Senior Brand Manager

Job Requisition ID: 175891 

Established in the 1930s as a trading business, Al-Futtaim Group today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United A”rab Emirates. Structured into five operating divisions; automotive, financial services, real estate, retail and healthcare; employing more than 35,000 employees across more than 20 countries in the Middle East, Asia and Africa, Al-Futtaim Group partners with over 200 of the world's most admired and innovative brands. Al-Futtaim Group’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate. 

By upholding our values of respect, excellence, collaboration and integrity; Al-Futtaim Group continues to enrich the lives and aspirations of our customers each and every day.

• The Senior Brand Manager is crucial in enhancing the Al-Futtaim brand across multiple markets and touchpoints. The role involves driving brand governance and engagement while maintaining consistent expression of brand vision and values. This manager leads programs that embed brand strategies within the organization and promotes operational excellence. Key responsibilities include developing brand strategies, strengthening governance, activating campaigns, building brand advocacy, and ensuring operational excellence through AI tools. Success in this role contributes to brand awareness and overall business growth.

Strategic Brand Leadership

• Develop and own a three-year Group Brand Strategy, aligning priorities and objectives with business goals.
• Translate strategic priorities into actionable annual brand plans with clear KPIs.
• Partner with senior leadership to ensure brand direction supports corporate reputation and long-term value.
• Monitor brand performance and refine strategy using insights.

Strengthen Brand Governance

• Lead implementation of Group Brand Guidelines across units and markets.
• Drive Brand Vision Implementation Plans for consistent execution.
• Create tools and frameworks to support brand standards.
• Measure compliance and report regularly to leadership.

Develop and Activate Brand and CX Campaigns

• Design brand-led campaigns to bring strategy to life.
• Partner with marketing and CX teams for brand coherence in customer journey.
• Lead creative development and manage agency relationships.

Build Brand Advocacy

• Champion the brand internally to foster culture and alignment with values.
• Leverage opportunities like events and partnerships to enhance brand advocacy.
• Drive UGC initiatives and co-create brand stories.
• Embed brand into employee advocacy programs with HR collaboration.

Operational Excellence

• Integrate AI tools to streamline brand governance and reporting.
• Champion AI solutions in brand content and analytics.
• Establish KPIs and dashboards to track program impact and ROI.
• Manage agency partnerships ensuring strategic alignment.

Build and Lead the Brand Stewards Network

• Implement and manage Brand Stewards Network globally.
• Train and engage brand stewards as ambassadors.
• Drive knowledge-sharing to sustain brand excellence.

• Brand strategy development and implementation
• Campaign planning and execution
• Digital marketing expertise
• Stakeholder engagement and influence

• Bachelor's or Master's degree in Marketing, Communications, Branding, or related field.
• 8-10 years of experience in brand management, especially in diversified or multi-brand organizations.
• Proven experience in developing brand strategies and frameworks.
• Strong skills in project management, stakeholder engagement, and agency management.
• Experience leading cross-functional teams.
• Excellent communication and storytelling abilities.

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