Social Media & Content Lead

Masterminds VIP Micro-School; Dubai; On-site; AED 120,000 - 180,000; Full time

Job summary

Masterminds VIP Micro-School in Dubai is seeking a hands-on Social Media Lead to translate our premium education model into compelling content for parents. You will own the organic social presence across UAE and US brands, developing narratives, content pillars and calendars while personally creating much of the content.

The role combines strategy, storytelling, content creation and production, with a focus on premium branding and insightful storytelling that communicates our distinctive

Qualifications

• 3+ years of relevant social media and content creation experience.
• Strong portfolio demonstrating video, photography, copywriting and social storytelling.
• Proven experience growing organic engagement for a brand.

Responsibilities

• Develop and execute the organic social media strategy across UAE and US brands.
• Build content pillars, recurring series and campaigns.
• Shoot and edit high-quality video and photography; produce Reels and YouTube Shorts.
• Write compelling English copy and captions; identify strong stories from classrooms and school life.
• Manage content calendar and ensure consistent output; monitor engagement and respond appropriately.
• Use performance data to improve content strategy and maintain premium brand identity.

Skills

Social media strategy

Video editing

Photography

Copywriting

Storytelling

Analytics

Tools

Video editing software (Premiere/Final Cut)

Graphic design (Canva/Photoshop)

Job description

Masterminds Education is a premium education group operating in Dubai and California.

Our educational model combines highly personalized learning in groups of just 5–6 students with strong academics, languages, music, physical development, STEAM and innovation, and a neuroscience-informed approach to education.

We are now bringing our organic social media capability fully in-house across:

• Masterminds Early Learning Center – Dubai
• Masterminds VIP Micro-School – Dubai

We are looking for someone who can understand a distinctive and sophisticated educational model and translate it into compelling, premium social content for parents.

The Role

This is a hands-on role combining social media strategy, storytelling, content creation and production.

You will own the organic social presence across our brands: developing the narrative, content pillars and calendar while also personally creating much of the content.

The role goes well beyond documenting school activities. We want someone who can understand why something happening inside a classroom matters and turn it into a story that helps parents understand what makes Masterminds different.

Key responsibilities include:

• Develop and execute the organic social media strategy across our UAE and US brands
• Build clear content pillars, recurring series and campaigns rather than disconnected posts
• Maintain a consistent brand narrative while adapting content for different age groups and markets
• Shoot and edit high-quality video and photography
• Produce compelling Reels, short-form video and YouTube Shorts
• Write excellent English copy and captions
• Identify strong stories from classrooms, teachers, curriculum, students and school life
• Work with academic teams to understand the educational thinking behind the content
• Manage the content calendar and maintain consistent output
• Monitor community engagement and respond appropriately
• Track reach, engagement, follower growth and qualified organic enquiries
• Use performance data and audience feedback to continuously improve the content strategy
• Maintain the premium visual identity and tone of the Masterminds brand

Primary

• Instagram
• Facebook

Supporting

• LinkedIn
• YouTube Shorts

Secondary / exploratory

• TikTok
• Snapchat
• X / Twitter
• Other emerging platforms where there is a clear strategic opportunity

Who We Are Looking For

• 3+ years of relevant social media and content creation experience, with meaningful ownership of both strategy and execution
• Strong portfolio demonstrating video, photography, copywriting and social storytelling
• Proven experience growing organic engagement for a brand
• Strong short-form video shooting and editing capability
• Excellent professional English and strong copywriting skills
• Strong understanding of Instagram/Facebook
• Ability to work independently across multiple brands and priorities
• Strong visual judgment and understanding of premium brand positioning
• Ability to understand a complex offering and translate it into clear, compelling content

Experience in premium education, particularly private/international schools, or boarding schools, would be highly desirable.

We would also consider exceptional candidates from luxury hospitality, premium consumer brands, private members’ clubs or strong agency backgrounds.

However, strong lifestyle content alone is not sufficient. The successful candidate needs to be intellectually curious enough to understand Masterminds’ educational philosophy, curriculum and differentiators and communicate them accurately and compellingly to parents.

Additional language capability, particularly French or Russian, would be an advantage. Professional proficiency in Russian would be a strong advantage, as Russian-speaking families are an important audience segment for Masterminds and we periodically develop dedicated Russian-language content and campaigns.

This is primarily an on-site Dubai role. Dubai-based candidates are preferred, although relocation may be considered for an exceptional candidate.

Only candidates with relevant experience and a strong portfolio will be contacted.