View Vacancy - DXB - Head of Digital, Arabic Media Hub C4(L)

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Foreign, Commonwealth and Development Office (Policy & Political roles)
Communications, Press and Media

The British Embassy Dubai has a vacancy for a Head of Digital under the Arabic Media Hub.

The changing media landscape in the Middle East and North Africa (MENA) region means that digital activity is now at the forefront of UK government communications, and it is imperative that we adopt a strategic approach to ensure maximum engagement and reach across Arab audiences.

The Head of Digital will oversee all aspects of the UK Government Arabic Media Hub’s digital and social media activity, as well as driving improvements in digital communications across the MENA region. The jobholder will report to the UK’s Arabic Spokesperson for the Middle East and North Africa. They will be part of the Arabic Media Hub team based in Dubai and will work closely with colleagues across the UK Government, including in London and the MENA network of Embassies.

The jobholder will manage the production of social media content which is world-class in its concept and design, in support of regional campaigns. They will create and implement digital platform strategies which align with UK government priorities, using evidence-based insight to secure high engagement from new and existing audiences. They will also be a focal point of expertise and excellence on digital communications, and responsible for coordinating support to local teams in the MENA network.

This is an exciting role where the freedom to innovate must be balanced with political awareness and sharp decision-making, often against tight deadlines. The jobholder has the chance to make a significant, visible difference to how the UK government is perceived by audiences in the MENA region.

Duties and responsibilities:

- Campaigns and strategic use of digital

  • Work from campaign briefs to manage the design and production of high-quality original digital content including video, graphics, and other short form content for use on UK Government Arabic social media platforms.
  • Collaborate with internal and external stakeholders to develop social media content aligned with UK Government objectives and agreed campaign strategies.
  • Plan and schedule different types of social media content across the UK Government’s Arabic digital platforms, in line with agreed implementation deadlines.
  • Identify ad hoc opportunities to deliver innovative content which takes advantage of social media trends.
  • Provide expert advice at a regional and local level to ensure campaigns make strategic use of digital communications techniques and platforms.

- Insight and evaluation

  • Use audience insight to ensure digital content is properly targeted and evaluated.
  • Monitor social media performance on an ongoing basis, using quantitative and qualitative data to continuously refine the quality of UK Government digital content.
  • Use a range of evaluation tools to produce detailed analysis of social media campaigns and other key activity.

- Digital best practice

  • Monitor and provide expertise on MENA digital communications trends, and explore new digital opportunities for the Foreign, Commonwealth and Development Office (FCDO).
  • Develop a network of external contacts across the region to ensure the UK government is fully plugged-in to the latest thinking and movements in the digital sphere.
  • Act as a champion for the use of digital across all areas of the UK government’s work in MENA, engaging with key stakeholders, including Ambassadors, and presenting on digital issues at regional conferences and other events.

- Capability and training

  • Monitor quality of content produced by Posts/ Embassies and offer guidance when necessary to generate consistent and high quality content across the region.
  • Identify gaps in digital skills/ knowledge within the region and collaborate with internal and external stakeholders to facilitate effective training materials and courses.
  • Drive the use of evaluation and data insight to inform digital aspects of campaign planning and understand the impact of our digital communications.
  • Capture and share examples of digital best practice, including examples from outside the UK Government.

- Management: Set clear direction for the Digital Content Officer and manage their day-to day work.

The above list is not exhaustive and the jobholder will be required to be flexible and take on other ad hoc tasks as required, including participating in the Embassy’s emergency planning and any response to a crisis.

Key competencies required:

  • Making Effective Decisions - Using sound judgement, evidence, and knowledge to arrive at accurate, expert and professional decisions and advice. Being careful and thoughtful about the use and protection of government and public information to ensure it is handled securely and with care. Reaching evidence-based strategies, evaluating options, impacts, risks and solutions and creating a secure culture around the handling of information; and aiming to maximise return while minimising risk and balancing a range of considerations such as social, political, financial, economic, legal and environmental to provide sustainable outcomes.
  • Seeing the Big Picture - Having an in-depth understanding and knowledge of how your role fits with and supports organisational objectives and the wider public needs. Focusing your contribution on the activities which will meet the organisation’s goals and deliver the greatest value. Scanning the wider context and taking account of wider impacts to develop long term implementation strategies that maximise opportunities to add value and support economic, sustainable growth.
  • Leading and Communicating - Showing pride and passion for public service, leading from the front and communicating with clarity, conviction, integrity, and enthusiasm. Championing difference and external experience, supporting principles of fairness of opportunity for all and a dedication to a diverse range of citizens. Managing and engaging with people in a straightforward, truthful and candid way, and upholding the reputation of the organisation.
  • Delivering at Pace - Focusing on delivering timely performance with energy and taking responsibility and accountability for quality outcomes. Working to agreed goals and activities and dealing with challenges in a responsive and constructive way. Building a performance culture where staff are given space, authority, and support to deliver outcomes; and keeping a firm focus on priorities and addressing performance issues resolutely, fairly, and promptly.
  • Minimum of five years’ experience of planning and delivering strategic use of digital communications, ideally in a government organisation delivering wide-scale communications campaigns.
  • Excellent communication skills in English and Arabic, both verbal and written. High-quality communications and drafting skills. Able to express ideas and messages clearly and concisely. Able to type effectively and accurately in Arabic and English.
  • Proven talent in developing and applying innovative ideas to international policy communications whilst maintaining the voice and integrity of a government organisation.
  • Experience working from briefs to establish a clear understanding of campaign objectives, whilst at the same time offering expert guidance to help shape social media implementation.
  • Detailed knowledge of the social media landscape in MENA and how different social media channels are used across the region.
  • Knowledge of social media evaluation tools beyond Twitter and Facebook analytics, including Brandwatch and Tweepsmap.
  • Experience facilitating training for internal audiences, both in person and remotely.
  • Experience presenting to and persuading senior staff.
  • Excellent teamwork skills and the ability to collaborate successfully with people from different backgrounds and cultures
  • Strong attention to detail. Ability to prioritise own workload and meet deadlines, without compromising the quality of the work.
  • Experience of working in crisis situations and delivering under high pressure.
  • Line management experience.
  • Strong IT skills and literacy in Microsoft Office applications (Word, Excel, PowerPoint, Outlook, and Teams).
  • Experience working in an embassy/ foreign diplomatic mission, international organisation, or large company in a similar capacity.
  • Knowledge and experience of living and working in the Middle East.
Seeing the Big Picture, Making Effective Decisions, Leading and Communicating, Delivering at Pace
20 May 2021
C4 (L)
Full-time, Permanent
Middle East & North Africa
United Arab Emirates
British Embassy
1 July 2021

The Embassy aims to offer an attractive working environment and remuneration package for this role, including: 25 days of leave per annum; on-site swimming pool, gym, and sports facilities (subject to COVID-19 restrictions).

Salary is at AED 22,500 per month.

There are no other allowances payable as part of this package. No accommodation and relocation expenses are payable in connection with this position.

Conditioned working hours are 38 hours per week. Standard working hours are from 07:30 to 15:06, including a lunch break of 36 minutes, from Sunday to Thursday.

The jobholder will be required to be flexible in their approach to hours worked as these will be dictated by operational needs and may involve working outside of normal office hours (evenings/ weekends). Flexible working arrangements may be considered based on operational requirements and agreement with the line manager, and in line with FCDO and Embassy policies.

The successful candidate will be required to transfer their visa under the Embassy's sponsorship.

How to apply:

Interested candidates must attach 1) an updated Curriculum Vitae (CV) and 2) a covering letter to their online application form.

Your application must also include examples of when you have demonstrated the required competencies in the Competence Based Questions section of the online application form.

Applications that do not include these information will not be considered.

Closing date for applications is at 23:55 (local time) on 20 May 2021.

Applications received after the stated deadline will not be considered.


The recruitment process, including security clearance, is expected to take around two months. You may experience some delay in the progress of this recruitment campaign, and we are working hard to minimise any disruption.

Due to the large number of applications we receive, only those shortlisted for the next step of the recruitment process will be contacted. Interviews will be done remotely if the existing situation determines this to be the right course of action.

The start date mentioned in the job advert is a tentative start date and the successful candidate will be required to undergo security vetting procedures. Any offer of employment will be subject to the candidate achieving suitable clearances.

The British Embassy Dubai is an equal opportunities employer, dedicated to inclusivity, a diverse workforce and valuing difference.

Please be aware that you will only be able to apply to vacancies for Country Based Staff roles with the British Government through this official site (operated by Oleeo). Jobs may be advertised on third party websites, however our adverts will always link back to the official site. If you complete and send an application through any other site, we will not receive it.

This opportunity is closed to applications.