Digital Adoption & Communications Strategist

Were looking for an experienced Digital Adoption & Communications Strategist to support a major digital transformation programme in the UAE.

This role sits at the intersection of digital adoption strategic communications customer experience audience strategy and campaign planning.

Youll be responsible for understanding how different audiences engage with digital services identifying what drives or prevents adoption and developing the strategies messaging channels and activation approaches needed to move users from awareness to activation engagement repeat usage and long-term retention.

Youll work closely with senior stakeholders product and experience teams communications teams and delivery partners to ensure communications and adoption activities are aligned with the actual digital service experience.

This is a senior hands-on role. Youll be expected to conduct analysis facilitate workshops develop strategic frameworks and produce clear executive-ready deliverables.

The role requires predominantly on-site work in the UAE with flexibility for off-site working when required.

Review existing marketing communication engagement approaches channels campaigns and communication assets to identify gaps and opportunities

Analyze market trends relevant benchmarks audience behaviours and the wider communications landscape

Translate personas and user segments into communication-relevant audience groups

Identify audience needs behaviours motivations communication preferences and barriers to digital adoption

Define and prioritize audience segments based on adoption objectives

Develop a multi-phase digital adoption strategy covering pre-launch awareness launch activation post-launch engagement repeat usage and long-term retention

Define the appropriate channel strategy and channel mix across digital social owned platform and ecosystem channels

Develop audience-specific value propositions key messages reasons-to-believe calls-to-action and messaging principles

Define campaign and activation approaches tailored to different audiences services and rollout phases

Develop integrated communications and activation roadmaps including campaign waves key moments sequencing dependencies and stakeholder activities

Ensure communications and engagement strategies align with the actual customer journey and service experience

Coordinate messaging and activation approaches across multiple stakeholders and ecosystem partners

Define adoption KPIs across awareness reach engagement traffic activation conversion repeat usage and retention

Connect communications performance with broader product and adoption objectives

Plan and facilitate workshops with senior stakeholders to develop and validate segmentation messaging channel campaign and adoption strategies

Turn complex research analysis and stakeholder inputs into clear strategic recommendations frameworks roadmaps and executive-level presentations

6 years of relevant experience across digital adoption strategic communications digital marketing strategy customer experience or related disciplines

Proven experience developing digital adoption strategies that move users from awareness through activation engagement repeat usage and retention

Strong experience translating digital product and programme objectives into actionable communications and engagement strategies

Strong experience with audience segmentation personas behavioural insights and adoption barriers

Proven ability to develop messaging frameworks and audience-specific value propositions

Experience developing integrated channel strategies across digital social owned platform and ecosystem channels

Strong campaign strategy and activation experience across pre-launch launch and post-launch stages

Good understanding of customer experience and journey thinking particularly how communications connect with the wider service experience

Experience conducting market landscape competitor and communications analysis

Ability to translate strategy into practical sequenced communications and activation roadmaps

Strong understanding of digital adoption analytics and performance measurement

Strong workshop facilitation skills and confidence leading sessions with senior stakeholders

Excellent executive communication presentation and storytelling skills

Strong understanding of digital products platforms services and product launches

Experience working across complex stakeholder environments and coordinating multiple teams or organizations

Experience working on large-scale digital transformation or public-service programmes in the UAE/GCC is highly preferred

Arabic and English bilingual capability is highly preferred

Comfortable working predominantly on-site in the UAE

YALLA!

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