Digital Adoption & Communications Strategist

Job Summary

This role supports a major digital transformation programme in the UAE by focusing on digital adoption, strategic communications, customer experience, audience strategy, and campaign planning. It involves developing strategies to move users through stages from awareness to long-term retention.

Responsibilities

• Review current marketing, communication, engagement methods, channels, campaigns, and assets to find gaps and opportunities.
• Analyze market trends, benchmarks, audience behaviors, and the communications landscape.
• Translate personas and user segments into communication-relevant audience groups.
• Identify audience needs, motivations, communication preferences, and barriers to digital adoption.
• Develop a multi-phase digital adoption strategy covering pre-launch to long-term retention stages.
• Define channel strategies across digital, social, owned, platform, and ecosystem channels.
• Create audience-specific messaging including value propositions, key messages, and calls-to-action.
• Plan integrated communications and activation roadmaps with campaign waves, sequencing, and stakeholder activities.

Requirements

• 6+ years of experience in digital adoption, strategic communications, digital marketing strategy, customer experience, or related fields.
• Proven ability to develop digital adoption strategies progressing users from awareness to retention.
• Experience translating product and programme objectives into communications and engagement strategies.
• Strong skills in audience segmentation, personas, behavioral insights, and adoption barriers.
• Experience creating messaging frameworks and audience-specific value propositions.
• Experience developing integrated channel strategies across various digital and ecosystem channels.
• Strong campaign strategy and activation experience for pre-launch, launch, and post-launch phases.
• Understanding of customer experience and journey thinking related to communications.
• Experience conducting market, landscape, competitor, and communications analysis.
• Ability to create practical, sequenced communications and activation roadmaps.
• Knowledge of digital adoption analytics and performance measurement.
• Strong workshop facilitation skills and confidence working with senior stakeholders.
• Excellent executive communication, presentation, and storytelling skills.
• Understanding of digital products, platforms, services, and product launches.
• Experience coordinating multiple teams or organizations in complex stakeholder environments.
• Experience with 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.

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