Senior Digital Adoption & Communications Strategist — UAE

Brainlake; Abu Dhabi; On-site; AED 120,000 - 160,000; Full time

Job summary

Brainlake is seeking an experienced Digital Adoption & Communications Strategist to lead a major UAE digital transformation. You will shape adoption, messaging, and channel strategies, aligning communications with the service experience to drive activation, engagement, and long-term retention.

The role requires senior hands-on work, workshops with executives, and on-site presence in the UAE with optional off-site work when needed.

Qualifications

• 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…..
• 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

Responsibilities

• 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

Job description

Brainlake is seeking an experienced Digital Adoption & Communications Strategist to lead a major UAE digital transformation. You will shape adoption, messaging, and channel strategies, aligning communications with the service experience to drive activation, engagement, and long-term retention.

The role requires senior hands-on work, workshops with executives, and on-site presence in the UAE with optional off-site work when needed.