Social Media & Performance Marketing Executive

Overview

About the Role

Social Media Ownership

• The candidate will manage Dunkin’s social media platforms end to end, including Instagram, TikTok, Facebook, Snapchat, YouTube Shorts, and any other relevant emerging platforms.
• Own the full social media calendar from planning to execution.
• Plan daily, weekly, and monthly content across platforms.
• Ensure all content is aligned with Dunkin’s brand voice, campaign goals, and audience interests.
• Keep the pages active, relevant, engaging, and culturally aware.
• Monitor platform updates, content formats, trends, and competitor activity.
• Identify relevant trends and recommend how Dunkin’ can use them in a smart, brand-safe, and timely way.
• Make sure the brand stays fresh, fun, and ahead of competitors.
• Coordinate with internal teams, agencies, creators, influencers, designers, videographers, and production partners when needed.
• Ensure captions, copy, stories, reels, TikToks, and posts are clear, engaging, accurate, and error-free.

Content Creation, Direction & Scripting

• This role requires someone who can create, direct, and improve content, not just upload posts. The candidate should understand social-first content and should be able to turn ideas into clear scripts, formats, and content plans.
• Develop content ideas for Reels, TikToks, stories, posts, campaigns, launches, and brand moments.
• Write scripts for short-form videos, influencer content, product videos, campaign videos, and trend-based content.
• Understand hooks, pacing, retention, storytelling, captions, CTAs, and what makes people watch until the end.
• Prepare creative concepts, shot lists, storyboards, and content directions for shoots.
• Support content shoots and help ensure the final output matches the original idea and objective.
• Guide creators, influencers, videographers, editors, and designers on the required content direction.
• Identify opportunities for behind-the-scenes content, UGC, reactive content, employee-led content, store-led content, and community-led storytelling.
• Make sure content feels natural, current, engaging, and not generic or overly corporate.

Creative Ideas & Campaign Support

• We are looking for someone who brings ideas, not someone who waits to be told what to do. The candidate should actively think about how Dunkin’ can stand out online and how campaigns can become stronger through social media.
• Bring fresh campaign ideas for product launches, seasonal campaigns, cultural moments, national days, store activations, and brand initiatives.
• Think of new ways to make Dunkin’ more relevant to Gen Z, families, students, office-goers, creators, and wider UAE audiences.
• Support campaign brainstorming from concept to execution.
• Suggest creative formats such as content series, challenges, influencer formats, interactive stories, street-style content, UGC ideas, community moments, and real-time social content.
• Research what other brands are doing locally and globally, then suggest how Dunkin’ can do better or do it differently.
• Help turn Dunkin’ campaigns into memorable social media moments.
• Look for opportunities to connect content with real-life events, stores, communities, collaborations, and activations.
• Bring proactive recommendations on what can be improved across content, campaigns, captions, visuals, and platform strategy.

Paid Media Coordination & Performance Marketing Understanding

• The candidate does not need to be a full hands-on performance marketing specialist or personally execute every paid media campaign. However, they must have a good working understanding of paid social and performance marketing basics in order to brief, coordinate with, review, and challenge third-party media agencies or partners.
• Work closely with third-party media agencies or partners handling paid ads.
• Prepare clear briefs for paid media campaigns across Meta, TikTok, Snapchat, YouTube, and other relevant platforms.
• Understand the basics of campaign objectives such as awareness, engagement, traffic, app installs, conversions, reach, video views, and store visits.
• Review paid media plans and make sure they align with campaign goals, target audiences, budgets, timings, and creative direction.
• Understand key performance metrics such as reach, impressions, engagement rate, CTR, CPC, CPM, video views, watch time, conversions, and ROAS.
• Identify which organic content has strong potential to be boosted or used as paid creative.
• Share creative recommendations based on campaign results and platform performance.
• Work with the agency to test different hooks, captions, creatives, audiences, formats, placements, and CTAs.
• Make sure paid campaigns are not just running, but are being optimized with clear reasoning.
• Connect organic content learnings with paid media strategy.
• Ask the right questions, follow up on performance, and make sure media partners are accountable

Analytics, Reporting & Optimization

• The candidate should be able to understand performance, identify patterns, and use data to improve content and campaigns.
• Track social media performance weekly and monthly.
• Analyze what content is working, what is not working, and why.
• Prepare clear and simple performance reports with insights, observations, and recommended next steps.
• Identify patterns in audience behavior, content formats, posting times, hooks, topics, and campaignresults.
• Use data to improve future content quality and campaign effectiveness.
• Recommend next steps based on actual performance, not assumptions.
• Monitor follower growth, engagement, reach, views, saves, shares, comments, link clicks, contentretention, and platform-specific metrics.
• Create a testing mindset across content by trying different formats, hooks, captions, and creative directions.

Community Management Oversight

• The candidate will be responsible for overseeing the person or team managing comments, DMs, tags, mentions, customer conversations, and influencer inquiries across Dunkin’s social media platforms.
• They do not need to personally respond to every customer message, but the person handling this willreport into or be guided by this role.
• Manage and guide the person responsible for community management.
• Ensure comments, DMs, tags, mentions, and customer conversations are monitored properly.
• Make sure customer responses are friendly, professional, timely, and aligned with Dunkin’s tone ofvoice.
• Review and improve response guidelines, FAQs, escalation processes, and customer communicationstandards.
• Ensure complaints, sensitive messages, influencer inquiries, partnership requests, and operationalissues are escalated to the right internal teams.
• Monitor the quality of replies to make sure there are no spelling mistakes, tone issues, incorrectinformation, or unprofessional responses.
• Identify UGC opportunities from tagged posts, customer content, creator posts, and communityconversations.
• Track recurring customer comments, complaints, questions, and feedback, then share usefulinsights with the wider team.
• Make sure Dunkin’ feels human, warm, responsive, and consistent online.

Influencer, Creator & UGC Support

• The candidate should understand how influencers, creators, and customers can support the brand’s socialmedia growth and campaign reach.
• Support influencer and creator content planning when required.
• Help brief influencers clearly on concepts, scripts, deliverables, messaging, and content direction.
• Review influencer content from a social-first and brand-fit perspective.
• Identify creators, UGC opportunities, and content collaborations that could help the brand stayrelevant.
• Suggest creator-led formats that feel authentic and platform-native.
• Coordinate with teams or agencies involved in influencer selection, approvals, and content delivery.

Brand Voice, Quality Control & Professional Standards

• This person will help protect the quality and consistency of Dunkin’s social media presence.
• Maintain a strong understanding of Dunkin’s tone of voice across all social platforms.
• Ensure content is fun, friendly, professional, accurate, and brand-safe.
• Make sure posts, captions, scripts, replies, and campaign copy are free from spelling mistakes andcareless errors.
• Ensure all content follows internal brand guidelines and approval processes.
• Protect the brand from content that may feel inappropriate, off-brand, insensitive, or poorly timed.
• Keep improving content standards across the brand’s social media output.