Social Media Manager

About This Role

SMM & Content Coordinator (Restaurant, Abu Dhabi)

Location: Abu Dhabi, UAE (on-site / location-based; occasional travel to Dubai as required)
Company: L’ETO Group (L’ETO Restaurant Abu Dhabi)
Employment Type: Full-time

About L’ETO Restaurant Abu Dhabi

L’ETO Restaurant Abu Dhabi is a new restaurant concept by L’ETO Group — an elevated, design-led hospitality experience and the brand’s most ambitious expression to date in the UAE.

Created as a new language of dining, the concept is shaped by atmosphere, detail, and guest experience — from a seasonally evolving menu inspired by the spirit of Mediterranean dining and live-fire cooking, to a premium bar programme and a strong sense of taste, design, and sound.

As we launch and grow this concept, we’re building a high-quality on-ground content and social media presence that reflects the rhythm, energy, and identity of the restaurant day-to-day. This is an exciting opportunity to join the project at an early stage and help shape how the concept is presented across social media.

About the Role:

L’ETO Group is looking for an Abu Dhabi-based SMM & Content Coordinator to support the launch and day-to-day social media execution of L’ETO Restaurant Abu Dhabi.

This role combines social media execution, basic on-ground content capture, and content coordination support. It is ideal for someone who is organized, fast, and comfortable working in a live restaurant environment while maintaining strong content standards.

This role is a great fit for someone who enjoys both creative execution and on-the-ground coordination, and wants to be part of building a new restaurant concept at launch stage.

The role reports to the Head of Marketing and works closely with the restaurant GM / operations team, as well as external creators and agency partners where applicable.

The initial focus of the role is to establish a reliable day-to-day social media and content flow for L’ETO Restaurant Abu Dhabi during launch and post-launch stabilization.

Important: This is not a standalone “do everything” creative role. Campaign-level launch support and larger creative initiatives may be handled with external agencies/partners. The role has a strong day-to-day execution focus, with creator sourcing and shoot coordination support included as part of the workflow (with guidance and final approval from the Head of Marketing).

Key Responsibilities

1) Day-to-Day Social Media Execution

• Manage day-to-day social media execution for L’ETO Restaurant Abu Dhabi (primarily Instagram).
• Publish and schedule posts/stories/reels according to approved content plans and priorities.
• Maintain consistent brand tone and visual standards in collaboration with the marketing team.
• Support basic community management (e.g. comment/message monitoring and escalating key guest/brand issues when needed).
• Ensure timely posting around restaurant moments, menu updates, events, and activations.

2) On-Ground Content Capture (Phone-First)

• Capture day-to-day content on-site using a mobile phone (stories, short videos, food/service moments, ambiance, team moments, openings, etc.).
• Identify and capture relevant live moments in the restaurant based on business and marketing priorities.
• Organize content files and selects for efficient use across daily posting and planned content.
• Support fast-turnaround content needs while maintaining a polished and brand-appropriate output.

3) Content Planning & Coordination with Restaurant Team (Core)

• Work closely with the GM / operations / kitchen team to plan weekly content opportunities and align on timing.
• Coordinate what needs to be captured (dishes, drinks, service moments, staff, events, etc.) based on marketing priorities.
• Create and maintain practical weekly content checklists / shot lists for restaurant execution.
• Follow up proactively with internal teams to avoid missed content opportunities.

4) Support for Freelance Creator Sourcing & Coordination (with Marketing Approval)

• Support creator sourcing and shortlisting for restaurant content needs.
• Help maintain an updated contact list / shortlist of potential and approved creators (Abu Dhabi / Dubai-based where relevant).
• Collect and organize key information (portfolio links/handles, style fit, hospitality/F&B examples, rate ranges, availability/responsiveness) for marketing review.
• Share creator options/shortlists with the Head of Marketing for review and final approval.
• Support outreach and scheduling of approved creators when required.

5) Shoot Coordination Support (Operational)

• Support coordination of day-to-day and planned shoots with approved freelance creators, based on marketing priorities.
• Align shoot timing/logistics with the restaurant team (GM / operations / kitchen) to support readiness.
• Prepare basic shoot checklists / priorities for creator sessions (with marketing input where needed).
• Ensure content is received and organized after shoots, and flag delays or gaps in a timely manner.

6) Reporting & Communication

• Share regular updates with the Head of Marketing on content progress, posting status, and upcoming content needs.
• Highlight content gaps, operational blockers, or timing changes that may affect execution.
• Maintain clear and professional communication across internal teams and external creators.

Collaboration & Ways of Working

• Work under the direction of the Head of Marketing, with final approval on priorities, brand direction, and creator selection.
• Collaborate closely with the restaurant GM and operations team to enable consistent content capture and execution.
• Work alongside external agencies/creative partners for campaign rollouts and launch initiatives where applicable.
• Balance creativity with operational realities in a fast-paced restaurant environment.
• Be proactive, solution-oriented, and highly organized in day-to-day execution.
• This role is primarily Abu Dhabi-based, with occasional travel to Dubai required for team meetings, content alignment, training, or selected marketing initiatives (not on a fixed weekly schedule).

Requirements

Must-Have

• 3–5+ years of relevant experience in social media / content coordination / SMM (preferably in hospitality, F&B, lifestyle, or retail).
• Experience managing Instagram content execution (posts, stories, reels) for a brand/business account.
• Strong mobile content capture skills (phone-first shooting for social media).
• Strong organizational skills and ability to coordinate with multiple stakeholders.
• Good eye for visual quality, timing, and brand-appropriate content.
• Comfortable working on-site in a fast-paced restaurant environment.
• Strong communication and follow-up discipline.
• Fluent English (written and spoken).
• Willingness to travel occasionally to Dubai based on business needs (not on a fixed weekly schedule).

Nice to Have

• Experience in restaurant / hospitality openings or launch periods.
• Basic editing skills for reels/stories (CapCut, InShot, VN, Adobe Express, etc.).
• Experience coordinating freelance creators / photographers / videographers.
• Arabic or Russian language skills (a plus, not required).
• Abu Dhabi-based (strong preference) or willing to work primarily from Abu Dhabi.

What Success Looks Like in This Role

• L’ETO Restaurant Abu Dhabi has a consistent, timely, and brand-aligned social media presence.
• Day-to-day content opportunities are captured more reliably with fewer missed moments.
• Communication between marketing and restaurant operations becomes smoother and more proactive.
• Creator sourcing and shoot coordination support become more structured and less ad hoc.
• The Head of Marketing spends less time on manual coordination and emergency follow-ups.

Job Type: Full-time

Work Location: In person