Social Content Lead — Growth, Reels & Community

L'ETO; Dubai; On-site; AED 180,000 - 260,000; Full time

Benefits offered by this job

Competitive salary

Comprehensive medical insurance

Employee discounts

Dynamic culture with growth opportunities

Job summary

A leading dining brand in Dubai is seeking a Social Media & Content Manager to shape their online presence. The role involves developing social media strategies, creating engaging content, and managing community interactions across key platforms. Candidates with 3+ years of experience in hospitality or lifestyle sectors are encouraged to apply. This full-time position offers competitive salary and benefits.

Qualifications

• 3+ years of experience in social media and content creation for hospitality, F&B or lifestyle brands.
• Deep understanding of Instagram and TikTok best practices.
• Excellent copywriting and visual storytelling skills.

Responsibilities

• Develop and own social media strategy for brand accounts.
• Produce monthly content calendars.
• Engage daily with followers and manage community sentiment.

Skills

Social media management

Content creation

Copywriting

Visual storytelling

Community engagement

Understanding of Instagram and TikTok

Familiarity with AI content tools

Tools

Canva

CapCut

Job description

Job overview

L’ETO Group was born from a philosophy that blends the heart and mind of nutritious and healthy dining complemented by an iconic dessert selection. Inspired by the core elements of summer—freshness, vibrance and warmth—we’ve grown from a single café in Soho into 40+ locations across the UK, UAE, Saudi Arabia, Qatar and beyond. Joining L’ETO means being part of a global brand where creativity, ownership and hospitality come together to create unforgettable experiences.

The role we’re seeking is an in-house Social Media & Content Manager to partner with our Social Media Executive.
Fluency in Russian is a huge advantage.
You’ll own the social strategy and day-to-day execution for @pastamamma.official and @memoriescoffeeco. This hands-on role lets you shape our online voice, drive engagement and build community from the inside out.

Duties & Responsibilities

• Strategy & Planning
• Develop and own a comprehensive social media strategy for @pastamamma.official and @memoriescoffeeco (defining core content themes, establishing a consistent posting schedule and setting measurable growth objectives)
• Produce monthly content calendars aligned with marketing campaigns and seasonal promotions.
• Content Creation & Production
• Shoot, edit and publish Reels, Stories, static posts and other on-brand content.
• Coordinate all aspects of photo/video shoots—working with chefs, restaurant managers and the Social Media Executive on creative direction and talent coordination.
• Community Management
• Engage daily with followers: respond to comments, DMs and mentions promptly and on-brand.
• Monitor sentiment, highlight user-generated content and flag emerging trends or issues.
• Influencer & Partner Relations (with PR Agency)
• In partnership with our PR agency, identify, vet and reach out to local influencers and content creators.
• Collaborate with the PR agency to negotiate partnerships, manage deliverables and track performance metrics.
• Cross-Functional Collaboration
• You’ll work closely with:
• Marketing Team – aligning social campaigns with wider promotions and PR activities
• Creative & Design – on asset development, post-production and visual consistency
• Operations – syncing on menus, new openings and in-store activations
• External Vendors – including influencers, photographers and video producers

Requirements & Qualifications

• 3+ years’ hands-on experience in social media and content creation for hospitality, F&B or lifestyle brands (agency or in-house)
• Deep understanding of Instagram and TikTok ecosystems: algorithmic best practices, trends and ad formats
• Excellent copywriting skills and a keen eye for visual storytelling
• Basic proficiency with editing tools (Canva, CapCut)
• Familiarity with AI-driven content tools (Midjourney, ChatGPT, etc.) and how to integrate neural-network outputs into social workflows
• A proactive, data-driven mindset: comfortable analyzing engagement metrics and iterating on content
• Fluency in English; Russian is a plus.

What We Offer

-Official full-time employment with competitive salary

-Comprehensive medical insurance

-Employee discounts across all L’ETO Group concepts

-Dynamic, collaborative culture with clear paths for growth

-Exposure to a leading regional brand—and the opportunity to shape its social voice every day

Apply for this job now:

Social Media &
Content Manager, Dubai, UAE

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