Social Media Lead - UAE Brand Growth

Circles; United Arab Emirates; On-site; AED 279,000 - 446,000; Full time

Job summary

Circles is seeking a Social Media Lead in Dubai to own and grow brand presence across social channels in the UAE. The role covers strategy, content planning, community management, and reporting, with a focus on driving growth and conversion in a fast-moving digital market.

You will lead end-to-end social media function, brief agencies, collaborate with creative teams, manage influencers, and stay ahead of platform changes.

Qualifications

• 5–8 years of experience in social media management, preferably within a digital-first brand, agency, or consumer tech environment in the UAE or GCC.
• Demonstrated track record of growing and engaging social audiences across Instagram, TikTok, and LinkedIn; experience with Snapchat is a plus.
• Strong content instincts – understands what performs on each platform, can brief creatives precisely, and can produce content independently when required.
• Hands‑on experience with Meta Business Suite, TikTok Ads Manager, and social analytics/scheduling tools (e.g. Sprout Social, Hootsuite, Later, or equivalent).
• Commercially aware, with the ability to connect social activity to business outcomes and report against metrics including reach, engagement rate, follower growth, share of voice, etc.
• Experience managing or coordinating influencer campaigns in the UAE market.
• Fluent in English; Arabic language skills (written or spoken) are a strong advantage.
• Culturally attuned to the UAE market — understands local sensitivities, seasonal moments (Ramadan, National Day, etc.), and what drives engagement with audiences in this region.
• Entrepreneurial, collaborative, and proactive; comfortable moving fast and working across multiple stakeholders without losing quality or consistency

Responsibilities

• Strategy & channel ownership
• Develop and own the social media strategy across all key platforms — Instagram, TikTok, LinkedIn, X (Twitter), YouTube Shorts, and Snapchat — aligned to brand and commercial objectives
• Define channel-specific content approaches, adapting brand’s tone of voice, and posting cadences that reflect audience behaviour in the UAE market
• Translate campaign briefs, product launches, and brand priorities into social-first content plans with clear goals and KPIs
• Content creation & calendar management
• Plan and manage a monthly content calendar, balancing always-on brand content, campaign activations, reactive moments, and platform-native formats (Reels, Shorts, Stories, carousels)
• Brief and collaborate with creative, production, and agency partners to deliver high-quality content; able to shoot and produce lo-fi content independently when needed
• Maintain brand consistency across all social touchpoints while adapting tone and format to each platform
• Community management & engagement
• Own day-to-day community management across all channels — responding to comments, DMs, and mentions in a timely, on-brand voice
• Monitor brand sentiment and flag emerging issues or opportunities to relevant stakeholders
• Identify and nurture relationships with brand advocates, creators, and relevant community voices
• Proactively tap into relevant online and offline communities: expat groups, interest-based communities, regional subcultures to organically grow brand presence and foster genuine connection beyond the brand's own channels
• Social campaigns & activations
• Develop social-first campaign concepts that can ladder into the broader paid media strategy, briefing the performance marketing function on audience insights, content hypotheses, and creative recommendations
• Identify activation opportunities — brand moments, cultural hooks, platform events — that social media can own or amplify, and translate these into structured campaign proposals
• Track and report on organic social performance, providing clear insight on what's working, what's not, and where to double down
• Influencer & creator marketing
• Identify, vet, and manage relationships with relevant UAE-based influencers and content creators
• Brief, coordinate, and review influencer deliverables to ensure alignment with brand standards and campaign objectives
• Track influencer campaign performance against agreed KPIs (reach, engagement, link performance, conversions)
• Innovation & trend intelligence
• Stay ahead of platform algorithm updates, emerging formats, and cultural moments relevant to the UAE and GCC market
• Champion a test-and-learn approach to content — building a structured experimentation cadence across formats, topics, and posting strategies
• Bring proactive ideas to the team; don't wait to be briefed

Skills

Social media strategy

Audience growth

Content creation

Influencer management

English fluency

Arabic language skills

Tools

Meta Business Suite

TikTok Ads Manager

Sprout Social

Hootsuite

Later

Job description

Circles is seeking a Social Media Lead in Dubai to own and grow brand presence across social channels in the UAE. The role covers strategy, content planning, community management, and reporting, with a focus on driving growth and conversion in a fast-moving digital market.

You will lead end-to-end social media function, brief agencies, collaborate with creative teams, manage influencers, and stay ahead of platform changes.