strategy, content creation, paid media,