Digital Adoption & Communications Strategist

Role Overview

Digital Adoption & Communications Strategist at Brainlake Advertising, based in the UAE. This senior, hands-on role sits at the intersection of digital adoption, strategic communications, customer experience, audience strategy, and campaign planning, supporting a major digital transformation programme.

Role Purpose

Develop and execute digital adoption strategies that move users from awareness through activation, engagement, repeat usage, and long-term retention. Ensure communications and adoption activities are aligned with the actual digital service experience by working across senior stakeholders, product teams, communications teams, and delivery partners.

Key Responsibilities

Strategy & Analysis

• 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.
• Conduct market, landscape, competitor, and communications analysis.
• Develop a multi-phase digital adoption strategy covering pre-launch awareness, launch activation, post-launch engagement, repeat usage, and long-term retention.

Audience & Segmentation

• 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 audience-specific value propositions, key messages, reasons-to-believe, calls-to-action, and messaging principles.

Channel & Campaign Strategy

• Define the appropriate channel strategy and channel mix across digital, social, owned, platform, and ecosystem channels.
• 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.

Customer Experience & Alignment

• Ensure communications and engagement strategies align with the actual customer journey and service experience.
• Demonstrate a good understanding of customer experience and journey thinking, particularly how communications connect with the wider service experience.

Stakeholder Coordination & Facilitation

• Coordinate messaging and activation approaches across multiple stakeholders and ecosystem partners.
• Plan and facilitate workshops with senior stakeholders to develop and validate segmentation, messaging, channel, campaign, and adoption strategies.
• Work across complex stakeholder environments and coordinate multiple teams or organizations.

Performance & Reporting

• Define adoption KPIs across awareness, reach, engagement, traffic, activation, conversion, repeat usage, and retention.
• Connect communications performance with broader product and adoption objectives.
• Demonstrate strong understanding of digital adoption analytics and performance measurement.

Deliverables & Communication

• Turn complex research, analysis, and stakeholder inputs into clear strategic recommendations, frameworks, roadmaps, and executive-level presentations.
• Translate strategy into practical, sequenced communications and activation roadmaps.
• Translate digital product and programme objectives into actionable communications and engagement strategies.

Qualifications & Experience

• 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.
• Experience working on large-scale digital transformation or public-service programmes in the UAE/GCC is highly preferred.

Skills & Competencies

• 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.
• Arabic and English bilingual capability is highly preferred.

Additional Information

• Predominantly on-site work in the UAE, with flexibility for off-site working when required.