Ref: GP581-44

Job description / Role

Employment: Full Time

Job Purpose
To manage the development of FGB Group's brand strategy and plan in collaboration with the Head of Corporate Affairs, and oversee its implementation and the development of related guidelines, templates, reports, etc. in liaison with third party service providers, in order to ensure the brand identity is maintained, and is aligned to the overall strategy of the bank.

Key Accountabilties

Supervision of Subordinates
* Organise and supervise the activities and work of subordinates to ensure that all work within the sub-department is carried out in an efficient manner which is consistent with operating procedures and policy.
* Provide on-the-job training and constructive feedback to subordinates to support their overall development.

Brand Strategy
* Develop the brand strategy for growing FGB over a short and long term period in UAE and at International locations and oversee its implementation across all consumer touch points in order to ensure consistency is maintained across the initiative.
* Ensure paid and earned media activity is planned, aligned with business requirements and implemented according to brand standard, in liaison with external agencies.
* Review brand guidelines, templates and reports (Brand Bank) related to the branding for specific initiatives and product launches, print/ offline and online content, maintain the brand assets, and provide feedback to the team in order to ensure the documents are accurate, and compliant with the established branding strategy and guidelines.
* Manage brand research and tracking and build brand health studies and plans into the overarching Brand strategy
* Develop a content framework for FGB that enables the budgeting, planning, creation and distribution of content that populates all channels and builds brand equity. Internal Collaboration
* Maintain strong internal relations and collaborate with the Relationship Managers' and the other functional specialist (Communications, Digital Communications, PR and Admin and Control) in order to ensure the branding activities are carried out collaboratively, as per the customer's requirements, and that the relevant changes are reflected in the other areas appropriately.

Campaigns, Advertising & Digital
* Understand any advertising requirements from the Relationship Managers and liaise with the advertising agencies to devise an advertising campaign, provide a brief, review deliverables and finalise the ad, in order to ensure the requirements are met, and the branding guidelines are adhered to. In the case of CBG this role changes to advisory and governance as they have their own marketing team.
* Liaise with, and act as the link between, the end user and advertising agency by maintaining regular contact with both, negotiate on the details of the campaigns as required, ensuring that communication flows effectively.
* Drive FGB website development, content distribution digitally and digital marketing including search and display
* Oversee all brand and advertising campaigns and launches for specific or organisation wide initiatives, across offline channels and ensure it is effectively implemented, to drive anticipation and excitement for product launches and brand activity and strengthen the FGB Group brand positioning.

Corporate Identity
* Ensure the implementation, maintenance and enhancement of the bank's corporate identity internally within the bank i.e. in branch architecture, communications, events, applications and externally i.e. advertisements, PR activities, branding on digital channels, etc. so that the corporate identity reflects the Group's strategy.
* Work in collaboration with the Head of Corporate Affairs, to drive internal and external brand positioning and implementation of FGB Group's brand propositions and brand experience across all touch points across the region and international locations of FGB Group.
* Manage the assessment of organisational compliance with brand values and investigate areas of non-compliance so that they are addressed promptly and ensure that appropriate corrective actions are taken. Other Activities
* Develop creative needs for events and exhibitions in collaboration with external agencies and ensure its successful implementation through the Admin and Control function.
* Conduct brand audit for the projects in order to ensure alignment with brand guidelines and to enable eff

Requirements

* Bachelor's Degree in Business Management or Marketing or Mass Communication or any related discipline
* 10 - 12 years of experience in branding, marketing or related discipline, in a similar industry
* Functional agency work experience is preferable

Skills
* Aligned with Corporate values (Knowledgeable, Adaptable, Collaborative, Enterprising, Responsible)
* Good functional knowledge and understanding of the business
* Ability to deal with people from different cultures and nationalities
* Excellent interpersonal, negotiation, verbal, and written communications skills
* A good team player, collaborative, adaptable and open-minded
* Excellent creative and visual representation skills
* Aligned with Corporate values (Knowledgeable, Adaptable, Collaborative, Enterprising, Responsible)
* Good functional knowledge and understanding of the business
* Ability to deal with people from different cultures and nationalities
* Excellent interpersonal, negotiation, verbal, and written communications skills
* Bi-lingual (Arabic and English)
* A good team player, collaborative, adaptable and open-minded
* Excellent creative and visual representation skills

About the Company

Established in 1979 and headquartered in the UAE capital, Abu Dhabi, the bank offers a full range of financial services to business and consumer sectors throughout an extensive network of branches across the UAE.

Internationally FGB has branches in Singapore and Qatar, representative offices in India and Hong Kong and a subsidiary in Libya.

FGBs story of growth and value creation for its stakeholders is a strong one - from Abu Dhabi origins to UAE acquisitions and an international footprint, from Corporate to Wholesale Banking including debt, transactional banking and Islamic products, from burgeoning Treasury to global money markets, asset management and research. Notably in the Consumer market FGB has developed segmented and customer centric products in all categories and brought technology and extra benefits to its customers.

Today, FGB is recognised as a world-class organisation committed to maximising value for shareholders, customers and employees as it focuses on delivering banking products and services that meet client needs and support the UAE's dynamic economy. In line with its commitment to excellence the bank continues to invest significantly in people and technology to provide superior service standards.

First Gulf Bank was awarded the 'Best Bank in the United Arab Emirates' and 'Best Bancassurance' titles at the Banker Middle East Industry Awards 2013. It was also ranked as the 3rd most powerful company in the UAE and 6th leading bank in Forbes' 'Top 500 in the Arab World' list.

First Gulf Bank carries an A+ Long-Term (IDR) rating from Fitch, an A2 Long Term Deposit rating from Moody's, an A+ Long Term Foreign Currency Rating from Capital Intelligence and a AAA Long-Term Financial Institution Rating from RAM Ratings of Malaysia.

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