Digital Marketing Specialist

JOB PURPOSE:

To execute and manage the digital marketing activities of Al Madina Azarqa across all owned, earned, and paid digital channels. The Digital Marketing Specialist is responsible for the day-to-day operation of social media platforms, digital advertising campaigns, website content, email marketing, and performance analytics, ensuring consistent, on-brand, and data-driven delivery in line with plans approved by the Director of Marketing and Communications.

The role requires a technically proficient and creatively minded digital marketer who can manage multiple channels simultaneously, analyse performance data, and translate insights into actionable optimisations that drive audience growth, engagement, and lead generation.

Social Media Management

• Manage the day-to-day operation of all organisational social media accounts including Instagram, Facebook, Linked In, X (Twitter), Snapchat, Tik Tok, and You Tube, in line with the approved content calendar and brand guidelines.
• Execute the monthly content calendar, coordinating with designers, copywriters, and content creators to ensure timely publishing of high-quality, on-brand posts across all platforms.
• Write, review, and schedule social media copy in Arabic and English, ensuring accuracy, tone of voice consistency, and cultural appropriateness for the Omani audience.
• Monitor community engagement across all platforms daily, responding to comments, messages, and mentions in a timely, professional, and brand-appropriate manner.
• Track social media performance metrics including reach, impressions, engagement rate, follower growth, and link clicks, compiling weekly and monthly performance summaries.
• Stay current with platform algorithm updates, new features, content formats, and digital trends, applying relevant innovations to maintain competitive content performance.

Paid Digital Advertising

• Execute approved paid digital advertising campaigns across platforms including Meta (Facebook & Instagram), Google (Search, Display & You Tube), Snapchat, Tik Tok, and Linked In.
• Set up, configure, and monitor ad campaigns including audience targeting, budget allocation, bidding strategies, creative scheduling, and placement selection in line with approved media plans.
• Monitor paid campaign performance daily, tracking key metrics such as impressions, clicks, CTR, CPC, CPL, ROAS, and conversion rates, and flagging underperformance.
• Implement data-driven optimisations to active campaigns including audience refinement, creative refreshes, bid adjustments, and budget reallocation to maximise campaign efficiency.
• Liaise with media buying agencies on a day-to-day basis, reviewing deliverables, tracking placements, and confirming that campaign execution aligns with approved plans and briefs.
• Track and reconcile digital advertising spend against approved budgets, maintaining accurate records and submitting periodic expenditure reports.

Website & Content Management

• Maintain and regularly update the organisation’s website, ensuring all content is current, accurate, well-structured, and aligned with brand guidelines and SEO best practices.
• Coordinate with designers, copywriters, and technical teams to publish new pages, project updates, news articles, landing pages, and campaign-related content as directed by the Director of Marketing and Communications.
• Monitor website performance using Google Analytics and other tools, tracking sessions, traffic sources, bounce rates, time on page, and conversion events, and preparing regular reports.
• Execute on-page SEO activities including meta tag optimisation, keyword integration, internal linking, and image alt text to improve organic search visibility.
• Support the setup and monitoring of campaign landing pages, ensuring tracking pixels, UTM parameters, and conversion events are correctly implemented and functioning.
• Identify and report website technical issues, broken links, or content gaps to the relevant team or agency for prompt resolution.

Content Production Coordination

• Coordinate the production of digital content including photography, videography, motion graphics, reels, stories, and static…