SVP, Head of Brand & Corporate Communications (UAEN)

JOB DESCRIPTION

Job Title

Senior Vice President, Head - Brand & Corporate Communication (UAE National)

Department: MCG

Direct Supervisor: Group Head of Marketing & Communications

Job Purpose

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. 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 to lead brand & communications strategies and special projects globally, including existing and new growth markets such as Egypt, Pakistan and International Banking Group countries.
• Work in close alignment with Business Group Heads to ensure their narratives, initiatives and achievements are communicated effectively, contributing to the holistic brand story of the bank.
• Lead and provide strategic direction for brand, PR and social media to meet Brand KPIs for the year, increasing awareness, consideration, and overall brand rankings.
• Build customer trust through awareness campaigns such as fraud and information security.
• Build brand saliency through thematic campaigns and events annually.
• Develop a 360-degree brand plan leveraging PR, paid digital, social media and alternate channels.
• Support Business Marketing teams for strategic brand and product campaigns, research and consumer PR.
• Guide agencies to better understand value propositions across all business groups to deliver superior brand plans.
• Monitor development of quarterly brand calendar and monthly activities.
• Track campaign performance across Brand KPIs.
• Oversee all communication outputs to ensure consistency, timely rollout, and removal of obsolete collateral.
• Define and uphold brand identity, values, and visual language across all channels.
• Develop and maintain brand guidelines for internal and external stakeholders.
• Monitor and protect brand reputation and enhance perception.

Brand Expansion in New Markets

• Develop and execute comprehensive brand strategies for new markets, adapting to local consumer behavior and positioning (e.g., Egypt, Pakistan, Oman, Saudi Arabia).
• Develop employer brand visibility in key markets to support hiring.
• Collaborate across teams to ensure seamless expansion including localization and cultural adaptation.
• Establish partnerships with local entities or agencies while adhering to regulations.

Partnerships & Sponsorships

• Identify and drive opportunities for long-term sponsorships (sports, music, gaming, etc.).
• Identify global PR opportunities to create impactful communication and thought leadership.
• Develop and execute a partnerships strategy to enhance brand reach and influence.
• Build and manage relationships with partners and negotiate aligned agreements.
• Deliver co-branded campaigns aligned to overall brand positioning.
• Secure high-ROI partnerships with strong brand visibility.
• Drive cross-partnership opportunities for key products through events, webinars, and conferences.

Social Strategy and Channel Management

• Develop and implement a comprehensive social media strategy aligned with brand and marketing goals.
• Oversee and optimize all social media channels for growth and engagement.
• Analyze insights to refine strategy continuously.
• Enhance brand reputation and stakeholder engagement via social media.
• Manage agency partners, scope, costs, and execution quality.
• Ensure consistent messaging, tone, and brand voice across all channels.

ESG Brand Strategy and Communication

• Provide strategic direction for ESG-related brand and communication campaigns.
• Drive bank-wide ESG communications and stakeholder collaboration.
• Leverage events, digital, PR, and research effectively.
• Track performance and report impact to EXCO regularly.

Content Management

• Lead a holistic content strategy aligned with brand and business objectives.
• Oversee creation and distribution across digital, print, and video channels.
• Optimize content performance using data and insights.
• Implement integrated content marketing across PR, paid media, website, social, and intranet (English and Arabic).
• Ensure consistency in tone, quality, and messaging.
• Drive channel optimization and content impact measurement.

Corporate Communications

• Lead PR strategy aligned with the bank's priorities.
• Increase share of voice across key markets with relevant messaging.
• Work with leadership and agencies to ensure consistent messaging.
• Partner with EXCO on thought leadership and corporate storytelling.
• Lead crisis communications.
• Amplify messaging via paid and earned media.
• Identify speaking and media opportunities for leadership.
• Support participation in awards and industry conferences.
• Lead major bank-wide PR events and launches.

Internal Communications

• Ensure consistent messaging across all internal platforms (town halls, intranet, broadcasts).
• Develop and review corporate messaging for key initiatives.
• Lead internal culture communications.
• Support employee engagement messaging across functions.
• Manage internal communication platforms.

Employer Brand & Engagement

• Position the bank as an employer of choice.
• Drive D&I positioning initiatives.
• Identify and execute brand opportunities linked to employer branding.
• Partner with HR teams on employee engagement initiatives.

Research and Insights

• Drive insight-led brand and communications strategy.
• Collaborate with external partners (e.g., Brand Finance, YouGov).
• Leverage analytics tools (e.g., Sprinklr, SEO, MicroStrategy).

Team Management

• Recruit, develop, and lead the brand and communications team globally.
• Manage performance, priorities, and engagement.
• Support learning and development initiatives.

Agency Management

• Lead global agency management across creative, media, PR, social, SEO, and content.
• Ensure strong ROI and performance from agency partners.
• Conduct quarterly performance reviews.
• Oversee agency selection, onboarding, and evaluation.
• Ensure integrated campaigns across all channels.

Budget Management

• Plan and manage the brand and communications budget.
• Control spend and manage financial reporting.
• Negotiate with agencies alongside procurement.

Operating Environment & Relationships

• Highly competitive banking environment requiring strong brand visibility.
• Extensive cross-functional engagement across the organization.
• Regular interaction with senior leadership and external agencies.
• Requires identifying media opportunities and delivering impactful content.

Problem Solving

• Challenge the status quo to enhance brand awareness and perception.
• Solve complex, unstructured brand and communication challenges.
• Align messaging with organizational goals across all platforms.
• Manage agency and media-related challenges, including crisis situations.

Decision-Making Authority Crises

• Drive ROI on brand, communications, partnerships, and ESG investments.
• Approve creative content and media plans with leadership.
• Lead execution of brand and PR strategies.
• Manage stakeholder relationships across leadership teams.
• Oversee team productivity and vendor selection.

Knowledge, Skills, and Experience

• 18–20 years experience in marketing, brand, or communications (preferably banking).
• Experience leading global teams and managing integrated agencies.
• Strong understanding of modern marketing practices.
• Financial acumen in budgeting and forecasting.
• Strong relationship-building and communication skills.
• Highly organized and collaborative.