Social Media Lead (Organic)

Joud Coffee; Abu Dhabi; On-site; AED 133,920 - 200,880; Full time

Job summary

A premium coffee brand in Abu Dhabi is searching for a Social Media Lead with exceptional organic leadership skills. The candidate will shape the brand’s social identity and manage both the creative and strategic aspects of social media. Excellent Arabic writing is mandatory, along with robust English skills. The role includes building a community, directing creative content, and leading a Social Media Executive. This full-time position offers the opportunity to elevate the brand's online presence and engagement.

Qualifications

• Strong organic social leadership for a premium brand.
• Excellent Arabic writing and strong English skills.
• Hands-on experience with running paid social campaigns.

Responsibilities

• Develop and own the social strategy and brand voice.
• Create and maintain the editorial calendar for content.
• Lead and coach a Social Media Executive.

Skills

Organic social leadership

Creative judgment

Community management

Bilingual Arabic and English

Experience with Business Suite/Ads Manager

Job description

Social Media Lead (Organic + Paid Amplification) — JOUD Coffee

Location: Abu Dhabi, UAE

Type: Full-time

Language: Arabic & English (Arabic is mandatory)

Build the social presence of a UAE homegrown brand scaling fast. JOUD Coffee is built on Hospitality, Generosity, and Community—and has grown to 18 outlets as a homegrown UAE brand. We’re raising the bar on storytelling, craft, and cultural relevance: premium, warm, and unmistakably JOUD.

We’re hiring a Social Media Lead who can do two things exceptionally well:

• Create a world‑class organic presence (taste‑led content, voice, cadence, community)
• Build the platform foundations and amplification engine so social performs—reliably, measurably, and at scale

This is not a “posting” role. It’s a leadership role that sets standards, builds systems, and leads execution through a Social Media Executive and creative partners.

What You’ll Own

• Social strategy & brand voice (Instagram‑first)
• Own the organic social strategy and channel identity: content pillars, tone, narrative, and what “premium but warm” looks like.
• Build the editorial calendar tied to launches, seasonal moments, and day‑to‑day brand building.
• Establish JOUD’s social standards: what we post, what we never post, and why.
• Creative direction & content machine
• Write/lead briefs for reels, stories, and carousels (hooks, scripts, storyboards, shot lists).
• Raise the bar on creative taste: pacing, visuals, copy, and cultural fluency.
• Partner with videography/design resources to deliver consistent, high‑quality output.
• Community & brand care (Arabic‑first)
• Set the tone for community management: warm, respectful, fast, and genuinely helpful.
• Build a clean escalation workflow with operations for complaints/issues and follow‑through.
• Platform foundations & paid amplification (quiet excellence)
• Ensure the account ecosystem is set up properly: access, ownership, roles/permissions, and day‑to‑day reliability.
• Keep tracking and reporting clean and consistent (so performance can be trusted).
• Run and optimize paid amplification for key moments (launches, offers, seasonal pushes), including creative testing and audience strategy—without turning the brand into “ads content.”
• Leadership & operating cadence
• Lead and coach a Social Media Executive (publishing + community ops).
• Build repeatable workflows: briefs → production → approvals → scheduling → reporting → iteration.
• Report weekly insights: what’s working, what to scale, what to stop.

What Success Looks Like (first 60–90 Days)

• JOUD has a clear, recognizable social identity and consistent cadence.
• Content quality rises—stronger hooks, higher retention, more saves/shares.
• Community response standards are tight and on‑brand.
• Paid amplification works reliably (clean setup, measurable improvement, better learning loops).

Requirements

• Strong organic social leadership for a premium brand (hospitality/retail/lifestyle preferred).
• Excellent Arabic writing + tone, and strong English (Arabic is mandatory).
• Strong creative judgment (you can spot what’s “off” instantly and fix it).
• Hands‑on experience with Business Suite/Ads Manager, access management, and running paid social campaigns (awareness → retargeting → conversion where applicable).
• UAE cultural fluency (authentic vs cringe instincts).

How to apply

Send:

• CV / LinkedIn
• Links to accounts you’ve led + 3–5 examples you’re proud of
• Short note answering:
• “What does premium‑but‑warm social feel like to you?”
• “Describe one time you improved a brand’s social performance—what changed and why?”