Section Head – Social Media (Emirati Applicants)

Overview

Social Media Strategy & Channel Leadership

• Lead the overall social media strategy across official channels, community platforms, and special digital projects.
• Define annual content strategies, content calendars, and channel-specific approaches for multiple audiences and platforms.
• Develop platform strategies across Instagram, TikTok, X, LinkedIn, Threads, YouTube Shorts, Facebook, and WhatsApp Channels.
• Ensure all content aligns with brand tone of voice, communication objectives, and audience engagement goals.
• Oversee bilingual Arabic-English content strategies and multilingual content initiatives.

Content & AI Integration

• Lead the integration of AI-powered content creation across social media operations.
• Oversee content quality assurance for AI-generated captions, scripts, visuals, and video content.
• Drive the adoption of AI tools including image generation, video generation, AI presenters, and automation technologies.
• Collaborate with internal stakeholders to enhance content quality, innovation, and operational efficiency.

Community Management & Engagement

• Oversee audience engagement, community growth, and social interaction strategies.
• Establish response protocols, escalation frameworks, and crisis communication procedures across social platforms.
• Lead UGC campaigns, hashtag activations, influencer engagement, and audience growth initiatives.
• Manage online reputation and ensure timely handling of sensitive communications.

Performance & Analytics

• Own and monitor KPIs including engagement rate, reach, impressions, follower growth, response time, campaign performance, and content output quality.
• Analyze platform performance and audience behavior to continuously optimize social media strategies.
• Work closely with analytics teams to review weekly and monthly performance dashboards and reporting.
• Utilize social media analytics, SEO principles, social listening, and trend analysis to improve digital performance.

Team Leadership

• Lead and mentor multiple social media unit leads and their respective teams.
• Set performance expectations, development plans, and operational standards.
• Foster a culture of creativity, innovation, collaboration, and digital excellence.

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, Media, Journalism, Public Relations, or related field.
• 8–12 years of experience in social media management, digital communications, or content strategy roles.
• Strong experience managing multiple large-scale social media channels and campaigns.
• Previous experience within government entities, media organizations, agencies, or public sector environments is strongly preferred.
• Proven leadership experience managing social media teams, editors, or digital content specialists.
• Strong understanding of platform algorithms, audience engagement, and digital content trends.
• Must speak and write both Arabic and English fluently.
• Experience in crisis communications and reputation management is highly preferred.

Must-Have Technical Skills

• Instagram, TikTok, X, LinkedIn, Threads, Facebook, and YouTube Shorts Management

• Social Media Strategy & Campaign Management

• AI Content Generation Tools (ChatGPT, Claude, AI Automation Tools)
• AI Video & Visual Tools (HeyGen, Runway, or Similar Platforms)

• Social Media Analytics & Reporting

• Meta Business Suite, X Analytics & LinkedIn Insights

• Google Analytics (GA4)

• Social Listening Platforms (Talkwalker, Meltwater, Brandwatch, or Similar)
• Paid Social Media Campaigns & Audience Targeting

• WhatsApp Channels Management

• Crisis Communication on Social Platforms