Digital Adoption & Communications Strategist

BrainLake Advertising LLC; Abu Dhabi; On-site; AED 350,000 - 600,000; Full time

Job summary

BrainLake Advertising LLC seeks an experienced Digital Adoption & Communications Strategist to support a major digital transformation programme in the UAE. This senior, hands-on role blends digital adoption, communications, customer experience, and campaign planning to move users from awareness to activation and retention.

You will analyze audiences, define segmentation, and develop multi-phase activation roadmaps while aligning with the actual service experience.

Qualifications

• 6+ years of experience across digital adoption, strategic communications, or related disciplines.
• Proven ability to translate objectives into actionable communications and engagement strategies.
• Experience developing audience segmentation, personas, and behavioural insights.

Responsibilities

• Review current marketing, communication, engagement approaches, channels and assets to identify gaps.
• Analyze market trends, benchmarks, audience behaviours and the wider communications landscape.
• Translate personas into audience groups and define adoption objectives.
• Develop a multi-phase digital adoption strategy from pre-launch to long-term retention.
• Define channel strategy across digital, social, owned, platform, and ecosystem channels.
• Create audience-specific value propositions, messages, reasons-to-believe, and CTAs.
• Coordinate messaging and activation with multiple stakeholders and ecosystem partners.
• Develop roadmaps with campaigns, key moments, sequencing, and dependencies.

Skills

Digital adoption

Strategic communications

Audience segmentation

Campaign strategy

Executive storytelling

Job description

We're looking for an experienced Digital Adoption & Communications Strategist to support a major digital transformation programme in the UAE.

This role sits at the intersection of digital adoption, strategic communications, customer experience, audience strategy, and campaign planning.

You'll be responsible for understanding how different audiences engage with digital services, identifying what drives or prevents adoption, and developing the strategies, messaging, channels, and activation approaches needed to move users from awareness to activation, engagement, repeat usage, and long-term retention.

You'll work closely with senior stakeholders, product and experience teams, communications teams, and delivery partners to ensure communications and adoption activities are aligned with the actual digital service experience.

This is a senior, hands-on role. You'll be expected to conduct analysis, facilitate workshops, develop strategic frameworks, and produce clear, executive-ready deliverables.

The role requires predominantly on-site work in the UAE, with flexibility for off-site working when required.

What You'll Do

• Review existing marketing, communication, engagement approaches, channels, campaigns, and communication assets to identify gaps and opportunities
• Analyze market trends, relevant benchmarks, audience behaviours, and the wider communications landscape
• Translate personas and user segments into communication-relevant audience groups
• Identify audience needs, behaviours, motivations, communication preferences, and barriers to digital adoption
• Define and prioritize audience segments based on adoption objectives
• Develop a multi-phase digital adoption strategy covering pre-launch awareness, launch activation, post-launch engagement, repeat usage, and long-term retention
• Define the appropriate channel strategy and channel mix across digital, social, owned, platform, and ecosystem channels
• Develop audience-specific value propositions, key messages, reasons-to-believe, calls-to-action, and messaging principles
• Define campaign and activation approaches tailored to different audiences, services, and rollout phases
• Develop integrated communications and activation roadmaps, including campaign waves, key moments, sequencing, dependencies, and stakeholder activities
• Ensure communications and engagement strategies align with the actual customer journey and service experience
• Coordinate messaging and activation approaches across multiple stakeholders and ecosystem partners
• Define adoption KPIs across awareness, reach, engagement, traffic, activation, conversion, repeat usage, and retention
• Connect communications performance with broader product and adoption objectives
• Plan and facilitate workshops with senior stakeholders to develop and validate segmentation, messaging, channel, campaign, and adoption strategies
• Turn complex research, analysis, and stakeholder inputs into clear strategic recommendations, frameworks, roadmaps, and executive-level presentations

You're Our Match If You Have

• 6+ years of relevant experience across digital adoption, strategic communications, digital marketing strategy, customer experience, or related disciplines
• Proven experience developing digital adoption strategies that move users from awareness through activation, engagement, repeat usage, and retention
• Strong experience translating digital product and programme objectives into actionable communications and engagement strategies
• Strong experience with audience segmentation, personas, behavioural insights, and adoption barriers
• Proven ability to develop messaging frameworks and audience-specific value propositions
• Experience developing integrated channel strategies across digital, social, owned, platform, and ecosystem channels
• Strong campaign strategy and activation experience across pre-launch, launch, and post-launch stages
• Good understanding of customer experience and journey thinking, particularly how communications connect with the wider service experience
• Experience conducting market, landscape, competitor, and communications analysis
• Ability to translate strategy into practical, sequenced communications and activation roadmaps
• Strong understanding of digital adoption analytics and performance measurement
• Strong workshop facilitation skills and confidence leading sessions with senior stakeholders
• Excellent executive communication, presentation, and storytelling skills
• Strong understanding of digital products, platforms, services, and product launches
• Experience working across complex stakeholder environments and coordinating multiple teams or organizations
• Experience working on large-scale digital transformation or public-service programmes in the UAE/GCC is highly preferred
• Arabic and English bilingual capability is highly preferred
• Comfortable working predominantly on-site in the UAE

What are you waiting for

YALLA!