Regional Marketing & Market Development Manager - Arabic Markets (GCC & MENA)

Assistant Manager - Regional Marketing & Market Development - Arabic Markets (GCC & MENA)

Full time MDX United Arab Emirates

Posted On 13/02/2026

Introduction

Middlesex University Dubai is the first overseas campus of the internationally renowned Middlesex
University in London. The campus, which opened in January 2005, has over 6,400+ students from
more than 122 nationalities.

Job Description The Role

This role is a core pillar of our international strategy, expanding into priority Arabic-speaking markets to diversify our student body, strengthen government and institutional ties, and deepen Middlesex University Dubai's footprint across the region.

We're seeking a results-driven Regional Marketing and Market Development Assistant Manager to accelerate Middlesex University Dubai's growth and visibility across Arabic-speaking markets, with a strong focus on the GCC. In this hybrid strategy-and-execution role, you'll drive market expansion, forge high-impact government and institutional partnerships, and develop scholarship pathways that elevate our brand and influence across the region. You will design and deliver targeted campaigns, cultivate relationships with ministries and key stakeholders, and ensure Middlesex University Dubai is the recognised, preferred choice for students throughout the Arab world.

Key Responsibilities

• Develop country-specific marketing and communication plans for each target market (GCC, Levant, North Africa), identifying audience behaviours, media channels, and campaign opportunities.
  
• Identify and activate the most effective regional channels, including Arabic media outlets, digital platforms, influencer collaborations, and education networks, to reach prospective students and parents.
  
• Lead the creation of Arabic-language campaigns and materials, ensuring that all messaging is culturally relevant, linguistically accurate, and aligned with the University's brand voice.
  
• Customise campaigns for each market segment, from school leavers to postgraduates, reflecting varied decision-making drivers such as employability, international mobility, and affordability.
  
• Conduct ongoing market research and competitor benchmarking to guide strategy, creative direction, and campaign execution.
  
• Build and maintain strong relationships with ministries, government entities, and scholarship boards to enhance the University's visibility and eligibility for government-funded scholarships.
  
• Oversee digital and offline campaigns, ensuring they are SEO optimised, data driven, and aligned with brand and performance objectives.
  
• Establish and manage the campaign calendar for Arabic markets (annual, quarterly), including theme planning, budgets, channels, KPIs, and review cycles.
  
• Lead localised A/B testing for Arabic content and creatives to optimise performance.
  
• Monitor and evaluate market penetration across key GCC countries, recommending tactical adjustments to improve results and maximise impact.
  
• Produce quarterly performance reports by country and campaign, highlighting key achievements, challenges, and recommendations for the next intake cycle.
  
• Advise senior management on regional opportunities, policy developments, and competitive positioning to inform long-term market strategy.
  

Requirements Qualification & Skills

• Degree in Marketing, Communications, or a related field.
  
• Minimum five years' experience leading marketing initiatives across Arabic markets, ideally within higher education or a global brand environment.
  
• Native or near-native Arabic speaker with strong English communication skills.
  
• Deep understanding of Arabic media, digital ecosystems, and regional cultural dynamics.
  
• Proven track record in building partnerships with ministries, scholarship bodies, and education regulators.
  
• Strong analytical skills, strategic mindset, and the ability to translate insights into actionable plans.