Which digital marketing jobs are in demand in the UAE and how much do they pay?

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

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.

Contributed by Thomas Vanhee and Hend Rashwan, Aurifer

MOUNTAINHEAD REVIEW

Starring: Ramy Youssef, Steve Carell, Jason Schwartzman

Director: Jesse Armstrong

Rating: 3.5/5

EXPATS

%3Cp%3E%3Cstrong%3EDirector%3A%3C%2Fstrong%3E%20Lulu%20Wang%26nbsp%3B%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EStars%3A%3C%2Fstrong%3E%20Nicole%20Kidman%2C%20Sarayu%20Blue%2C%20Ji-young%20Yoo%2C%20Brian%20Tee%2C%20Jack%20Huston%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%204%2F5%3C%2Fp%3E%0A

The specs

Engine: 1.5-litre 4-cyl turbo

Power: 194hp at 5,600rpm

Torque: 275Nm from 2,000-4,000rpm

Transmission: 6-speed auto

Price: from Dh155,000

On sale: now

While you're here

David Powell: Thanks to Brexit, support for independence is growing among Scots

Confirmed%20bouts%20(more%20to%20be%20added)

%3Cp%3ECory%20Sandhagen%20v%20Umar%20Nurmagomedov%0D%3Cbr%3ENick%20Diaz%20v%20Vicente%20Luque%0D%3Cbr%3EMichael%20Chiesa%20v%20Tony%20Ferguson%0D%3Cbr%3EDeiveson%20Figueiredo%20v%20Marlon%20Vera%0D%3Cbr%3EMackenzie%20Dern%20v%20Loopy%20Godinez%0D%3Cbr%3E%3C%2Fp%3E%0A%3Cp%3ETickets%20for%20the%20August%203%20Fight%20Night%2C%20held%20in%20partnership%20with%20the%20Department%20of%20Culture%20and%20Tourism%20Abu%20Dhabi%2C%20went%20on%20sale%20earlier%20this%20month%2C%20through%20www.etihadarena.ae%20and%20www.ticketmaster.ae.%0D%3Cbr%3E%3C%2Fp%3E%0A

Living in...

This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.

Islamophobia definition

A widely accepted definition was made by the All Party Parliamentary Group on British Muslims in 2019: “Islamophobia is rooted in racism and is a type of racism that targets expressions of Muslimness or perceived Muslimness.” It further defines it as “inciting hatred or violence against Muslims”.

Thank You for Banking with Us

Director: Laila Abbas

Starring: Yasmine Al Massri, Clara Khoury, Kamel El Basha, Ashraf Barhoum

Rating: 4/5

More from Firas Maksad

The tragedy that befell the Druze in Syria is a stark reminder of their solo battle for survival

Assad’s backers might have won him the war – but now they need US help

The illusion of a US-Russia grand bargain over Syria and Ukraine

AL%20BOOM

%3Cp%20style%3D%22text-align%3Ajustify%3B%22%3E%26nbsp%3B%26nbsp%3B%26nbsp%3BDirector%3AAssad%20Al%20Waslati%26nbsp%3B%3C%2Fp%3E%0A%3Cp%20style%3D%22text-align%3Ajustify%3B%22%3E%0DStarring%3A%20Omar%20Al%20Mulla%2C%20Badr%20Hakami%20and%20Rehab%20Al%20Attar%0D%3Cbr%3E%0D%3Cbr%3EStreaming%20on%3A%20ADtv%0D%3Cbr%3E%0D%3Cbr%3ERating%3A%203.5%2F5%0D%3Cbr%3E%0D%3Cbr%3E%3C%2Fp%3E%0A

Pros%20and%20cons%20of%20BNPL

%3Cp%3E%3Cstrong%3EPros%3C%2Fstrong%3E%0D%3C%2Fp%3E%0A%3Cul%3E%0A%3Cli%3EEasy%20to%20use%20and%20require%20less%20rigorous%20credit%20checks%20than%20traditional%20credit%20options%0D%3C%2Fli%3E%0A%3Cli%3EOffers%20the%20ability%20to%20spread%20the%20cost%20of%20purchases%20over%20time%2C%20often%20interest-free%0D%3C%2Fli%3E%0A%3Cli%3EConvenient%20and%20can%20be%20integrated%20directly%20into%20the%20checkout%20process%2C%20useful%20for%20online%20shopping%0D%3C%2Fli%3E%0A%3Cli%3EHelps%20facilitate%20cash%20flow%20planning%20when%20used%20wisely%0D%3C%2Fli%3E%0A%3C%2Ful%3E%0A%3Cp%3E%3Cstrong%3ECons%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cul%3E%0A%3Cli%3EThe%20ease%20of%20making%20purchases%20can%20lead%20to%20overspending%20and%20accumulation%20of%20debt%0D%3C%2Fli%3E%0A%3Cli%3EMissing%20payments%20can%20result%20in%20hefty%20fees%20and%2C%20in%20some%20cases%2C%20high%20interest%20rates%20after%20an%20initial%20interest-free%20period%0D%3C%2Fli%3E%0A%3Cli%3EFailure%20to%20make%20payments%20can%20impact%20credit%20score%20negatively%0D%3C%2Fli%3E%0A%3Cli%3ERefunds%20can%20be%20complicated%20and%20delayed%0D%3C%2Fli%3E%0A%3C%2Ful%3E%0A%3Cp%3E%3Cem%3ECourtesy%3A%20Carol%20Glynn%3C%2Fem%3E%3C%2Fp%3E%0A

The biog

First Job: Abu Dhabi Department of Petroleum in 1974
Current role: Chairperson of Al Maskari Holding since 2008
Career high: Regularly cited on Forbes list of 100 most powerful Arab Businesswomen
Achievement: Helped establish Al Maskari Medical Centre in 1969 in Abu Dhabi’s Western Region
Future plan: Will now concentrate on her charitable work

MO

%3Cp%3E%3Cstrong%3ECreators%3A%20%3C%2Fstrong%3EMohammed%20Amer%2C%20Ramy%20Youssef%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EStars%3A%20%3C%2Fstrong%3EMohammed%20Amer%2C%20Teresa%20Ruiz%2C%20Omar%20Elba%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ERating%3A%3C%2Fstrong%3E%204%2F5%3C%2Fp%3E%0A

info-box

COMPANY PROFILE

Company name: Happy Tenant

Started: January 2019

Co-founders: Joe Moufarrej and Umar Rana

Based: Dubai

Sector: Technology, real-estate

Initial investment: Dh2.5 million

Investors: Self-funded

Total customers: 4,000

Palestine and Israel - live updates

Ground forces near Gaza 'told to prepare' for possible invasion

From Europe to the Middle East, economic success brings wealth - and lifestyle diseases

A rise in obesity figures and the need for more public spending is a familiar trend in the developing world as western lifestyles are adopted.

One in five deaths around the world is now caused by bad diet, with obesity the fastest growing global risk. A high body mass index is also the top cause of metabolic diseases relating to death and disability in Kuwait, Qatar and Oman – and second on the list in Bahrain.

In Britain, heart disease, lung cancer and Alzheimer’s remain among the leading causes of death, and people there are spending more time suffering from health problems.

The UK is expected to spend $421.4 billion on healthcare by 2040, up from $239.3 billion in 2014.

And development assistance for health is talking about the financial aid given to governments to support social, environmental development of developing countries.