Social Strategy & Planning Manager

AimGulf; Abu Dhabi; On-site; AED 360,000 - 480,000; Full time

Job summary

Etihad Airways in Abu Dhabi is seeking a Senior Social Media Strategist to own the end-to-end social media strategy across platforms, translating business objectives into structured social plans and calendars.

You will collaborate with Brand and Creative teams, manage a master calendar, and drive always-on content with a clear performance focus. A background in marketing and strong communication skills are essential.

Qualifications

• 6+ years of experience in social media strategy, planning, or digital marketing.
• Strong understanding of social platforms, content formats, and performance drivers.
• Experience working with multiple stakeholders in a fast-paced environment.

Responsibilities

• Own the end-to-end social media strategy across platforms, aligned with objectives.
• Act as the single intake owner for all social media briefs from internal stakeholders.
• Assess, prioritise, and schedule requests against the master social calendar.
• Translate business objectives into clear social plans, content priorities, and platform recommendations.
• Define campaign timing, platform selection, and content phasing in collaboration with Brand and Creative teams.
• Own the social media content calendar and planning governance.
• Define always-on content cadence and volume across platforms.
• Ensure always-on content is planned and prioritised within the master social media calendar.
• Balance always-on content with campaign and activation demands.
• Monitor always-on coverage and social media performance; provide insights and optimisations.
• Partner with the Social Media Boosting Specialist for paid amplification alignment.
• Coordinate with internal social media teams to ensure clarity of ownership and delivery.
• Manage stakeholder expectations on scope, prioritisation, and timelines.
• Refine briefs to ensure focus and alignment with strategy.
• Maintain clear communication between stakeholders and the social media team.

Skills

Strategic thinking

Planning and prioritisation

Organisational skills

Analytical mindset

Written and verbal communication

Education

Bachelor's degree in Marketing, Communications, Business, or related field

Job description

Job Location: Abu Dhabi, United Arab Emirates

Work Mode: On-site

Date Posted: 22 October 2026

Job Reference/ID: 82052

Job Description / Role:

Own social media strategy, planning, and prioritisation across all platforms. This role acts as the single intake point for all social media briefs, translating business and marketing objectives into clear, structured social plans that drive consistency, focus, and performance.

Key Responsibilities

• Own the end to end social media strategy across platforms, aligned with business and marketing objectives
• Act as the single intake owner for all social media briefs across internal stakeholders
• Assess, prioritise, and schedule requests against the master social media calendar
• Translate business objectives into clear social media plans, content priorities, and platform recommendations
• Define campaign timing, platform selection, and content phasing in collaboration with Brand and Creative teams
• Own the social media content calendar and planning governance
• Define always on content cadence and volume across platforms
• Ensure always on content is planned and prioritised within the master social media calendar
• Balance always on content with campaign and activation demands
• Monitor always on coverage to ensure consistent presence across platforms
• Monitor social media performance across platforms
• Provide clear performance insights and optimisation recommendations to improve content effectiveness
• Partner with the Social Media Boosting Specialist to align paid amplification with organic strategy
• Manage and direct the Social Media Boosting Specialist to deliver performance tracking and optimisation reporting
• Act as the single point of contact for all social media requests across internal departments
• Own and manage relationships with all social media stakeholders, including Marketing, Brand, Partnerships, Corporate Communications, Loyalty, HR, and other business units
• Direct and coordinate work across internal social media teams to ensure clarity of ownership and delivery
• Manage stakeholder expectations on scope, prioritisation, timelines, and delivery approach
• Challenge, refine, and align briefs to ensure focus, feasibility, and consistency with social media strategy
• Ensure clear communication and consistent ways of working between stakeholders and the social media team

Experience Required

• 6+ years of experience in social media strategy, planning, or digital marketing
• Strong understanding of social platforms, content formats, and performance drivers
• Experience working with multiple stakeholders in a fast paced environment

Education Qualifications

• Bachelor's degree in Marketing, Communications, Business, or related field

Skills Required

• Strategic thinking
• Planning and prioritisation
• Strong organisational skills
• Analytical mindset
• Clear written and verbal communication
• Excellent written and verbal communication and presentation skills

Employment / Job Type: Full Time

Nationality: UAE National (Emiratisation)

About the Company:

The national airline of the United Arab Emirates, established in 2003 and based at Zayed International Airport in Abu Dhabi. Etihad operates passenger and cargo services across the Middle East, Europe, Africa, Asia, Australia, and the Americas, and runs engineering, cargo, catering, and training businesses alongside its Etihad Guest loyalty programme.

Company Industry: Aviation

Department / Functional Area: Marketing

Closing Date: 5 November 2026