Global Social Lead – Fintech (Dubai-Based)

Sokin; Dubai; On-site; AED 350,000 - 550,000; Full time

Job summary

Sokin is seeking a Senior Manager, Global Social, based in Dubai, to shape how the company presents itself on social media worldwide. You will own strategy and day-to-day direction for priority channels, develop influencer partnerships, and foster a community that engages with the brand.

Based in Dubai, you will sit within Sokin’s Centre of Excellence and report to the Head of Social & Content. Your remit is global with a focus on strengthening presence in North America while maintaining one

Qualifications

• 6+ years of experience in social media, including at least two years in a senior or lead role within B2B technology, fintech, payments or another complex category.
• Proven experience setting social strategy and managing global channels.
• A strong portfolio of platform-native content across written, visual and short‑form video formats.
• Exceptional social copywriting skills, with the ability to adapt tone, format and level of complexity for different audiences, channels and executive voices.
• Proven experience developing creator programmes end‑to‑end, with a clear approach to audience fit, brand safety and commercial measurement.
• Strong community management experience, including engagement standards, escalation processes, social listening and audience development.
• Hands‑on experience with social publishing, listening, community management and analytics tools.
• Strong analytical skills, with the ability to define meaningful KPIs, interpret performance and turn insight into action.
• Excellent project management, stakeholder management and communication skills, with experience briefing creative and production partners.
• Comfort working within a fast‑moving, global and regulated organisation across multiple teams, regions and time zones.

Responsibilities

• Set and continually evolve Sokin’s global organic social strategy across LinkedIn, X, Instagram, YouTube and emerging channels (reddit, Substack).
• Define the role of each channel, its priority audiences, editorial rhythm and measures of success.
• Build a recognisable, consistent Sokin voice while adapting content and execution to platform behaviour and regional relevance.
• Own the global social calendar and prioritisation process, balancing planned campaigns with timely market, product opportunities.
• Ensure governance, approvals and publishing standards support speed while protecting accuracy, brand and regulatory requirements.
• Turn company, product and customer stories into clear, engaging and platform-native social content.
• Write and shape posts, carousels, short-form video, scripts, reactive commentary and recurring social formats.
• Work closely with the content team to translate core editorial ideas into social-first executions that extend their relevance and reach.
• Build repeatable briefs, workflows and production systems that increase content velocity without sacrificing quality.
• Brief designers, video producers, agencies and freelancers, giving clear creative direction and constructive feedback.
• Identify credible voices across fintech, payments, treasury, finance and global business whose audiences align with Sokin’s priorities.
• Develop partnerships that create genuine value for the audience, from collaborative content and event participation to longer‑term ambassador relationships.
• Own outreach, briefing, contracting, brand safety, delivery and performance evaluation in partnership with relevant internal teams.
• Establish a clear measurement framework covering audience quality, engagement, traffic, leads, partnerships and commercial contribution.
• Own Sokin’s approach to community management across priority platforms, setting standards for response, escalation and tone.
• Lead day-to-day engagement with customers, prospects, partners and employees, creating meaningful conversation rather than simply responding to mentions.
• Build repeatable programmes that encourage advocacy and participation from customers, partners and Sokin employees.
• Use social listening to identify market shifts, emerging conversations, audience sentiment, competitor activity and opportunities for Sokin to contribute.
• Share relevant community insight with Content, Product Marketing, Communications, Customer and Commercial teams.
• Define KPIs and reporting frameworks across organic social, community and creator activity.
• Translate channel and audience data into clear recommendations, testing new approaches and investing further in what works.
• Own global social tooling, governance and playbooks, enabling regional teams to execute consistently and confidently.
• Manage agency and production partners, including briefing, budgets, timelines, feedback and quality control.
• Lead social coverage for events and conferences, creating scalable playbooks for pre-event, live and post-event content.
• Partner with Brand, Content, Demand Generation, Product Marketing, Communications, Regional Marketing and Commercial teams to ensure social supports wider go‑to‑market priorities.
• Build strong relationships across markets, creating clarity on global standards while giving regional teams room to respond to local audiences.
• Bring social insight into campaign and content planning early, ensuring distribution and audience behaviour shape the work from the outset.]

Skills

Social strategy

Global channel mgmt

Copywriting

Creator programs

Community management

Analytics

Project management

Job description

Sokin is seeking a Senior Manager, Global Social, based in Dubai, to shape how the company presents itself on social media worldwide. You will own strategy and day-to-day direction for priority channels, develop influencer partnerships, and foster a community that engages with the brand.

Based in Dubai, you will sit within Sokin’s Centre of Excellence and report to the Head of Social & Content. Your remit is global with a focus on strengthening presence in North America while maintaining one