Senior Manager, Brand
Skills
About This Role
Overview
- 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:
- Assesses current positioning and perception by market,
- Defines an ownable brand personality,
- Establishes a future-focused positioning framework applicable across markets,
- Balances global consistency with local relevance.
- 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.
- 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
- 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).
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