Digital Adoption & Communications Strategist

About the role

We are seeking a senior Digital Adoption & Communications Strategist to lead the communications and adoption agenda for a large‑scale digital transformation programme in the UAE. The role sits at the crossroads of digital adoption, strategic communications, customer experience and campaign planning, working closely with product, experience and delivery teams.

Key responsibilities

• Review existing marketing, communication and engagement assets to identify gaps and opportunities.
• Analyse market trends, audience behaviours and the communications landscape to inform strategy.
• Translate personas and user segments into audience‑specific communication groups.
• Develop a multi‑phase digital adoption strategy covering awareness, launch, post‑launch engagement and long‑term retention.
• Define channel mix across digital, social, owned and ecosystem platforms and create integrated roadmaps.
• Craft audience‑specific value propositions, key messages, calls‑to‑action and messaging principles.
• Set adoption KPIs (reach, activation, conversion, repeat usage, retention) and link communications performance to product goals.
• Plan and facilitate workshops with senior stakeholders to validate segmentation, messaging and activation plans.
• Produce executive‑ready deliverables, strategic frameworks and presentation decks.

Required profile

• 6+ years of experience in digital adoption, strategic communications, digital marketing or customer experience.
• Proven track record developing end‑to‑end adoption strategies that move users from awareness to retention.
• Strong expertise in audience segmentation, behavioural insights and messaging framework development.
• Experience designing integrated channel strategies and campaign activation across pre‑launch, launch and post‑launch phases.
• Excellent facilitation skills and confidence presenting to senior executives.
• Ability to translate complex research into clear strategic recommendations and roadmaps.
• Preferable experience on large‑scale digital transformation programmes in the UAE/GCC and bilingual Arabic‑English capability.