About ASAS and the Role

ASAS for Developing & Operating Industrial Cities is seeking a highly skilled and experienced Brand Manager to join its Marketing and Corporate Communication Management team in Riyadh, Saudi Arabia. This full-time role is integral to shaping and enhancing the company's brand presence and ensuring its strategic alignment.

Role Purpose

The Brand Manager will lead the strategic development and management of the ASAS brand, ensuring a consistent institutional and commercial presence. This involves safeguarding the brand identity, standardizing its applications, and translating the company's strategy and values into a cohesive brand experience across all touchpoints. The role also includes planning brand initiatives and campaigns, monitoring brand perception and awareness, and aligning all communications with ASAS's position as an integrated national partner in industrial city development and operation.

Key Responsibilities

• Develop and update the brand strategy, positioning standards, key messages, and architectural structure, ensuring alignment with the company's strategy and future directions.
• Lead identity development and brand rebuilding projects, manage agencies and suppliers, review outputs, and ensure delivery according to scope, quality, and approved timelines.
• Develop visual and verbal identity guidelines and usage frameworks, overseeing their application across corporate, commercial, digital, and physical channels.
• Plan and execute awareness and reputation-building campaigns, transforming corporate priorities, business lines, and projects into integrated communication initiatives with measurable impact.
• Review and approve designs, content, presentations, reports, and marketing materials to ensure message integrity and consistency with brand personality and quality standards.
• Manage the library of approved assets, templates, and materials, establishing clear mechanisms for copying, version control, and controlled access for relevant departments.
• Monitor awareness, perception, and consistency indicators, conducting periodic reviews, research, and benchmarking to identify improvement opportunities and enhance brand presence.
• Provide consultations to departments and project teams regarding brand usage, and build employee capabilities through awareness, training, and governance tools.
• Prepare brand action plans, budgets, and periodic reports, monitor supplier and initiative performance, and submit recommendations to management.

Qualifications and Experience

• Education: Bachelor's degree in Marketing, Brand Management, Communication, Business Administration, or a related field.
• Experience: A minimum of 8 years of experience in brand management and marketing communication, including supervisory experience. Experience in large corporations, government entities, or industrial/service sectors is preferred.
• Languages: Proficiency in both Arabic and English (speaking and writing), with advanced ability to formulate and review corporate messages.
• Certifications: Professional certifications in Brand Management or Marketing (*, CIM or equivalent), or Project Management are preferred.

Required Skills and Competencies

• Strategic thinking and the ability to translate corporate directions into a clear and actionable brand platform.
• Strong leadership, influence, and stakeholder/agency management skills, coupled with high decision-making capability and the provision of professional feedback.
• Analytical thinking, innovation, attention to detail, and effective priority management, with an advanced understanding of identity, content, and audience experience.

Key Performance Indicators

• Achieve a compliance rate of at least 95% with identity guidelines and brand standards across all channels and outputs, with 100% resolution of major observations and violations within 10 working days of detection.
• Establish and update a central library containing 100% of approved corporate templates and files by the end of Q3, including clear usage and modification guidelines, ensuring accessible access for relevant departments and achieving a satisfaction rate of at least 85% for ease of access and use, measured annually.
• Execute no less than 90% of approved brand initiatives and projects within defined scope, timelines, and budgets, achieving a satisfaction rate of at least 85% among internal stakeholders regarding the quality of deliverables.