Lead Digital Marketing Manager

About the role

Ounass is looking for a Lead Digital Marketing Manager to shape its paid media investment strategy across six GCC markets (UAE, KSA, Kuwait, Qatar, Oman and Bahrain). Reporting to the Director of Marketing, the role owns the cross-channel paid media budget, sets measurement standards, leads incrementality testing and owns the paid media forecast. It works closely with Paid Search, Paid Social, Influencer Marketing and other channel leads, and is a hybrid position based in Dubai.

Key responsibilities

• Own the paid media budget across Paid Search, Paid Social, Display, Programmatic, Affiliates and Influencer Marketing, and define allocation frameworks, CAC thresholds and growth expectations
• Run weekly pacing reviews, monthly rebalancing and quarterly resets, and analyse channel and market performance to improve returns
• Partner with Finance and Retail Media to separate brand-funded from Ounass-funded spend and report Net DM accurately
• Lead incrementality testing (geo holdouts, conversion lift studies) and own the application of Marketing Mix Modelling (MMM) insights
• Bring together GA4, app measurement platforms (Adjust, AppsFlyer) and MMM into a consistent view of performance, and build diminishing-returns curves
• Own weekly, monthly and annual paid media forecasts, build investment scenarios and present them to senior leadership
• Own the paid media performance narrative for the VP Marketing and Finance, and support trading moments such as Ramadan and Eid
• Explore AI and automation to improve reporting, budget pacing and forecasting, with guardrails and measurement
• Collaborate with channel leads, Finance, BI, Data, Growth, Commercial and Retail Media, and document standards for budget allocation, experiments and reporting

Required profile

• 8+ years in performance marketing, with proven ownership of multi-channel paid media budgets in a scaled e-commerce or consumer business
• Proven hands-on experience with incrementality studies (geo holdouts, conversion lift) and with MMM
• Demonstrated ownership of marketing forecasts and strong analytical and commercial understanding (GMV, CAC, CLV, payback)
• Degree in Marketing, Economics, Statistics or another quantitative discipline, or equivalent experience
• It would be great to have luxury, fashion or beauty experience, Arabic skills, and dashboard/reporting experience

Required skills

• SQL and statistical testing and experiment design
• GA4, Adjust or AppsFlyer, SKAdNetwork, and BI tools such as Tableau or Looker
• Google Ads and Meta at scale, with knowledge of Snapchat and TikTok
• Hands-on experience with Google Ads and Meta, and ideally experience across KSA and UAE