Digital Adoption & Communications Strategist
We’re 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.
You’ll 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.
You’ll 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. You’ll 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.
Requirements
What You'll Do
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
You’re Our Match If You Have
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
What are you waiting for?
YALLA!
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