Group Social Media Manager ( UAE National )

Role Purpose

1. Group-Wide Social Media Strategy & Governance

• Develop and lead the overarching social media strategy covering all AKI brands, business units, and Group channels.
• Establish a unified set of standards, frameworks, guidelines, and workflows for social media across the organisation.
• Implement strong governance to ensure every brand and BU operates with consistent messaging, quality, and tone of voice.
• Serve as the approval and quality gatekeeper for major campaigns and key content across BUs.

2. Content Leadership & Creative Direction

• Drive the creation of high-quality, engaging content that reflects AKI’s people-first culture and each brand and BU’s unique proposition.
• Lead creative direction for flagship content including:
• Leadership thought leadership
• Major launches, events, partnerships, achievements
• Brand and campaign storytelling
• Oversee content calendars across Group and BUs to ensure alignment, timing, and cohesion.

3. Cross-Business Unit Collaboration & Support

• Work closely with social media leads in all BUs to align on themes, upcoming content, campaigns, and key moments.
• Support brands with ideation, content creation, creative briefs, and campaign rollouts.
• Build a strong community of BU social media champions, ensuring shared learning and capability building.

4. Social Media Centre of Excellence

• Establish and manage a Social Media Centre of Excellence that sets standards, provides training, and drives innovation.
• Introduce clear systems for planning, checkpoints, approvals, escalation, and reporting.
• Lead internal training, creative workshops, and capability sessions for BU teams.
• 5.
• Data, Analytics & Reporting (Group + BU)
• Oversee performance reporting for ALL AKI channels at group level and BU level.
• Provide monthly dashboards covering reach, engagement, sentiment, follower growth, video performance, and campaign impact.
• Deliver quarterly strategic reviews for each BU with insights, recommendations, and action plans.
• Drive a culture of data-led decisions across all brands.

6. Campaigns, Influencers & Paid Media

• Work with BU teams on influencer partnerships, paid social, and integrated campaign amplification.
• Ensure influencer selection aligns with AKI’s values and brand safety requirements.
• Collaborate with PR and external agencies to deliver integrated marketing campaigns.

Required

• 8+ years’ experience managing social media for multi-brand or large multi-business organisations or agency background.
• Proven experience setting group-wide or regional strategies.
• Strong understanding of LinkedIn, Instagram, YouTube, TikTok, X, and emerging platforms.
• Demonstrated ability to lead creative direction and storytelling across multiple brands.
• High-level writing and editing skills in UK English.
• Data and analytics expertise with ability to translate insights into action.
• Experience with paid social, influencer programmes, and campaign amplification.
• Ability to influence, guide, and coordinate with teams across multiple functions and markets.

Preferred

• Experience in family business groups or complex multi-industry companies or agency.
• Arabic language (advantage).

Key Competencies

• Strategic thinking and structured planning
• Creative excellence and storytelling
• Governance and attention to detail
• Stakeholder management and cross-BU leadership
• Data-driven decision-making
• Agility and adaptability
• High emotional intelligence

What Success Looks Like

• One clear, elevated, consistent voice across all AKI brands and business units.
• Strong and cohesive Group + BU social media presence aligned with AKI’s narrative and values.
• Enhanced engagement, reach, and sentiment across all channels.
• Data-led reporting and decision-making across the organisation.
• Strong capability uplift and alignment across BU social media teams.
• Integrated social media support for major AKI initiatives, campaigns, and announcements.