VP Marketing - Business Banking
Posted date [2026-05-27]
(ID: 45702)
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As the largest bank in the UAE, FAB has taken decisive steps as a regional pacesetter in the financial industry to bind both ambition and action together to accelerate the pace of positive environmental change. As the first bank in the MENA region to have committed to a target of net-zero emissions by 2050, we're making advances across our own operations in addition to walking alongside our clients as their strategic partner to ensure they can achieve their climate goals.... |
Job Description and Requirements
VP Marketing - Business BankingJob Snapshot
* Role: VP Marketing - Business Banking
* Location: Abu Dhabi, United Arab Emirates
* Industry: Banking
* Function: Marketing Management
* Experience: Senior-level marketing experience
* Job Type: Full-time
Position Overview
VP Marketing - Business Banking in Abu Dhabi, United Arab Emirates is a Banking marketing leadership role focused on end-to-end marketing strategy, acquisition, engagement, retention, cross-sell, and growth for micro, SME, commercial, and ecosystem business banking propositions. This opportunity is suited for a senior marketing leader who can position FAB as a preferred banking partner for UAE businesses while driving integrated campaigns, revenue growth, customer engagement, and competitive differentiation.
Job Details
Country: United Arab Emirates
City: Abu Dhabi
Industry: Banking
Function: Marketing Management
Salary: 45000-65000
Estimated salary range based on similar jobs in the job city; please confirm the final offer with the employer.
Gender: Any
Candidate Nationality: Any
Job Type: Full-time
Role Context
The VP Marketing - Business Banking will lead strategic marketing direction and execution for FAB’s Business Banking segment. The role covers marketing programmes for micro businesses, SMEs, commercial clients, and ecosystem propositions, with a clear focus on strengthening market visibility, improving customer acquisition, increasing product engagement, and supporting long-term client retention.
This senior leadership position works closely with Business Banking Leadership, Product, Digital, Analytics, CRM, Corporate Communications, and Distribution teams. The successful candidate will translate business objectives into measurable marketing plans, build integrated campaigns, support cross-sell initiatives, and use customer insights to improve FAB’s position in the UAE business banking market.
Key Responsibilities
* Lead the end-to-end marketing strategy for FAB’s Business Banking segment across micro, SME, commercial, and ecosystem propositions.
* Develop and execute integrated marketing programmes that support acquisition, engagement, retention, and cross-sell objectives.
* Position FAB as a primary banking partner of choice for businesses in the UAE.
* Partner with Business Banking Leadership to align marketing priorities with revenue growth, customer needs, and segment strategy.
* Work with Product teams to design campaigns that promote business banking solutions, propositions, and client value.
* Collaborate with Digital teams to improve online journeys, digital engagement, campaign performance, and channel conversion.
* Use Analytics and CRM insights to identify customer segments, behavioural trends, campaign opportunities, and cross-sell potential.
* Coordinate with Corporate Communications to ensure consistent messaging, brand alignment, and strong market positioning.
* Work with Distribution teams to support branch, relationship manager, and channel-led marketing activation.
* Design marketing plans that reinforce FAB’s competitive differentiation in the UAE business banking space.
* Drive campaign execution across relevant channels, ensuring clear objectives, measurable outcomes, and timely delivery.
* Support revenue acceleration by improving lead generation, conversion, portfolio engagement, and product penetration.
* Build customer lifecycle marketing initiatives that support onboarding, activation, retention, and relationship deepening.
* Monitor campaign performance, marketing KPIs, customer response, and return on marketing investment.
* Recommend improvements based on customer data, market feedback, business priorities, and campaign analytics.
* Ensure marketing activities comply with brand standards, internal governance, regulatory expectations, and approval processes.
* Manage senior stakeholder communication and provide clear reporting on marketing plans, campaign progress, risks, and results.
* Support innovation in business banking marketing through targeted propositions, ecosystem partnerships, and digital-first engagement approaches.
Ideal Profile
* Bachelor’s degree in Marketing, Business Administration, Communications, Finance, Economics, or a related field.
* Senior-level marketing experience in banking, financial services, business banking, SME banking, commercial banking, or B2B marketing.
* Strong understanding of Business Banking segments, including micro businesses, SMEs, commercial clients, and ecosystem-based propositions.
* Proven experience building and executing end-to-end marketing strategies that support acquisition, engagement, retention, and cross-sell.
* Strong ability to translate business priorities into customer-focused campaigns and measurable marketing programmes.
* Experience partnering with product, digital, analytics, CRM, corporate communications, and distribution teams.
* Good knowledge of customer lifecycle marketing, segmentation, campaign planning, channel strategy, and performance measurement.
* Strong commercial mindset with the ability to support revenue growth and client relationship deepening.
* Experience using CRM insights, analytics, market trends, and customer data to shape marketing decisions.
* Excellent stakeholder management skills with the ability to influence senior business leaders and cross-functional teams.
* Strong communication skills with the ability to develop clear messaging, campaign direction, and executive-level updates.
* Creative, strategic, data-aware, and comfortable working in a fast-paced banking environment.
Skills Set
* Business banking marketing
* SME banking marketing
* Commercial banking marketing
* B2B marketing strategy
* Segment marketing
* Acquisition marketing
* Customer engagement
* Retention marketing
* Cross-sell strategy
* Integrated marketing campaigns
* Marketing leadership
* Customer lifecycle marketing
* CRM marketing
* Marketing analytics
* Campaign performance tracking
* Digital marketing strategy
* Product marketing
* Corporate communications coordination
* Distribution channel support
* Revenue growth marketing
* Customer segmentation
* Lead generation
* Brand positioning
* Competitive differentiation
* Stakeholder management
* Marketing KPI reporting
* Campaign governance
* UAE business banking market
Why Join Us
This role offers senior-level exposure to Business Banking growth strategy within a leading Banking institution in Abu Dhabi. It provides the opportunity to shape how FAB engages UAE businesses, strengthens SME and commercial banking propositions, and delivers integrated marketing programmes that support revenue, customer loyalty, and market leadership.
The position is ideal for a strategic marketing leader who wants to combine business banking knowledge, data-led decision making, digital engagement, and senior stakeholder influence to create measurable impact in a competitive financial services market.
About the Company
First Abu Dhabi Bank (FAB) is one of the UAE’s leading financial institutions, offering a wide range of Banking services across corporate, investment, retail, private banking, and global markets. FAB supports businesses through advanced banking solutions, strong digital capabilities, market expertise, and customer-focused financial services designed to help companies grow across the UAE and wider region.
