Summary
Mashreq is hiring a Vice President, Brand & CSR to lead the development and positioning of its brand in the UAE. The role oversees sponsorships and CSR initiatives, supports diversity and inclusion communications, and aligns brand campaigns with business and revenue objectives. It also involves external stakeholder and agency relationships, budgeting, forecasting, and coordination across marketing, corporate affairs, and insight teams. The posting requires UAE nationality and at least 10 years of relevant banking or marketing experience, along with strong English communication skills.
The posting
As published on mashreq.com. Pulled from the employer's site and shown as they wrote it.
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
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
Adopt an agile approach – training can be provided
Work with the insight team where required on brand insight programmes
Maintain a cost-conscious approach
Qualifications
- Familiarity with banking operations, sales and support environments, and strong customer focus.
- Passion for customer-centric organisations
- Understanding of brand principles and strategy
- Entrepreneurial, strong profit orientation and strong leader skill skills
- Passion for CSR / D&I issues
- 10-15 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