Digital Adoption & Communications Strategist

About the role

We are seeking an experienced Digital Adoption & Communications Strategist to lead the adoption and communication efforts for a major digital transformation programme in the UAE. The role sits at the intersection of digital adoption, strategic communications, customer experience and campaign planning, working closely with senior stakeholders, product teams and delivery partners.

Key responsibilities

• Review existing marketing, communication and engagement assets to identify gaps and opportunities.
• Analyse market trends, audience behaviours and the communications landscape to inform strategy.
• Translate personas and user segments into audience groups and define adoption‑focused messaging.
• Develop a multi‑phase digital adoption strategy covering awareness, launch activation, post‑launch engagement and long‑term retention.
• Design channel mixes across digital, social, owned and ecosystem platforms and create audience‑specific value propositions, key messages and calls‑to‑action.
• Build integrated communications and activation roadmaps, including campaign waves, sequencing and stakeholder activities.
• Define adoption KPIs (reach, engagement, activation, conversion, repeat usage, retention) and link performance to product objectives.
• Facilitate workshops with senior stakeholders to validate segmentation, messaging and campaign plans.
• Produce executive‑ready presentations, strategic frameworks and roadmaps.

Required profile

• 6+ years of experience in digital adoption, strategic communications, digital marketing or related fields.
• Proven track record of creating adoption strategies that move users from awareness to activation and retention.
• Strong expertise in audience segmentation, behavioural insights and messaging framework development.
• Experience designing integrated channel strategies and campaign activation across pre‑launch, launch and post‑launch phases.
• Excellent workshop facilitation, executive communication and storytelling abilities.
• Background in large‑scale digital transformation or public‑service programmes in the UAE/GCC is highly preferred.
• Bilingual Arabic and English capability is a plus.
• Willingness to work predominantly on‑site in the UAE.