Digital transformation is driving demand for professionals in the UAE's marketing, communications and digital sectors, according to recruitment specialists.
Last year, a full year out from the Covid-19 pandemic, recruitment activity was high in these sectors as organisations built out their marketing, communications and digital teams, the Hays 2023 GCC Salary Guide says.
“Activity peaked towards the end of 2022 when managers and directors received budget sign-off for their staffing strategy for the new year,” says James Toye, consultant for marketing and digital at Hays.
“While marketing, communications and digital professionals were typically in demand across various industries, some of the most active in terms of hiring included technology, fast moving consumer goods, retail and construction.”
The job market in the UAE, the Arab world's second-largest economy, has recovered well from the pandemic-induced slowdown due largely to fiscal and social measures taken by the government.
Most companies in the Emirates plan to hire new employees during the remainder of the year, and wages are expected to increase by just under 2 per cent in 2023, according to the Cooper Fitch Salary Guide 2023.
More than half of companies (57 per cent) expect to increase salaries this year, according to the Cooper Fitch survey, which polled business leaders at 300 companies in the GCC.
About 30 per cent of marketing, communications and digital professionals changed roles last year, compared with 29 per cent that did so in 2021, Hays reports.
Eight in 10 employers in the sector are planning to recruit permanent employees this year, the recruiter says.
Within the UAE, contracting and outsourcing are most popular in this sector, supported by new visas that allow for a more flexible working approach. Indeed, one in two employers plans to recruit marketing, communications and digital freelancers and/or contractors in 2023, Hays adds.
With hiring rates increasing in the UAE’s marketing, communications and digital sectors, what are the most sought-after jobs and how much do they pay?
Read on to find out – and check out our comprehensive UAE salary guide 2023 slide show below for a snapshot of your sector.
Which jobs are in demand?
Most available jobs will be in the digital and e-commerce space, according to Hays.
“Those organisations that are building out their digital marketing teams are hiring from the top down,” the consultancy says.
“As such, mid-to-senior level digital marketing roles will be in high demand – digital marketing managers/heads, e-commerce managers/directors, insights and analytics managers/heads, CX specialists and data analysts.”
Recruiter Michael Page says in its 2023 UAE Salary Guide that the most in-demand roles in the digital industry are product development, user experience design, digital leadership, e-commerce specialist and performance marketing.
What job skills are employers looking for?
Marketers with specialised digital, technical and analytical skills will continue to be most sought-after this year, Hays says.
Employees who possess these skills are in short supply in the region, and are therefore difficult to recruit, the consultancy says.
Demand for user experience skills is still high across all industries, according to Michael Page.
“As business needs are maturing, we have seen a rise in the needs for a range of user experience skill sets. Companies are looking for specialists from UX researchers to UX product managers and beyond,” it says.
People with skills in digital leadership are also in demand, the consultancy adds.
Building digital culture is still high on the agenda of companies across all industries. With the advent of remote and hybrid working, there has been an increase in demand for leaders with experience driving employee productivity through technology and in line with business needs, Michael Page explains.
The digital landscape is evolving and organisations are looking for leaders who are flexible and willing to try out new technologies, it says.
Are salaries expected to rise in the sector?
Half of marketing, communications and digital professionals say their salary increased year-on-year, most commonly by less than 5 per cent, with the main reason being a new job, Hays says.
Among those who changed roles in the past 12 months, the most commonly given reason for doing so was a low salary.
There is good news moving forward, as employees and employers seem to agree in terms of salary – 76 per cent of both groups expect wages to increase this year, according to Hays.
However, senior top-performing individuals who possess expertise and carry heavy responsibilities are the most likely to have a pay increase request approved this year, the recruiter says.
What other benefits can employees expect?
Professionals in this industry enjoy a positive work-life balance. They receive among the highest levels of flexibility and are allowed to work from home more often than most employees in the region. Despite this, attrition was high last year, mainly due to salary and lack of career progression, according to Hays.
Work-life balance, including flexible working, is a key priority for marketing, communications and digital professionals – it’s their most valued benefit and the second-most important factor when considering a new role after the benefits package, Hays reports.
Employers that offer hybrid and flexible working options will have a distinct advantage in attracting the best talent
James Toye,
consultant for marketing and digital, Hays
“One in three would not accept a job if it were solely office-based, and 29 per cent say they would look elsewhere if their organisation went back into the office full-time,” Mr Toye from Hays says.
“With one in five employers anticipating employees will be required in the workplace more this year, those that offer hybrid and flexible working options will have a distinct advantage in attracting the best talent.”
Organisations that are bringing back full-time office traditional models will put themselves at risk, not only when trying to secure top talent, but also in terms of losing talent to competitors, Michael Page explains.
Companies should be flexible allowing candidates to work the hybrid model. The digital industry has adapted well to hybrid working and has proven itself over the pandemic, the consultancy says.
Meanwhile, fewer than 40 per cent of marketing, communications and digital professionals expect a promotion this year, Hays reports.
About 45 per cent plan to change organisations in the next 12 months, mainly due to a lack of career progression and development opportunities.
Employers that want to retain staff should set clear promotional targets and provide opportunities for continuing professional development, the Hays salary guide suggests.
What are the highest-paying jobs in the digital marketing sector?
Digital marketing
- Head of digital marketing: Dh40,000 ($10,891) to Dh60,000 a month
- Senior digital marketing manager: Dh30,000 to Dh40,000
- Growth hacker: Dh20,000 to Dh40,000
- Digital marketing manager: Dh28,000 to Dh38,000
- Social media manager: Dh20,000 to Dh30,000
- SEO manager: Dh18,000 to Dh28,000
- Account manager: Dh15,000 to Dh18,000
- Digital marketing executive: Dh12,000 to Dh18,000
User experience and design
- UX director: Dh50,000 to Dh70,000
- Head of user experience: Dh40,000 to Dh55,000
- Product designer: Dh20,000 to Dh35,000
- UX/UI designer: Dh18,000 to Dh28,000
- Visual designer: Dh15,000 to Dh25,000
Digital transformation and strategy
- Chief digital officer: Dh60,000 to Dh90,000
- Head of digital: Dh40,000 to Dh70,000
- Digital transformation manager: Dh40,000 to Dh65,000
- Agile lead: Dh30,000 to Dh45,000
- Digital strategist: Dh25,000 to Dh35,000
- Digital project manager: Dh20,000 to Dh30,000
Product and e-commerce
- Product director: Dh45,000 to Dh60,000
- Head of e-commerce/omnichannel: Dh35,000 to Dh50,000
- Head of product: Dh40,000 to Dh50,000
- Product manager: Dh20,000 to Dh35,000
- E-commerce manager: Dh25,000 to Dh35,00
- E-commerce specialist: Dh18,000 to Dh25,000
Source: Michael Page
Racecard
6pm: The Pointe - Conditions (TB) Dh82,500 (Turf) 1,400m
6.35pm: Palm West Beach - Maiden (TB) Dh82,500 (T) 1,800m
7.10pm: The View at the Palm - Handicap (TB) Dh85,000 (Dirt) 1,400m
7.45pm: Nakeel Graduate Stakes - Conditions (TB) Dh100,000 (T) 1,600m
8.20pm: Club Vista Mare - Handicap (TB) Dh95,000 (D) 1,900m
8.55pm: The Palm Fountain - Handicap (TB) Dh95,000 (D) 1,200m
9.30pm: The Palm Tower - Handicap (TB) Dh87,500 (T) 1,600m
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What time: Each day’s play is scheduled to start at 2pm UAE time.
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Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
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The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
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How Voiss turns words to speech
The device has a screen reader or software that monitors what happens on the screen
The screen reader sends the text to the speech synthesiser
This converts to audio whatever it receives from screen reader, so the person can hear what is happening on the screen
A VOISS computer costs between $200 and $250 depending on memory card capacity that ranges from 32GB to 128GB
The speech synthesisers VOISS develops are free
Subsequent computer versions will include improvements such as wireless keyboards
Arabic voice in affordable talking computer to be added next year to English, Portuguese, and Spanish synthesiser
Partnerships planned during Expo 2020 Dubai to add more languages
At least 2.2 billion people globally have a vision impairment or blindness
More than 90 per cent live in developing countries
The Long-term aim of VOISS to reach the technology to people in poor countries with workshops that teach them to build their own device
BRAZIL%20SQUAD
%3Cp%3EGoalkeepers%3A%20Alisson%2C%20Ederson%2C%20Weverton%3Cbr%3E%3Cbr%3EDefenders%3A%20Dani%20Alves%2C%20Marquinhos%2C%20Thiago%20Silva%2C%20Eder%20Militao%20%2C%20Danilo%2C%20Alex%20Sandro%2C%20Alex%20Telles%2C%20Bremer.%3Cbr%3E%3Cbr%3EMidfielders%3A%20Casemiro%2C%20Fred%2C%20Fabinho%2C%20Bruno%20Guimaraes%2C%20Lucas%20Paqueta%2C%20Everton%20Ribeiro.%3Cbr%3E%3Cbr%3EForwards%3A%20Neymar%2C%20Vinicius%20Junior%2C%20Richarlison%2C%20Raphinha%2C%20Antony%2C%20Gabriel%20Jesus%2C%20Gabriel%20Martinelli%2C%20Pedro%2C%20Rodrygo%3C%2Fp%3E%0A
Electric scooters: some rules to remember
- Riders must be 14-years-old or over
- Wear a protective helmet
- Park the electric scooter in designated parking lots (if any)
- Do not leave electric scooter in locations that obstruct traffic or pedestrians
- Solo riders only, no passengers allowed
- Do not drive outside designated lanes
Heavily-sugared soft drinks slip through the tax net
Some popular drinks with high levels of sugar and caffeine have slipped through the fizz drink tax loophole, as they are not carbonated or classed as an energy drink.
Arizona Iced Tea with lemon is one of those beverages, with one 240 millilitre serving offering up 23 grams of sugar - about six teaspoons.
A 680ml can of Arizona Iced Tea costs just Dh6.
Most sports drinks sold in supermarkets were found to contain, on average, five teaspoons of sugar in a 500ml bottle.
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The major Hashd factions linked to Iran:
Badr Organisation: Seen as the most militarily capable faction in the Hashd. Iraqi Shiite exiles opposed to Saddam Hussein set up the group in Tehran in the early 1980s as the Badr Corps under the supervision of the Iran Revolutionary Guards Corps (IRGC). The militia exalts Iran’s Supreme Leader Ali Khamenei but intermittently cooperated with the US military.
Saraya Al Salam (Peace Brigade): Comprised of former members of the officially defunct Mahdi Army, a militia that was commanded by Iraqi cleric Moqtada Al Sadr and fought US and Iraqi government and other forces between 2004 and 2008. As part of a political overhaul aimed as casting Mr Al Sadr as a more nationalist and less sectarian figure, the cleric formed Saraya Al Salam in 2014. The group’s relations with Iran has been volatile.
Kataeb Hezbollah: The group, which is fighting on behalf of the Bashar Al Assad government in Syria, traces its origins to attacks on US forces in Iraq in 2004 and adopts a tough stance against Washington, calling the United States “the enemy of humanity”.
Asaeb Ahl Al Haq: An offshoot of the Mahdi Army active in Syria. Asaeb Ahl Al Haq’s leader Qais al Khazali was a student of Mr Al Moqtada’s late father Mohammed Sadeq Al Sadr, a prominent Shiite cleric who was killed during Saddam Hussein’s rule.
Harakat Hezbollah Al Nujaba: Formed in 2013 to fight alongside Mr Al Assad’s loyalists in Syria before joining the Hashd. The group is seen as among the most ideological and sectarian-driven Hashd militias in Syria and is the major recruiter of foreign fighters to Syria.
Saraya Al Khorasani: The ICRG formed Saraya Al Khorasani in the mid-1990s and the group is seen as the most ideologically attached to Iran among Tehran’s satellites in Iraq.
(Source: The Wilson Centre, the International Centre for the Study of Radicalisation)
Skewed figures
In the village of Mevagissey in southwest England the housing stock has doubled in the last century while the number of residents is half the historic high. The village's Neighbourhood Development Plan states that 26% of homes are holiday retreats. Prices are high, averaging around £300,000, £50,000 more than the Cornish average of £250,000. The local average wage is £15,458.
MO
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Investment stage: Series A
Investors: Core42
Current number of staff: 47
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If you go
The flights
Emirates flies from Dubai to Seattle from Dh5,555 return, including taxes. Portland is a 260 km drive from Seattle and Emirates offers codeshare flights to Portland with its partner Alaska Airlines.
The car
Hertz (www.hertz.ae) offers compact car rental from about $300 per week, including taxes. Emirates Skywards members can earn points on their car hire through Hertz.
Parks and accommodation
For information on Crater Lake National Park, visit www.nps.gov/crla/index.htm . Because of the altitude, large parts of the park are closed in winter due to snow. While the park’s summer season is May 22-October 31, typically, the full loop of the Rim Drive is only possible from late July until the end of October. Entry costs $25 per car for a day. For accommodation, see www.travelcraterlake.com. For information on Umpqua Hot Springs, see www.fs.usda.gov and https://soakoregon.com/umpqua-hot-springs/. For Bend, see https://www.visitbend.com/.
Indika
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Company%20Profile
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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.
Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.
“Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.
Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.
“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.
Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.
From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.
Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.
BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.
Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.
Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.
“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.
Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.
“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.
“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”
The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”
How green is the expo nursery?
Some 400,000 shrubs and 13,000 trees in the on-site nursery
An additional 450,000 shrubs and 4,000 trees to be delivered in the months leading up to the expo
Ghaf, date palm, acacia arabica, acacia tortilis, vitex or sage, techoma and the salvadora are just some heat tolerant native plants in the nursery
Approximately 340 species of shrubs and trees selected for diverse landscape
The nursery team works exclusively with organic fertilisers and pesticides
All shrubs and trees supplied by Dubai Municipality
Most sourced from farms, nurseries across the country
Plants and trees are re-potted when they arrive at nursery to give them room to grow
Some mature trees are in open areas or planted within the expo site
Green waste is recycled as compost
Treated sewage effluent supplied by Dubai Municipality is used to meet the majority of the nursery’s irrigation needs
Construction workforce peaked at 40,000 workers
About 65,000 people have signed up to volunteer
Main themes of expo is ‘Connecting Minds, Creating the Future’ and three subthemes of opportunity, mobility and sustainability.
Expo 2020 Dubai to open in October 2020 and run for six months
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Landfill in numbers
• Landfill gas is composed of 50 per cent methane
• Methane is 28 times more harmful than Co2 in terms of global warming
• 11 million total tonnes of waste are being generated annually in Abu Dhabi
• 18,000 tonnes per year of hazardous and medical waste is produced in Abu Dhabi emirate per year
• 20,000 litres of cooking oil produced in Abu Dhabi’s cafeterias and restaurants every day is thrown away
• 50 per cent of Abu Dhabi’s waste is from construction and demolition
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Tips for SMEs to cope
- Adapt your business model. Make changes that are future-proof to the new normal
- Make sure you have an online presence
- Open communication with suppliers, especially if they are international. Look for local suppliers to avoid delivery delays
- Open communication with customers to see how they are coping and be flexible about extending terms, etc
Courtesy: Craig Moore, founder and CEO of Beehive, which provides term finance and working capital finance to SMEs. Only SMEs that have been trading for two years are eligible for funding from Beehive.
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hall of shame
SUNDERLAND 2002-03
No one has ended a Premier League season quite like Sunderland. They lost each of their final 15 games, taking no points after January. They ended up with 19 in total, sacking managers Peter Reid and Howard Wilkinson and losing 3-1 to Charlton when they scored three own goals in eight minutes.
SUNDERLAND 2005-06
Until Derby came along, Sunderland’s total of 15 points was the Premier League’s record low. They made it until May and their final home game before winning at the Stadium of Light while they lost a joint record 29 of their 38 league games.
HUDDERSFIELD 2018-19
Joined Derby as the only team to be relegated in March. No striker scored until January, while only two players got more assists than goalkeeper Jonas Lossl. The mid-season appointment Jan Siewert was to end his time as Huddersfield manager with a 5.3 per cent win rate.
ASTON VILLA 2015-16
Perhaps the most inexplicably bad season, considering they signed Idrissa Gueye and Adama Traore and still only got 17 points. Villa won their first league game, but none of the next 19. They ended an abominable campaign by taking one point from the last 39 available.
FULHAM 2018-19
Terrible in different ways. Fulham’s total of 26 points is not among the lowest ever but they contrived to get relegated after spending over £100 million (Dh457m) in the transfer market. Much of it went on defenders but they only kept two clean sheets in their first 33 games.
LA LIGA: Sporting Gijon, 13 points in 1997-98.
BUNDESLIGA: Tasmania Berlin, 10 points in 1965-66
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Directed by: Jeethu Joseph
Starring: Mohanlal, Meena, Ansiba, Murali Gopy
Rating: 4 stars
Global state-owned investor ranking by size
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United States
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China
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UAE
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Japan
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5
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Norway
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Canada
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Singapore
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Australia
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Saudi Arabia
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South Korea
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Tamkeen's offering
- Option 1: 70% in year 1, 50% in year 2, 30% in year 3
- Option 2: 50% across three years
- Option 3: 30% across five years
Profile of MoneyFellows
Founder: Ahmed Wadi
Launched: 2016
Employees: 76
Financing stage: Series A ($4 million)
Investors: Partech, Sawari Ventures, 500 Startups, Dubai Angel Investors, Phoenician Fund
The specs: 2019 Mercedes-Benz GLE
Price, base / as tested Dh274,000 (estimate)
Engine 3.0-litre inline six-cylinder
Gearbox Nine-speed automatic
Power 245hp @ 4,200rpm
Torque 500Nm @ 1,600rpm
Fuel economy, combined 6.4L / 100km
