ABOUT THE ROLE

We are looking for an experienced, creative, ambitious brand leader to help transform Careem’s already loved ride hailing brand into a Super App brand. This new colleague will lead the global brand function, which is responsible for setting the company’s brand strategy, coordinating cross-functional collaboration to embed our three brand attributes of variety, simplicity and Doing good in all customer touchpoints, maintain and champion the visual identity, and provide actionable insights on brand performance. The central brand function also collaborates closely with the mountain peak (in-country) marketing teams, a creative group of specialists who tell Careem’s stories of purpose and aspiration through advertising and digital engagement.

 As Senior Director Brand at Careem, you will set the vision of where we want Careem’s brand to go and how to get there, and act as brand champion throughout the organisation. You will define the brand architecture for Careem, strengthen brand attributes for our four main stakeholders (Customers, Captains, Colleagues and Community) as well as its value proposition for all our verticales. You will lead brand starting from the product, tech and thinking about product and digital first. You will empower local teams with an ambitious and inspirational brand strategy, helping them operationalise it and measure its impact and efficacy. 

 As the senior brand leader for the business, you will be expected to develop and build an exceptional community both at the HQ and in country; striving to build a best in class function at all levels across Careem.

 

RESPONSIBILITIES 

  • Build a strong strategic vision for the Careem brand
    • Product
    • Design
    • Marketing including: Product marketing, Social Media, Campaigns, Digital
    • Care
    • Operations
    • Office space
    • Define and execute on the Brand Architecture for Careem, with the Super App strategy in mind
    • Oversee execution of Careem’s three year strategy to build the region’s first Super App brand, from a product perspective; including guidance, consultations with local teams on implementation, governance and frameworks
    • Define and evolve key brand pillars and ensure its consistency across the four key stakeholders (Customers, Partners, Captain, Colleagues), in close collaboration with relevant teams
    • Build the Value Proposition Brand content
    • Build the content strategy and production (App HomePage, SEO, etc)
  • Lead the delivery of brand campaigns and content creation through
    • the Brand Task Force and the Creative teams, cross-functional working groups of brand, content and marketing colleagues
    • Provide strategic guidance on key brand moments in the form of playbooks for global campaigns
  • Collaborate with all relevant stakeholders
    • Collaborate closely with the Director of Communications to bring Careem’s Super App brand to life for colleagues, customers, captains, and merchants through internal communications initiatives and media relations 
    • Partner with the Director of Design to leverage Careem’s product for brand building by embedding brand attributes in all aspects of the Super App    
    • Work with the Marketing Directors to empower local teams with an ambitious and inspirational brand strategy and help them operationalise it into an annual brand and marketing plan tailored to their market needs
    • Co-lead with the Markets Marketing Director the existing Brand Task Force (BTF) to build a powerful community of brand and marketing experts where knowledge is shared, success is celebrated and failure embraced 
    • Partner with the Director of Partnership to build strong partnerships
  • Lead with data driven, quarterly review of market brand performance to create brand ‘pull’ and collective learning, while managing monthly brand perception research.  
  • Serve as a guardian of Careem’s brand equities, champion and protect the brand identity internally and externally, and own the brand architecture and style guides to drive consistency

ABOUT YOU

  • Undergraduate degree in Business/Marketing
  • 10+ years of brand planning/ brand marketing proficiency, with responsibilities to include understanding of design, creative and content strategy
  • Preferred industry experience in, Start-up, Telecoms or Technology with regional and international experience 
  • Strong understanding of product led brand and digital
  • Ideal candidate is from the region and / or shows a deep understanding of its culture and people
  • Self-driven. Outstanding organisational skills; integrity and great follow through on tasks. You don't get overwhelmed easily and prioritise with skill
  • Experience in leading innovative initiatives that meet and exceed business and financial goals; critical thinking, excellent analysis, and problem-solving skills
  • Very creative mindset 
  • Proficiency in contract and budget management related to brand content creation, brand executions and product collaborations
  • Experience managing (directly or virtually) diverse teams with competing priorities and proficiency in directing the resolution of highly complex business challenges
  • Strong functional experience (digital experience is essential) – an exceptional track record of managing teams delivering complex multi-country/ city 360 brand campaigns to drive brand growth
  • Along with this deep campaign experience we’re looking for that x-factor combination of hustle, creativity, strategic thinking and passion for brand building
  • You’ll be a people leader, coach and mentor with proven experience in developing teams
  • Highly skilled presenter, communicator and writer, with exceptional collaboration skills, influencing across markets and cultures to land campaigns
  • In addition to exceptional discipline expertise and being highly detail-oriented, the successful candidate will be a thinker, a do-er, a go-getter and will express a sleepless passion for creativity, and humour

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