Senior Manager - Employer Brand & Engagement

Senior Manager - Employer Brand & Engagement Get AI-powered advice on this job and more exclusive features. Who we are? GMG is a global well-being company retailing, distributing and manufacturing a portfolio of leading international and home-grown brands across sport, everyday goods, health and beauty, properties and logistics sectors. Under the ownership and management of the Baker family for over 45 years, GMG is a valued partner of choice for the world's most successful and respected brands in the well-being sector. Working across the Middle East, North Africa, and Asia, GMG has introduced more than 120 brands across 12 countries. These include notable home-grown brands such as Sun & Sand Sports, Dropkick, Supercare Pharmacy, Farm Fresh, Klassic, and international brands like Nike, Columbia, Converse, Timberland, Vans, Mama Sita's, and Mc Cain. Job Summary The purpose the position it to lead the strategy and development of GMG’s employer‐brand campaigns and engagement briefs, ensuring a cohesive narrative across social media, careers websites, campus activations, internal communications and events. You will own the end-to-end employer-brand roadmap—partnering with HR, Marketing and Creative teams to craft compelling value‐proposition messaging, design multi-channel recruitment marketing assets, and deliver immersive employee engagement initiatives. You will set campaign KPIs, measure effectiveness through data and feedback, and continuously optimize creative briefs and spend to maximize talent attraction, retention and brand advocacy. You will also mentor the Brand Experience team, oversee agency partnerships, and surface strategic insights to senior leaders to drive innovation in how GMG is perceived as an employer of choice. Accountabilities Core Responsibilities: The incumbent will lead the development of GMG’s employer branding strategies, crafting narratives that position GMG as a leading employer in the industry. The role holder will set the strategic agenda for all branding and campaign activity, translating high-level objectives into precise design briefs that guide creative, communications and CSR teams. By partnering with HR, marketing, executive leadership and external stakeholders, the incumbent will oversee omni-channel storytelling—from social media and careers portals to live events and advocacy programs—ensuring that GMG’s core values, culture and EVP shine through. The director will establish and manage a performance framework to track brand awareness, engagement and CSR impact, then leverage those insights to refine strategy, reallocate resources and drive continuous improvement at scale. The span of accountability covers creating and managing multi channel recruitment/marketing/branding campaigns, oversee the design and delivery of employer branding assets, and ensure that GMG’s core values are reflected in all recruitment and engagement materials; work closely with HR and marketing to promote GMG’s unique culture and benefits through social media, careers websites and employee testimonials; measure the effectiveness of employer branding initiatives and refine approaches to achieve desired results; oversee GMG careers events, career fairs and campus activations to attract high potential candidates and build lasting relationships; design and implement an employee ambassador program that empowers colleagues to share authentic GMG experiences online and at industry forums; lead the creation of thought leadership content such as blog posts, white papers and keynote presentations that showcase GMG as an innovator in talent practices; ensure consistent brand guidelines are applied across all global offices and recruitment touchpoints including signage, presentations and printed materials; and partner with the internal communications team to integrate employer brand messaging into onboarding town halls and employee recognition programs to reinforce GMG brand alignment. People Management: The incumbent is responsible for setting clear objectives and performance targets in collaboration with team members, ensuring alignment with overall organizational goals. This role involves actively mentoring, guiding, and providing direction to the team to cultivate skill development, operational efficiency, and continuous improvement. The incumbent applies structured performance management practices to monitor progress, troubleshoot issues, and drive the team towards achieving periodic KPIs. Through strategic oversight and regular feedback, the incumbent fosters a results-oriented environment, empowering the team to meet and exceed established benchmarks while supporting both individual and collective growth. This role requires strong expertise in end-to-end project management, creative direction, visual storytelling, and integrated content planning, combined with an ability to manage client relationships at a senior level. The Senior Manager serves as the custodian of the Employer Brand portfolio and must demonstrate deep expertise in marketing and communication strategies aligned to every stage of the employee lifecycle, ensuring brand consistency, engagement, and impact across the entire employee experience.The Senior Manager must be highly proficient in creative tools, project management systems, and digital campaign execution across multiple channels. An in-depth understanding of brand identity systems, tone of voice, and corporate communication principles is essential. The incumbent should demonstrate excellent stakeholder management skills, with a consultative approach to translating complex client needs into structured, creative deliverables. Technical proficiency with tools such as Adobe Creative Suite, content management systems (CMS), and digital campaign platforms is critical for supporting the team and guiding production workflows. The Manager must also exhibit strong analytical capabilities to review campaign performance, recommend enhancements, and support data-informed creative decisions. Familiarity with agile creative processes, sprint planning, and shared service models is a plus. The role also requires a hands-on leadership style with the ability to coach creative professionals, foster a collaborative culture, and instill operational discipline without compromising creative excellence. An understanding of internal communications dynamics, employee engagement content, and digital storytelling formats is necessary, as the role willoften support both corporate and cultural initiatives. Finally, the incumbent must be able to balance speed with quality, adapt quickly to shifting priorities, and drive innovation within brand boundaries. Job Requirements Bachelor’s degree in marketing, Communications, Graphic Design, Media Studies or a related creative discipline is required. A master’s degree in strategic communications, Brand Management or Business Administration is preferred. Minimum of ten years of progressive experience in brand strategy, creative communications or marketing, including at least five years leading multi channel campaigns and briefing creative teams. Proven track record of shaping high impact narratives, driving brand development and engagement, collaborating with senior stakeholders to drive brand initiatives, corporate social responsibility programs and employee well-being initiatives. Excellent command of spoken and written English is essential. Arabic language proficiency is advantageous and preferred in a regional communication context. Professional credentials in Brand Strategy, Digital Marketing or Project Management (for example PMP) are a plus. Certification in Adobe Creative Cloud or UX UI fundamentals will strengthen the ability to define technical asset requirements. Certification in Sustainability or Corporate Social Responsibility is desirable. Why Join GMG? At GMG, we're dedicated to nurturing a vibrant, inclusive, and engaging work environment that promotes growth, innovation, and well-being. Join us in our mission to inspire victories that make the world better – for our team, our consumers, and our communities. If you're seeking a challenging role where you can make a significant impact, we'd love to hear from you. Apply today to become a part of our journey. What we offer? An opportunity to become part of diverse teams with international exposure Comprehensive family medical insurance Family residency sponsorship and flight allowances Up to 30% discount in our premium retail sports brand stores Up to 20% discount in our pharmacy chain Seniority level Seniority level Mid-Senior level Employment type Employment type Full-time Job function Job function Marketing and Human Resources Industries Retail Referrals increase your chances of interviewing at GMG by 2x Dubai, Dubai, United Arab Emirates 17 hours ago Founder's Associate, Growth & Product (Remote) Founder in Residence (AI-native ventures) – Healthcare & Longevity Founder in Residence (AI-native ventures) – Go-To-Market (GTM) Founder in Residence (AI-native ventures) – Education Founder in Residence (AI-native ventures) – Fintech/Corporate Finance Product Owner – Compliance Data Driven Applications Dubai, Dubai, United Arab Emirates 16 hours ago General Manager – FMCG & Perishable Goods Operations We’re unlocking community knowledge in a new way. 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