• Developing and implementing a comprehensive digital marketing strategy aligned with the overall business goals and objectives. This includes identifying target audiences, selecting appropriate digital channels, and setting key performance indicators (KPIs) to measure the success of campaigns• Managing the digital marketing budget, allocating resources appropriately across various digital channels and campaigns to maximize ROI• Overseeing the planning and execution of online advertising campaigns, including pay-per-click (PPC) advertising, display advertising, and social media advertising• Developing and implementing search engine optimization (SEO) strategies to improve the organization's online visibility and drive organic traffic. • Managing the organization's presence on social media platforms, crafting engaging content, monitoring social media performance, and building strong relationships with influencers• Work closely with the web development and design teams to optimize the organization's website for user experience and conversion rate optimization (CRO)• Utilizing data analytics tools to analyze the performance of digital marketing campaigns, extracting valuable insights, and using the data to inform future marketing strategies• Overseeing email marketing campaigns, including lead generation, nurturing, and customer retention initiatives• Developing strategies for mobile marketing, including mobile app marketing, mobile-friendly website optimization, and SMS marketing• Performance Reporting: Providing regular performance reports to senior management, highlighting the impact of digital marketing efforts on the organization's overall performance• Collaborating with external vendors and digital marketing agencies, ensuring they deliver high-quality services and results

• Initiate, lead, and manage the execution of digital projects, initiatives, and marketing campaigns• Execute multi-channel campaigns, creating a consistent look and feel across a variety of mediums including print, direct mail, website, email, digital, and social• Built a crisis communication plan between stakeholders and executed it to ensure all online crisis are handled according to best practices • Manage the overall social media budget spent to optimize campaigns and deliver best results• Support and monitor online communication objectives related to the Strategic Plan and measure the impact on the overall marketing efforts• Lead the relationship with partners such as Meta, TikTok, Google, Linkedin, Twitter, businesses and agencies to deliver best performance • Launch and run the first Islamic digital bank targeting youth and Genz “amwali” and smashed campaign expected KPI’s through digital channels• Create and manage tracking reports via Google Analytics and develop search engine optimization (SEO) strategies to increase web traffic

• Create creative and engaging social media strategies for different demographics to ensure “likes” to turn into dollars • Manage the day-to-day handling of all social media channels such as LinkedIn, Facebook, Twitter, Instagram, Tiktok and YouTube to adapt content to suit different channels• Execute content plants and media buying tactics across all platforms • Develop overall content management and community management strategy in line with the business objectives.• Form and manage key relationship with industry influencers for each platform • Lead and facilitate social media communities by responding to social media posts and developing discussions and addressing customer concerns by turning negative into positive sentiment• Monitor, track, analyze, respond and report on performance on social media platforms • Understand conversion pain points and communicate to concerned to business teams• Growing the brand presence through blogs, social media channels, and other strategically relevant online properties

• Cross-sell brand products and services directly to users • Ensure compliance with social media policy of the brand• Respond to a social media crisis in an appropriate manner by working closely with the PR team.• Deliver maximum effectiveness of marketing spend in promoting social media content and community growth/engagement.• Develop & implement the ADIB Social Media content calendar for each social platform• Deliver standalone or ‘social-first’ campaigns• Deliver on the ground social media coverage and live communication • Advise on customer inquiries sourced through the social media channels • Ensure dash boarding and regular reporting of social media performance• Monitor brand reputation and presence online• Monitor activities of competition in the social media space and translate global trends into market leading initiatives for ADIB

• Presented the moneysmart program that was built to grow financial literacy amongst community through Universities, Schools, Government and Organizations• Working with external vendors and in-house designers on graphic designs, printing, photography, delivery and giveaways to make sure all communication reflects the standard set for each Product/Department and adheres to the Bank brand guidelines and customer experience• Managed both above the line and below the line requirements of the mentioned Products/Departments-Ads, ATM’s, Messages, Flyers, Brochures, E-mailers, animations, Radio script and television campaigns• Nominated to be the Brand Ambassador for Abu Dhabi Islamic Bank• Managed all ADIB draws and raffles and liaised with government departments to supervise and attend ADIB raffle events

• Work with Project Managers to arrange permits and other special arrangements as needed• Process daily, weekly and monthly report to ensure all schedules run smoothly and all jobs are completed as prescribed• Work with cross-functional teams to address client requests and inquiries• Effectively execute delegated tasks and all other duties as assigned on time