Digital Transformation Director

New Business & Marketing Dubai, United Arab Emirates


Position at Mindshare

Reporting Line: Direct line to Managing Director with a dotted line to MENA Chief Digital Officer

Organisational Relationships:

  • Mindshare regional team based in Dubai
  • UAE Mindshare Leadership and operational team
  • Global client teams

About us

We are Mindshare. A global digital first platform & media services company that accelerates Good Growth for its clients in the age of a new marketing economy. Good Growth is business growth that is enduring and sustainable whilst also helping to shape society and the world for the better. We accelerate growth for our clients by connecting digital, media, creative and tech, prioritizing customer relationships, customer voices, real-time activation that is underpinned through data to demand a response.

Our network is always on, always live. Our people are acutely aware of what's happening in their city, their country, their specialist area of expertise. We understand brands, markets, and media. Most of all, we understand other people. The people we live with. The people we work with. The people we are.

We were the first purpose-built company created by WPP and today our 10,000 people operate in 116 offices in 86 countries.

Mindshare, MENA, part of Mindshare EMEA, spans 11 offices across markets (Morocco, Tunisia, Egypt, UAE, Saudi Arabia, Kuwait, Bahrain, Qatar, Lebanon, Jordan and Iraq) with local market teams and leads, reporting into the MENA CEO. In addition to the Markets, Mindshare also operates Centre of Excellence that works at a regional level to support and provide disciplines services to all 11 Markets. These Centers of Excellence include Corporate Development, Digital and Solutions, and Growth & Client Leadership.

Role context & Overview:

The Digital Transformation Director will work closely with a global airline client based in the region to lead its digital transformation and innovation agenda. The selected candidate will set the direction for the overall business over the next 3 years and the role media will play in achieving these goals. The role will identify a plan to build and develop the marketing discipline at the client’s end and create a 3-year road map for

overarching the marketing ambitions. The role will identify the client’s needs and work with key specialist(s) to deliver in areas such as: digital preparedness, competitive benchmarking, audience development, site analytics, objective setting, budget development, campaign prioritization, measurements for success, marketing ROI and partnership ecosystem.



  • Drive the digital transformation and innovation agenda for the airline client.
  • Identify key media capabilities to enhance the client's digital strategy.
  • Establish the operating model, taking into account the needs of the client and agency.
  • Manage projects that drive media maturity, ensuring they are completed on time and on budget.
  • Implement recommended processes to streamline and optimize media capabilities.
  • Manage key specialists across projects that to drive media capabilities.
  • Liaise with WPP partner agencies to build key capabilities and leverage technological solutions to drive performance objectives.
  • Advise on new media initiatives and partnerships to help the client stay ahead of industry trends.
  • Manage key stakeholders to ensure alignment and support for transformation initiatives.

Key measures of success:

  • Successful implementation of the digital transformation and innovation agenda for the client.
  • Increased media capabilities and maturity, resulting in improved performance and ROI.
  • Timely and effective project management, leading to on-time and on-budget project delivery.
  • Streamlined processes and optimized media capabilities, resulting in increased efficiency and cost savings.
  • Strong collaboration with WPP partner agencies and identification of key technological solutions to drive performance objectives.
  • Successful advisory role on new media initiatives and partnerships, leading to enhanced industry positioning for the client.
  • Strong stakeholder management and alignment, resulting in ongoing support for transformation initiatives.

Candidate Experience:

  • 8+ years of experience in digital transformation and media innovation, with a strong track record of driving successful transformation initiatives.
  • Experience in project management, with a focus on media capabilities and operations.
  • Experience in establishing operating models and implementing processes to optimize media capabilities.
  • Strong knowledge of media capabilities, including but not limited to search, social, programmatic, data and analytics.
  • Excellent communication and stakeholder management skills, with the ability to influence and collaborate effectively with both internal and external stakeholders.
  • Strong analytical and problem-solving skills, with the ability to leverage data and insights to drive transformation initiatives.


Behavioral competencies:

  • Strategic Thinking - Advanced: Possesses a proactive and broad-based approach to management; develops and sets effective action plan matched with interpersonal skills to guide others toward the accomplishment of strategic objectives of Mindshare MENA.
  • Enabling & Supporting Change - Advanced: Communicates and clarifies the plan for change to employees; gains employees support to implement change by persuading, influencing, and controlling fears for their future roles during times of organizational change.
  • Business Judgement - Advanced: Possesses knowledge of key business areas of WPP, digital landscape and the service industry to effectively make decisions and solve problems by providing solutions that are aligned with Mindshare MENA and GroupM.
  • Leading & Inspiring others - Advanced: The ability to inspire and organize a work environment that is attuned to with Mindshare’s global values of energy, empathy, and impact and to gain others’ support and commitment to achieve Mindshare’s goals.
  • Flawless Execution - Advanced: Committed to deliver work with high standards of quality and excellence to achieve high value at work. Commits to continuous improvement through effective strategizing, planning, organization, and delivery.
  • Evoke and disseminate positive energy - Advanced: The ability of evoke and disseminate positive energy in work relationships through demonstrating confidence in self and in others motivating and empowering others, taking initiative, instilling values of respect and cooperation, and the ability to overcome challenges.
  • Community focus and responsiveness to its needs - Advanced: Focuses on meeting expectations and needs of our clients and establishes effective relationships with them.