ROLE PURPOSE
The Senior Paid Media Specialist is a hands-on operator inside Driven's Performance Marketing & Growth function - one of two specialists reporting directly to the Head of Performance Marketing & Growth. Working to the channel strategy, budgets and targets set by the Head, the role plans, buys and optimises media across Meta, Google Ads, TikTok, Snapchat, LinkedIn, X and programmatic (DV360), turning approved budget into qualified buyer, seller and tenant leads at or below target cost per lead. It matters because paid media is Driven's most scalable demand channel, and disciplined in-platform execution is what converts the growth plan into pipeline.
KEY RESPONSIBILITIES
Campaign Strategy & Execution
- Execute the quarterly channel plan set by the Head of Performance Marketing & Growth: plan, launch and optimise full-funnel paid campaigns across your assigned channel portfolio (split across Meta, Google Ads - Search, PMax, YouTube - TikTok, Snapchat, LinkedIn, X and programmatic/DV360), mapped to off-plan launches, exclusive listings and leasing demand
- Build audience strategies - geo, language, in-market, lookalike and CRM-based retargeting - tuned to Dubai's international buyer segments (GCC, UK, Europe, India, China, Russia/CIS)
- Translate campaign briefs from the Head of Performance Marketing & Growth and sales leadership into channel plans with forecast leads, CPL and spend by platform
- Deliver the paid-media workstreams of the growth experimentation roadmap: run structured A/B and incrementality tests on creative, copy, landing pages and bidding strategies, and document winning variants for scaling
Budget & Performance Management
- Manage the monthly budget allocated to your channel portfolio by the Head of Performance Marketing & Growth, pacing spend daily and recommending reallocations to the best-performing mix
- Deliver the CPL, ROAS and lead-quality targets set in the quarterly growth plan by channel and campaign, reconciling platform-reported results against CRM-verified qualified leads with the BI Analyst (Marketing)
- Maintain accurate conversion tracking - pixels, server-side events (CAPI), GA4, UTM governance and CRM lead-source mapping - with the GIT team
- Feed the weekly growth scorecard with accurate channel data and produce the monthly paid media performance report for the Head of Performance Marketing & Growth with insights, anomalies and next-month plan
Creative & Cross-Team Collaboration
- Brief the design and production teams on ad creative requirements per platform spec, and feed performance data back to improve creative win rates
- Coordinate with the Content Manager and Web Content Specialist so landing pages, lead forms and listing pages convert paid traffic efficiently
- Peer-review the other Paid Media Specialist's campaign builds before spend goes live - every launch is QA'd by the second operator or the Head
- Adopt and operationalise the automation and AI tooling introduced by the Head of Performance Marketing & Growth (bid automation, predictive audiences, creative testing tools) within day-to-day campaign operations
Compliance & Platform Discipline
- Ensure every property ad carries a valid Trakheesi permit number and complies with RERA advertising rules and platform property-ad policies
- Maintain account hygiene, naming conventions and access governance across all ad accounts, Business Managers and DV360 seats
- Stay ahead of platform updates, privacy changes (ATT, cookie deprecation) and UAE digital advertising norms, adapting tactics proactively
Requirements
REQUIREMENTS
- 5+ years of hands-on paid media / performance marketing experience across social, search and programmatic channels
- Proven hands-on command of Meta Ads Manager, Google Ads, TikTok Ads Manager, Snapchat Ads, LinkedIn Campaign Manager and X Ads; DV360/programmatic experience a strong advantage
- Track record managing six-figure (AED) monthly budgets with documented CPL/ROAS improvement
- Strong analytical skills: GA4, conversion APIs, UTM governance, spreadsheet modelling and dashboard tools (Looker Studio or similar)
- Experience generating real estate or high-ticket leads and reconciling platform data with a CRM
- Understanding of UAE real estate advertising compliance, including Trakheesi permit requirements for property ads
- Sharp copy judgement and ability to brief creative teams precisely; comfortable operating within a defined growth plan and reporting cadence
- English required; additional languages relevant to Dubai buyer markets are an advantage
Benefits
WHAT WE OFFER
- Competitive salary, based on experience
- Comprehensive benefits package including medical insurance, flight allowance, and employment visa - per UAE Labour Law and Driven policy
- A senior operator seat with direct exposure to the Head of Performance Marketing & Growth and a clear runway as the function scales
- Fast-paced, innovation-led environment with access to proprietary technology, an in-house marketing team, and the Forbes Global Properties network.
CAREER PATH
Progression is from paid media specialist roles into this senior operator seat, and onward to Performance Marketing Lead if a deputy layer is introduced as the function scales, or toward Head of Performance Marketing & Growth.