Digital Content Lead

The RoleWe are looking for a creative, data-driven Digital Content Lead who will design, produce, and optimise content that resonates with prospective students and key stakeholders across our target geographies. The ideal candidate combines storytelling flair with SEO, geo-targeting expertise, and adaptability in an AI-assisted environment. This role will play a central part in our digital recruitment, branding, and engagement efforts.The Digital Content Lead will oversee the planning, production, and performance of all digital content across web, social, and campaign channels to strengthen Middlesex University Dubai’s visibility and brand impact. Working collaboratively with recruitment, design, social, and digital marketing teams, this role will ensure that every piece of digital content contributes to awareness, engagement, and conversion goals.The successful candidate will balance creative leadership with analytical insight, leveraging audience data, SEO performance, and emerging technologies to guide strategy and execution. They will champion innovation, accessibility, and storytelling excellence, ensuring Middlesex University Dubai remains a distinctive and dynamic voice in the global higher education landscape.Key Responsibilities Proven ability to develop and implement multi-channel digital content strategies aligned with recruitment and brand objectives. Familiarity with geo-targeting, localization, and cultural adaptation for regional and international audiences. Advanced understanding of SEO, including keyword research, schema markup, and on-page optimization. Excellent writing and editing skills with an 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 (blog posts, landing pages, social media posts, infographics) tailored to target geographies and audiences. Integrate SEO best practices, keyword research, internal linking, meta tags and schema markup to improve organic reach. Use geo-targeted content and messaging to tailor material for each market. Collaborate with designers, videographers, campaign leads and digital teams to produce supporting visuals, motion graphics, and video assets. Manage the digital content calendar, ensuring timely delivery across channels (website, social media, blogs). Monitor and analyse metrics (impressions, CTR, time on page, conversions) to refine content strategy. Conduct A/B tests (headlines, thumbnails, CTA wording) and iterate based on performance. Audit existing content for SEO, consistency, and accuracy; recommend updates or retire redundant material. Stay up to date with developments in digital marketing, SEO, and AI/generative model trends, especially within higher education. Creative thinker with curiosity for digital trends and higher education marketing innovation. Culturally aware and audience-sensitive communicator. RequirementsProfile & Skills Degree in Digital Marketing, Marketing, Communications, or a related field. Minimum 5 years’ experience leading integrated marketing campaigns Deep understanding of SEO, SEM, PPC, paid social, analytics, and campaign optimisation tools. Proven experience managing creative and media agencies with a focus on quality, efficiency, and results. Ideally Higher-ed expertise: knowledge of student recruitment funnels - enquiry to application to offer to enrolment. Experienced in AI-assisted workflows: prompt design, content QA, and documented guardrails for generative tools.