Specialist- Marketing and Campaigns

Strategy

• Prepare and update a comprehensive marketing plan aligned with RTA’s strategic objectives, incorporating emerging technologies, integrated marketing approaches and global best practices.
• Conduct market research to classify beneficiaries, monitor innovations, and guide integrated promotional campaigns across digital and traditional marketing channels.
• Identify, segment, and target key audiences across online and offline channels, leveraging beneficiary intelligence to optimize customer acquisition and retention.
• Plan and design promotional and advertising campaigns across agencies and sectors, aligning with business objectives and RTA brand identity.
• Provide recommendations for tactical marketing initiatives that enhance uniqueness, effectiveness, and customer engagement.
• Stay updated on emerging technologies and evaluate their potential use in marketing and branding to future-proof campaigns.

Operations

• Coordinate the execution of marketing campaigns across SEM, SEO, email, newsletters, social media, as well as print media, events and on ground activations, ensuring alignment with corporate identity standards.
• Collaborate with the Customer Happiness Department and relevant internal teams to monitor and address customer complaints impartially and transparently through marketing channels, ensuring timely resolution and effective communication.
• Oversee social media channels, supervising content, and evaluating performance against engagement KPIs.
• Coordinate with contractors, vendors, advertising and media agencies by providing structured briefs and internal teams to ensure timely and quality delivery of campaign activities and content support within budget.
• Implement creative artwork requirements for marketing, advertising, and branding activities, ensuring adherence to institutional guidelines.
• Meet internal clients to capture objectives and requirements, translating them into creative solutions.
• Participate in campaign executions, ensuring compliance with approved promotion plans and achievement of targeted benefits.
• Administer vendor and budget controls, managing project records and financial accuracy for promotional activities.
• Design publications and promotional videos for the Authority and its institutions according to the needs of institutions and sectors.
• Prepare and design the annual report of the Authority’s achievements in coordination with the concerned authorities.

Product / Process Improvement

• Design and run advanced performance analytics (A/B tests, attribution models, ROI metrics) to continually optimize paid media, creative assets, landing pages, and audience targeting.
• Establish and maintain governance over data protection, data quality, and compliance standards while producing executive dashboards and actionable insights.
• Analyze campaign outcomes, CPC/CPA/ROAS metrics, and customer journeys to refine strategies and maximize ROI.
• Promote public awareness of marketing channels and support initiatives that expand community access to RTA’s campaigns and services.
• Apply AI-driven digital identity management, digital storytelling, AI-driven identity management techniques and UX/UI optimization to enhance customer experience and campaign conversions.