Manager – Social Media

Job Description

To lead social media presence across three distinct brands — Terra, Vision Dubai, and Expo School Programme — each with their own identity, audience, and channel mix. This is a hands-on, executional role requiring strong personal skills in concept ideation, design, video production, and copywriting, alongside the strategic thinking to develop and manage each brand’s social presence end-to-end.

The role sits within the broader Marketing & Communications team at Expo City Dubai and will be supported by freelancers and suppliers where needed, but the individual must be capable of producing high-quality content independently on a day-to-day basis. The portfolio of brands and channels managed by this role may expand or change in line with business needs.

The main responsibilities for this role include:

Strategic Responsibilities:

• Develop and own social media strategy, with a differentiated, platform-native approach for each channel
• Build and manage quarterly content roadmaps aligned to content pillars
• Proactively identify emerging trends, cultural moments, and platform opportunities; bring original ideas without waiting to be asked
• Lead social execution across seasonal campaigns, events, activations, and major programme launches
• Work cross-functionally with various teams to amplify activities across social in a timely, brand-consistent way

Operational Responsibilities:

• Own and maintain monthly social media content calendars across all brands and platforms
• Produce and/or oversee production of social-first content including short-form video (Reels, TikTok), static posts, carousels, stories, and long-form YouTube content
• Lead community management: monitor channels daily, respond to comments and DMs within agreed SLAs, escalate sensitive issues promptly
• Identify and manage creator and influencer relationships, including briefs, deliverables, and performance tracking
• Deliver weekly performance summaries and monthly reporting covering engagement, reach, audience growth, video retention, sentiment, and optimisation recommendations
• Conduct on-site content capture, including event coverage and same-day reactive content
• Serve as day-to-day point of contact with any appointed creative agencies or freelancers; manage briefs, review outputs, and ensure brand alignment
• Ensure all content reflects brand tone of voice

People Responsibilities:

• Collaborate with internal stakeholders across visitor experience, education, impact, and events teams to gather content, align on messaging, and coordinate coverage
• Build and maintain productive relationships with external creators, photographers, videographers, and production partners

Knowledge, Qualifications and Skills required

Essential:

6+ years of hands-on social media management experience, with a demonstrable track record across Instagram, TikTok, and LinkedIn as well as:

• Bachelor’s degree in Marketing, Communications, Journalism, Media, or related field
• Deep understanding of the UAE social media landscape, cultural trends, and audience behaviours; experience on international campaigns
• Strong content creation skills: comfortable ideating, scripting, shooting, and editing short-form video independently
• Familiarity with nature, biodiversity, sustainability, or science communication; ability to translate complex topics into accessible social content
• Proven experience in influencer and creator management, including briefing and performance measurement
• Strong analytical skills; able to interpret social data and translate findings into clear recommendations
• Excellent written English; strong editorial instincts and eye for visual storytelling
• Able to manage multiple priorities at pace and deliver under tight deadlines in a fast-moving, event-driven environment

Desirable:

• Proficiency in Arabic (reading, writing, and/or speaking)
• Experience in destination, culture, nature, or purpose-led brand marketing
• Photography or videography skills; drone operation experience a plus
• Experience managing or mentoring junior social media or content team members