You will own how the world sees Xpin AI. Everything public is yours, the brand voice, the social presence, the website, what appears when someone searches for us, what AI assistants say about us, and the story told to press and market.
About Xpin AI
Xpin AI builds sovereign AI for governments, enterprises, and institutions across the GCC. Our products are bilingual in Arabic and English and ship into government and enterprise environments across the region. We hold ourselves to the standard of the best AI companies in the world, and our public presence has to match the products: precise, confident, visually exacting, and bilingual without compromise.
The role
You are a digital marketing, social and content specialist, reporting to leadership, with full ownership of our public presence. This is a hands-on role: you set the strategy and you also write the post, brief the film, and fix the page. You will manage external agencies, PR partners, and content creators along with an internal team to start, with the mandate to build the function.
The bar is explicit. The best AI companies publish with restraint and precision: fewer things, executed at a level where a single product film or a well-written thread does more than a month of filler. If your instinct is calendar-filling, this is the wrong role. If your instinct is taste, editing, and standards, keep reading.
What you'll own
- Brand voice and tone. Define how Xpin AI sounds in English and Arabic, in product, on social, in press, and in a government briefing. Write the voice guide, hold every channel to it, and make the Arabic voice genuinely native rather than translated.
- Social presence. Strategy, calendar, and execution across LinkedIn, Instagram, X, and YouTube, with LinkedIn as the commercial core for a company working with governments and enterprises. Work with our design team so everything published meets the visual bar.
- Content strategy and production. Own the narrative pillars: product launches, engineering stories, Arabic AI leadership, and company milestones. Produce and commission content across formats, and edit ruthlessly.
- Search visibility. Own what appears when someone searches for us: organic SEO, the knowledge panel, review and listing hygiene, and the technical health of our site in search.
- AI visibility (AEO/GEO). Own how we appear in AI-generated answers: structured data, entity consistency, authoritative source placement, llms.txt and crawlability decisions, and the content patterns that get cited by AI assistants. This is where search is going and we expect you to be ahead of it.
- Website. Own www.xpin.ae end to end: content, structure, conversion, performance, and bilingual parity, working with design and engineering on anything structural.
- PR and communications. Own the press narrative, briefing documents, and announcement calendar. Select and manage PR agencies, handle inbound media, and prepare leadership for interviews, podcasts and speaking slots.
- Product marketing. Positioning, messaging, and launch narratives for our products, translated from engineering truth into language a government buyer and a developer both respect. Launch plans, one-pagers, and the story arc across channels.
- Agencies and budget. Select, brief, and hold to standard all external partners: PR, paid media, production, and content creators. Own the marketing budget and report on what worked.
The quality bar
- You can look at two versions of a post, a page, or a film and articulate precisely why one is better.
- You edit down. Your instinct is one excellent piece over five adequate ones.
- Design literacy is real: you work fluently with designers, respect a design system, and never ship something off-brand because it was faster.
- Your Arabic copy reads as written, not translated, and you know when Modern Standard Arabic is right and when it is not.
- You measure. Reach, engagement quality, search position, share of AI answers, pipeline influence, and you report honestly, including what failed.
Tool stack and technical proficiency
- Platforms at depth: LinkedIn (organic and Campaign Manager), Instagram, X, YouTube; platform-native analytics; scheduling via Buffer, Later, or Sprout.
- Search: Google Search Console, GA4, Ahrefs or Semrush, Screaming Frog basics; on-page, technical, and local SEO including Google Business Profile and knowledge panel management.
- AEO/GEO: schema.org structured data, entity and citation consistency, content formats that surface in AI assistants, and monitoring tools for AI answer visibility.
- Web: a modern CMS (Webflow, WordPress, or headless with our Next.js stack), enough HTML and structural literacy to brief engineers precisely, Core Web Vitals awareness.
- Design and production: Figma fluency for review and light assembly, brief-writing for motion and design, Canva for speed where appropriate.
- PR: media database and monitoring tools such as Muck Rack or Meltwater, press release and briefing craft.
- Email and CRM basics: newsletters and announcement flows.
- AI tooling: fluent, current use of AI for research, drafting, and analysis, with judgment; the output must never read as generated.
Must-have
- Six or more years across brand, digital, content, or communications, with at least two owning a company's public presence end to end rather than a single channel.
- Arabic and English at professional writing standard. You will personally write and edit in both.
- A portfolio of published work at a visibly high bar: channels you ran, campaigns you led, writing you did. We will look closely and ask exactly what was yours.
- Demonstrated SEO ownership with results you can explain, and genuine curiosity about AI-era search visibility.
- Experience managing external agencies or freelancers against a standard, including replacing ones that missed it.
- B2B or enterprise audience experience. Government audience experience is a strong plus.
- Technology & AI marketing experience.
- Product marketing craft: positioning documents, launch plans, and sales enablement.
- PR crisis handling and executive communications.
- Gulf dialect Arabic familiarity and UAE government communication conventions.
- Paid media competence across LinkedIn and Google.
- On-camera comfort, or podcast and event moderation ability.
- Based in the UAE or willing to relocate to Dubai, and comfortable working on-site.
Nice-to-have
- Partner and co-marketing experience with technology vendors such as NVIDIA, AWS, Microsoft, or Google, including co-branded campaigns and market development funds.
- Event marketing: regional technology conferences such as GITEX and LEAP, booth and launch event production, and speaker placement for leadership.
- Social listening and share-of-voice measurement using tools such as Brandwatch or Talkwalker.
- Marketing automation and CRM: HubSpot or similar, nurture flows, UTM discipline, and attribution reporting through Looker Studio or equivalent dashboards.
- Account-based marketing for government and enterprise.
- Long-form content craft: whitepapers, case studies, and ghost-written thought leadership for executives.
- Community building: developer or practitioner communities, LinkedIn groups, or moderated forums.
- Hands-on production ability: shooting and editing your own short-form video in Premiere or CapCut, or photography to a publishable standard.
- Employer brand and careers content, supporting an active hiring pipeline.
- Familiarity with the regional media landscape, including national and Gulf business press, regional technology publications, and Emirates News Agency conventions.
- Award submissions and industry recognition programmes.
- Arabic-language SEO specifically, which behaves differently from English.
Why join
You will be a part of building the public face of a sovereign AI company with a product story that is genuinely rare: AI that speaks dialectal Arabic properly, ships into air-gapped government environments, and runs on frontier hardware. What you publish will be seen by the people who run this region's governments and largest companies.
Compensation and logistics
On-site in Dubai. Compensation is competitive and benchmarked to your experience and the UAE market. The package includes UAE employment visa sponsorship, medical insurance, and annual leave and flight allowance per UAE labour law and company policy. Xpin AI hires on demonstrated ability and welcomes applicants of all nationalities and backgrounds.
How to apply
Send your CV with links to work you personally owned: channels, campaigns, pages, writing, launches. Add a short note on one brand you think communicates exceptionally and why, and one thing you would change about our current public presence after fifteen minutes of looking. Candid beats polite. We read everything and reply either way.