About the Role
Lead and evolve the company’s social media presence across all owned platforms, driving meaningful engagement, cultural relevance, and sustainable audience growth. This role is responsible for developing a best-in-class organic social strategy that balances global brand consistency with local market relevance, ensuring the company remains culturally connected and conversation-worthy across the MENA region.
The Social Media Manager will bring deep platform expertise, strong strategic thinking, and a passion for digital culture, translating insights into content and campaigns that build brand affinity, drive engagement, and strengthen the company’s position as a leader in social-first marketing.
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Key Responsibilities
- Social Media Strategy
- Develop and lead the organic social media strategy across all the company’s MENA channels.
- Define the role and purpose of each platform, ensuring content is tailored to platform behaviours rather than duplicated.
- Build annual and seasonal social media roadmaps aligned to business priorities and marketing campaigns.
- Continuously evolve the social strategy based on audience behaviour, platform developments and emerging trends.
- Platform Expertise
Own the social ecosystem across:
- Meta (Instagram & Facebook)
- TikTok
- Snapchat
- YouTube
- Emerging platforms as appropriate
- The role requires deep understanding of:
- Platform algorithms
- Content optimisation
- Organic reach strategies
- Audience behaviours
- Platform-specific storytelling
- Best practices for social-first content
- Content Strategy
- Develop a robust always-on organic content strategy that grows engagement and followers.
- Build content pillars that resonate with different audiences across MENA.
- Ensure content reflects local culture while remaining true to the company’s global brand.
- Champion culturally relevant, timely, and trend-driven content opportunities.
- Partner with creative teams and agencies to develop best-in-class social-first creative.
- Audience Growth & Engagement
- Drive measurable growth in followers, engagement, reach, and community health.
- Identify opportunities to improve organic performance through experimentation and optimisation.
- Create initiatives that increase conversation, sharing, and advocacy.
- Community Management
- Manage Community Management team to ensure consistent brand voice and timely engagement.
- Develop response frameworks and engagement strategies.
- Identify opportunities to turn conversations into brand-building moments.
- Monitor sentiment and surface actionable consumer insights.
- Performance & Analytics
- Define KPIs and success metrics for each platform.
- Monitor and analyse performance using platform analytics and reporting tools.
- Translate data into actionable recommendations.
- Present performance updates and strategic recommendations to senior stakeholders.
- Stay informed on industry benchmarks and competitor performance.
- Cultural & Consumer Insights
- Maintain a strong understanding of Gen Z and Millennial behaviours across key MENA markets.
- Monitor emerging digital trends, creators, memes, and cultural moments.
- Identify opportunities for the company to participate authentically in conversations.
- Translate audience insights into content and campaign recommendations.
- Cross-functional Collaboration
- Partner with Performance Marketing, PR, Loyalty, and Creative teams to deliver integrated campaigns.
- Work closely with regional and global stakeholders to ensure alignment while adapting content for local relevance.
- Manage external agencies and creators to deliver best-in-class work.
Experience & Qualifications
- 5–7+ years of experience in social media, digital marketing or content strategy.
- Experience managing multiple large-scale social media platforms for a leading consumer brand or agency.
- Strong understanding of social media strategy beyond content creation/publishing.
- Proven track record of growing organic audiences and improving engagement.
- Experience managing agencies and creative partners.
- Experience working across multiple markets is highly desirable.
- Experience within FMCG, retail or lifestyle brands preferred.
- Arabic Speaker preferred.
Knowledge & Skills
- Technical Expertise
- Deep knowledge of Meta, TikTok, Snapchat, and YouTube ecosystems.
- Strong understanding of platform algorithms and product features.
- Expertise in social analytics and performance measurement.
- Knowledge of social listening and community management best practices.
- Understanding of creator marketing and influencer ecosystems.
- Strategic Thinking
- Ability to develop long-term social strategies linked to business objectives.
- Strong commercial mindset with an understanding of how social supports brand and business growth.
- Comfortable balancing global brand standards with local cultural relevance.
- Leadership
- Strong stakeholder management and influencing skills.
- Ability to manage agencies and external partners.
- Excellent presentation and communication skills.
What Success Looks Like:
- Strong, measurable growth in followers and engaged communities across all key platforms.
- Increased organic reach and engagement driven by platform-first content strategies.
- The company recognised as one of the most culturally relevant and socially engaging brands across MENA.
- Consistent delivery of high-performing content tailored to each platform.
- Data-driven optimisation embedded into planning and execution.
- Strong collaboration across cross-functional teams.
- A healthy balance between global brand consistency and authentic local relevance across the region.
