Overview
Section Head – Social Media (Emirati Applicants) Jobs in Abu Dhabi Emirate, United Arab Emirates at Course
Title: Section Head – Social Media (Emirati Applicants)
Company: Course
Location: Abu Dhabi Emirate, United Arab Emirates
We are seeking a highly strategic and creative Section Head – Social Media to lead and oversee a large-scale social media ecosystem across official channels, community platforms, and special digital initiatives.
This role will lead social media strategy, content direction, community engagement, AI-enabled content workflows, and channel growth across multiple platforms and audiences. The successful candidate will manage multiple social media teams and ensure a strong, engaging, and innovative digital presence aligned with Abu Dhabi’s communication vision.
Key Responsibilities
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
- SEO Fundamentals & Social Content Optimization
- Google Analytics (GA4)
- Social Listening Platforms (Talkwalker, Meltwater, Brandwatch, or Similar)
- Paid Social Media Campaigns & Audience Targeting
- UGC Campaign Management & Community Moderation
- WhatsApp Channels Management
- Crisis Communication on Social Platforms
- Multi-Team Content Approval Workflows
- Reels & TikTok Content Production
- A/B Testing & Performance Optimization