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Huda Beauty

Direct-to-consumer beauty brand: makeup and skincare

Senior Manager of Paid Media and Growth

Performance & Paid MarketingConfirmed live in the last 24 hours
Full-timeDubai - United Arab EmiratesNo salary listed

About the Job

Requirements

  • At least 10 years of experience in paid media strategy, planning, and buying, on the agency side and/or client side.
  • A Bachelor's degree in Media, Marketing, Business, or a related relevant field.
  • Deep understanding of omni-channel planning and buying across paid social, influencer, programmatic, search, and eRetail media.
  • Hands-on knowledge of major platforms such as Meta, TikTok, Snapchat, Pinterest, and YouTube, and relevant DSPs such as Meta Ads Manager, Google Ads, SA360, DV360, and Teads.
  • Experience with retailer media networks and co-op media.
  • Track record of managing large, multi-market media budgets and delivering against brand and performance KPIs.
  • Strong command of measurement approaches including attribution, incrementality and lift testing, and marketing mix modeling (MMM).
  • Experience working across multi-market global or regional, mature or emerging, and local market structures.
  • Ability to work hands-on in platforms when needed.
  • Commercial acumen and comfort with data, including forecasting and measurement.
  • Ability to present to specialist and non-specialist audiences and senior leadership, and simplify complexity.
  • Process and systems-building capability, with a focus on structure and scalability and suitability for agility.
  • Ability to stay current on media platforms, AI, and industry changes.
  • Ability to build trust across Creative, Data, Markets, and eCommerce.
  • Demonstrated people leadership, including hiring, coaching, and continuously upskilling an expert team.

Responsibilities

  • Map consumer journeys for launch campaigns, repushes, and always-on campaigns, identifying the moments, platforms, and signals such as search, social engagement, site behavior, and retailer activity that drive awareness, consideration, and purchase.
  • Use first-party, platform, retailer, and social-listening data where possible and compliant to define audience segments and journey-based activation strategies by campaign and market, including acquisition, conquest, retention, and reactivation.
  • Define and refine each channel's role across the top, middle, and bottom of the funnel, balancing brand building and performance.
  • Lead and develop annual, campaign, seasonal, and always-on media strategies and plans, including audience targeting, channel and platform mix, budget allocation, and phasing.
  • Brief the Paid Media Content Strategist on creative needs by platform and funnel stage so assets are fit for purpose and built for paid media performance.
  • Coordinate with the Global Affiliates Manager to align affiliate program activation, including social commerce, with media activations where appropriate.
  • Share performance insights with local market teams, eCommerce, and broader Marketing teams, including content production, agency, design, and brand marketing, to align messaging and channel roles across the funnel.
  • Drive end-to-end media management from strategy and planning through execution, buying, optimization, and reporting across paid social, influencer amplification, digital/programmatic, retail media, and performance marketing.
  • Define responsibility assignment matrix (RACI), ways of working, and operating standards for campaign briefing, plan approval, quality assurance and trafficking, pacing and optimization cadences, campaign naming and reporting templates in partnership with the Data Analytics Manager, and service-level agreements with internal stakeholders.
  • Evaluate and recommend the technology stack, including DSPs, ad servers, verification, dashboards, and workflow tools, in partnership with the Technology team.
  • Minimize spend wastage by ensuring brand safety, ad verification, and privacy and platform-policy compliance across all buys.
  • Protect business continuity and knowledge transfer by owning account structures and media activation data, and by maintaining contingency plans.
  • Track and report paid media performance metrics, including cost savings, efficiency, speed, data ownership, and performance improvement.
  • Manage platform partnerships and relationships with media owners and ad technology vendors.
  • Negotiate joint business plans, including preferential rates, value-adds, and preferred partner programs that benefit local markets and DTC teams.
  • Monitor platform, privacy, and industry changes and adapt media operations accordingly.
  • Integrate key platform-native AI tools, including Meta Advantage+, TikTok Symphony, and Google AI Max/AI Brief, into end-to-end media management for asset generation and copywriting variations, content editing, smart bidding, and A/B testing.
  • Leverage native or custom automated dashboard reporting with the Data Analytics Manager to identify near-real-time campaign learnings and optimization opportunities.
  • Provide the Paid Media & Growth team access to, and continuously upskill them on, the latest AI-enabled products and formats offered by platform partners.
  • Manage the paid media budget with the Senior Director, including allocation, forecasting, pacing, reconciliation, and invoicing in partnership with Finance and Markets.
  • Drive media efficiency and effectiveness targets, including CPM, cost per reach, CPC, CPA, and ROAS, and recommend budget reallocations based on performance and potential.
  • Recruit, onboard, and lead a team of media vertical experts.
  • Set clear objectives, provide regular coaching and feedback, and build development plans for each team member.
  • Create an ongoing upskilling program, including platform certifications, partner training, and internal knowledge sharing, to keep the media desk team and broader organization current on the media landscape.

Desired Qualifications

  • Experience with beauty, fashion, CPG, or retail brands with B2B2C and B2C models is strongly preferred.
  • Relevant platform certifications, such as Meta Blueprint, Google, or TikTok Academy, are preferred.
  • Experience leading internal media capabilities or a team on the client side is highly preferred.
  • Experience applying AI to media buying and optimization is highly preferred.

About the Company

Huda Beauty

Direct-to-consumer beauty brand: makeup and skincare

Huda Beauty makes makeup, skincare, and fragrances for a global audience, including lines like KAYALI for fragrances and WISHFUL for skincare. Products are developed as quality cosmetic formulas and scents and are sold primarily through the brand’s website and select retail partners, with purchases completed online or in stores. The company is distinguished by a strong social media presence and influencer network, plus brand extensions that create a broader ecosystem under one name. Its goal is to lead the beauty market by offering trend-focused, high-quality products and building a loyal, globally connected customer base through direct-to-consumer channels and selective partnerships.

Company size
1,001-5,000
Company stage
Not listed
Total funding
Not listed
Headquarters
Dubai, United Arab Emirates
Founded
2013

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