Job Purpose:
The role is responsible for managing the overall marketing strategy and budget for Islamic & Emirati Banking in the UAE, while leading the end-to-end development and execution of impactful marketing campaigns across products and customer segments. The position leverages a comprehensive mix of marketing channels and techniques, including Digital, Offline, PR, SEO, research, competitive benchmarking, and events, to drive measurable business outcomes and accelerate growth.
Key Result Areas:
1. Product Marketing
- Develop quarterly marketing strategies aligned with business objectives, Shariah principles & guidelines, and approved budgets
- Plan and execute integrated 360° marketing campaigns in the UAE across digital and offline channels for Islamic Banking and Emirati Banking products and services
- Manage end-to-end New To Bank (NTB) & Existing To Bank (ETB) campaigns, including creative development, media planning, execution, tracking, and optimization
- Analyze campaign performance and customer insights to drive continuous improvement and maximize ROI
- Monitor competitor activity and market trends within the Islamic Banking sector to recommend effective marketing responses
- Manage marketing budgets, vendor accruals, and payments in line with Finance and governance policies
- Assist in end-to-end campaign management, from ideation to execution, ensuring timely delivery and effectiveness
- Liaise with different agencies to execute projects and campaigns
- Ensure that the required permits for marketing promotions are in place
2. Digital Marketing
- Develop digital marketing strategy by identifying customers in the UAE and their current and future needs (insights driven), tracking changes in supply and demand, and monitoring the competition.
- Plans and executes media - social media, web, SEO/SEM, display advertising, database marketing, etc
- Implement tracking, measures and reports performance of all digital marketing campaigns across platforms and deliver identified month-on-month KPIs
- Identifies trends and insights, and optimizes media plans, spend, creatives and performance based on the insights.
Operating Environment, Framework and Boundaries, Working Relationships:
A. Collaborating with other Functions
- Close collaboration and engagement with key stakeholders - Product, Operations, Technology, Finance, Compliance, Analytics and Digital teams
- Ensure service, operations, backend, fulfillment and tracking are ready before campaign launch
- Collaborate with PR to ensure optimal media exposure on periodic basis
- Demonstrate brand values in everyday life at work
B. Compliance and Risk Management:
Ensure full compliance with all Operational Risk and Compliance policies, procedures, and Shariah governance requirements, in line with local regulatory standards and Islamic Banking guidelines.
Problem Solving:
Strong requirement to be able to handle issues with short turnaround time & manage multiple stakeholders, multi-task.
Decision Making Authority & Responsibility:
A strong candidate is expected to demonstrate superior skills in formulating & implementing marketing campaigns that deliver business results. Needs to be performance driven & able to make sound judgment with high level of ownership / responsibility, and to align all stakeholders towards flawless execution.
Knowledge, Skills and Experience:
- Mandatory experience in Digital Marketing and managing performance (ROI) digital campaigns
- Strong expertise in banking products marketing with proven track records
- Deep understanding of business dynamics, profitability and growth drivers
- Entrepreneurial with strong drive to succeed, with commitment & result orientation
- Creative thinker, strong ideation, good people communicator & relentless executor with attention to detail
- Ability to engage with senior stakeholders
- Proven ability to leverage external agencies & alliance partners to deliver outstanding campaigns
- Proven track record in conceptualizing, developing and executing digital marketing campaigns
Qualifications:
- Relevant years of experience: minimum 7-10 years
- Relevant experience in Islamic banking products
- Experience working at a global financial or technology company or collaborating directly or remotely with an international organization in a similar domain would be an added advantage. Experience working in the UAE would be a plus.
- Education level: Bachelor’s degree (Post Graduate degree would be a plus)
- Proficiency in Arabic or the ability to communicate effectively in Arabic would be considered an added advantage.
