Marketing Adoption Consultant

Client of Salt; Dubai; On-site; AED 160,000 - 240,000; Full time

Job summary

Client of Salt is seeking a senior marketing consultant to lead the adoption of a new government digital services platform in the UAE. You will define and execute the adoption strategy, serving as the sole marketing resource within a small delivery team and coordinating with government stakeholders and the delivery partner to drive awareness, activation and ongoing usage.

The role requires Arabic language proficiency and a minimum of 8 years in UAE marketing, with experience launching digital

Qualifications

• 8+ years of marketing experience in the UAE.
• Arabic speaking is essential.
• Experience building or launching digital platforms for government or B2B/B2C.
• Ability to work as the sole marketing adoption resource within a small project team.

Responsibilities

• Current-State Review of platform marketing approaches.
• Audience Segmentation to define communication groups.
• Adoption Strategy across multi-phase rollout.
• Channel Strategy across digital, social, government channels.
• Messaging Framework with audience-specific value propositions.
• Campaign Activation for awareness and usage.
• Communications Roadmap aligned with rollout plan.
• Ecosystem Communications with partner entities.
• Performance Measurement of adoption KPIs.
• Marketing Operations to calendar and templates.

Skills

Marketing strategy

Adoption marketing

Communications

Stakeholder engagement

Job description

Client amp Context Our client is a government entity responsible for the digitisation of public services within a GCC emirate The entity is launching a new digital services platform developed with the support of a global consulting and technology partner The organisation is seeking a consultant to lead marketing adoption for the platform covering two audiences end customers regular users top priority and government entities secondary audience The platform roadmap has already been mapped this role focuses on rolling out the marketing and communications strategy that will drive its adoption

Role Overview We are looking for a senior marketing consultant to define and help execute the adoption strategy for a new government digital services platform The consultant will act as the sole marketing adoption resource embedded within a small delivery team working closely with the client and delivery partner to build the market view adoption strategy messaging framework and rollout plan that will drive awareness activation and sustained usage of the platform among both end users and government stakeholders

Key Responsibilities

• Current-State Review Review existing marketing communication and engagement approaches for the platform including current channels campaign practices and communication assets to identify gaps and opportunities
• Audience Segmentation Translate personas and user segments into communication-relevant audience groups identifying their communication needs behaviours motivations and adoption barriers
• Adoption Strategy Develop the multi-phase adoption strategy across pre-launch awareness launch activation post-launch engagement and long-term retention
• Channel Strategy Define the recommended channel strategy and mix across digital social government platform and ecosystem channels based on audience objective and adoption stage
• Messaging Framework Develop the platform s messaging framework including audience-specific value propositions key messages reasons-to-believe calls-to-action and messaging principles
• Campaign Activation Define campaign and activation approaches that drive awareness activation and sustained usage tailored to priority segments services and rollout phases
• Communications Roadmap Develop an integrated communications and activation roadmap aligned with the platform s rollout plan including key communication moments campaign waves sequencing and dependencies
• Ecosystem Communications Define the approach for government entity and ecosystem communications ensuring coordinated messaging across participating entities and alignment with the actual service experience
• Performance Measurement Define adoption KPIs across awareness reach engagement traffic activation conversion repeat usage and retention linking communications performance to broader adoption objectives
• Marketing Operations Draft the ongoing marketing and communications calendar and supporting templates and support rollout execution over the following 12 months

Key Deliverables

• Market Landscape amp User Segmentation Report defines and prioritises the platform s key user segments their characteristics needs behaviours adoption barriers and engagement opportunities to inform targeted adoption and communications planning
• Adoption Strategy Channel Plan amp Messaging Framework defines the phased approach to drive awareness activation engagement and sustained adoption of the platform including target channels audience-specific messaging activation approaches and adoption performance measures
• Contract Period Engagement length 6 months with potential to extend

Arabic speaking (essential). Minimum 8 years experience in the marketing industry within the UAE. Experience building or launching digital platforms for government or B2B/B2C such as a service, product, website or mobile app. Government sector experience is preferred but not mandatory. Comfortable operating as an individual contributor this role is the sole marketing adoption resource within a small, multidisciplinary project team.