Head of Brand Marketing

IMI media; Abu Dhabi; On-site; AED 279,000 - 390,600; Full time

Job summary

A prominent media company in Abu Dhabi seeks a Head of Brand Marketing to lead its brand initiatives across multiple platforms. The ideal candidate will have at least 10 years of experience in brand marketing, including senior management experience in media or digital content. Candidates should possess strong communication and stakeholder management skills, along with the ability to analyze data and drive marketing strategies to enhance brand equity. Fluency in Arabic and English is required for this role.

Qualifications

• Minimum of 10 years’ experience in brand marketing, including at least 3+ years in a senior managerial role.
• Strong understanding of audience behavior and digital analytics tools.
• Proven ability to develop and execute brand strategies across multiple platforms.

Responsibilities

• Lead the strategic development of brand marketing initiatives across IMI assets.
• Define clear objectives and KPIs for all campaigns.
• Manage external agencies to deliver high-quality creative content.

Skills

Brand marketing

Stakeholder management

Campaign management

Data analysis

Fluent in Arabic and English

Education

Bachelor's degree in Marketing, Communications, or Media

Master's degree in related field

Job description

The Head of Brand Marketing leads the strategic development and delivery of brand marketing initiatives across all IMI assets – broadcast, digital, print platforms - as well as the corporate brand. Operating within a centralized marketing function, the role ensures each asset’s marketing strategy aligns with the group’s overarching vision while maintaining distinctive brand identities. This position plays a critical role in increasing audience engagement, enhancing brand equity, and ensuring IMI’s assets remain front of mind across the region. The successful candidate will bring a deep understanding of media and content-led marketing and a proven ability to lead cross-functional teams and external partners to deliver impactful and measurable results.

Required Experience

• Minimum of 10 years’ experience in brand marketing, including at least 3+ years in a senior managerial role within the media, publishing, or digital content space

Degree title

• Bachelor’s degree in Marketing, Communications, Media, or a related field; Master’s degree is preferred
• Develop and lead annual and quarterly brand marketing strategies that support brand awareness, audience growth, engagement, and reach across all IMI assets.
• Balance group-level brand consistency with asset-level differentiation in positioning, messaging, and creative approach.
• Plan and oversee the end-to-end delivery of integrated campaigns across digital, social, print, broadcast, and experiential platforms, from brief development to post-campaign analysis.
• Define clear objectives and KPIs, ensuring all campaigns are insight-driven, measurable, and aligned with business goals.
• Identify and negotiate media partnerships that extend reach, strengthen positioning, and create co-branded opportunities for the group and its assets.
• Support in the development and execution of brand activations, sponsorships, and experiential events that enhance audience connection and brand equity.
• Ensure consistency in brand identity and messaging across all marketing and communications touchpoints and platforms.
• Lead the internal brand marketing team, providing direction, coaching, and performance oversight.
• Manage external agencies and partners to deliver high-quality creative content on time and within budget.
• Use data, research, and audience insights to inform campaign development, evaluate performance, and refine future strategies.
• Drive return on investment (ROI) by monitoring effectiveness, optimizing spend, and continuously improving campaign performance.
• Manage the brand marketing budget, ensuring resources are allocated efficiently across assets and platforms.
• Maintain strong relationships with GMs, EICs, product leads, sales teams, and communications to ensure alignment of priorities.
• Facilitate regular planning and review sessions between the centralized marketing team and the asset owners.
• Keep up to date with industry trends, audience behaviors, and platform developments to keep IMI’s brand marketing forward-thinking and competitive.
• Proven ability to develop and execute brand strategies and integrated campaigns across multiple platforms.
• Strong stakeholder management skills, with experience embedding marketing into editorial and product workflow.
• Strong understanding of audience behavior, segmentation, and content engagement across digital, broadcast, and print media in the MENA region.
• Demonstrated experience in leading and mentoring high-performing teams, managing agencies, and overseeing complex projects end to end.
• Commercial acumen with experience managing sizeable marketing budgets and optimizing for ROI.
• Excellent communication, presentation, and stakeholder management skills.
• Data- and insight-led, with a strong understanding of campaign performance metrics, digital analytics tools, and audience insight platforms.
• Fluent in both Arabic and English (written and spoken).
• High level of organization, strategic thinking, and ability to thrive in a fast-paced, deadline-driven environment.