Head of Digital Marketing

Experience: 6+ years
Employment type: Full-time
Work schedule: 6/1
Working hours: 8 hours per day
Work format: Onsite (office-based)

About the Company

Toy Station is a leading retail company specializing in toys in the UAE. We take pride in creating happiness for children of all ages by offering a wide and carefully curated selection of high-quality toys. Our assortment includes video games, dolls, puzzles, RC cars, plush toys, slime kits, and DIY creative play sets — all under one roof. Our mission is to bring joy and memorable experiences to families through strong brands, engaging customer experiences, and a growing retail and digital presence across the UAE.

The company is currently in an active phase of growth and scaling, with a strategic focus on the Middle East market. As part of this expansion, we are strengthening our management team and continuing to invest in the development of our retail and digital ecosystem across the region.

Company Focus

• Developing digital marketing as a key sales driver
• Scaling the retail network and online channel
• Analytics-driven, controlled growth and efficiency
• Strong brand and high-quality customer experience

Role Overview

We are looking for a Head of Digital Marketingto lead and scale our toy retail business in the UAE, driving growth in:

• Sales
• Traffic
• Lead generation through digital channels

Relocation Policy

We are happy to consider strong candidates willing to relocate to the UAE from:

United Kingdom → Europe → Russia → CIS countries → India → other international markets

Candidates must have strong hands-on digital marketing experience in:

• children’s toy retail,
• large online retailers, and/or
• fashion and cosmetics retail,

with proven experience in omnichannel and multi-store environments, and full readiness to relocate to Dubai.

Responsibilities

Strategy & Management

• Develop and implement the company’s digital marketing strategy
• Build and manage the digital marketing team (team size to be specified)
• Develop content and SMM strategies; work with bloggers and influencers
• Achieve and control performance targets:
• Number of leads
• Lead quality
• Channel-to-sales analytics
• Manage digital marketing budgets
• Provide regular reporting to the business owner
• Collaborate with sales, retail, e-commerce and finance teams

Channel Management

• Manage and optimize digital sales channels:
• Google Ads
• Targeted advertising
• SMM and content
• Platforms: Facebook, Instagram, TikTok, YouTube
• Collaborations with bloggers and influencers

Lead Generation & Sales

• Ensure stable and scalable digital lead generation
• Monitor incoming lead quality together with the sales team
• Optimize the funnel: traffic → lead → purchase
• Support offline retail sales through digital tools
• Develop and implement loyalty programs

E-commerce Promotion

• Develop and promote the company’s online store
• Increase online sales and conversion rates
• Analyze user behavior and improve the customer journey
• Work closely with IT and e-commerce teams
• SEO optimization and performance control

Analytics & Brand

• Market, competitor and digital activity analysis
• Analysis of sales, demand and advertising effectiveness
• Online brand reputation management
• Launch special digital projects and collaborations
• Manage agencies and external contractors

Promotions & Trade Marketing

· Plan and execute retail promotions and trade marketing initiatives

· Drive in-store traffic, sales uplift and customer engagement

· Manage seasonal campaigns, store activations and supplier co-promotions

· Monitor promotion performance and ROI

Requirements

• 5+ years of experience as a Digital Marketing Director / Head of Digital
• in large retail chains or children’s e-commerce (toys, clothing preferred)
• Strong hands-on experience with:

• Google Ads
• Targeted advertising
• SMM and content
• Lead generation
• Proven experience in developing and executing digital strategies
• Experience working with content creators and influencers
• Team management experience (5+ people)
• Strong analytical skills
• Excellent communication and leadership skills
• Strong leadership qualities
• English — confident working proficiency

Conditions

• Work schedule: 6/1
• Working day: 8 hours
• Onsite work in Dubai
• Competitive compensation (discussed at interview)
• Opportunity to work in a growing international wholesale-retail network
• Direct reporting to the business owner
• Real opportunity to influence company strategy and scaling
• Relocation to Dubai (flight, accommodation, medical insurance, work visa)

Job Type: Full-time