Brand Strategist

Fromfolio; Abu Dhabi; On-site; AED 300,000 - 420,000; Full time

Job summary

Fromfolio is seeking a senior branding lead in Abu Dhabi to develop and sharpen the brand foundation across product launches and investor materials. You will translate design decisions into clear, market-ready brand language and guide assets such as typography, color, and logomark usage.

You will work closely with design and product teams to ensure brand strategy aligns with product design, while mapping regional opportunities in the GCC and beyond.

Qualifications

• Proven experience building or repositioning a brand, ideally in automotive, luxury, or another design led category.
• Strong strategic writing: translate complex product decisions into clear brand language.
• Comfortable working directly with design and product teams, not only marketing.
• Understanding of regional GCC context is a strong plus.
• Experience launching a new brand from zero is a strong plus.

Responsibilities

• Define and sharpen the brand foundation: purpose, positioning, values, tone of voice, and differentiators.
• Translate design philosophy and product decisions into brand language for market and press.
• Build and maintain brand narrative across product launches, press materials, stage presentations, and investor documents.
• Develop the brand architecture across model tiers and variants, keeping coherence with the parent brand.
• Collaborate with design and product teams to ensure brand strategy reinforces product design.
• Guide development of brand assets: logomark usage, typography, colour, imagery direction, and tone.
• Lead competitor and category analysis across regional and global players to identify opportunities.
• Develop audience understanding: target users, buying behavior, and trust-building.
• Shape brand's cultural footprint through partnerships and editions.
• Partner with communications, product, and commercial teams to keep messages aligned.

Skills

Brand strategy

Brand positioning

Strategic writing

Cross-functional collaboration

Brand architecture

Tools

Adobe Suite

Keynote

PowerPoint

Generative AI tools

Job description

Core responsibilities

• Define and sharpen the brand foundation: purpose, positioning, values, tone of voice, and the differentiators that set the brand apart in its segment.

• Translate the design philosophy and product decisions into brand language the market and the press can understand.

• Build and maintain the brand narrative across product launches, press materials, stage presentations, and investor facing documents.

• Develop the brand architecture across model tiers and variants, keeping each product line coherent with the parent brand while allowing room to breathe.

• Work alongside the design team to make sure brand strategy and product design reinforce each other, with brand decisions grounded in observable design choices rather than marketing language.

• Guide the development of brand assets: logomark usage, typography, colour, imagery direction, and the written tone that carries across every touchpoint.

• Lead competitor and category analysis, mapping where the brand stands against regional and global players and where the real opportunity sits.

• Develop audience understanding: who the brand is for, how they buy, what they care about, and how the brand earns their trust.

• Shape the brand’s cultural footprint, including partnerships, collaborations, and editions that extend the brand into culture without diluting it.

• Partner with communications, product, and commercial teams to keep every outbound message consistent with the brand position.

• Build the brand playbook and keep it current as the brand grows.

Experience and skills

• Proven experience building or repositioning a brand, ideally in automotive, luxury, or another design led category.

• Strong strategic writing: able to turn complex product and design decisions into clear, confident brand language.

• Comfortable working directly with design and product teams, not only with marketing.

• Understanding of regional context for the GCC market is a strong plus.

• Experience launching a new brand from zero is a strong plus.

Software

• Adobe Suite

• Keynote and PowerPoint for presentation development

• Good proficiency in generative AI tools for ideation and visualization