Head of Communications, UAE Expo Office

Overview

Strategy Development

• Develop and maintain the UAE Expo Office’s master communications strategy, ensuring it reflects the Office’s purpose and ambitions.
• Lead the development of communications strategies for each Expo participation, aligned with thematic objectives and the national narrative.
• Define and oversee the narrative framework, tone of voice, and messaging consistency across all channels.
• Develop and oversee the deployment of strategic plans, aligned to Expo Office goals and objectives.

Reputation Management

• Develop the UAE Expo Office’s reputation management strategy and systems.
• Lead issues and crisis management from a communications perspective, in close collaboration with leadership.
• Lead and develop the UAE Expo Office’s monitoring and horizon-scanning systems from a strategic perspective, overseeing day-to-day activities during each Expo participation.

Agency Management & Media

• Manage the appointed communications agency or agencies responsible for planning, implementation, and activation.
• Supervise media outreach, press events, campaigns, and distribution of press materials.
• Build and maintain strong relationships with key media stakeholders, both in the UAE and internationally.
• Serve as the main communications contact with Expo organizers and partner communications teams.

Content & Editorial Leadership

• Lead the development of strategic narratives and messaging frameworks for each Expo participation, aligned to UAE Expo Office objectives.
• Oversee the creation and rollout of high-quality content across all platforms, including speeches, social media, editorials, and promotional materials.
• Ensure messaging and tone are consistent across internally and externally developed content.
• Translate the UAE’s Expo strategies into clear, compelling stories for target audiences.

Performance & Risk

• Define KPIs and lead performance tracking to assess communications impact against strategic goals.
• Monitor media coverage and provide regular insights and recommendations to office leadership.
• Lead the development and implementation of crisis communications plans, including media readiness and reputational risk assessments.

Internal & Cross-Stream Coordination

• Work closely with internal teams to align communications with broader office initiatives.
• Identify opportunities from across the Expo Office’s workstreams that support communications goals and storytelling efforts.

Leadership & Budget

• Lead the planning, procurement, and management of all external communications partners.
• Oversee the communications budget, ensuring timely and high-quality delivery of outputs.