SVP & Head of Brand
Full-time Sub Division: Group Communications & External Relations Division: GCOO
Company Description
Join the UAE’s largest bank and one of the world’s largest and safest financial institutions. Our focus is to create value for our employees, customers, shareholders and communities to grow through differentiation, agility and innovation.
We are looking for top talent and your success is our success. Accelerate your growth as you help us reach our goals and advance your career. Be ready to make your mark a top company, in an exciting and dynamic industry.
Job Description
JOB PURPOSE: FAB’s 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 mind-sets and capturing the imagination of consumers, investors, business leaders, media and key influencers in the market. The role leads a cross-functional team specialising in brand, marketing, digital and corporate communications, leading its development, driving new ideas and crucial day-to-day 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 lobby’s and supports internal and external teams and group strategies to “bake in” the bank’s 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 mind-sets of key stakeholders, internally and externally. Influence ambassadors internally and externally to participate.
Brand Reputation - develop and implement an effective cross-functional strategy and controls to manage and protect FAB’s 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 business-wide communication strategy that applies form the top down; from the CEO and EXCO to front-line 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 in-depth 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 KPI’s 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 KPI’s and ROI metrics, to drive advanced conversion tracking, setup reporting process enabling efficient data collection using proprietary web analytics platform, to inculcate fact-based 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 in-team, in-business 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
