Manager – Brand | WWF

Manager – Brand

Posted on
08 January 2018

Position Information
Position title:             Manager – Brand Unit: Communications
Directly reports to:     Communications Director Location:                Dubai
Direct reports: None Type of contract: Full Time
Date: December 2017    
Emirates Wildlife Society (EWS) is a UAE environmental non-governmental organization, established under the patronage of HH Sheikh Hamdan bin Zayed Al Nahyan, Ruler’s representative in the Western Region and Chairman of Environmental Agency – Abu Dhabi (EAD).
EWS works in association with WWF, one of the world’s largest and most respected independent conservation organizations. EWS-WWF has been active in the UAE since 2001 and has successfully initiated and implemented several conservation and education projects and initiatives in the region.
EWS-WWF works federally and in the region with offices in Abu Dhabi, Dubai and Fujairah and is governed by a local board of directors.
Job summary
The Brand Manager is ultimately responsible for the success of the EWS-WWF brand to a defined set of KPIs. Overall, they strategise, plan, develop and implement marketing and communications efforts to increase the value and performance of the EWS-WWF brand over a given period.
The Brand Manager is the custodian of the EWS-WWF brand, but equally an internal advocate and guardian for our most important and influential target audience groups and stakeholders.   They have an excellent understanding of our target audiences and expertise in creating, analysing and utilising data & insights.  The Brand Manager is also tasked with conceptualising and conducting new and effective methods of gaining audience insight and comprehensive brand research.
The Brand manager successfully utilises this insight and research to develop marketing campaigns and communications that resonate with target audiences, create engaging brand experiences and further build the awareness & credibility (positioning EWS-WWF as a credible NGO to drive the conservation and environmental agenda in the UAE) of our brand.
Key Responsibilities
  1. General Strategy and Planning
  • Support the Director in reviewing and updating (where necessary) the 5 year communications strategy
  • Work with the Director to formulate and implement the department’s annual strategy and plan & effectively cascade this down into annual objectives, work plans and manpower plans
  • Work in partnership with the Director and other team members to undertake and regularly update the stakeholder and target audience research and institutionalise its use
  1.  Brand Strategy and Planning
With the support of the Director, create and successfully deliver the organisation’s over-arching brand strategy (for 2018 to 2020), to include (but not limited to) in 2018:
  • Brand strategy review and finalization including completion of key strategic components – positioning, personality, VMV, tone of voice etc
  • A full re-launch campaign strategy and plan for the new brand
  • A Plan B should the name and logo approval be delayed
  • A systematic roll out plan of the new brand (requires brand audit first)
  • Target audience group specific marketing and communications campaigns/streams
  • Brand raising streams to support fundraising (with marketing BD team)
  • Internal brand engagement to win hearts and minds
  • Integrate a test, learn, adapt mindset into strategy and plans
  1. Performance Management
  • With the support of the Director, create and implement an overarching M&E Framework for brand
  • M&E for 2018, including baseline setting and final targets and KPIs
  1. Research
  • Create short, medium and long term (e.g. - year brand survey) research methodologies to collect and analyze data to understand brand performance and measure and report on success of marketing and communications campaigns.
  • Take the work done to date on stakeholders and target audiences and further develop and research key target audiences for inclusion in 2018+ brand strategy and plan.
  • Collect and analyze market trends, competitor activities and the behavior of the brand’s target audiences.
  • Anticipate and incorporate audience future needs and trends and other key trends (e.g. communications and technology) vital to the brands performance.
  • Institutionalize the use of research, insight and data into all brand building strategies and plans and adopt a test, learn, adapt mindset across all brand delivery and execution.
  1. Brand Guardianship
  • The Brand Manager ensures that the brand strategy and creative guidelines are being applied consistently – across all activities and touchpoints. This may include everything from brainstorming marketing and fundraising initiatives to reviewing new/improved communications channels or copy, graphics and other assets before a campaign or communications goes live. Consistency and cohesion in communication is essential.
  • Create and implement ENF-WWF guidelines – brand and content
  • Understand, adhere to and communicate WWF guidelines
  • Create a bank of global/local assets for all to use
  • Create branded goods for promotion
  • Brand engagement internally and with board
  • Partake in the digital taskforce and ensure the strategy and its implementation reflect the most appropriate brand experiences for our online audiences
  1. Management
  • Mentor senior communications officer and communications coordinator
  • Manage all relevant agencies and 3rd parties
  1. Partnership Management
  • Responsible for account management with assigned Partners as outlined in the Strategic Partnership strategy and utilizing Salesforces
  1. Development
  • Internal training and capacity building on communications: Work closely with the Communications Director and Conservation & Conservation Director to identify capacity gaps among the wider team, and ensure that guides, training and processes are up to date and conducted regularly
  1. Administration
  • Any additional tasks as required by workload or as requested by the Communications Director
Required qualifications
  • At least 4 years of professional experience in relevant field
  • Bachelor Degree or advanced degree in communications or relevant field.
WWF Focus:
Acts as a member of EWS-WWF, placing higher priority on EWS-WWF’s goals than own goals and anticipating the effects of own area’s actions on others to ensure holistic EWS-WWF outcomes
External Orientation:
Looks outwards ensuring EWS-WWF stays relevant, continues to anticipate and adapt to external environmental and global trends
Delivering Quality Outcomes:
Establishes stretch goals, plans, using best judgment and takes responsibility for planning to and delivering on outcomes
Building Working Relations:
Builds collaborative relationships through the understanding and development of other’s and own ideas
Communicating Effectively:
Uses appropriate means of communication to convey messages, seeks input from others and ensures understanding.
Building Working Relations:
People demonstrating this competency are effective in working with peers, partners and others who are not in the line of command, to positively impact organisation performance
Team Leadership:
Develops direction and shared purpose, builds effective and high-performance teams and ensures goals are accomplished
Change Leadership:
Encourages and seeks out innovative solutions through people, transformation and aligning an organization in a new and challenging that brings people on a journey constructively and empathetically
Managing Resources:
Demonstrates an understanding of how the organization operates financially, can identify and direct toward business opportunities by managing resources .

Skills required
  • Excellent communication skills (verbal and written)
  • Bilingual (Arabic and English). Arabic written and verbal fluency is preferable
  • A strategic thinker
  • Data and insight driven
  • Strong research and analytical skills
  • Comfort with CRM software - salesforce
  • Test, learn, adapt mindset - able to use data and insight to drive improvements
  • Collaborative, constructive, team oriented, enjoys helping others
  • Accurate and attentive to detail
  • Ability to think creatively and innovatively
  • Budget-management skills and proficiency
  • Highly organized, able to work independently
  • Proactive and resourceful, results oriented
  • Familiarity with the latest trends, technologies and methodologies in digital, design, production, etc.
Working relationships
Internal -  Liaise with Education and Business Development teams
External - Liaise with existing and potential partners
Additional information
EWS-WWF is an equal opportunity employer. We welcome diversity in the workplace and offer a flexible and diverse place of employment.
EWS-WWF staff participate wholeheartedly in general activities and events which promotes the overall mission of EWS-WWF, whether or not the particular event or activity has any bearing on the job description and assigned project objectives and activities.
How to apply?
Interested candidates should send CV and cover letter to
Only shortlisted candidates will be contacted.