Marketing Adoption Consultant

About the role

We are seeking a senior marketing consultant to define and execute the adoption strategy for a new government digital services platform in the UAE. The consultant will be the sole marketing adoption resource embedded within a small multidisciplinary delivery team.

Key responsibilities

• Review existing marketing, communication and engagement approaches to identify gaps and opportunities.
• Translate personas and user segments into audience groups, outlining needs, behaviours, motivations and adoption barriers.
• Develop a multi‑phase adoption strategy covering pre‑launch awareness, launch activation, post‑launch engagement and long‑term retention.
• Define a channel strategy and mix across digital, social, government, platform and ecosystem channels.
• Create a messaging framework with audience‑specific value propositions, key messages, reasons‑to‑believe, calls‑to‑action and principles.
• Design campaign and activation approaches to drive awareness, activation and sustained usage.
• Build an integrated communications and activation roadmap aligned with the platform rollout, including key moments and sequencing.
• Outline an approach for government entity and ecosystem communications to ensure coordinated messaging.
• Define adoption KPIs covering awareness, reach, engagement, traffic, activation, conversion, repeat usage and retention.
• Draft an ongoing marketing and communications calendar and supporting templates to support rollout execution for the next 12 months.

Required profile

• Arabic speaking (essential).
• Minimum 8 years of experience in the marketing industry within the UAE.
• Experience building or launching digital platforms (government, B2B or B2C).
• Government sector experience preferred but not mandatory.
• Comfortable operating as an individual contributor within a small multidisciplinary team.