If you’ve recently moved to the United Arab Emirates (UAE), you’ll know that the country is one of the world’s most dynamic business hubs. Maybe that’s even the reason you chose it as your home. At the centre of this is the UAE marketing industry, helping brands connect with the country’s multicultural population.
At Remitly, we’ve seen first-hand how much of a boom the marketing industry in the UAE has been for brands, expats, freelancers, and other professionals. Of course, entering a new job market—especially in another country—can feel daunting. In this guide, you’ll find everything you need to know, from key marketing trends in the UAE to skills you need to succeed, and even how you can find your dream job.
What makes the UAE marketing industry unique?
The UAE’s marketing scene is special. Its diversity, digital innovation, and innovation-driven culture have created a distinct environment where creativity is allowed to flourish through technology. Living in the UAE, you might have noticed this in several ways:
- A multicultural audience: With over 200 nationalities in the UAE, it’s one of the most multicultural countries in the world. Marketing professionals get the chance—and the reward—of navigating this with various marketing campaigns.
- A love for luxury: Luxury and premium experiences are just a part of life in the UAE. From high-end retail to five-star hospitality, aspirational storytelling is a common strategy in successful UAE marketing strategies.
- Government support and innovation: Initiatives like Vision 2031, Dubai Internet City, and the UAE’s digital economy strategy mean digital- and tech-focused startups receive a lot of government support.
- Digital-first consumers: People in the UAE spend a lot of time online every day. This makes digital marketing a particularly exciting channel to get involved in.
All this has helped the marketing industry in the UAE become one of the most unique on the planet.
Key trends shaping marketing in the UAE
If you’re thinking of a career in marketing, it’s a good idea to understand the main trends affecting the UAE marketing scene. And they’re not just impacting the industry now—they’re likely to keep impacting it moving forward.
Social media dominance
The UAE’s social media engagement rates are among the world’s highest, with platforms like TikTok, Instagram, YouTube, and LinkedIn leading the way. UAE-focused marketing campaigns thrive on visual and influencer-driven strategies tailored to each of these platforms. To ensure this social media dominance, brands often focus on a mobile-first design, quality video content, and storytelling.
Influencer partnerships
Influencer marketing has exploded across the gulf region. Brands are partnering with local influencers who understand the area’s cultural nuances and who have authentic connections with their followers. UAE beauty and lifestyle brands, for example, regularly partner with regional creators to reach diverse audiences more effectively.
AI and personalization
Artificial intelligence (AI) is rapidly changing the marketing world, and this isn’t just being seen in the UAE. This lets marketing professionals create smarter, more personalised campaigns using AI tools to better understand their customers and to connect with them wherever they are. In the UAE’s ultra-competitive market, using these tools helps to create a competitive edge.
Sustainability and ethical branding
Consumers are paying increasing attention to how brands operate, specifically when it comes to how they impact the environment. Companies that actively take part in—and promote—environmental best practices will flourish, both in the UAE and beyond.
Matching marketing messages with sustainability goals also supports the UAE’s long-term vision for responsible growth, building trust between brands and individuals.
Essential skills for a marketing job in the UAE
So, you’re interested in marketing and think it might be a good fit—but what skills and knowledge do you actually need to get started? This can be quite a daunting question, especially if you’re starting your first job or making a career shift in a new country.
Understanding the essential skills you’ll need can help you work out if marketing is right for you, and what steps you can take to give yourself the best chance of success.
- Digital marketing: This is one of the key skills employers will be looking for. As a marketing professional, you’ll need to be an expert in various types of digital marketing. Social media marketing, search engine optimisation (SEO), and content marketing are a few areas it’s worth researching to get started.
- Data literacy: Measuring results and interpreting data are key parts of updating and improving marketing campaigns, making data literacy an important skill. Google Analytics and Hubspot are really helpful when it comes to this.
- Cultural intelligence: If you’re based in the UAE, you’ll have experienced its rich cultural diversity firsthand. In marketing, this demands sensitivity, for example, understanding different holidays, cultural customs, and local norms.
- Adaptability and curiosity: The marketing landscape in the UAE changes constantly, so it really helps to be adaptable and curious, staying up-to-date with new tools and trends, as well as changes to regulations.
- Arabic language advantage: While English is widely spoken, even a basic understanding of Arabic can be an asset. It helps to build trust with clients, and as you may already have discovered, it can also help you fit into the overall lifestyle in the country while climbing the corporate ladder.
Marketing in the UAE is a competitive field, so getting a handle on these key skills will help put you in a strong position for success.
How to find a marketing job in the UAE
Now you’ve brushed up on all of the skills you need for the marketing industry in the UAE, it’s time to find a job. This might take some time, but try to be patient: getting your foot in the door is an important first step.
1. Explore reliable job sites
Every country has websites dedicated specifically to jobs in that area—many even focus specifically on industries in certain countries. Sign up for these and browse them regularly. Some of the more useful for the UAE are Indeed UAE, LinkedIn, and GulfTalent. While you wouldn’t be interested in all of the jobs posted, you’ll find plenty of marketing-related roles.
2. Build your professional network
Networking’s essential in most industries and countries, but it’s especially so in the UAE marketing industry. Consider attending networking events, joining marketing associations in the UAE, and connecting with recruiters and potential colleagues on LinkedIn. These relationships could lead to plenty of opportunities, and maybe even your next job.
3. Tailor your CV for the UAE market
Updating your CV is always recommended when you’re applying for new jobs—especially if you’ve worked on the major marketing skills in the UAE you’ll need. Tailor this to the country’s market to give yourself a better chance of landing interviews.
This can be one of the more complicated areas to work on, as you’ll need to consider a hiring manager’s perspective on your CV. Make sure it’s clear and concise, while highlighting your skills and expertise. If you have any regional experience, it’s a good idea to mention it.
It’s also worth considering including a professional photo of yourself in your CV, as it’s common practice in the UAE.
4. Connect with recruitment agencies
Agencies like Hays and Charterhouse specialise in connecting employers and job applicants in the UAE, making them a valuable resource for your career. They’ll match you with potential employers who’ll value your expertise and skillset. Sign up with several of these to boost your job chances.
5. Consider freelancing or remote work
These steps should help you get a marketing job in the UAE, but that doesn’t mean this is your only option. There’s also freelancing. If you’d prefer to work for yourself—or more independently than a more traditional job—this can be one of the better options to go for.
The UAE now offers freelancing and remote work visas for digital nomads looking to base themselves in the country. While this may mean it takes more time for your marketing career in the country to take off, it can be a good alternative for creative professionals.
Challenges and opportunities in the UAE marketing industry
Like any other market, the UAE marketing industry boasts more than a few challenges. Being aware of—and trying to overcome—these challenges could help set you apart from other applicants:
- High competition: Over the past five years, the number of businesses in the UAE has soared 152%, with these all competing for the same consumers. While this is great news for marketing professionals, it also means greater competition from other marketing specialists for each role.
- Rising ad costs: Online and offline ad space is at a premium in the UAE, leading to rising costs for brands. Professionals have a greater budget, but they might not see an appropriate increase in overall results.
- Regulatory awareness: Like any other country, the UAE has advertising standards, regulations, and privacy rules. Marketing professionals must make sure they stay within these restrictions, even as they’re regularly updated.
But, overcoming these challenges offers more than a few rewards. Because of the growing economy, tech innovation, and supportive government initiatives, the UAE is one of the most promising markets in the Middle East for marketing professionals.
Conclusion
The UAE marketing industry is dynamic, diverse, and full of potential. It boasts a unique blend of digital innovation and cultural richness while offering professionals endless opportunities to grow and make an impact. But, success requires the right blend of skills and the right approach.
Taking the right steps means you’ll overcome any potential challenges while taking advantage of as many opportunities as possible. Staying ahead of the curve lets you climb the corporate ladder in the marketing industry in the UAE. Ready to take your next step?
FAQs
Is social media marketing effective in the UAE?
Absolutely. Platforms like TikTok, LinkedIn, and Instagram are used by millions of people in the UAE every month. Creative and culturally relevant content is very effective at finding its audience.
What are the top industries hiring marketers in the UAE?
Most industries are actively recruiting marketing professionals, but the leading hirers are luxury retail and real estate, fintech, hospitality, and tech startups. Each offers a wide range of roles for marketing professionals.
Do I need to speak Arabic to work in marketing in the UAE?
While basic Arabic is a bonus when you’re working in the UAE, it’s not necessary for most roles. However, some companies may have it as a requirement for their specific client base or target market.
Which marketing skills are most in-demand?
SEO, data analytics, content marketing, and paid social media are the most in-demand marketing skills in the UAE.
What’s the average salary for marketing professionals in the UAE?
Salaries vary significantly by experience. On average, marketing executives earn 10,000 to 18,000 AED, though senior managers can earn 25,000+ AED.