Senior Specialist - Integrated Marketing Communication
Strategy Develop comprehensive integrated marketing (digital, promotional and advertising) strategies across traditional and digital channels in line with RTA’s strategic objectives.
Skills
About This Role
Strategy
- Develop comprehensive integrated marketing (digital, promotional and advertising) strategies across traditional and digital channels in line with RTA’s strategic objectives.
- Own campaign budgeting, media buying, and negotiation across digital platforms, ensuring optimal allocation of resources to meet performance goals.
- Identify and set key performance indicators to measure cost/benefit and effectiveness of campaigns, preparing impact analysis reports.
- Recommend and integrate tactical marketing initiatives to enhance uniqueness, customer engagement, and brand positioning.
Operations
- Lead media planning and buying, ensuring maximum reach within budget while driving KPI-driven optimization.
- Govern vendor coordination, managing campaign compliance, and ensuring timely delivery of campaigns to required quality standards.
- Build and execute digital campaigns, overseeing content creation across display, video, mobile, email, social, and contextual ad formats for campaigns and events, including onground and digital activations across RTA projects.
- Support agencies with inquiries, ensuring smooth coordination, clear briefs, and consistent campaign execution.
- Oversee the development of campaign presentations and creative outputs aligned with institutional guidelines.
- Design and produce publications and promotional videos tailored to the needs of the Authority and its institutions, ensuring alignment with branding and communication objectives.
- Prepare and coordinate the design of the Authority’s annual report of achievements in collaboration with relevant departments to ensure accuracy and completeness.
- Collaborate with agencies and internal departments, providing briefs, presentations, and campaign requirements to align strategies with business objectives.
- Manage and oversee RTA’s social media accounts (Facebook, Twitter, LinkedIn, Instagram, etc.), ensuring engagement, timely responses, and strong community building.
- Design, manage, and update the Authority's website and intranet content in accordance with best international practices, ensuring accuracy and quality across all departments.
Product / Process Improvement
- Analyze marketing processes, customer satisfaction, and campaign performance to set priorities for service improvement.
- Monitor and evaluate campaign effectiveness, ensuring expenditure is controlled and cost-effectiveness achieved through quality assurance, efficiency goals, and continuous improvement of media KPIs.
- Leverage beneficiary intelligence, AI-driven identity management, and digital campaign monitoring to optimize targeting and engagement.
- Recommend continuous improvements through innovation in communication methods, media channels, and immersive technologies.
- Collaborate with teams performing advanced data analytics to evaluate campaign performance, ROI, and beneficiary engagement, applying insights to refine strategies.
- Act as liaison with publishers and digital platforms, identifying opportunities for tactical innovation and integration into campaigns.
- Monitor new market developments and horizon scanning to ensure adoption of best-fit tools, technologies, and creative practices.
- Promote public knowledge and awareness of digital marketing channels to increase community access to RTA’s digital campaigns and news, supported by digital marketing studies identifying beneficiaries and service needs.
Job Requirements
- Bachelor's degree/master’s degree in marketing
- 6+ years in case of master’s degree (8+ years in case of bachelor’s degree) in relevant area
- Proficiency in content creation, development, and management across platforms
- Experience in monitoring and analyzing digital campaign performance metrics
- Knowledge of enterprise archiving, documentation, and compliance standards
- Skilled in graphic design, visual communication, and content presentation
- Ability to plan, execute, and optimize marketing campaigns
- Extensive experience in Media Buying
- Understanding of marketing, commercial, and pricing management strategies
- Experience in media relations and corporate communications
- Competence in managing social media presence and online engagement
- Strong background in customer relationship management (CRM) and experience enhancement
- Ability to manage internal communication initiatives effectively
- Experience in organizing public events and managing official protocols
- Strong stakeholder engagement and collaboration skills, including developer integration
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