Regional Marketing Lead

Abwaab

Role Overview:

Abwaab is seeking a dynamic Regional Marketing Lead based in Amman, Jordan to drive and implement integrated marketing plans across multiple markets in the Middle East.

Reporting to the leadership team, you will partner with in-market teams to localize, execute and measure integrated campaigns spanning offline channels (events, out-of-home), online platforms (SEM, SEO), social media and performance marketing.

The ideal candidate will be highly motivated, organized and committed to Abwaab s vision, with strong analytical skills and a growth mindset.

You will help to develop and maintain a centralized playbook of templates, personas, processes, procedures and marketing funnels that ensure consistency and scalability.

As the liaison to senior management, you will be expected to work closely with a remote Chief Marketing Officer, not only in developing and implementing the plans, but also acting as the interface and a valuable point of connection between senior management and in-market teams, building knowledge, harmony, fluency and trust teams to set SMART objectives, track KPIs such as sign-ups, CAC and LTV, deliver actionable insights, and you will also be responsible for coaching and mentoring a team of enthusiastic and talented local marketers on best practices to create marketing plans, campaigns and tactics that measurably deliver on Abwaab s business objectives.

Responsibilities:

• Develop an overarching regional marketing strategy in collaboration with the Chief Marketing Officer - aligned with the overall business goals of Abwaab.

• Liaise with each in-country marketing team to ensure alignment and delivery on plans, milestones, budgets, optimum marketing mix and timelines across multiple business verticals

• Act as the primary point of contact for senior management in Jordan - providing regular updates, insights, and reports for senior management.

• Build and maintain a centralized Marketing Playbook - including templates, SOPs, personas, processes, case studies and funnel blueprints - for local teams to adapt.

• Set goals and monitor KPIs (e.g., sign-up goals, CAC, LTV, brand awareness metrics)

• Use historical and current data as a driver for decision-making and be the champion and guardian of data-driven strategy

• Oversee the execution of offline (events, OOH), online (SEM, SEO), social media,

influencer, and performance-driven campaigns

• Coach and mentor local marketers on global and regional best practice across

disciplines, ensuring continuous upskilling.

• Drive brand marketing initiatives to build long-term engagement and emotional loyalty

• Collaborate with analytics and finance teams to ensure marketing spend is cost-effective and aligned to ROI targets.

• Champion cross-departmental projects (e.g., product launches, regional events) to amplify Abwaab s presence and create a culture of sharing amongst different teams

Qualifications & Experience

• Bachelor s degree in Marketing, Business, or a related field

• 7+ years of progressive marketing experience, with at least 3 years leading teams in a regional or multi-market role.

• Demonstrable track record in both brand-building and performance-driven campaigns.

• Strong analytical skills and comfort working with dashboards (e.g., Google Analytics, Meta Ads, Hubspot and other CRMs).

• Excellent stakeholder management skills and cross-cultural communication.

• Fluent in Arabic; and proficient in English.

• Experience in education, or FMCG businesses is desirable.