SVP,Head - Brand & Corporate Communications (UAE National Only) - Dubai

Job Description

Job Purpose

Ensure alignment with the bank'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 identified by the bank, such as Egypt, Pakistan and International Banking Group countries
• Work in close and constant alignment with Business Group Heads to ensure their narratives, initiatives and achievements are communicated effectively, contributing to the holistic brand story of Mashreq
• Lead and provide strategic direction for Mashreq 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 and 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

• Develop and maintain brand guidelines to be adhered to by all internal and external

• Monitor and protect the brand's reputation, addressing any issues or challenges that may

arise and working to enhance brand perception.

• Develop and execute a comprehensive brand strategy, , understanding local consumer behavior, and adapting the brand's positioning and marketing approach accordingly eg Egypt, Pakistan, Oman and others such as Saudi based on the license.
• 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 though leadership through relevant platforms.
• Develop and execute a strategy for identifying and securing strategic partnerships with

• Build and maintain strong relationships with potential partners, negotiating deals and

contracts that

• Contribute to the development of co-branded marketing initiatives or campaigns,

ensuring that

• 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 bankwide events, webinars and conferences.

Employer Brand and engagement initiatives:

• Position the Bank 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 with 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.

• 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.

Ensure all social channels and content are in alignment with the overall brand strategy, with consistent messaging, tonality and brand voice

• Provide strategic, high-level direction towards the development & delivery of brand and communication campaigns related to ESG in alignment with the business wider strategies and goals
• Drive bank-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.

Corporate Communications:

• Build and lead the PR strategy bank-wide in line with the strategic priorities for the bank.
• 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 bankwide events including PR media launches

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 team to ensure efficient budget spends.

Content Management

Internal Communications

Employer Brand and engagement initiatives

Research and Insights

Team Management

Agency management

Knowledge, Skills and Experience

Minimum 18-20 years experience either within Marketing, Brand and / or Advertising on either banking. 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 skills

Excellent communication skills