Brand & Marketing Lead

DropXcell; Dubai; On-site; AED 180,000 - 300,000; Full time

Job summary

Finanshels is seeking a Brand & Marketing Lead in Dubai to own how the brand shows up in the market—from organic social to activations and community growth. This highly hands-on role requires identifying opportunities, developing concepts, executing quickly, and measuring outcomes with founders and the wider marketing team.

You will turn founder moments, customer stories, company developments, industry conversations, and events into engaging content and experiences.

Qualifications

• 3+ years of relevant experience in brand marketing, social media, content, or related fields.
• Proven track record of organic/viral content with measurable results.
• Ability to provide at least 3 examples of posts or videos you created or led, with reach and engagement.
• Experience conceptualizing and delivering multiple brand activations.

Responsibilities

• Develop and execute a high-volume organic content strategy across social platforms.
• Identify trends, founder moments, and customer stories to turn into content.
• Create repeatable formats and content series to drive sustained growth.
• Lead founder-led content and align with leadership for authentic messaging.
• Plan and measure brand activations and events with clear objectives and KPIs.
• Build and nurture communities across channels and programs.

Skills

Brand marketing

Social media

Content creation

Community growth

Job description

Finanshels is the Finance OS for the GCC’s fastest-growing SMEs.

We combine technology, AI, and expert finance teams to help businesses manage accounting, VAT, corporate tax, compliance, and CFO-level finance — without the cost and complexity of building an in-house finance function.

We’re building a category-defining brand in a market where trust, relevance, and community matter. That means we’re not looking for someone to simply maintain a brand.

We’re looking for someone who can make Finanshels impossible to ignore.

The Role

As Brand & Marketing Lead, you will own how Finanshels shows up in the market — from organic social and founder-led content to brand activations and community growth.

This is a highly hands-on role. You will be expected to identify opportunities, develop concepts, execute quickly, and measure what worked.

You’ll work closely with founders, leadership, customers, and the wider marketing team to turn founder moments, customer stories, company developments, industry conversations, and real-world events into content and experiences people want to engage with and share.

We care about measurable outcomes — not vague claims of “brand awareness.”

Success will be measured through reach, shares, follower growth, community engagement, sign-ups, and event-generated pipeline.

What You'll Own

1. Organic Virality & Social Growth

• Develop and execute a high-volume organic content strategy across relevant social platforms.
• Identify trends, conversations, founder moments, customer stories, and business developments that can become engaging content.
• Turn ideas into content concepts that people want to watch, share, comment on, and discuss.
• Build repeatable formats and content series that drive sustained organic growth.
• Work closely with founders and leadership to maximize founder-led content.
• Continuously analyze performance and double down on content formats and topics that generate results.
• Own measurable growth in reach, shares, engagement, and followers.

2. Founder-Led Content

• Build a strong founder-led content engine around the people building Finanshels.
• Identify stories, opinions, lessons, and moments that can be turned into compelling content.
• Develop hooks, concepts, scripts, posts, and creative formats for founder channels.
• Help founders show up consistently without making the content feel overly scripted or corporate.
• Turn founder expertise and perspectives into content that strengthens the company's presence within the SME and business ecosystem.

3. Brand Activations & Events

• Conceptualize and execute brand activations that create attention, engagement, and commercial opportunities.
• Develop event concepts, formats, themes, experiences, and partnerships.
• Own activations from idea through execution and post-event measurement.
• Work with internal teams, partners, vendors, creators, and communities to bring activations to life.
• Ensure every activation has a clear objective, target audience, budget, and success metric.
• Measure outcomes including attendance, engagement, sign-ups, leads, pipeline, partnerships, and other relevant KPIs.

4. Community Growth

• Build and grow communities around Finanshels, founders, SMEs, finance professionals, and relevant business ecosystems.
• Develop community concepts, acquisition strategies, engagement loops, and programming.
• Own communities across channels such as WhatsApp, Telegram, events, memberships, creator networks, or ambassador programmes.
• Create initiatives that give people a reason to join, stay, participate, and advocate.
• Turn community members into active participants rather than passive followers.
• Track community growth and engagement and continuously improve the experience.

5. Brand Storytelling

• Translate company developments, customer success stories, product launches, partnerships, and industry moments into compelling stories.
• Develop campaigns and creative concepts that make complex financial topics relevant and engaging.
• Maintain consistency in Finanshels' voice while continuously evolving how the brand communicates.
• Collaborate with content, design, performance, and leadership teams to bring campaigns to life.

What We're Looking For

Must-Haves

• 3+ years of relevant experience in brand marketing, social media, content, community, integrated marketing, or a related field.
• Ideally, experience with at least one company for a meaningful period, demonstrating ownership and sustained impact.
• A credible track record of organic/viral content, supported by specific examples and measurable results.
• Ability to provide at least 3 examples of posts or videos you personally created or led, including reach/views, shares, engagement, and follower growth where available.
• Proven experience conceptualizing and delivering multiple brand activations — not just coordinating logistics.
• Ability to clearly explain the objective, target audience, format, budget, your role, and measurable outcome of previous activations.
• Proven experience building and sustaining a real community, such as a WhatsApp or Telegram group, membership programme, creator network, ambassador programme, or customer community.
• Strong ability to turn founder moments, customer stories, company developments, and industry conversations into engaging social content.
• Strong understanding of social platforms, content formats, trends, and organic growth mechanics.
• Highly creative, commercially minded, and comfortable working in a fast-paced startup environment.
• Strong analytical mindset — you care about the numbers behind creative work.
• Based in the UAE and comfortable working onsite in Dubai.

What Will Make You Stand Out

• Experience in fintech, SaaS, financial services, B2B, startups, or SME-focused businesses.
• A strong personal understanding of what makes content spread organically.
• Experience working directly with founders or senior executives on personal-brand content.
• Experience building founder, creator, ambassador, or customer communities from zero.
• Experience creating memorable offline-to-online brand activations.
• Strong network across the UAE startup, founder, creator, SME, or business ecosystem.
• Demonstrated ability to connect brand activity to sign-ups, leads, partnerships, or pipeline.
• A portfolio that clearly demonstrates your work and the results behind it.

How We Measure Success

We don't measure this role through generic brand-awareness statements.

Your performance will be evaluated through measurable outcomes such as:

• Organic reach and impressions
• Content shares and engagement
• Successful viral content formats
• Founder-led content performance
• Community growth and engagement
• Event attendance and engagement
• Event-generated leads and pipeline
• Sign-ups and conversions
• Partnerships and ecosystem growth

Why Finanshels?

You’ll have the opportunity to build the brand of a fast-growing company operating at the intersection of finance, technology, AI, and the GCC SME ecosystem.

You won't be joining to maintain an existing playbook.