Senior Brand Manager
Skills
About This Role
Senior Manager, Brand (Contractor)
- Our business landscape
- We’re an award-winning global communications company operating in nine countries across the Middle East, North Africa, and Southeast Asia.
- Our strategy is to become the region’s leading digital infrastructure provider.
- Ooredoo Group’s strategic vision is guided by five key pillars:
- **Value-Focused Portfolio:**
- Boosting asset returns by focusing on telco operations, towers, data centres, the sea cable business and fintech.
- **Strengthen the Core:**
- Optimally using deployed capital and maintain an appropriate cost structure.
- **Evolve the Core:**
- Monetising opportunities to generate new revenue streams via programmes focusing on analytics, digitalisation of operations, and partnerships with digital service providers.
- **People:**
- Building an engaged and empowered workforce through integrated learning programs and coaching and mentoring.
- **Excellence in Customer Experience:**
- Creating superior customer experiences.
- From day one, every employee who joins our team becomes an integral part of our success journey.
- We offer you the chance to enhance your skills, advance your career, and maintain a healthy work-life balance.
- Empowering you to catapult your personal and professional growth.
- If you’re looking to challenge your growth potential, Ooredoo is the employer for you.
- Job overview
- The Senior Brand Manager (Group) is the custodian and guardian of the Ooredoo brand, responsible for protecting consistency, strengthening differentiation, and enabling scalable brand execution across OpCos. The role leads the end-to-end brand positioning program across multiple markets, ensuring a practical positioning framework that balances global consistency with local relevance, and translates strategy into updated brand guidelines and embedment plans across the organisation.
- The Senior Manager, Media collaborates with cross-functional teams, including media, marketing, creative, and analytics, to ensure effective campaign execution.
- Your impact on our goals
- 1) Brand guardianship & governance
- Act as the brand guardian, ensuring brand consistency that builds recognition and trust across all touchpoints (creative, comms, digital, experience).
- Own and operate the group brand governance model: approvals, exceptions, toolkits, and compliance routines (e.g., creative/VI audits, adoption checks).
- Ensure core brand elements remain consistent (e.g., VI/tagline consistency) while allowing for market nuance.
- 2) Lead the Group Brand Positioning program (multi-market)
- Lead the design and rollout of a brand positioning project across priority markets, aligning stakeholders and ensuring deliverables are actionable and scalable across markets.
- Drive a structured process that:
- 1.
- Assesses current positioning and perception by market,
- 2.
- Defines an ownable brand personality,
- 3.
- Establishes a future-focused positioning framework applicable across markets,
- 4.
- Balances global consistency with local relevance.
- 5.
- Coordinate inputs across markets covered in scope (e.g., Iraq, Algeria, Tunisia, Oman, Kuwait, Qatar, Maldives) and manage market-specific nuance within a single group framework.
- 6.
- Ensure positioning work is clearly framed as strategic alignment and that it directly supports marketing investment, consistent preference, and long-term enterprise value.
- 3) Translate strategy into guidelines & executable toolkits
- Convert positioning outputs into clear, practical brand guidance that can be used consistently by marketing, communications, product teams, and agency partners.
- Own the ongoing update cycle of brand guidelines (group master + market addenda), including decision logs, version control, and change communications.
- Create and maintain toolkits that enable adoption at scale (e.g., messaging architecture, brand personality cues, tone of voice principles, templates, do/don’t libraries).
- 4) Brand embedment across the organisation (make it “stick”)
- Deliver an embedment/roll-out plan that drives alignment to positioning throughout the organisation—marketing/communications and beyond—ensuring the brand is executed consistently in VI/MarCom and embedded across relevant parts of the business.
- Design and run stakeholder workshops and working sessions to drive alignment and adoption across OpCos and functions. (Workshops are consistent with internal research approaches.)
- Provide a clear plan for resourcing and delivery in markets with relevant stakeholders (including how Group and OpCos collaborate).
- 5) Monitor and improve Brand Health (BHT + KPI linkage)
- Own the brand health performance narrative and workplan: monitor, diagnose, and drive actions based on brand tracking and related measures.
- Ensure brand positioning links to measurable outcomes with a clear line to Brand Health and CSAT survey KPIs (and related brand KPIs used by markets).
- Partner with research suppliers and internal teams to manage research programs (e.g., tracking transitions and multi-method audit inputs such as qualitative + quantitative approaches).
- 6) Agency & partner leadership (brand strategy and execution quality)
- Lead agency briefs for brand strategy, positioning, and brand guidance; manage partners from scope definition through delivery and embedment.
- Ensure outputs reflect agreed scope: assessment → framework → embedment plan; with a strong emphasis on practical application across markets.
- Manage all financial and agency management relating to brand, this includes PO generation, budget reporting, invoice management.
Experience and Qualifications
- 8–12+ years in brand management/strategy (telco, consumer services, or complex multi-market brands preferred).
- Proven experience leading brand positioning / brand strategy projects with multiple stakeholders and markets.
- Hands-on ownership of brand guidelines / identity systems and consistency governance in a scaled organisation.
- Strong background in brand measurement/insights and turning tracking outputs into action plans (e.g., BHT linkage).
- Bachelor’s degree in marketing, Communications, Business, or related field.
- Fluent English – French and/or Arabic is a plus
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