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.

• 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

• 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 …..
• 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,…