Head of Brand Marketing

IMI Abu Dhabi Emirate, United Arab Emirates

Head of Brand Marketing

IMI Abu Dhabi Emirate, United Arab Emirates

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IMI is a privately-owned, global media group headquartered in Abu Dhabi, UAE, with operations across 19 countries. Our portfolio includes renowned media brands such as Sky News Arabia as part of a joint venture with Sky UK, The National, Al-Ain News, CNN Business Arabic, and a minority stake in Euronews.

Additionally, through Redbird IMI, our joint venture with Redbird Capital Partners, we invest in leading media, sports, and entertainment brands worldwide. We bring the world closer by sharing stories that open minds, connect people, and enrich lives, empowering audiences with news, knowledge, and factual entertainment.

Role Summary :

The Head of Brand Marketing leads the strategic development and delivery of brand marketing initiatives across all IMI assets – broadcast, digital, print platforms - as well as the corporate brand. Operating within a centralized marketing function, the role ensures each asset’s marketing strategy aligns with the group’s overarching vision while maintaining distinctive brand identities.

This position plays a critical role in increasing audience engagement, enhancing brand equity, and ensuring IMI’s assets remain front of mind across the region. The successful candidate will bring a deep understanding of media and content-led marketing and a proven ability to lead cross-functional teams and external partners to deliver impactful and measurable results.

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.

Key Skills, Experience, and Education :

Seniority level

Seniority level

Mid-Senior level

Employment type

Employment type

Full-time

Job function

Job function

Marketing and Advertising

Industries

Media Production and Broadcast Media Production and Distribution

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