Manager - Social Media

Welcome to Expo City Dubai, where innovation and sustainability meet to create a city of endless possibilities. We are a dynamic business hub, host a vibrant cultural scene, and deliver through innovative educational initiatives—we are the city of the future. We are more than just a destination - we are an ecosystem of opportunity, offering a unique chance to be part of something extraordinary. Together, we are building a sustainable, tech-enabled and human-centric city that will inspire future generations. Here, you will support us in creating the future and experience a world of innovation, growth and prosperity for people and planet. 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