Brand Lead, UAE

Job Description

Manager, Brand & CSR (UAE National Only) | Mashreq

The Tone:
This is a full-time role at Mashreq, located in the United Arab Emirates. Mashreq is a bank committed to shaping its brand image and driving Diversity & Inclusion initiatives. This role is crucial for developing the bank’s brand in the UAE market, ensuring a customer-centric approach, and leading significant D&I programs externally. The Manager will play a key part in aligning brand efforts with business growth and revenue targets.

The TL;DR
• Role: Full Time
• Type: Full-time
• Location: In-person, United Arab Emirates

• Team: Works closely with Brand team, Corporate Affairs, B&C team, business marketing teams, and insight team; supports Manager – Marketing & Brand Strategy on international brand strategy.
• Mission: Leads the development of Mashreq’s brand image and Diversity & Inclusion program within the UAE, ensuring customer-centricity, brand consistency, and support for revenue goals.

What You’ll Actually Do
• Brand Development: Lead and drive the development of the Mashreq brand image specifically within the UAE market.
• Customer-Centricity: Embody a customer-centric approach, understanding and prioritizing the needs of customers in all marketing and communications activity.
• D&I Program Leadership: Lead the development of the bank’s Diversity & Inclusion program in conjunction with Corporate Affairs, promoting the voices and visibility of women and PWD from both staff and customers in external communications.
• Brand Consistency: Work closely with the B&C team to ensure a singular tone of voice is developed and maintained across all Arabic communication channels.
• Revenue Support: Proactively build relationships with business marketing teams to identify opportunities to extend brand campaigns into product awareness and ensure brand efforts support the bank’s revenue targets.
• Digital-First Approach: Take a digital-first approach to all marketing communications and PR, influencing how programs are structured and communicated.

The Must-Haves
• Background: Manager-level professional with sound knowledge of budgeting, forecasting, and analyzing expenses for various activities. Possesses a strong understanding of brand principles and strategy, along with a passion for CSR and D&I issues. Familiarity with banking operations, sales, and support environments is also required.
• Experience: 10-15 years of substantive related banking experience or exceptional experience in another marketing field, incorporating analysis and leadership responsibilities. Demonstrated success in dealing with various external agencies and building robust relationships.
• Skills: Excellent oral and written communication skills in English, coupled with strong interpersonal skills. Ability to view the “big picture” and effectively align tactical objectives with strategic ones. Capable of quickly identifying and positioning the business for change, both internally and externally.
• Bonus: A passion for customer-centric organizations, an entrepreneurial mindset, a strong profit orientation, and robust leadership skills are highly valued. The ability to adopt an agile approach is also a plus, with training provided if needed, along with maintaining a cost-conscious approach.