Head of Social Media

MBZUAI (Mohamed bin Zayed University of Artificial Intelligence); Abu Dhabi; On-site; AED 120,000 - 150,000; Full time

Job summary

A leading university in AI is seeking a Head of Social Media to enhance its online presence and engage diverse audiences. The role requires strategic leadership in social media management, content creation, and community engagement. The ideal candidate will have extensive experience in social media strategies, particularly within education and AI, and the ability to communicate complex topics effectively. This position offers the opportunity to shape the university's digital narrative and connect with a global audience.

Qualifications

• 8+ years of experience in social media management, ideally in education or AI sectors.
• Proven ability to develop successful social media strategies.

Responsibilities

• Develop and implement a comprehensive social media strategy.
• Manage multiple social media accounts and ensure optimal performance.
• Engage with followers and respond to inquiries in a timely manner.

Skills

Social Media Management

Content Creation

Community Engagement

Performance Analysis

Crisis Management

Education

Bachelor's Degree

Tools

Analytics Tools

Job description

The Head of Social Media will be responsible for developing and executing MBZUAI’s social media strategy to strengthen the university’s online presence and engage diverse audiences, including prospective students, researchers, AI professionals, and the broader academic community. This role requires a strategic leader with a deep understanding of social media platforms, trends, and best practices, particularly within the context of higher education and AI research. The successful candidate will oversee content creation, platform management, and performance analysis, collaborating closely with various departments to deliver impactful, purpose-driven storytelling that aligns with MBZUAI’s mission and strategic goals. This includes managing day-to-day social media activities, coordinating cross-functional efforts, and ensuring consistent, high-quality engagement across all digital channels.

Key responsibilities

Develop and Implement Social Media Strategy

• Develop and implement a comprehensive social media strategy that aligns with the university’s goals, target audience, and brand voice across current platforms – LI, X, Meta, YouTube, TikTok); launch us on platforms like Snap, and considers social infrastructure like Reddit, Discord, and other platforms that are relevant to our community.
• Understand target audiences based on personas and devise effective strategies to capture their attention, aiming to increase engagement.

Content Planning and Creation

• Work closely with colleagues for editorial and creative to oversee the creation and publication of engaging content, including videos, stories, articles, infographics, and written posts, that align with the brand's messaging and audience interests.
• Ensure content supports the MBZUAI’s marketing and communications objectives and resonates with the target audience.

Community Engagement

• Manage and grow the online community organically by actively engaging with followers, responding to comments, messages and inquiries in a timely, authentic and professional manner.

Platform Management

• Manage multiple social media accounts, ensuring they are active and up to date both operationally and with dynamic content.
• Review account performance daily, including engagement rates, follower growth, customer reviews, and messages, to ensure optimal performance.
• Work closely with content, creative, marketing, and media/public relations teams to ensure alignment of goals.
• Work closely with university departments to ensure alignment of goals.
• Facilitate effective communication and collaboration across teams to amplify success metrics.
• Work closely with HR to ensure regular review of social media policy and conduct training as required for internal stakeholders.

Social Listening and Trendspotting

• Stay updated on industry trends, AI research breakthroughs, and social media best practices to inform strategy, capitalize on trends, and improve outreach.
• Evaluate Paid Social Media Campaign Performance
• Collaborate with paid campaign managers to design and oversee campaigns targeted at specific audiences (based on personas) to enhance brand awareness and generate leads.
• Support with managing campaign budgets, ensuring a positive return on investment (ROI).

Performance Analysis and Reporting

• Determine the appropriate KPIs for each social media campaign to measure its success based on the goals of the business unit and the overall university.
• Regularly monitor and analyze these KPIs, with an accessible dashboard, to ensure campaigns meet their set objectives.

Crisis Management

• Engage with Industry Professionals
• Build a strong professional network by attending industry events and engaging with peers to stay informed about industry trends.
• Foster strong relationships with peer institutions and UAE AI entities across social media platforms to understand their tactics and adjust MBZUAI strategies accordingly.
• Continuously research new social media practices, tools, and technologies.
• Participate in webinars, online forums, and industry events to remain competitive and leverage new opportunities to expand the brand's reach.

Other Duties

• Perform all other duties as reasonably directed by the line manager that are commensurate with these functional objectives.

Essential Experience Required

• 8+ years of experience in social media management, ideally within the education, technology, or AI sectors.
• Proven ability to develop and implement successful social media strategies that drive engagement, brand awareness, and audience growth.
• Deep understanding of major social media platforms (e.g., LinkedIn, X, Meta YouTube, TikTok, Snap), analytics tools, and paid advertising strategies.
• Ability to effectively communicate complex AI-related content in engaging formats for diverse audiences, including students, researchers, and industry professionals.
• Strong interest in AI, machine learning, and emerging technologies; technical knowledge is a plus, but a passion for these fields is essential.
• Understanding of compliance and ethical considerations in public communication.
• Familiarity with UAE cultural norms and social media practices is a must.
• Bachelor's Degree