Marketing Adoption Consultant

Client & Context

• Our client is a government entity responsible for the digitisation of public services within a GCC emirate.
• The entity is launching a new digital services platform, developed with the support of a global consulting and technology partner.
• The organisation is seeking a consultant to lead marketing adoption for the platform, covering two audiences: end customers / regular users (top priority) and government entities (secondary audience).
• The platform roadmap has already been mapped; this role focuses on rolling out the marketing and communications strategy that will drive its adoption.

Role Overview

We are looking for a senior marketing consultant to define and help execute the adoption strategy for a new government digital services platform. The consultant will act as the sole marketing adoption resource embedded within a small delivery team, working closely with the client and delivery partner to build the market view, adoption strategy, messaging framework and rollout plan that will drive awareness, activation and sustained usage of the platform among both end users and government stakeholders.

Key Responsibilities:

• Current-State Review: Review existing marketing, communication and engagement approaches for the platform, including current channels, campaign practices and communication assets, to identify gaps and opportunities.
• Audience Segmentation: Translate personas and user segments into communication-relevant audience groups, identifying their communication needs, behaviours, motivations and adoption barriers.
• Adoption Strategy: Develop the multi-phase adoption strategy across pre-launch awareness, launch activation, post-launch engagement and long-term retention.
• Channel Strategy: Define the recommended channel strategy and mix across digital, social, government, platform and ecosystem channels based on audience, objective and adoption stage.
• Messaging Framework: Develop the platform’s messaging framework, including audience-specific value propositions, key messages, reasons-to-believe, calls-to-action and messaging principles.
• Campaign Activation: Define campaign and activation approaches that drive awareness, activation and sustained usage, tailored to priority segments, services and rollout phases.
• Communications Roadmap: Develop an integrated communications and activation roadmap aligned with the platform’s rollout plan, including key communication moments, campaign waves, sequencing and dependencies.
• Ecosystem Communications: Define the approach for government entity and ecosystem communications, ensuring coordinated messaging across participating entities and alignment with the actual service experience.
• Performance Measurement: Define adoption KPIs across awareness, reach, engagement, traffic, activation, conversion, repeat usage and retention, linking communications performance to broader adoption objectives.
• Marketing Operations: Draft the ongoing marketing and communications calendar and supporting templates, and support rollout execution over the following 12 months.

Key Deliverables:

• Market Landscape & User Segmentation Report – defines and prioritises the platform’s key user segments, their characteristics, needs, behaviours, adoption barriers and engagement opportunities, to inform targeted adoption and communications planning.
• Adoption Strategy, Channel Plan & Messaging Framework – defines the phased approach to drive awareness, activation, engagement and sustained adoption of the platform, including target channels, audience-specific messaging, activation approaches and adoption performance measures.

Candidate Profile:

• Arabic speaking (essential).
• Minimum 8 years’ experience in the marketing industry within the UAE.
• Experience building or launching digital platforms – for government or B2B/B2C – such as a service, product, website or mobile app.
• Government sector experience is preferred but not mandatory.
• Comfortable operating as an individual contributor – this role is the sole marketing adoption resource within a small, multidisciplinary project team.

Contract Period: Engagement length: 6 months, with potential to extend.

Salt is acting as an Employment Business in relation to this vacancy.