Head of Marketing

Overview

Role Overview

Audience And Segmentation Definition

• Clarify the target audiences across MENA
• Define the most valuable customer groups and rank them by growth potential and strategic fit
• Build clear audience profiles to guide marketing and product decisions
• Size each segment so prioritisation rests on numbers, not assumptions

Ecosystem Growth & Partnership Strategy

• Review what works today and where marketing investment should move
• Lead developer, publisher, investor, talent, and partner engagement strategies
• Support ecosystem growth and market development initiatives
• Identify and shape strategic partnerships and industry collaborations
• Develop community-building initiatives that strengthen audience and ecosystem engagement

Positioning And Product-Market-Fit Refresh

• Update the product-market-fit strategy to support the next stage of growth
• Bring growth and product messaging under one clear direction, with priorities tied to business objectives
• Identify partnership opportunities and set a focused roadmap for the next 12 to 24 months
• Test refreshed positioning with target audiences before wider rollout

Go-To-Market Relaunch Strategy

• Design a coordinated relaunch to re-energise the brand across MENA
• Develop a clear relaunch narrative and a phased plan to build momentum and visibility
• Define success measures and post-launch priorities
• Set clear ownership and timing across the teams involved in delivery
• Develop audience acquisition strategy
• Drive community growth
• Lead creator and influencer engagement planning
• Support content ecosystem development
• Define international market prioritisation

Brand Identity Refresh

• Evolve the brand to reflect regional leadership ambitions
• Review current brand perception and update visual and tone-of-voice guidelines where needed
• Provide practical guidance for rollout across all touchpoints
• Establish how brand consistency will be maintained over time

Marketing Org Audit

• Ensure the team is structured to support growth
• Review team structure, role clarity, and capability gaps across brand, growth, and partnerships
• Benchmark against high-performing marketing teams and recommend adjustments for regional scale
• Set a phased hiring and capability plan to close priority gaps

Executive Advisory

• Provide ongoing marketing guidance at the executive level
• Act as a marketing advisor to the Executive Director and leadership team
• Advise on brand positioning and market-facing priorities
• Provide leadership with regular updates on progress and shifts in the market
• Shape the long-term value proposition
• Define differentiation versus regional and global competitors
• Support brand architecture and narrative development
• Strengthen the strategic positioning of Abu Dhabi within the gaming ecosystem

Requirements

• 12+ years of experience leading strategic marketing, growth, go-to-market, brand transformation, or ecosystem-building initiatives
• 5+ years of experience in the GCC is required
• Experience at Senior Manager, Director, Head of Marketing, Marketing Lead, or equivalent level
• Proven track record delivering marketing strategy and growth initiatives in digital, gaming, entertainment, technology, or adjacent sectors
• Proven ability to define audience segments and translate market research into actionable strategy
• Experience developing and executing go-to-market strategies from brief to in-market delivery
• Experience managing brand identity refreshes, brand positioning, agencies, and creative partners
• Comfortable advising at executive level and presenting to senior stakeholders
• Strong ability to work across government, commercial, and ecosystem environments

Success Measures

• Brand awareness and consideration
• Audience and community growth
• Partner acquisition and engagement
• Share of voice
• Event participation
• Marketing-attributed impact

Contract Duration

Abu Dhabi, United Arab Emirates