Social Media Specialist

Confidential; Dubai; On-site; AED 100,000 - 167,000; Full time

Job summary

Confidential is seeking a creative Social Media Specialist to grow the brand online, turning social into leads. You will plan, create, and manage content across channels, run paid campaigns, engage the community, and report results.

The role requires 3–5 years of experience with a strong portfolio and hands-on paid campaign skills on Meta and other platforms, based in Dubai, UAE. A Bachelor’s degree in Marketing or related field is preferred.

Qualifications

• 3–5 years of social media experience in a company or agency.
• Strong portfolio of content, videos and campaigns you created or managed.
• Hands-on experience running paid campaigns on Meta and other platforms.

Responsibilities

• Plan, create and manage content across all channels.
• Run paid campaigns and optimize within budget.
• Engage with community and report on results.

Skills

Content strategy

Paid campaigns

Social media management

Copywriting

Education

Bachelor's degree in Marketing/Communications

Tools

Canva

Adobe Photoshop

Premiere Pro

Hootsuite/Buffer

Job description

ROLE OVERVIEW:

We are looking for a creative and results-driven Social Media Specialist to grow our brand online and turn social media into a real source of leads and customers. You will plan, create and manage content across all our channels, run paid campaigns, engage with our community and report on results.

KEY RESPONSIBILITIES:

Strategy & Planning:

• Develop and run the social media strategy and monthly content calendar in line with company and sales goals.
• Define target audiences and the right message and content style for each platform.
• Manage company pages on Instagram, LinkedIn, Facebook, TikTok, YouTube and X (as relevant).

Content Creation:

• Create engaging posts, reels, short videos, carousels and stories about our products, services, team and customers.
• Shoot photos and videos on location, at events and behind the scenes.
• Produce educational and value-driven content such as tips, how-tos, case studies, testimonials and product benefits.
• Write clear, professional captions and copy in English; Arabic is a plus.
• Work with the sales and other internal teams to gather content ideas, information and approvals.

Lead Generation & Paid Campaigns:

• Use social media to grow brand visibility and support the sales team with lead generation.
• Create campaign material such as promotions, launches, offers and digital brochures.
• Plan, run and optimise paid campaigns (Meta Ads, LinkedIn Ads, TikTok Ads, Google/YouTube) within budget.
• Pass qualified inquiries and leads to the sales team and track them through to conversion where possible.

Community & Brand:

• Respond to comments, messages and inquiries promptly and professionally.
• Grow followers and engagement, and work with influencers or partners where relevant.
• Promote exhibitions, events, certifications, awards and company news.
• Keep a consistent brand look, tone and quality across all platforms.

Reporting & Analysis:

• Track and report monthly performance: reach, engagement, follower growth, website traffic, leads and ad results.
• Monitor competitors and industry trends, and suggest new ideas to improve results.
• Maintain an organised library of project photos, videos and brand assets.

REQUIREMENTS:

Experience

• 3–5 years of social media experience, in a company or agency.
• A strong portfolio of content, videos and campaigns you created or managed.
• Hands-on experience running paid campaigns on Meta and other platforms.

Skills:

• Strong photography and video shooting skills (mobile and camera), and video editing.
• Proficient in design and editing tools such as Canva, Adobe Photoshop, Illustrator, Premiere Pro or CapCut.
• Good knowledge of social media analytics tools and scheduling platforms (e.g. Meta Business Suite, LinkedIn Campaign Manager, Hootsuite, Buffer).
• Excellent copywriting skills in English; Arabic is a plus.
• Up to date with social media trends, formats and algorithm changes.
• Well organised, creative and able to manage several projects and deadlines.

Education & Other:

• Bachelor's degree in Marketing, Media, Communications or a related field.
• Valid driving license is a plus.

KEY PERFORMANCE INDICATORS (KPIs):

• Follower growth and engagement rate on each platform
• Number and quality of posts, reels and videos published vs. the content plan
• Leads and inquiries generated from social media and ads
• Paid campaign results: cost per lead, click-through rate and return on ad spend
• Website traffic from social channels
• Response time to comments and messages