Content & Social Media Lead

About Umniya

Role Purpose

Content Strategy & Creative Ownership

• Lead Umniya’s social media and digital content strategy across Instagram, TikTok, LinkedIn, Facebook, YouTube, and other relevant platforms.
• Create and manage monthly content calendars that balance patient education, doctor-led expertise, service awareness, clinic stories, community initiatives, and reputation-building.
• Develop original, differentiated content ideas that go beyond standard healthcare posts
• Identify content opportunities from doctors, embryologists, nurses, patient coordinators, clinic moments, events, campaigns, and frequently asked patient questions

Social-First Video & Storytelling

• Own the creative development of social-first video content, from idea generation and scripting to shoot planning, creative direction, and final delivery.
• Write scripts and content structures for reels, videos, explainers, Q&As, patient education formats and campaign videos.
• Coordinate and direct simple content shoots with doctors, staff, agencies, photographers, videographers, or editors.
• Capture simple native content on a phone when appropriate for quick-turnaround stories, reels, behind-the-scenes moments, and event coverage.
• Do light editing for simple social-first content when needed, while coordinating with external editors, videographers, or agencies for higher-production-value work.

Copywriting & Content Management

• Write clear, engaging, and accurate captions, stories, reels scripts, post copy, campaign messages, and digital content in English and Arabic.
• Adapt medical or scientific information into simple, patient-friendly language without losing credibility.
• Manage content from concept to publication, including planning, writing, approvals, coordination, posting, and reporting.
• Maintain a high standard of grammar, accuracy, visual quality, and brand consistency across all channels.

Community Management

• Monitor comments, messages, mentions, tags, and patient interactions across social media channels.
• Respond to or escalate patient inquiries, comments, and complaints in a timely, professional, and sensitive manner.
• Support Google reviews, testimonials, patient stories, and reputation-building initiatives together with the Marketing & Patient Experience Director.
• Flag sensitive topics, complaints, misinformation, or potential reputational risks quickly.

Digital Marketing Support

• Support digital campaigns across paid social, Google, website, email, landing pages, and other digital activations.
• Work with agencies and the Marketing & Patient Experience Director to ensure campaigns are launched correctly and content is delivered on time.
• Track basic campaign performance, including reach, engagement, clicks, leads, cost per lead, content performance, and campaign learnings.
• Use performance insights to improve content formats, messaging, posting rhythms, and campaign effectiveness.

Website & Content Updates

• Support updates to website content, blogs, landing pages, service pages, and campaign pages.
• Coordinate with SEO, website, media, creative, and production agencies when needed.
• Make sure digital content is accurate, easy to understand, and aligned with Umniya’s tone of voice.

Reporting

• Prepare simple weekly and monthly reports on social and digital performance.
• Share learnings on what content is working, what needs improvement, and what new ideas should be tested.
• Keep track of social media trends, healthcare content trends, video storytelling formats, and relevant conversations in the UAE.

Required

• 5-8 years of experience in social media, content creation, digital content, brand storytelling, or creative content management.
• Strong written and spoken English and Arabic.
• Strong creative judgment and the ability to develop original content ideas.
• Proven experience creating or managing social-first video content, including concepts, scripts, shoot planning, and coordination.
• Strong copywriting skills
• Good understanding of Instagram, TikTok, LinkedIn, Facebook, YouTube, and paid social basics.
• Organized, proactive, hands-on, and able to manage multiple tasks at once.

Preferred

• Experience in healthcare, wellness, beauty, clinics, hospitals, women’s health, fertility, or premium service brands.
• Experience working with agencies, videographers, editors, designers, photographers, or creative freelancers.
• Basic knowledge of SEO, Google Ads, Meta Ads, CRM, email marketing, or website platforms.
• Understanding of the Abu Dhabi market.

To Apply

• Interested candidates are invited to apply by sending their updated CV to [email protected]