Section Head – Social Media (Emirati Applicants)

Overview

We are looking for a highly skilled and visionary Section Head in Social Media to lead a comprehensive social media ecosystem spanning official channels, community platforms, and unique digital initiatives. This leadership position will oversee strategy development, content direction, community engagement, AI-powered workflows, and growth across diverse platforms targeting multiple audiences. The ideal candidate will manage various social media teams, fostering an engaging and innovative digital presence aligned with Abu Dhabi's communication objectives.

Key Responsibilities

• Lead the overall social media strategy across official, community, and special digital platforms.
• Create and implement annual content plans, calendars, and tailored channel strategies for diverse audiences.
• Develop platform-specific strategies for Instagram, TikTok, X, LinkedIn, Threads, YouTube Shorts, Facebook, and WhatsApp Channels.
• Ensure all content consistently reflects brand voice, communication goals, and audience engagement targets.
• Manage bilingual Arabic-English content strategies and multilingual content projects.
• Drive integration of AI-powered content production including captions, scripts, visuals, and videos, ensuring quality and innovation.
• Adopt and implement AI tools such as image/video generation, AI presenters, and automation technologies.
• Collaborate with internal teams to enhance content quality and operational efficiency.
• Oversee audience engagement tactics, community development, social interactions, and user-generated content campaigns.
• Establish response procedures, crisis communication frameworks, and escalation protocols across platforms.
• Lead influencer collaborations, hashtag activations, and reputation management efforts.
• Monitor and analyze KPIs like engagement, reach, impressions, follower growth, and campaign outcomes to refine strategies.
• Work closely with analytics teams to generate performance reports and apply insights from social listening, SEO, and trend analyses.
• Lead and mentor multiple social media team leads, setting performance standards and fostering a culture of creativity and collaboration.

Required Qualifications and Experience

• Bachelor's degree in Marketing, Communications, Media, Journalism, Public Relations, or a related discipline.
• 8 to 12 years of experience in social media management, digital communications, or content strategy.
• Extensive experience managing large-scale social media channels and campaigns.
• Strong background in government, media organizations, agencies, or public sector contexts is highly preferred.
• Proven leadership in supervising social media teams and digital content specialists.
• Fluency in both Arabic and English, written and spoken.
• Experience handling crisis communications and reputation management on social platforms is a distinct advantage.

Essential Technical Skills

• Proficient management of Instagram, TikTok, X, LinkedIn, Threads, Facebook, and YouTube Shorts.
• Expertise in social media strategy formulation and campaign supervision.
• Hands-on experience with AI content generation tools (e.g., ChatGPT, Claude) and AI video/visual platforms (e.g., HeyGen, Runway).
• Competent in social media analytics, reporting, SEO basics, and content optimization.
• Familiarity with Meta Business Suite, X Analytics, LinkedIn Insights, Google Analytics (GA4).
• Knowledge of social listening tools such as Talkwalker, Meltwater, Brandwatch.
• Experience planning and managing paid social campaigns and audience targeting.
• Skilled in user-generated content campaigns, community moderation, and WhatsApp Channels management.
• Expertise in crisis communication, multi-team approval workflows, and performance optimization via A/B testing.