Digital Content Lead

Company: American University of Kuwait (AUK) –

WebSite: Dubai, United Arab Emirates

Job Description:**Middlesex University Dubai, the inaugural overseas campus of Middlesex University London, a globally esteemed institution, established in January 2005, currently enrolls over 6,400 students representing more than 122 nationalities.**

**Job Description: Digital Content Lead**

Middlesex University Dubai seeks a dynamic and data-driven Digital Content Lead to conceive, develop, and optimize digital content that effectively resonates with prospective students and relevant stakeholders across designated target geographies. The successful candidate will demonstrate a fusion of compelling storytelling capabilities with expertise in Search Engine Optimization (SEO), geo-targeting methodologies, and adaptability within an environment leveraging Artificial Intelligence (AI). This position will be instrumental in supporting digital recruitment initiatives, brand enhancement, and overall engagement objectives.

The Digital Content Lead will assume responsibility for the strategic planning, production, and performance analysis of all digital content disseminated across web platforms, social media channels, and marketing campaigns, thereby enhancing Middlesex University Dubai’s visibility and strengthening its brand presence. This individual will collaborate closely with recruitment, design, social media, and digital marketing teams to ensure that all digital content contributes effectively to awareness, engagement, and conversion goals.

The ideal candidate will demonstrate a balance of creative leadership and analytical acumen, utilizing audience data, SEO performance metrics, and emerging technologies to inform strategic direction and execution. They will champion innovation, accessibility, and exceptional storytelling, ensuring that Middlesex University Dubai maintains a distinctive and compelling voice within the global higher education sector.

**Key Responsibilities:**

* Demonstrated ability to develop and implement multi-channel digital content strategies aligned with recruitment and brand objectives.
* Proficiency in geo-targeting, localization, and cultural adaptation for regional and international audiences.
* Advanced understanding of SEO principles, including keyword research, schema markup, and on-page optimization techniques.
* Exceptional writing and editing skills, with a discerning eye for brand voice, storytelling, and tone consistency.
* Develop and execute digital content aligned with university recruitment goals, brand voice, and campaign themes.
* Produce high-quality content (e.g., blog posts, landing pages, social media posts, infographics) tailored to target geographies and audiences.
* Integrate SEO best practices, including keyword research, internal linking strategies, meta tag implementation, and schema markup, to enhance organic reach.
* Employ geo-targeted content and messaging to effectively tailor materials for specific markets.
* Collaborate with designers, videographers, campaign managers, and digital teams to produce supporting visuals, motion graphics, and video assets.
* Manage the digital content calendar, ensuring timely content delivery across all relevant channels (e.g., website, social media platforms, blogs).
* Monitor and analyze key performance indicators (KPIs), such as impressions, click-through rates (CTR), time on page, and conversions, to refine content strategies.
* Conduct A/B tests (e.g., headlines, thumbnails, Call-to-Action [CTA] wording) and iterate based on performance data.
* Audit existing content for SEO effectiveness, consistency, and accuracy; recommend necessary updates or the removal of redundant material.
* Remain current with developments in digital marketing, SEO, and AI/generative model trends, particularly within the context of higher education.
* Demonstrate creative thinking and intellectual curiosity regarding digital trends and marketing innovation within the higher education sector.
* Exhibit cultural awareness and sensitivity in communication with diverse audiences.

**Requirements: Profile & Skills**

* Bachelor’s degree in Digital Marketing, Marketing, Communications, or a related field.
* Minimum of five years of experience leading integrated marketing campaigns.
* Comprehensive understanding of SEO, Search Engine Marketing (SEM), Pay-Per-Click (PPC) advertising, paid social media, analytics platforms, and campaign optimization tools.
* Proven experience in managing creative and media agencies, with a focus on quality, efficiency, and demonstrable results.
* Ideally, experience within the higher education sector, including a knowledge of student recruitment funnels (from initial inquiry to application, offer, and enrollment).
* Experience in AI-assisted workflows, including prompt design, content Quality Assurance (QA), and documented guardrails for the use of generative tools.

Skills: