Marketing Specialist

Company Description

TWIGS Flower House is dedicated to spreading happiness and making gifting a seamless experience across the UAE. As a leading e-commerce flower and gifting brand, we specialize in sourcing beautiful blooms and unique gifts, crafting arrangements that stand out and cannot be found elsewhere. With same-day delivery and a reliable logistics team, we ensure that every gift is thoughtfully prepared and delivered with care. Our mission is to create joy and meaningful moments with exquisite floral designs and gifts, all through a seamless online shopping experience.

Role Description

This full-time, on-site role based in Dubai is for a Marketing Head to lead overall marketing strategy and drive brand growth for TWIGS across all channels — digital and beyond. This person will own the marketing vision end-to-end, spanning performance marketing, brand, content, partnerships, PR, and offline/experiential activity, while overseeing our existing team of freelancers (Meta Ads, Google Ads, TikTok/Snapchat, and SEO). The role involves translating business goals into a cohesive, multi-channel marketing strategy, tracking performance across all touchpoints, and identifying new growth opportunities that strengthen TWIGS' position as a premium gifting brand in the UAE.

Responsibilities

• Develop and own the overall marketing strategy across digital, offline, and brand channels
• Manage and direct freelance specialists (Meta Ads, Google Ads, TikTok/Snapchat, SEO) to ensure alignment with brand goals
• Plan and lead marketing activity beyond digital — including PR, events, influencer/brand partnerships, and offline promotions
• Set KPIs and monitor performance across all marketing channels, adjusting strategy based on data
• Identify and lead new growth initiatives — brand collaborations, campaigns, loyalty/retention programs
• Ensure consistent brand voice and positioning across all marketing touchpoints, online and offline
• Report on marketing performance and ROI to leadership
• Stay ahead of market trends and competitor activity in the UAE gifting, fashion, and beauty space

Qualifications

• Proven experience in a marketing leadership role, ideally within e-commerce, fashion, beauty, or lifestyle brands
• Strong track record across both digital marketing (paid social, Google Ads, SEO) and traditional/offline marketing channels
• Excellent strategic thinking with the ability to translate data into action
• Experience managing external teams or freelancers
• Strong understanding of the UAE market and consumer behavior
• Excellent communication and leadership skills
• Experience in fashion, beauty, or luxury lifestyle brands strongly preferred
• Prior experience in floral, gifting, or luxury retail industries a plus