JOB PURPOSE:
FABs Brand Strategy & Communications function is responsible for protecting and evolving the banks corporate reputation in the UAE and abroad. The function seeks to differentiate FAB through a strategic and integrated focus on branding corporate communications marketing research and digital.
This role comes with a responsibility of understanding the mindsets and capturing the imagination of consumers investors business leaders media and key influencers in the market. The role leads a crossfunctional team specialising in brand marketing digital and corporate communications leading its development driving new ideas and crucial daytoday operations.
The team requires a strong understanding of online and offline platforms strategies and market from web mobile apps social media traditional communications and media to content research tools analytics while driving marketing automation and building strong relationships across the business internally as well as key partners externally.
The role lobbys and supports internal and external teams and group strategies to bake in the banks brand values and goals which differentiates us in the marketplace while effective communication ensures those values and goals are understood by key stakeholders and any and all issues are addressed and resolved consistent with the goals and vision of the bank driving awareness consideration and share of voice (SOV) at home and abroad.
Key Accountabilities:
Core Accountabilities Brand Strategy & Communications :
- Brand Proposition own develop deliver and evolve the Grow Stronger movement across the group and mindsets of key stakeholders internally and externally. Influence ambassadors internally and externally to participate.
- Brand Reputation develop and implement an effective crossfunctional strategy and controls to manage and protect FABs brand reputation at all times.
- Market Reputation & Engagement conceptualise and deliver effective internal and external global digital communication strategies over the short medium and long term that will help the business build positive perceptions of FAB in the minds of key audiences and stakeholders mitigate issues manage risks and build a supportive environment to achieve its business objectives.
- Communications Proposition consider tailor and implement the groups communications position across all stakeholder groups from customer investors employees media regulators and partners/suppliers.
- Communications Strategy own develop and influence a businesswide communication strategy that applies form the top down; from the CEO and EXCO to frontline staff within the business. Ensure that every department in the business plays an ambassadorship role to the organisation in the course of content creation or outward communications.
- Crisis Communications from concept to delivery own the crisis communications agenda for the bank. Lead the team to respond in the event of a crisis design relevant processes and ensure effective training is conducted across all stakeholders to be in a position to respond effectively at times under extreme pressure to resolve complex issues and/or concerns.
- Marketing Proposition from concept to delivery identify current and future opportunities to develop dynamic business cases and marketing solutions for businesses i.e. CIB and IBG. Provide strategic and tactical counsel to key internal stakeholders in the context of latest technology marketing methods and industry best practices etc.
- Customer Experience enhance corporate reputation and differentiate the organisation through effective use of online channels for marketing and communications in alignment with the wider bank channels (online and offline) to deliver an integrated 360 customer experience.
- Audience Segmentation conduct analyses on audience segmentation across all channels to ensure all campaigns content messaging are reaching the right individuals at the right time.
- Digital Communications Strategy build thought leadership and champion executions around emerging trends in digital communications and position the organisation as leader in the understanding and shaping of the future of FAB in online media and digital channels within the financial sector and beyond
- Digital Channels Strategy Create mobile online and web strategies that define the value proposition segmentation content user experience and content distribution opportunities integrating aspects of emerging media and new technologies that meets organisational and communications objectives
- Digital Performance encourage and implement digital optimization reputation management within existing online marketing processes.
- Advertising having an indepth knowledge of the full advertising and media mix from paid earned and owned to apply and evolve the brands media strategy to raise awareness and consideration at a group level and drive conversion and loyalty at a business level. Strategies apply to online i.e. programmatic display and offline media i.e. billboards TV Radio etc.
- Performance & Analytics on media set KPIs and ROI metrics and develop analytics that measure the overall impact of marketing campaigns digital media outreach and engagement and build a data driven approach for all digital marketing initiatives
- Performance & Analytics on digital channels set KPIs and ROI metrics to drive advanced conversion tracking setup reporting process enabling efficient data collection using proprietary web analytics platform to inculcate factbased decision making and to provide strategic insight of online consumer behaviour
- Training provide regular engagement sessions with key internal stakeholders on relevant brand updates communications and digital tools.
- Monitoring Listen participate and moderate online conversations to improve FAB brand sentiment online
Other Key Responsibilities
- Oversee and direct the development and publication of top quality content (for both internal and external use) either inteam inbusiness using subject matter experts or through 3rd party suppliers to support all digital brand communication and marketing programmes as described above.
- Support the Chief Marketing Officer and function in the leadership of any issue or crisis that may arise from the business divisions or functional areas implementing effective communication strategies to contain and mitigate brand and reputation damage at times under extreme pressure and tight deadlines.
- Provide advice and counsel to senior management teams of the business and functional areas regarding internal and external communications and digital developments both strategic and tactical.
- Present key functional updates to EXCO members and key external parties such as regulators to ensure senior leadership are well informed of the functions role and developments.
- Ensure alignment across the vertical and horizontal functions across the group to ensure consistency of the reputational agenda inside/out through consistent reporting presentations communications and stakeholder management.
- Oversee and contribute to the daily management of external teams such as marketing brand digital and communications vendors to ensure theyre also meeting the banks expectations and working in line with our objectives.
- Develop service level targets/ agreements (SLAs) for external agencies and monitor implementation in order to ensure expected levels of service and quality are met.
People Management for a large crossfunctional team:
- Build an agile working environment for the function to breathe and respond to complex marketing and communication requests from the EXCO business media and in from time to time regulators and external partners.
- Promote a collaborative and adaptable work space for proactive and strategic thinking for the crossfunctional team that this role manages.
- Organise and supervise the activities and work of subordinates to ensure that all work within the subdepartment is carried out in an efficient manner which is consistent with operating procedures and policy.
- Promote and support the professional training and development of direct reports wider team and Nujoom trainees.
- Empower develop and nurture a selfmotivated adaptable and responsible attitude within the team to ensure efficiency when delivering and career development of individuals.
- Mentor individuals within my direct function and outside as needed to influence the bank to grow and evolve with the everchanging world of banking technologies and brands.
Budgeting and Financial Planning
- Contribute to the preparation of the departmental budget and monitor subdepartments cost / revenue ratio.
- Keep the Chief Marketing Officer informed and highlight any performance gaps with suggestions to rectify and improve performance.
- Ensure all campaigns project resource costs are managed effectively within budgets outlined.
Continuous Improvement
- Stay abreast of latest digital media developments online trends and best practices and communicate to key stakeholders and the wider internal community.
- Research and remain abreast of competitor brands to sustain share of voice in the market.
- Attend globally renowned conferences and courses within the marketing digital and brand spectrum not just for financial brands but for global leading brands to support innovation and outsideofthebox thinking.
- Get team subscriptions to online forums podcasts and related information outlets (free and paid) to learn about the latest trends in the market and developments in specific fields such as digital analytics or social media advancements.
- Ensure team attend free forums designed by social media partners to bring global insights to platforms but also trending subjects such as cryptocurrency to stay up to date.
- Motivate team to contribute to the department agenda and activities to help identify opportunities for continuous improvement of systems processes and practices while taking into account international best practice improvement of business processes cost reduction efficiency and productivity.
Policies Systems Processes & Procedures
- Develop and advise on the organisations policy on communications digital marketing social media brand and marketing interactions and processes and responsible for engaging all staff to adhere to such policies and processes.
- Implement departmental policies systems and procedure so that all relevant procedural/ legislative requirements are fulfilled while delivering a quality and costeffective service.
- Advise on the relevant tools and systems required to ensure policy adherence but also effective output of functions deliverables.
- As global best practices evolve ensure functions policies processes and procedures to do and consistently communicate developments.
- Support the review of internal and external data bank of FAB Group and provide relevant feedback in order to ensure adherence to the governance policies and controls established that relate to the Group Marcomms function.
MIS and Reports
- Oversee and provide inputs in the preparation of timely and accurate departmental statements and reports to meet FAB Groups and departmental requirements policies and standards.
- Provide regular media and social media coverage reports for Group CEO and EXCO members to ensure theyre kept up to date on banks external media footprint daily weekly and monthly as required.
- Across the function ensure reports are mobile friendly and accessible for onthego executives.
- Work with HR and influence the score cards of employees to include brand metrics across the group.
Qualifications :
QUALIFICATIONS & EXPERIENCE:
Minimum Experience:
- BA or BSC equivalent and majored in Marketing Brand or Communications
- 12 years of experience in internal/ external Brand Marketing Digital and Communications within a global banking landscape and/or multinational organisation at a senior management position leading mentoring and developing a crossfunctional team and multimillion $/AED budgets.
Knowledge Skills and Attributes:
- Natural leadership ability and at times under extreme pressure from senior and external stakeholders.
- Able to move and influence a team into moving towards a unified vision and objective. Also possess a strong ability to form meaningful relationships with people being very approachable and relatable.
- Enthusiastic problem solver whether thats a brand solution thats required a communication or digital issue that needs to be resolved.
- Proven creative and strategic thinking on large corporate campaigns launches and organisational redesigns.
- A senior and professional communicator with the capability and judgement necessary to effectively and appropriately represent FAB views both internally and externally.
- Strategic thinker with the ability to identify and anticipate issues that may impact the company and develop solutions that address those issues.
- Political awareness and sensitivity with the ability to manage and mitigate potential issues across multiple jurisdictions.
- Strong skills in digital strategy and communications surrounding financial results and transactions.
- Comfortable confident and open to challenge existing thinking where appropriate and serve as an effective sounding board or advocate as a member of the senior leadership team within Group Marcomms.
- An excellent written and oral communicator fast and capable with a strong work ethic and the ability to prioritise effectively and meet tight deadlines.
- Sensitive to cultural issues diplomatic and mature with a good sense of humour and a passion for Marketing Digital and Brand
- English as a first language (Bilingual Arabic an advantage but not essential).
- A good team player collaborative adaptable and openminded.
- Understands digital tools platforms marketing analytics media mix and all related theories in depth
Remote Work :
No
Employment Type :
Fulltime
Key Skills Marketing & Promotions,Attorney At Law,Jni,Airlines,Art
Experience: years
Vacancy: 1