IDB3279 – Lead Principal, Branding and Communication – ICD

Role Purpose:

To develop ICD’s corporate marketing and branding strategy to enhance the visibility, reputation and positioning of the organization as a leading developmental financial institution. This includes, working collaboratively with the stakeholders to establish integrated communication plans that promote the products, services, achievements and mandate of the ICD and build engaging and supportive content for the staff in line with the corporate mission, vision and values.

Key Functional Accountabilities and Activities:

Corporate Marketing and Branding:

• Participate in the development and execution of corporate marketing and communication plans to support the strategic goals and objectives of the organization.
• Act as ICD’s brand custodian to maintain and monitor ICD’s brand identity in line with the established guidelines and protocols.
• Define digital marketing strategy and maintain up-to-date digital presence, ensuring consistent brand presence and messaging. Be responsible for the brand and style guide and oversee the development of branded templates for use by stakeholders.
• Create and maintain new content for the website and ensure that it is always updated.
• Oversee the social media channels and create a growth and engagement strategy to work on these channels.
• Work with developers and editors to ensure that the website is meeting the needs of ICD and respect the best practices worldly.
• Liaise with the relevant Business Units teams to identify platforms for ICD’s branding initiatives, as well as to develop campaign material in line with the strategic direction and priorities of the Corporation.
• Plan and execute digital marketing campaigns (search engine optimization, social media, online ads, email and affiliate marketing etc.) in line with the ICD strategy.
• Provide content design services, in collaboration with the concerned departments and divisions, for ad hoc requests coming from ICD business functions.
• Provide editing and copywriting services across ICD, in collaboration with the concerned departments including drafting and editing text intended for external audience.
• Create and implement website content schedules for people to produce or update content to drive leads, subscribers and create awareness.

Media, Public Relations & Event Management:

• Develop and maintain relationships with key media organizations to support ICD’s publicity strategy.
• Oversee the development and write-up of media content (press release, interviews, etc.) and it’s dissemination for publishing purposes.
• Organize and coordinate ICD events (exhibitions, conferences, forums, workshops, seminars, etc.) with the overall aim of raising awareness of ICD and its developmental mandate.
• Supervise and measure the effectiveness of PR & Media relations activities and make recommendations for enhancement.
• Develop and maintain documentary films about the ICD, make multimedia presentations and display photos of the ICD events.
• Lead and work with digital, marketing and communication teams to deliver pre-event and post event campaigns to drive awareness and increase reach/impact.

Integrated Communication:

• Create and implement an external communications strategy working across the organization to develop creative news/content/media opportunities in line with the overall strategy and yearly plans.
• Create and implement an internal communications strategy, working with the internal stakeholders and senior leadership team to support employees and build our reputation as a preferred employer of choice.
• Work cohesively with the People and Culture (P&C) Department to undertake branding and communication initiatives that propagate the employer value proposition of the organization to attract high quality talent for the organization.
• Promote and create awareness around effective and innovative communication means to create a positive, engaging work environment.
• Manage internal communication, including newsletters, announcements, and others, in close alignment with concerned functions such as business units, P&C and other corporate support units.

Qualifications/ Professional Experience:

• At least 8 years of experience in Marketing, Branding and Communications related role with reputable organizations, preferably in the Banking and Financial Services sector is a must.
• Bachelor’s degree in Business Administration, Marketing, Communication or any other relevant discipline is a must.
• Master’ s degree in Business Administration, Marketing, Communication or any other relevant discipline or a Professional certification in Digital Marketing or related field is required.

Behavioral and Technical Competencies:

Core Behavioral Competencies:

• Innovation and Initiatives
• Change Management
• Developing People Capability
• Partnership Management
• Strategic Thinking
• Self-Effectiveness

Technical Competencies:

• Brand Management Principles
• Product Launch Management
• Public Relations
• Communication Material Design
• Networking Skills
• Media Content Management
• Management of Vendors/Alliances
• Event Management

Language Skills:

• Capable of communicating in two of the working languages (Arabic, English and French) of which English is a must. Whereas, Arabic and French are preferred.