SVP Head of Brand

JOB PURPOSEFABs 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 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 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 AccountabilitiesCore Accountabilities Brand Strategy & CommunicationsBrand 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 beyondDigital 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 objectivesDigital 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