Marketing Director, MENA, Riyadh in Riyadh at Flow
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Job Description
As Marketing Director, MENA, you will own the full marketing stack for Flow across the region — from how the brand shows up in culture, to how we acquire and retain residents in every one of our communities. You will be the senior marketing leader on the ground, building the function from brand to performance and translating Flow's global identity into something deeply resonant in Riyadh, Dubai, and the wider region.
This is a builder's role for someone who is equally fluent in brand storytelling and performance dashboards, and who understands that in our category, every campaign ultimately needs to fill a building. You will report into MENA leadership and lead the teams responsible for PR, Branding, Growth, and Performance.
Brand & Upper Funnel
Define and steward the Flow brand across MENA, ensuring consistency with the global brand while building cultural relevance in KSA, the UAE, and beyond.
Lead brand campaigns, partnerships, and cultural moments that establish Flow as the defining residential brand of the region.
Oversee PR, communications, and earned media strategy, including spokesperson positioning, press relationships, and reputation management across English and Arabic media.
Mid Funnel & Growth
Build the content, social, CRM, and lifecycle marketing engines that move prospects from awareness to consideration to tour.
Lead the growth function across organic social, content, partnerships, events, and referral programs tailored to the behaviors of MENA audiences.
Develop community-led marketing programs that turn existing residents into the strongest channel for new ones.
Performance & Lower Funnel
Own paid acquisition end-to-end: paid search, paid social, programmatic, and offline performance channels, with full P&L responsibility for marketing spend.
Set and hit clear targets for cost per lead, cost per lease, occupancy ramp, and retention, with the analytics and attribution infrastructure to back it up.
Partner closely with leasing and operations teams to ensure the lead-to-lease funnel is tight and that every marketing dollar maps to occupancy and revenue.
Leadership & Cross-Functional Partnership
Recruit, develop, and lead a high-performing marketing team across PR, Brand, Growth, and Performance.
Set clear goals, performance metrics, and accountability standards across the function.
Partner with property leadership, leasing, product, and global marketing to align local execution with company strategy.
Manage agency relationships across creative, media, PR, and production in both KSA and UAE.
10+ years of marketing experience, with a meaningful portion in senior roles owning both brand and performance.
Deep, current understanding of the KSA and UAE markets — consumer behavior, media landscape, regulatory nuances, and cultural context. Arabic fluency is a strong plus.
Proven track record building and scaling marketing functions, ideally in residential real estate, hospitality, lifestyle, premium consumer brands, or high-growth tech.
Genuine fluency across the funnel: equally credible briefing a brand campaign, negotiating PR coverage, and interrogating a paid media dashboard.
Strong analytical foundation, comfortable with attribution models, CAC/LTV thinking, and marketing mix modeling.
Experience leading multidisciplinary teams and managing agencies across multiple markets.
A builder's mindset — comfortable operating in a fast-paced, high-growth environment where the function is being built in real time.