Social Media Manager & Content Creator

About the Role
The company isn't your typical fast-casual food brand. We're about refreshingly good food for any mood. Chef-led, made fresh to order in under eight minutes, and designed to fit into everyday life.
As the company grows across the UAE, we're looking for a Social Media Content Creator who knows how to turn everyday moments into content people actually want to watch. Someone who understands that great content doesn't always need a big production. Sometimes it's the perfect shot of a dish coming together, a moment behind the kitchen counter or an idea that feels completely unexpected.
You'll bring the company to life across TikTok and Instagram, taking ideas from concept to filming, editing and publishing. You'll have a strong creative instinct, a natural understanding of social culture and the confidence to make content that feels unmistakably the company.

Your Mission
Make the company impossible to scroll past, for all the right reasons. You'll bring our food, people, personality and places to life through content that feels fresh, relevant and authentic. You'll know when to follow a trend, when to give it a company twist and when to create something entirely new. Your work should do more than generate views. It should make people curious, give them a reason to visit and keep them coming back.

Key Responsibilities
Content Creation & Social Storytelling

• Own the company's day-to-day TikTok presence, from ideation and scripting to filming, editing, publishing and community engagement.
• Create a consistent flow of TikToks, Instagram Reels and Stories aligned with the content calendar.
• Stay close to emerging trends, sounds and formats, adapting what feels relevant to the company rather than following trends for the sake of it.
• Develop original content series that celebrate our chef-led food, made-to-order kitchen, people and brand personality.

Filming, Editing & Production

• Capture engaging content across the company's locations, from food preparation and kitchen moments to guest experiences and everyday store life.
• Edit video to a high standard, with a strong understanding of pacing, sound, captions, colour and composition.
• Adapt content for different platforms and placements, including organic and paid media.
• Maintain an organised library of footage, templates, graphics and approved creative assets.

Food, Launches & Brand Moments

• Bring the company's food and beverage offering to life through content that celebrates freshness, flavour and quality.
• Create content for new store openings, from pre-launch teasers to opening-day coverage and post-launch storytelling.
• Showcase the company's Superette range, including grab-and-go, beverages, gifting and home-cooking inspiration.
• Capture events, activations, collaborations and the everyday moments that make the company interesting.

Community & Collaboration

• Engage with the company's community across TikTok and Instagram, responding to comments and messages with warmth, personality and confidence.
• Support influencer and creator collaborations, including briefing, filming and repurposing content.
• Work closely with Marketing, Creative, Culinary, Beverage and Operations teams to plan shoots without disrupting service.
• Ensure every piece of content reflects the company's visual identity, tone of voice and creative standards.

Performance & Creative Improvement

• Track content performance weekly, identifying what's working and where there's room to improve.
• Use platform analytics to refine formats, posting times, hooks and video length.
• Identify strong organic content for paid amplification.
• Bring fresh ideas, experiment with new approaches and continually improve the quality and impact of the company's social presence.

Key Performance Indicators (KPIs)

• Consistent growth in TikTok followers, reach, views and watch time against agreed targets.
• Strong engagement across TikTok and Instagram, including shares, saves and meaningful community interactions.
• Delivery of agreed weekly content volumes, on time and to the company's creative standards.
• High-quality editing and production with minimal rework.
• Effective content coverage for store openings, menu launches and Superette campaigns.
• Timely, thoughtful community engagement.
• Content that supports brand awareness, new guest acquisition, footfall and repeat visits.
• Regular performance reporting with clear insights and recommendations.

Required Skills & Experience

• 3–5 years' experience creating social media content, ideally within food, hospitality, lifestyle or retail.
• A strong portfolio of original TikTok and Instagram content demonstrating creativity and audience engagement.
• Excellent editing skills using CapCut, Adobe Premiere Pro and/or Final Cut Pro. After Effects is an advantage.
• Confident filming on smartphone and camera, with a natural eye for food, lighting and composition.
• Strong understanding of TikTok, Instagram, social trends and creator culture.
• Comfortable directing others on camera or appearing in content when needed.
• Working knowledge of TikTok, Instagram and Meta analytics.
• Organised, proactive and comfortable managing multiple shoots and deadlines.
• Good understanding of the UAE social media landscape. Arabic language skills are an advantage.
• A genuine passion for food, creativity and storytelling.

What You'll Love

• Being part of the company at an exciting stage of growth, helping shape how the brand shows up in the world.
• The freedom to experiment, bring ideas forward and create content with personality.
• Working alongside passionate people across food, design, marketing and hospitality.
• Being part of the company, a founder-led company that values creativity, quality and attention to detail.
• A collaborative, energetic environment where good ideas are valued.
• A full-time role with competitive compensation and benefits.