Social Media Manager

Job Description: Social Media Manager

Experience: 5-7 years

Role Overview

We are seeking a strategic and performance-driven Social Media Manager to lead social media across our global campuses and brands. This role will shape market-specific content strategies, drive qualified leads through social platforms, and contribute directly to wider marketing and enrolment objectives.

Operating within a shared services model, the Social Media Manager will function as an internal key person to multiple brands and stakeholders. A strong understanding of Middle East markets, audiences, and cultural context is central to success in this role.

Key Responsibilities

• Social Media Strategy and Management

• Lead the management of Instagram, Facebook, LinkedIn, YouTube, and other relevant platforms across multiple brands and markets.
• Develop and own monthly content calendars aligned with marketing objectives, campaign priorities and recruitment cycles.
• Tailor content strategies to regional audiences, cultural considerations and market-specific requirements.
• Deliver social media services within a shared services / agency model, managing briefs, priorities and timelines across a multi-brand portfolio.

• Content Strategy and Creation

• Conceptualize and develop content ideas, captions, scripts, reels, carousels, videos, and creative briefs.
• Work with internal designers and production teams to ensure high-quality creative development and execution.
• Identify emerging trends and opportunities to enhance content relevance, engagement and reach.

• Global Market and Audience Understanding

• Conduct research into international markets, audience demographics, and consumer behaviour.
• Develop buyer personas that capture audience motivations, challenges and decision-making journeys.
• Translate audience insights into targeted content and campaign strategies.
• Apply in-depth knowledge of GCC markets (UAE, KSA, Qatar, Kuwait, Bahrain and Oman), including cultural nuances, platform preferences and key regional moments such as Ramadan, Eid and National Days.

• Collaboration with Performance Marketing Team

Work closely with Paid Marketing, CRM teams to improve lead quality, strengthen audience targeting, and support conversion objectives.

Plan, execute and optimise paid social media campaigns across Meta, LinkedIn and YouTube, as well as TikTok and Snapchat where relevant to GCC audiences, in line with the approved monthly social media budget.

• AI Tools and Creative Development

• Leverage AI tools for content ideation, copywriting, graphic design, image generation and video editing.
• Produce graphics and short-form videos using tools such as Canva, Adobe Creative Suite, VN, Videoleap and Mojo.
• Evaluate and adopt emerging AI tools to elevate creative quality and improve workflow efficiency.

• Stakeholder Management and Internal Coordination

• Work closely with Marketing, Outreach, Production, Performance Marketing and Admissions teams to deliver integrated campaigns.
• Develop content briefs, scripts, creative concepts and production plans in line with stakeholder requirements.
• Manage feedback, approvals and deadlines, while identifying content opportunities around events, student stories, partnerships and achievements.
• Serve as the account lead for internal brands and stakeholders, managing requests, priorities and expectations in an agency-style setup.

• Performance Tracking and Reporting

• Analyse organic and paid performance across platforms, brands and markets.
• Prepare monthly performance reports with key metrics, actionable insights and recommendations for leadership.
• Monitor competitor activity, market trends and platform updates to identify growth opportunities.

Preferred Skills and Experience

• Experience in international education or managing brands across global markets.
• Strong understanding of GCC markets, audiences and bilingual (Arabic and English) content.
• Experience working within a shared services, in-house agency or digital agency environment.
• Understanding of student recruitment journeys, admissions funnels and lead conversion.
• Familiarity with social media management tools such as Meltwater, Zoho Social, Metricool and Buffer.
• Proficiency in creative and AI tools such as Canva, ChatGPT, Claude and Adobe Creative Suite.
• Knowledge of audience segmentation, remarketing, and conversion tracking.