Head of Digital & Social Media (AD)

Ninjas in Pyjamas; Abu Dhabi; On-site; AED 200,000 - 300,000; Full time

Job summary

A leading esports organization is seeking a Head of Digital and Social Media to drive global fan engagement through innovative marketing strategies. The role involves leading a team, managing social media initiatives, and collaborating across departments to enhance the brand's presence. The ideal candidate will have extensive experience in digital marketing, a passion for esports, and strong analytical skills. This position is based in Abu Dhabi, UAE.

Qualifications

• 8+ years of experience in digital marketing or social media management, preferably in esports.
• Proven track record of leading high-performing teams.
• Strong understanding of various social media platforms and trends.

Responsibilities

• Lead the development and execution of social media strategies for brand engagement.
• Manage and mentor a team of Social Media Managers.
• Analyze social content performance and optimize strategy accordingly.

Skills

Digital marketing

Social media management

Analytics and data interpretation

Team leadership

Content creation

Education

Bachelor's degree in Marketing, Communications, or related field

Tools

Social analytics tools

Project management tools

Job description

Who We Are

We are Ninjas in Pyjamas, probably the world's most legendary esports team.

Born in 2000 with Counter-Strike in our blood, we have pioneered the esports scene since its inception. We earned our stripes by competing at the very top level across almost a dozen game titles, and we never lose, we only win or learn.

Our vision is to bring gaming culture to a world without boundaries.

Job Purpose

The Head of Digital and Social Media is responsible for driving the growth, engagement, and positive sentiment of Ninjas in Pyjamas' global fanbase through innovative, data-driven marketing and social media strategies. As the voice of the community, this role requires an empathetic, fan-first mindset and a deep understanding of esports culture.

The Head of Digital and Social Media leads the development and execution of compelling campaigns and channel-specific strategies across all major social and community platforms, including Twitter/X, Instagram, Facebook, TikTok, Twitch, YouTube, Discord, while actively exploring and pioneering new and emerging platforms. They work collaboratively with stakeholders across the organization, distilling complex brand narratives into engaging, accessible content that excites, educates, and inspires NIP's international audience.

This role is responsible for ensuring creative excellence and consistency across all digital touchpoints in close partnership with the Brand Design Lead and Videographer, while fostering a culture of innovation within the team. By leveraging insights, analytics, and industry trends, they continuously optimize NIP's social presence and community experience, making NIP's channels a vibrant and entertaining destination for esports fans worldwide.

What You'll Do

Strategic Leadership & Social Strategy:

• Define and implement the global social media strategy for all NIP brand social media accounts, balancing global brand objectives with game-specific and regional considerations.
• Develop and execute comprehensive marketing and social media strategies to grow NIP's global audience and fan engagement.
• Set clear KPIs, monitor performance, and optimize campaigns for maximum impact.

Team Management & Content Leadership:

• Lead, inspire, and mentor the Social Media Managers, fostering a culture of creativity, collaboration, and accountability.
• Manage and guide Social Media Managers to deliver entertaining match coverage, commercial campaigns, and engaging social experiences, making our channels and community a fun place for all esports fans.
• Oversee day-to-day global social activities and campaign roll-out with the Social Media Managers, working with external agencies or freelancers as required.
• Ensure all social channels feature industry-leading, engaging content that delights our fans.

Social & Community Management:

• Oversee and implement social and community strategy and management to foster positive fan interactions and brand loyalty.
• Supervise and analyze content/post performance and social sentiment using data tools and insights to proactively improve strategic plans, raise potential issues, and offer solutions.

Content & Campaign Oversight:

• Guide the creation of compelling, on-brand content across all social platforms (Twitter/X, Instagram, TikTok, YouTube, etc.).

Brand Collaboration:

• Participate in creative brainstorming sessions and campaign development.

Project Management & Reporting:

• Provide visibility and transparency via project management tools for internal stakeholders by working with Social Media Managers to maintain a social content calendar and an overview of all ongoing team projects.
• Compile and distribute regular KPI metrics reports for relevant internal stakeholders and executive management.

Cross-functional Collaboration:

• Support the conceptualization and implementation of commercial campaigns to ensure proper audience fit, delivering high-impact deliverables for our partners.
• Support commercial and partnership teams with marketing initiatives, branded content, and activations.

Job Requirements

• Bachelor's degree in Marketing, Communications, Digital Media, or a related field (or equivalent experience).
• 8 years of experience in digital marketing, social media management, or a similar role, preferably within esports, gaming, or sports.
• Proven experience leading and developing high-performing teams.
• Demonstrated success in building and executing digital and social media strategies that drive audience growth and engagement.
• Deep understanding of social media platforms (Twitter/X, Instagram, Facebook, TikTok, Twitch, YouTube, Discord) and emerging digital trends.
• Strong analytical skills with experience using data and social analytics tools to inform strategy and measure performance.
• Creative thinker with a passion for storytelling, content creation, and fan engagement.
• Experience collaborating cross-functionally with design, content, and commercial teams.
• Ability to manage multiple projects simultaneously in a fast-paced, dynamic environment.
• Deep knowledge of esports and gaming culture is highly preferred.

What it means to be a Ninja

Ninjas fight as one, no matter where you come from, who you are, and what you look like, you are welcome to join our dojo.

Our mission is to keep pioneering the esports industry and bringing it to an ever-broadening audience, and in order to innovate, we need people from all walks of life. Yes, even if you're more into horticulture than gaming in your free time.

The essence of being a Ninja is to expect the unexpected. In game and in the office, we bring the energy and vision to be ready for anything at any given moment. That's why your personal experience, your unique background, and your perspectives will help us adapt and bring the Unexpected.