Social Media & Content Lead

Masterminds VIP Micro-School; United Arab Emirates; On-site; AED 180,000 - 240,000; Full time

Job summary

Masterminds VIP Micro-School in Dubai is seeking a Social Media & Content Lead to shape and own our organic social presence. This hands-on role covers strategy, storytelling, content creation and production across UAE and US brands, with a focus on premium education messaging and real classroom narratives.

You will build content pillars, drive a consistent narrative, shoot and edit video and photography, and collaborate with educational teams to translate complex offerings into compelling

Qualifications

• 3+ years of social media and content creation experience.
• 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 premium brand positioning.
• Ability to translate a complex offering into clear, compelling content.

Responsibilities

• Develop and execute the organic social media strategy across UAE and US brands.
• Build clear content pillars, recurring series and campaigns.
• 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.

Skills

Social media strategy

Video shooting

Video editing

Copywriting

Storytelling

Instagram growth

Facebook growth

Content calendar

Brand voice

Independent collaboration

Education

N/A

Tools

Adobe Creative Suite

Canva

Final Cut Pro

Job description

Social Media & Content Lead

Dubai | Full-Time | On-Site

About Masterminds

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
• Masterminds Academy - California

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

Channel Priorities

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.

Comfort with AI tools is welcome, but AI should support rather than drive the creative process. We are looking for authentic, human-centered storytelling rooted in real classrooms, real educators and real school experiences, not content that feels generic or AI-generated.

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 but is not required.

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