SVP - Head Brand & Corporate Communications (Emiratization)

Our client is a well-known large financial services organisation based in the UAE. They are looking to hire a Head of Brand & Corporate Communications at an SVP level.

Job Purpose

The job holder will be responsible for leading global brand and corporate communications strategy, overseeing brand partnerships, employer branding, content management, new market brand expansion, ESG brand integration, social media management, corporate and internal communications, and leveraging research and insights to drive brand relevance and resonance. Additionally, to ensure alignment with the company's values and business objectives, while enhancing brand image, market reach, and stakeholder engagement at a strategic level.

Key Result Areas

Brand Management

• Work closely with the Group Head of Marketing & Communication as knowledge management and lead brand & communications strategies and special projects globally, including existing and new growth markets, such as Egypt, Pakistan and International Company Group countries.
• Work in alignment with Business Group Heads to ensure their narratives, initiatives and achievements are communicated effectively, contributing to the holistic brand story.
• Lead and provide strategic direction for the brand, PR and social media to meet Brand KPIs for the year to increase awareness and consideration and ultimately the Brand Finance rankings and position linked to targets set for 2025 and beyond.
• Build Customer Trust through awareness campaigns such as fraud, information security etc.
• Build Brand Saliency through thematic campaigns and events annually.
• Develop a 360-degree brand plan that leverage PR, paid digital, social media and alternate channels.
• Support Business Marketing teams for strategic brand and product campaigns, research and consumer PR.
• Help the agencies in attaining a better understanding of the value propositions across all business groups to deliver superior brand plans.
• Monitor Development of quarterly brand Calendar based on the inputs provided by the segment owners; monitor the monthly activities.
• Monitor campaign performance and track campaign impact across Brand KPIs.
• Act as the gateway for generating all communication from content development across channels, ensure consistency of messages, timely roll out of new campaigns collateral, and removal of obsolete collateral.
• Ensure that there is a sequence being followed to ensure maximum reach for all brand related communication.
• Define and uphold the brand's identity, values, and visual language, ensuring consistency across all touchpoints and channels.
• Develop and maintain brand guidelines to be adhered to by all internal and external stakeholders, ensuring that the brand remains true to its core principles.
• Monitor and protect the brand's reputation, addressing any issues or challenges that may arise and working to enhance brand perception.

Brand Expansion in New Markets

• Develop and execute a comprehensive brand strategy, understanding local consumer behavior, and adapting the brand's positioning and marketing approach accordingly (Egypt, Pakistan, Oman, Saudi etc.)
• Develop visibility for employer brand for MGN related markets to support hiring for India, Pakistan and Egypt.
• Collaborate with various teams to ensure a seamless expansion process, which may involve product localization, market research, and cultural adaptation of marketing strategies.
• Establish partnerships or alliances with local entities or agencies to facilitate the brand's entry into new markets, while adhering to local regulations and business practices.

Partnerships & Sponsorships

• Identify and drive opportunities for annual/long term sponsorships such as sports, music, gaming and other relevant partnerships.
• Identify global PR opportunities and partnerships to create unique and impactful communication and deliver thought leadership through relevant platforms.
• Develop and execute a strategy for identifying strategic partnerships with other brands or organizations that can help enhance the company's brand image, reach, and influence.
• Build and maintain strong relationships with potential partners, negotiating deals and contracts that align with the company's brand identity and business objectives.
• Contribute to the development of co-branded marketing initiatives or campaigns, ensuring that they align with the overall brand positioning and messaging.
• Secure and manage long term opportunities for effective partnerships with high ROI and brand visibility.
• Cross partnership opportunities for marquee products such as ESG related, Neo, Cards, NeoBiz, Corporate etc through relevant events, webinars and conferences.

Social Strategy & Channel Management

• Develop and implement a comprehensive social media strategy to elevate the organization's online presence and engagement, aligning with the overall brand and marketing goals.
• Oversee the management and optimization of all social media channels, identifying opportunities for growth, engagement, and strengthening brand loyalty.
• Analyze social media data and insights to continuously refine the social strategy, ensuring that it remains effective and aligns with the organization's strategic objectives.
• Enhance brand reputation and stakeholder engagement through social media.
• Identify the right social media agency partners, set-up the scope of work, negotiation of costs and deliverables, and provide high-level direction towards execution of brand communications across channels are compelling, creative and consistent and impactful.
• Ensure all social channels and content are aligned with the overall brand strategy, with consistent messaging, tonality and brand voice.

ESG Brand Strategy & Communication

• Provide strategic, high-level direction towards the development & delivery of brand and communication campaigns related to ESG in alignment with the business wider goals.
• Drive company-wide communications and stakeholder collaboration for critical ESG initiatives such as COP in the MENA region and other international partnerships
• Ensure all marketing aspects such as Events, Digital, PR & Research, are leveraged effectively to achieve significant results.
• Track and review campaign performance and provide strategic recommendations to implement learnings.
• Report key campaign performance and overall ESG communications impact to the EXCO on a quarterly/half-yearly basis.

Content Management

• Lead the development of a holistic content strategy across various marketing channels, ensuring alignment with brand messaging, target audience, and overarching business objectives.
• Oversee the creation, curation, and distribution of content across multiple channels, including digital, print, video, and more, ensuring consistency and relevance to the brand's identity.
• Continuously evaluate and optimize content performance, leveraging data and insights to drive engagement, conversions, and brand affinity.
• Define and implement an integrated content marketing strategy, across key channels including company earned media (PR), paid media (cross-channel advertising, advertorials), website, social media channels, intranet, among others - in English and Arabic - to boost audience understanding of the brand and key initiatives.
• Ensuring content created and published is compelling and consistent in style, quality, and tone of voice.
• Channel optimization, brand consistency and meaningful measurement of content impact.

Corporate Communications

Thought Leadership, Public Relations, Awards and Conferences

• Build and lead the PR strategy bank-wide in line with the strategic priorities for the entity.
• Work closely with COE leadership and local agencies to increase the SOV with relevant messaging in local media for all 3 markets.
• Work with local marketing teams and PR agencies in Egypt to ensure consistent messaging.
• Work closely with EXCO team to build and execute thought leadership and communication strategy for effective corporate storytelling.
• Crisis management and communications.
• Amplify corporate messaging through paid engagement and amplified PR.
• Identify external opportunities & engage with external industry stakeholders to secure relevant earned/sponsored opportunities for EXCO team members.
• Identify opportunities for leadership participation in industry conferences, and support with relevant corporate and brand messaging.
• Lead the PR in providing strategic direction, product related Information/campaign info on all submissions for the participation of the bank in various local and International Awards.
• Leading major company events including PR media launches.

Internal Communications

• Work with EXCO team to ensure all consistent messaging across all forums including Townhalls, corporate comms broadcast, intranet etc.
• Work on Corporate Communication messaging for various initiatives drafting, reviewing and ensuring the messaging is on brand and in line with the thought leadership and other stakeholders/groups.
• Lead culture communication across teams and agencies to ensure consistent message internally as well as externally.
• Support other business and support functions for effective positioning and employee messaging.
• Launch, manage and maintain internal communication on the Intranet.

Employer Brand and Engagement Initiatives

• Position the company as a preferred Employer of choice
• D&I Position the Bank as an inclusive employer and responsible corporate through focused efforts for women (Ashriqi) and People of Determination.
• COE Explore, strategize and own opportunities in PR, comms and brand to rollout campaigns, brand opportunities.
• Work closely with PICG team to plan and execute the annual initiatives.
• Partner with PICG team for building and executing for employee communications and engagement on various HR initiatives.

Research and Insights

• Drive Research and Insights-based brand and communications activities along with the research specialist.
• Collaborate with various partners for brand insights such as Brand Finance, YouGov, other requirements for marketing research.
• Effectively leverage, understand, and utilize the existing data and analytics available through various sources including Sprinkler, SEO and MicroStrategy.

Team Management

• Recruit, induct, train, engage and mentor the brand and communications team across all regions.
• Communicate and manage priorities with ongoing interactions, feedback and recognition.
• Ensure the team has a customized learning and development relevant to their career and personal growth.

Agency Management

• End-to-end agency management at a strategic-level including identifying the right partners, creating business goals-aligned SOWs, negotiations and execution, review and feedback including creative, brand, activation, media, PR, social, SEO and content development and marketing globally, including but not restricted to UAE, Egypt, MGN locations (Egypt, Pakistan, Oman, India) and the International Banking Group countries..
• Ensure growing ROI through effective partnering with agency partners and ensure that the company gets the desired output and impact for brand spends.
• Quarterly performance reviews to ensure operational efficiency across agency partners. Oversee relationships with external agencies, ensuring that they align with the organization's strategic vision and deliver high-quality services and results.
• Manage the selection, onboarding, and performance evaluation of agencies, setting clear KPIs and expectations to drive accountability and excellence.
• Collaborate with agencies to develop integrated marketing and PR campaigns, ensuring coherence and synergy across all brand communications.

Budget Management

• Plan and manage the brand and corporate communications budget, keep a tight control on vertical wise budget, and manage the monthly provisions that are submitted to the CAD and PMAD and reporting to Group Head.
• Negotiate with agencies alongside procurement teams to ensure efficient budget spending.

Knowledge, Skills and Experience

• 18+ years of experience within Marketing, Brand and / or Advertising within the banking industry.
• Led a global team for brand, communication and integrated agency management.
• Adept to the new age marketing and concepts to contribute to the creative ideas on board.
• Sound knowledge of budgeting, forecasting, and analyzing expense for various activities.
• Proven success in building relationships both internally and with external parties.
• Strong interpersonal & communication skills.