Job description

About WellPlace

WellPlace is a new luxury private wellness concept launching in Dubai. We are building the brand, digital presence and customer journey from the ground up.

The Role

We are looking for an experienced, creative and highly hands-on Senior Digital Growth & Content Manager to build WellPlace's online presence and convert digital attention into bookings and repeat customers.

This is not a conventional social media role. You will take ownership of content creation, social media, influencer and UGC marketing, paid advertising, full-funnel growth, tracking and automated customer communication.

You must combine strategy with daily execution and independently plan, create, publish, launch, analyse and improve marketing activities.

Key Responsibilities

Content Strategy, Creation & Social Media

• Develop and execute WellPlace's content and social media strategy across Instagram, TikTok, YouTube Shorts and other relevant channels.

• Create monthly and weekly content calendars and ensure consistent daily publishing.

• Independently develop original campaigns, content formats, scripts, hooks, captions and calls to action.

• Personally plan, film and professionally edit Reels, short-form videos, Stories, photography, static posts, carousels and advertising creatives.

• Direct influencers, models, guests and team members during content productions.

• Monitor trends, competitors and audience behaviour and turn relevant insights into new ideas.

• Maintain an organised content library and ensure a consistent luxury look, message and tone of voice.

Full-Funnel Growth & Performance Marketing

• Own the digital customer funnel from first awareness through booking, repeat booking and customer reactivation.

• Plan, launch and optimise paid campaigns across Meta, Google and TikTok, including prospecting, retargeting and lookalike campaigns.

• Develop and test creatives, copy, audiences, landing pages, messaging and offers.

• Identify where potential customers leave the booking journey and improve conversion at each stage.

• Manage advertising budgets according to completed bookings, revenue, customer acquisition cost and return on advertising spend rather than vanity metrics.

• Support the complete pre-opening, launch and post-launch digital marketing strategy.

Influencer & UGC Marketing

• Develop and manage WellPlace's influencer and user-generated-content strategy.

• Research and evaluate UAE-based influencers, micro-influencers and UGC creators based on audience quality, UAE reach, engagement, content quality and brand fit.

• Contact creators, negotiate collaborations and define deliverables, timelines and content usage rights.

• Prepare briefs and coordinate visits, filming and publication schedules.

• Track deliverables and measure traffic, enquiries, bookings and revenue generated by each collaboration.

• Reuse suitable influencer and UGC content across organic channels and paid advertising and build a reliable long-term creator network.

Customer Journey, Retention & Marketing Automation

• Design and manage automated communication through WhatsApp, email, newsletters and the selected booking or customer-management systems.

• Create communication flows for enquiries, booking and payment confirmations, reminders, directions and pre-arrival information.

• Develop abandoned-enquiry and abandoned-booking follow-up sequences.

• Create post-visit messages, review requests, rebooking, referral, loyalty, birthday and customer-reactivation campaigns.

• Segment customers according to booking history, activity, engagement and value and manage promotional email and newsletter campaigns.

• Improve communication based on customer behaviour and conversion data and coordinate external specialists when advanced integrations are required.

Tracking, Analytics & Conversion Optimisation

• Set up, manage and verify conversion tracking across Meta, Google and TikTok.

• Work confidently with Meta Pixel, Google Analytics 4, Google Tag Manager, Google Ads conversion tracking, TikTok Pixel and UTM tracking.

• Track the customer journey from advertising, organic content or influencer activity through to booking and payment.

• Measure the performance of paid advertising, organic content, influencers, WhatsApp and email campaigns.

• Identify tracking errors, missing conversion events and attribution gaps and coordinate advanced implementation with developers or booking-system providers.

• Prepare clear weekly and monthly reports covering content, audience growth, advertising, bookings, revenue, acquisition costs and retention.

• Translate data into practical actions and continuous improvements.

Community, Reputation, SEO & Online Visibility

• Monitor and respond to social media comments, direct messages and online enquiries and guide interested customers towards booking.

• Manage Google Business Profile, Google Maps visibility and online reviews.

• Develop FAQs and response templates and maintain a consistent premium tone in all customer communication.

• Manage fundamental SEO, local SEO and content optimisation and monitor search performance through Google Search Console.

• Manage basic website content updates and identify improvements to landing pages and the online booking journey.

• Brief external web developers clearly and review whether requested website and tracking changes have been implemented correctly.

• Identify relevant digital partnerships, online PR opportunities and other growth channels.

Additional Information

This is a full-time, primarily on-site role in Dubai. The successful candidate must be willing to occasionally support evening or weekend content productions, launches and influencer visits.

Professional website development and complex programming are not core requirements and will normally be handled by external specialists.

Shortlisted candidates will receive a detailed WellPlace briefing and a structured practical assignment before progressing to the interview stage.

Skills

Required Experience & Skills

• Minimum four years of relevant hands-on experience in digital marketing, growth marketing, content or social media.

• Currently based in the UAE and available to work primarily on-site in Dubai.

• Proven ability to personally plan, film and professionally edit high-quality short-form video content.

• Strong portfolio of content and social media accounts personally created or managed.

• Hands-on experience managing Meta Ads, Google Ads and TikTok Ads.

• Strong understanding of full-funnel marketing, prospecting, retargeting, conversion optimisation, analytics and campaign attribution.

• Practical experience with Meta Pixel, Google Analytics 4, Google Tag Manager, Google Ads conversion tracking and UTM tracking.

• Experience creating WhatsApp, email, newsletter or customer-automation flows.

• Proven influencer and UGC marketing experience, including creator selection, briefing, rights and performance measurement.

• Strong knowledge of Canva, professional video-editing software, photography, image editing and copywriting.

• Good understanding of SEO, local SEO, Google Business Profile, landing pages and online conversion.

• Ability to connect marketing activity to bookings, customer acquisition costs, retention and revenue.

• Excellent written and spoken English.

• Strong creativity, commercial awareness, organisation, initiative and personal ownership.

• Ability to work independently without waiting for detailed daily instructions.

• Willingness to occasionally support evening or weekend content productions and influencer visits.

Nice to have: Experience in luxury, hospitality, wellness or another premium consumer brand; Arabic language skills; or website-development experience.