Head of Brand Marketing
Skills
About This Role
Key Responsibilities
- Develop and lead annual and quarterly brand marketing strategies that support brand awareness, audience growth, engagement, and reach across all IMI assets.
- Balance group-level brand consistency with asset-level differentiation in positioning, messaging, and creative approach.
- Plan and oversee the end-to-end delivery of integrated campaigns across digital, social, print, broadcast, and experiential platforms, from brief development to post-campaign analysis.
- Define clear objectives and KPIs, ensuring all campaigns are insight-driven, measurable, and aligned with business goals.
- Identify and negotiate media partnerships that extend reach, strengthen positioning, and create co-branded opportunities for the group and its assets.
- Support in the development and execution of brand activations, sponsorships, and experiential events that enhance audience connection and brand equity.
- Ensure consistency in brand identity and messaging across all marketing and communications touchpoints and platforms.
- Lead the internal brand marketing team, providing direction, coaching, and performance oversight.
- Manage external agencies and partners to deliver high-quality creative content on time and within budget.
- Use data, research, and audience insights to inform campaign development, evaluate performance, and refine future strategies.
- Drive return on investment (ROI) by monitoring effectiveness, optimizing spend, and continuously improving campaign performance.
- Manage the brand marketing budget, ensuring resources are allocated efficiently across assets and platforms.
- Maintain strong relationships with GMs, EICs, product leads, sales teams, and communications to ensure alignment of priorities.
- Facilitate regular planning and review sessions between the centralized marketing team and the asset owners.
- Keep up to date with industry trends, audience behaviors, and platform developments to keep IMI s brand marketing forward-thinking and competitive.
Job Requirements
- Proven ability to develop and execute brand strategies and integrated campaigns across multiple platforms.
- Strong stakeholder management skills, with experience embedding marketing into editorial and product workflow.
- Strong understanding of audience behavior, segmentation, and content engagement across digital, broadcast, and print media in the MENA region.
- Demonstrated experience in leading and mentoring high-performing teams, managing agencies, and overseeing complex projects end to end.
- Commercial acumen with experience managing sizeable marketing budgets and optimizing for ROI.
- Excellent communication, presentation, and stakeholder management skills.
- Data- and insight-led, with a strong understanding of campaign performance metrics, digital analytics tools, and audience insight platforms.
- Fluent in both Arabic and English (written and spoken).
- High level of organization, strategic thinking, and ability to thrive in a fast-paced, deadline-driven environment.
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