Global Head of Branding

About the role

An international telecommunications business is looking for an experienced Global Head of Branding to define and lead its brand strategy. Based in Dubai, the role strengthens brand positioning, differentiation and customer relevance across multiple markets, establishing a clear global brand identity while letting local teams adapt communications to their customers. It is a senior, hands-on leadership position covering brand strategy, creative direction, integrated campaigns, sponsorships and brand governance.

Key responsibilities

• Define and deliver the global brand strategy, positioning, purpose and customer promise, including a proposition for competitive mobile markets (prepaid, postpaid and digital services)
• Own brand architecture, naming, visual identity and tone of voice across markets and product portfolios, and support entry into new markets
• Lead creative direction of global brand campaigns, from briefing and concept through production and rollout, overseeing advertising across digital, social, video, outdoor and retail channels
• Establish global brand guidelines, approval processes and asset libraries, and work with country leaders and local teams on consistent execution
• Review brand presentation across websites, apps, retail stores, dealer networks, packaging and customer communications
• Use customer research and competitor analysis to track awareness, consideration, preference and trust, and link brand investment to acquisition, retention and business performance
• Lead the strategy for sponsorships, ambassadors and partnerships, and guide brand communications during sensitive issues and major changes
• Lead and develop brand and creative teams, select and manage agencies, own brand budgets and production planning, and partner with Commercial, Product, Digital, CVM, Sales and Customer Experience teams

Required profile

• Typically 15+ years of marketing and branding experience, including substantial senior brand leadership responsibility
• Proven brand leadership within an MNO or MVNO is essential
• Demonstrated ownership of brand strategy, positioning and major consumer campaigns
• Experience managing brands across multiple countries, cultures and languages
• Evidence of successful brand transformation, repositioning, launches or sustained brand growth
• Degree in Marketing, Business, Communications or a related discipline; postgraduate qualifications are advantageous