Unit Head – Marketing, Media & Communications - رئيس وحدة التسويق والإعلام والتواصل المؤسسي

POSITION NAME Unit Head – Marketing, Media & Communications
1. Role Objective
JOB CONTENT
Lead and manage the Bank’s marketing, branding, media and communications activities by developing and implementing integrated strategies that strengthen the Bank’s corporate brand and institutional identity, enhance stakeholder awareness, promote its development mandate, products and initiatives, and safeguard its reputation. The role ensures consistent brand positioning, messaging and communication across all channels while supporting effective engagement with customers, media, government entities and other key stakeholders.

2. Duties & Responsibilities
o Lead the development and implementation of the Bank’s annual marketing, branding, media and communications plans in alignment with approved corporate strategy, business priorities and institutional objectives.
o Develop, maintain and strengthen the Bank’s corporate brand architecture, visual identity, positioning, messaging and brand guidelines to ensure consistent application across all departments, branches and communication channels.
o Act as the custodian of the Bank’s brand, ensuring appropriate use of the Bank’s name, logo, visual identity, tone of voice, templates, signage, publications and promotional materials.
o Monitor brand perception, awareness and consistency and recommend initiatives to enhance the Bank’s corporate image and market positioning.
o Plan and oversee integrated marketing and branding campaigns promoting the Bank’s products, services, development programs, initiatives and achievements to targeted customer and stakeholder segments.
o Maintain effective relationships with domestic and international media. Coordinate media enquiries, interviews and briefings, ensuring the Bank’s position is presented accurately and consistently.
o Oversee the Bank’s digital communication channels, including website content, socials, LinkedIn and other digital communication activities, ensuring content is accurate, timely and aligned with approved brand and communication standards.
o Develop and review corporate communication and branding materials, publications, reports, presentations, brochures, advertisements, promotional materials, event branding and other institutional content prior to publication or external release.
o Coordinate the branding and communication requirements for major Bank initiatives, events, launches, campaigns, partnerships and stakeholder engagements in cooperation with relevant departments.
o Manage the Bank’s appointed marketing, communications and media agency. Agree briefs, workplans, budgets and delivery standards, review performance and ensure all work meets the Bank’s requirements.
o Establish and maintain relationships with ministers, senior government officials, regulators and other public-sector stakeholders relevant to the Bank’s mandate.
o Oversee the preparation of briefing notes, speeches, presentations, key messages and media material for the CEO and other senior representatives of the Bank.
o Advise senior management on media coverage, emerging issues and matters that may affect the Bank’s reputation.
o Lead the communications response to sensitive or high-profile issues, working closely with senior management and the relevant Legal, Compliance and Risk functions.
o Ensure employees authorized to speak on behalf of the Bank are properly briefed and that external statements receive the necessary approvals before release.
o Coordinate with internal departments and branches to ensure marketing, branding and communication requirements are identified, prioritized and delivered in accordance with approved plans and corporate standards.
o Monitor marketing and branding budgets, campaign performance, media effectiveness, brand-related indicators and relevant performance measures, and prepare periodic reports and recommendations for management.
o Ensure all marketing, branding, media and communication activities comply with applicable internal policies, corporate identity guidelines, regulatory requirements, confidentiality standards and approval authorities.
o Lead and manage the Marketing, Media & Communications Team with clear accountability for the quality and timely delivery of its work.
o Set the team’s objectives and priorities, allocate responsibilities, manage workloads and review individual and team performance.
o Align the team and appointed agency to a single plan and clear accountabilities.
o Build the capability of the team through coaching, regular feedback, development planning and appropriate training.
o Review the team’s structure, staffing and skills requirements and make recommendations to ensure it has the capacity and expertise required to support the Bank.
KEY INTERACTIONS
1. Internal
o Senior Management
o Business & support departments
o Branches
o Product & business development teams o Strategy & planning functions
o Compliance, Legal & Risk functions
o HR
o Procurement & Finance

2. External
o Ministers & senior government officials
o Government ministries & regulators
o Domestic & international media
o The Bank’s appointed marketing, communications & media agency
o Strategic partners & communications service providers As part of day-to-day activities
3. Level of External Interaction
This position requires high level of external interactions
MINIMUM EDUCATION, QUALIFICATIONS SKILLS

Bachelor’s degree in marketing, Communications, Media, Public Relations, Branding, Business Administration or equivalent professional qualifications.

Experience

A minimum of eight to 10 years relevant experience in marketing, corporate communications, media relations, public relations or brand management with experience in a management or senior supervisory position.

The Candidate Should Have
o Proven experience of leading and developing a marketing, media or corporate communications team, including setting objectives, allocating resources and managing individual and team performance.
o Direct experience of dealing with domestic and international media, including interviews, media enquiries and sensitive issues.
o Experience of working with ministers, senior government officials, regulators, board members and senior executives.
o Experience of managing an external marketing, communications or media agency with responsibility for briefs, budgets, delivery and performance.
o Experience of advising senior management on communications and reputational matters.
o Experience of preparing communications for senior leaders and managing sensitive or crisis-related communications.
Experience in banking, financial services, a development institution, a government-related entity or another high-profile organization would be an advantage.
Special Skills & Knowledge
o Strong knowledge of marketing, branding, corporate communications, media relations and PR practices.
o Strong understanding of corporate brand strategy, brand architecture, visual identity and reputation management.
o Ability to develop and implement corporate branding and positioning strategies.
o Strong understanding of brand governance and application of corporate identity standards.
o Strong content development, editing, presentation and corporate messaging capabilities.
o Good understanding of digital marketing, social media management and online brand management.
o Ability to plan and manage integrated marketing, branding and communication campaigns.
o A solid understanding of the domestic media and government environment supported by an awareness of relevant regional and international media.
o Sound judgement and discretion, particularly when dealing with confidential, sensitive or reputational matters.
o The confidence and professional standing to work effectively with senior executives, board members, government officials, regulators and journalists.
o Strong leadership and people-management skills with the ability to set clear expectations, develop staff and maintain effective performance across the team.
o Strong agency and budget management skills.
o Excellent written and spoken Arabic and English.
o The ability to prepare senior representatives for media interviews and public engagements.
o The ability to assess media coverage and stakeholder concerns and provide clear, practical advice to senior management.

Business Understanding:
This position requires a high level of business understanding