Vice President, Brand & CSR (UAE National Only)
Mashreq · United Arab Emirates
The Vice President, Brand & CSR is responsible for maintaining the strategic direction and market positioning for the Mashreq brand in the home market of the UAE, in line with the agreed Group Marketing and Communications brand strategy. Will build relationships with national bodies and external stakeholders and lead the sponsorships and CSR programs led by the brand team. Required to work horizontally with the business marketing teams to ensure programs are aligned with revenue objectives, and target audience personas.
Responsibilities
- Lead and drive the development of the Mashreq brand image in the UAE
- Embody a customer-centric approach, understanding and prioritizing the needs of the customer in all marketing and communications activity
- Work closely with the Brand team to ensure a one-brand approach that works for international audiences (Manager – Marketing & Brand Strategy will ‘own’ the whole brand strategy including the international element)
- Lead the development of the D&I programme for the bank in conjunction with Corporate Affairs – promoting the voices and visibility of women and PWD from both staff and customers, in our external communications.
- Work closely with the B&C team to ensure there is a singular tone of voice developed and maintained across Arabic communication, in all channels
- Proactively build relationships with the business marketing teams to find opportunities to extend brand campaigns in to product awareness, and ensure brand acts in support of the bank’s revenue targets
- Take a digital-first approach to all marketing communications and PR, in how we structure programmes, as well as how we communicate
- Work with the insight team where required on brand insight programmes
Experience
- 10 years of substantive related banking experience or exception experience in another marketing field, incorporating analysis and leadership responsibilities.
- Sound knowledge of budgeting, forecasting and analyzing expense for various activities
- Proven success in dealing with various external agencies and building relationships.
- Good oral and written communication skills in English.
- Ability to view “big picture” and align tactical objectives with strategic ones.
- Ability to quickly identify and position the business for change, both internally and externally.
- Ability to ensure all activities are conducted in line with the missions/vision, business objectives, and regulatory controls expected by the organization.
- Strong interpersonal skills.
- Excellent Communication Skills