Ahmed Kamal

Core Accountabilities – Brand Strategy & Communications Other Key Responsibilities People Management Budgeting and Financial Planning

• Brand Proposition:Own, develop, deliver, and evolve the Grow Stronger movement across the group.
• Influence internal and external ambassadors to participate.
• Brand Reputation:
• Develop and implement a cross-functional strategy to manage and protect FAB’s brand reputation at all times.
• Market Reputation & Engagement:
• Conceptualize and deliver internal and external global digital communication strategies to build positive perceptions of FAB.
• Mitigate issues, manage risks, and build a supportive environment to achieve business objectives.
• Communications Proposition:
• Tailor and implement the group's communications position across all stakeholder groups, including customers, investors, employees, media, regulators, and partners/suppliers.
• Communications Strategy:
• Develop and influence a business-wide communication strategy from the CEO and EXCO to front-line staff.
• Ensure all departments play an ambassadorship role in content creation and outward communications.
• Crisis Communications:
• Lead the crisis communications agenda, respond to crises, design relevant processes, and ensure effective training for all stakeholders.
• Marketing Proposition:
• Identify current and future opportunities, develop business cases, and provide strategic counsel on the latest marketing methods and industry best practices.
• Customer Experience:
• Enhance corporate reputation and differentiate the organization through effective use of online channels for an integrated 360 customer experience.
• Audience Segmentation:
• Conduct analyses to ensure campaigns, content, and messaging reach the right individuals at the right time.
• Digital Communications Strategy:
• Build thought leadership around emerging digital communication trends and position FAB as a leader in online media and digital channels.
• Digital Channels Strategy:
• Create mobile, online, and web strategies that define value proposition, segmentation, user experience, and content distribution opportunities.
• Digital Performance:
• Encourage and implement digital optimization and reputation management within existing online marketing processes.
• Advertising:
• Apply and evolve the brand's media strategy to raise awareness and drive conversion and loyalty through various media channels.
• Performance & Analytics on Media:
• Set KPIs and ROI metrics, develop analytics to measure the impact of marketing campaigns, and build a data-driven approach for digital marketing initiatives.
• Performance & Analytics on Digital Channels:
• Drive advanced conversion tracking, set up reporting processes for data collection, and provide strategic insights on online consumer behavior.
• Training:
• Conduct regular engagement sessions with internal stakeholders on brand updates, communications, and digital tools.
• Monitoring:
• Listen, participate, and moderate online conversations to improve FAB brand sentiment.
• Oversee and direct the development and publication of top-quality content for both internal and external use.
• Support the Chief Marketing Officer in managing issues or crises, implementing effective communication strategies under pressure.
• Provide advice and counsel to senior management on internal and external communications and digital developments.
• Present key functional updates to EXCO members and external parties to keep senior leadership informed.
• Ensure alignment across vertical and horizontal functions for consistent reporting, presentations, communications, and stakeholder management.
• Oversee and manage external teams (marketing, brand, digital, and communications vendors) to ensure they meet the bank's expectations.
• Develop and monitor service level agreements (SLAs) for external agencies to ensure quality service.
• Build an agile working environment to respond to complex marketing and communication requests.
• Promote a collaborative workspace for proactive and strategic thinking within the cross-functional team.
• Supervise subordinates to ensure efficient work consistent with procedures and policy.
• Support professional training and development of direct reports, wider team, and trainees.
• Empower, develop, and nurture a responsible attitude within the team for career development.
• Mentor individuals within and outside the direct function to foster growth and adaptation to evolving banking and technology landscapes.
• Contribute to departmental budget preparation and monitor cost/revenue ratios.
• Inform the Chief Marketing Officer of performance gaps and suggest improvements.
• Manage campaign, project, and resource costs within outlined budgets.

Lead Financial Results Narrative and Communications Strategy:

• Spearhead the development and execution of comprehensive narratives and strategic communication plans for the group's financial results, ensuring clarity, impact, and alignment with organizational goals.

Strategic Initiative Communication Leadership:

• Devise and implement strategic communication plans for the successful rollout of key company initiatives, programs, and campaigns, coordinating efforts across various departments to ensure cohesive and effective messaging.

Sustainability/ESG Communications Leadership:

• Oversee and lead all communications related to sustainability and Environmental, Social, and Governance (ESG) efforts across 17 markets, promoting the company's commitment to sustainable practices.

Government Relations Management:

• Cultivate and sustain long-term relationships with government institutions in the UAE, Egypt, and Saudi Arabia, acting as the primary liaison to ensure alignment with regulatory requirements and strategic objectives.

Annual Sustainability Report Project Management:

• Plan, develop, and manage the production of the company's annual sustainability report, highlighting achievements, challenges, and future goals in line with global sustainability standards.

Executive Speechwriting:

• Develop impactful speeches for the company's executives, ensuring messages resonate with diverse audiences and align with corporate values and objectives.

Media Relations Management:

• Oversee the company's relationships with regional and international media outlets, managing media interactions to enhance the company's public image and ensure accurate representation in the press.

Arabic Communication Strategy Development and Implementation:

• Lead the creation and implementation of the group's Arabic communication strategy, ensuring it integrates seamlessly with overall public relations and corporate communications objectives.
• Develop a comprehensive plan to engage Arabic-speaking stakeholders effectively, including customers, media, partners, and employees.
• Craft compelling, culturally appropriate content in Arabic, including press releases, articles, blog posts, social media content, and other communication materials, to convey the group's key messages and brand voice accurately.

• Develop and execute ESG communication strategy in alignment with the company's overall Mission, Vision and Values as well as its business and communication priorities
• Serve as a communications business partner for the sustainability/ESG working team and other functions, guiding the organisation in planning effective online, print and in-person communications
• Responsible for setting and cascading corporate communication guidelines and objectives to operating companies, business units, and consumer brands to follow the corporate brand communications strategy
• Develop curated content for various stakeholders in English and Arabic (press releases, Op-eds, social media content, blogs)
• Manage internal and agency relationships across operating companies' business units to ensure communication standards and desired brand positioning.

• Managed the company's flagship accounts Hyundai Middle East and Africa and Harley-Davidson MENA
• Liaised with distributors/dealers across 17 markets to support with PR activities locally
• Led the Community Management and content creation efforts of Hyundai ME social media platforms
• Developed a variety of press releases, features, speeches in English and Arabic
• Assisted in event management, organising photo shoots, facilitating media interviews.

• Day-to-day management of accounts and projects
• Drafting and editing press materials in Arabic and English
• Organising press conferences and media events
• PR strategies development and Execution
• Arranging media interviews and coaching Spokespeople prior to the interviews
• Support and participate in pitch presentations for new business.