Chief Specialist- Corporate Identity and Branding

Dubai Careers - A Smart Dubai Initiative; Dubai; On-site; AED 250,000 - 450,000; Full time

Job summary

Roads and Transport Authority (RTA) Dubai seeks a senior Marketing & Corporate Communications leader to craft and steer the brand strategy, developing brand guidelines and ensuring consistent identity across channels. You will drive CSR-aligned campaigns, oversee market research, and collaborate with multiple departments to measure ROI and impact.

The role demands a strong background in branding, data-driven marketing, stakeholder engagement, and budget management within a government-adjacent

Qualifications

• Bachelor's degree/master’s degree in marketing, business administration, or communications
• 9+ years with master’s degree (11+ years with bachelor’s)
• Experience in community engagement and CSR program management
• Proficiency in core data analysis and reporting for marketing and engagement effectiveness
• Skilled in planning, executing, and evaluating marketing campaigns
• Understanding of marketing, commercial, and pricing management strategies
• Strong project management and coordination skills
• Familiarity with the organization’s business context and strategic objectives
• Competence in brand identity management and ensuring consistent representation
• Ability to develop, manage, and evaluate budgets and financial plans
• Skilled in content creation, development, and management across platforms
• Experience in customer relationship management (CRM) and enhancing customer experience
• Capability to perform horizon scanning and identify emerging marketing or CSR trends
• Ability to manage internal communications effectively across departments
• Strong stakeholder engagement and collaboration skills, including developer integration

Responsibilities

• Develop Brand strategy, brand development and enhancement plans for RTA.
• Drive brand guidelines, monitor brand personality and development.
• Ensure active application of brand assets across media and events.
• Coordinate market research and public opinion studies to measure brand and reputation.
• Contribute to analytics, performance measurement and ROI from marketing campaigns.
• Lead reporting on department performance and strategic impact.

Skills

Brand strategy

Brand development

Brand guidelines

Stakeholder engagement

CRM

Data analysis

Marketing campaigns

Education

Bachelor's degree in marketing

Master’s degree in marketing

Tools

CRM

Analytics / reporting

Job description

• Develop Brand strategy, brand development and enhancement plans and initiatives for RTA.
• Drive brand guidelines including brand order; monitor brand personality and brand

Job Description

Strategy

• Develop Brand strategy, brand development and enhancement plans and initiatives for RTA.
• Drive brand guidelines including brand order; monitor brand personality and brand

application in right way, ensuring creation of new brand applications as required.

• Contribute to innovation initiatives focused on consumer-centric platforms and ROI-driven

studies aligned with strategic priorities.

• Drive brand awareness and beneficiary engagement through targeted marketing tactics.
• Promote sustainable development and strengthen the Authority’s national identity through

coordinated plans and media outreach.

Operations

• Drive implementation of the requirements of the corporate identity preservation framework

(Branding) in its various aspects in coordination with the relevant departments within RTA

maintaining RTA’s unified visual identity and brand.

• Develop branding for new sections as required and ensuring brand assets are available and

are maintained in correct and up to date manner.

• Coordinate market research and public opinion studies to measure the brand and corporate

reputation.

• Contribute to analytics, performance measurement, and monitor key performance indicators

(KPIs) for all marketing activities including return on investment (ROI) from marketing and

advertising campaigns carried out from branding perspective.

• Guide in preparation of periodic reports on the department’s performance and its strategic

impact.

• Collaborate with concerned departments to design and develop trademarks and trade names,

ensuring alignment with brand strategy and legal requirements.

• Review and approve requests for use of the Authority’s logo in various media and advertising

by affiliated companies, ensuring compliance with relevant conditions and standards.

• Fulfil regulatory and government reporting requirements, ensuring compliance with relevant

rules and procedures.

Product / Process Improvement

• Coach internal teams on Brand and corporate identity related processes, quality practices,

and innovation methods to ensure consistent service standards and continuous improvement.

• Recommend enhancements to existing products and services while adopting AI-driven digital

identity management and advanced analytics to future-proof marketing.

• Measure the impact of branding initiatives, implementing corrective actions as necessary to

optimize outcomes.

• Originate and steer innovation-focused initiatives (consumer-centric platforms, value-added

tactics, ROI/sales feasibility) aligned with RTA strategic priorities.

Qualifications

• Bachelor's degree/master’s degree in marketing, business administration, or communications
• 9+ years in case of master’s degree (11+ years in case of bachelor’s degree)
• Experience in community engagement and corporate social responsibility (CSR) program management
• Proficiency in core data analysis and reporting for marketing and engagement effectiveness
• Skilled in planning, executing, and evaluating marketing campaigns
• Understanding of marketing, commercial, and pricing management strategies
• Strong project management and coordination skills
• Familiarity with the organization’s business context and strategic objectives
• Competence in brand identity management and ensuring consistent representation
• Ability to develop, manage, and evaluate budgets and financial plans
• Skilled in content creation, development, and management across platforms
• Experience in customer relationship management (CRM) and enhancing customer experience
• Capability to perform horizon scanning and identify emerging marketing or CSR trends
• Ability to manage internal communications effectively across departments
• Strong stakeholder engagement and collaboration skills, including developer integration

Job Category

Marketing, Promotion and Events

Advertiser

Roads and Transport Authority

Department

Marketing & Corporate Communication

Required Nationality

All Nationalities (Priority for UAE National)

Monthly Salary

Unspecified

Schedule-Time

Full time