Social Media & Content Manager

L'ETO Caffe; Dubai; On-site; AED 60,000 - 80,000; Full time

Job summary

A leading regional brand is seeking a Social Media Manager to develop and implement a comprehensive social media strategy. The role involves content creation, community management, and collaboration with various teams to enhance brand presence on platforms like Instagram and TikTok. The ideal candidate will have a strong background in social media for hospitality or lifestyle brands, excellent copywriting skills, and a proactive approach to analyzing engagement metrics. Join a dynamic team and enjoy employee discounts and growth opportunities.

Benefits

Employee discounts across all L ETO Group concepts

Dynamic, collaborative culture

Clear paths for growth

Qualifications

• 3+ years experience in social media for hospitality or lifestyle brands.
• Deep understanding of Instagram and TikTok ecosystems.

Responsibilities

• Develop and own a comprehensive social media strategy.
• Engage daily with followers and monitor sentiment.
• Coordinate photo/video shoots with chefs and managers.

Skills

Social Media Management

Content Creation

Copywriting

Data Analysis

Visual Storytelling

Tools

Canva

CapCut

ChatGPT

Midjourney

Job description

Social Media Manager

Develop and own a comprehensive social media strategy for @pastamamma.official and @memoriescoffeeco, including defining core content themes, establishing a consistent posting schedule, and setting measurable growth objectives.

Create 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

• Work closely with:
• Marketing Team to align social campaigns with wider promotions and PR activities.
• Creative & Design teams on asset development, post-production, and visual consistency.
• Operations team 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 integrating 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 a competitive salary.
• 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 daily.

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