Roles & Responsibilities

Key Responsibilities

• Develop and lead annual and quarterly brand marketing strategies that support brand awareness, audience growth, engagement, and reach across all IMI assets.
• Balance group-level brand consistency with asset-level differentiation in positioning, messaging, and creative approach.
• Plan and oversee the end-to-end delivery of integrated campaigns across digital, social, print, broadcast, and experiential platforms, from brief development to post-campaign analysis.
• Define clear objectives and KPIs, ensuring all campaigns are insight-driven, measurable, and aligned with business goals.
• Identify and negotiate media partnerships that extend reach, strengthen positioning, and create co-branded opportunities for the group and its assets.
• Support in the development and execution of brand activations, sponsorships, and experiential events that enhance audience connection and brand equity.
• Ensure consistency in brand identity and messaging across all marketing and communications touchpoints and platforms.
• Lead the internal brand marketing team, providing direction, coaching, and performance oversight.
• Manage external agencies and partners to deliver high-quality creative content on time and within budget.
• Use data, research, and audience insights to inform campaign development, evaluate performance, and refine future strategies.
• Drive return on investment (ROI) by monitoring effectiveness, optimizing spend, and continuously improving campaign performance.
• Manage the brand marketing budget, ensuring resources are allocated efficiently across assets and platforms.
• Maintain strong relationships with GMs, EICs, product leads, sales teams, and communications to ensure alignment of priorities.
• Facilitate regular planning and review sessions between the centralized marketing team and the asset owners.
• Keep up to date with industry trends, audience behaviors, and platform developments to keep IMI s brand marketing forward-thinking and competitive.

Job Requirements

• Proven ability to develop and execute brand strategies and integrated campaigns across multiple platforms.
• Strong stakeholder management skills, with experience embedding marketing into editorial and product workflow.
• Strong understanding of audience behavior, segmentation, and content engagement across digital, broadcast, and print media in the MENA region.
• Demonstrated experience in leading and mentoring high-performing teams, managing agencies, and overseeing complex projects end to end.
• Commercial acumen with experience managing sizeable marketing budgets and optimizing for ROI.
• Excellent communication, presentation, and stakeholder management skills.
• Data- and insight-led, with a strong understanding of campaign performance metrics, digital analytics tools, and audience insight platforms.
• Fluent in both Arabic and English (written and spoken).
• High level of organization, strategic thinking, and ability to thrive in a fast-paced, deadline-driven environment.
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