Responsibilities:

Social Media Strategy & Planning

Support the development and implementation of social media strategies and plans that contribute to Dubai Festivals’ objectives, brand identity and key campaign messaging.

Translate campaign and festival objectives into clear social media plans, content requirements and audience-focused activations.

Collaborate with marketing, media, content and relevant internal teams to align social media plans with overall marketing campaigns and sub-campaigns.

Support the planning and delivery of social media activity across key festivals and seasonal campaigns, ensuring plans are delivered on time and within agreed budgets.

Support paid social media planning in collaboration with the media team, ensuring social content and paid activity are aligned with campaign objectives and target audiences.

Provide social media input into campaign planning, including audience, platform, content and asset requirements.

Content Management & Delivery

Manage the day-to-day social media content planning and delivery process, ensuring content is aligned with approved briefs, campaign objectives, brand guidelines and content calendars.

Review and coordinate social media content developed by agencies and internal teams, ensuring it is relevant, engaging and appropriate for each platform.

Ensure social content effectively communicates the festival proposition and drives the required awareness, engagement or action across relevant campaign pillars and target audiences.

Review and approve English and Arabic social media copy, ensuring accuracy, quality, tone of voice and cultural relevance. Fluency in Arabic is required.

Coordinate the development of social media assets, including native content, campaign assets, short-form video and platform-specific formats.

Monitor content performance and identify opportunities to improve content effectiveness.

Conduct regular social media benchmarking and competitor/platform reviews to identify relevant opportunities and best practices.

Coordinate social media plans and deliverables to ensure they are delivered on time and within agreed budgets.

Support the development and optimization of paid social assets in collaboration with the media and creative teams.

Agency & Partner Management

Manage the day-to-day relationship with appointed social media agencies and relevant external partners.

Coordinate agency briefs, timelines, content calendars, deliverables and approvals.

Review agency proposals, content plans and deliverables to ensure they meet approved briefs, brand guidelines and campaign objectives.

Monitor agency KPIs, deliverables and quality of work, escalating performance issues and delays where required.

Maintain clear communication with agencies and internal stakeholders to ensure timely delivery and resolution of issues.

Support the evaluation of agency performance and contribute to regular agency reviews.

Social Media Monitoring & Community Management

Monitor social media channels for relevant mentions, comments, audience feedback and emerging issues related to Dubai Festivals.

Ensure community management activities are handled in line with approved tone of voice, guidelines and escalation protocols.

Identify audience insights, recurring feedback and emerging conversations that can inform future content and campaigns.

Escalate sensitive or reputational issues to the relevant internal stakeholders in a timely manner.

Performance Analysis & Reporting

Monitor and analyze social media performance across relevant platforms and campaigns.

Track key performance indicators (KPIs), including engagement, reach, views, follower growth and other agreed campaign metrics.

Prepare regular social media performance reports and presentations, highlighting key results, insights, learnings and recommendations.

Use performance data and audience insights to recommend improvements to content, campaigns and channel activity.

Support the use of Sprinklr and other relevant social media monitoring, analytics and reporting tools.

Crisis Management

Support the implementation of social media crisis and escalation protocols.

Monitor potential reputational issues and ensure relevant concerns are escalated promptly to the appropriate internal stakeholders.

Coordinate with agencies and internal teams to ensure timely and consistent responses during social media issues or incidents.

Social Media Trends & Innovation

Stay up to date with emerging social media trends, platform developments, formats, tools and best practices.

Identify relevant opportunities to introduce new content formats, platform features and innovative approaches to increase audience engagement.

Share relevant social media trends and insights with internal teams and agencies.

Support testing and learning initiatives to continuously improve social media performance.

Ad Hoc Digital & Content Support

Provide support to the wider content and digital teams across relevant projects, campaigns and initiatives.

Support KOL, creator and UGC activities where required.

Provide social media input and support for wider DFRE digital and content initiatives.

Undertake other relevant social media and digital responsibilities as required

Required Skills:

Bachelor’s degree in Marketing, Advertising, Digital Marketing or a related field.

3–5 years of relevant experience in social media, digital marketing or content marketing, preferably within tourism, events, entertainment, retail or a similar fast-paced environment.

Strong understanding of major social media platforms, including Instagram, TikTok, Facebook and emerging platforms, and their respective best practices.

Experience managing social media content calendars, campaigns and agency deliverables.

Experience working with external agencies and multiple internal stakeholders.

Good understanding of social media analytics, reporting and performance optimization.

Experience with social media monitoring and analytics platforms; Sprinklr experience is an advantage.

Strong written and verbal communication skills.

Fluency in Arabic and English is required, with the ability to confidently review and approve Arabic social media copy.

Strong organizational and project management skills, with the ability to manage multiple campaigns and deadlines simultaneously.

Creative mindset with a strong understanding of social-first content and audience engagement.

Ability to work effectively in a fast-paced environment and manage competing priorities.

Strong attention to detail and quality.

Knowledge of the Dubai market, tourism, retail, festivals and entertainment landscape is an advantage.