Head of Social Strategy

TUI; Hannover; Remote; EUR 90,000 - 130,000; Full time

Benefits offered by this job

Bonuses

Travel benefits

Health & wellbeing

Flexible working

Learning Hub access

Global projects

Community initiatives

Job summary

TUI is seeking a strategic leader to define and own the global social strategy across organic, influencer and paid channels, creating a playbook that regional teams localize and activate.

You will set governance across markets, transform social into a core growth driver, and build the business case for investment with data. You will partner with TUI Studios to keep templates while production stays with Studios, ensuring measurable commercial impact.

Qualifications

• Proven experience setting strategy across organic, influencer and paid social.
• Experience building strategies and playbooks activated across markets and languages.
• Transformation catalyst with ability to secure buy‑in for new operating models.
• Influences senior stakeholders and builds high‑performing teams with a test‑and‑learn culture.

Responsibilities

• Define global social strategy across organic, influencer and paid channels.
• Create playbooks, measurement framework and regional activation models.
• Set governance across markets to unlock efficiency while local activation remains regional.
• Build business case for social investment using data and insights.
• Develop unified KPI framework linking engagement to commercial outcomes.
• Collaborate with TUI Studios to keep templates while production stays with studios.

Skills

Strategic thinking

Social strategy

Stakeholder management

Cross-market activation

Job description

We're looking for a strategic leader to define and own TUI's global social strategy across organic, influencer and paid channels – creating a single playbook that regional teams bring to life locally.

The role will be published until 5 November 2026.

About Our Offer

• Personal benefits: Attractive remuneration, discretionary bonus schemes, generous travel benefits, extensive health & well-being support, and more.
• Flexible working: Work is something you do, not somewhere you go. We encourage a healthy work-life balance with a dynamic working environment.
• A career to shape: Access the TUI Learning Hub to level-up and reach your ambitions.
• Broaden your network: We champion intercultural collaboration and provide opportunities to work on global projects and teams.
• Community: Get involved with incredible local charity and sustainability initiatives like the TUI Care Foundation.

About The Job

• You'll define our global social strategy across organic, influencer and paid, creating the playbook, measurement framework and ways of working that regional teams localise and activate.
• Setting strategic direction, standards and governance for social across all markets is yours to own, levelling up impact and unlocking efficiency while activation stays with the regions.
• Transformation and change leadership are at the core of what you'll do – you'll reshape how we think about social across the business, positioning it as a prominent, strategic media channel that drives measurable commercial impact.
• Building the business case for social investment sits with you, using data and insight to shift mindsets, secure budget and demonstrate the value of social as a key growth driver alongside traditional media.
• You'll build our unified measurement and KPI framework, defining standardised cross-market metrics that link social engagement to commercial outcomes and ensure insights are shared, not siloed.
• Working closely with TUI Studios, you'll own master concepts, templates and toolkits, championing a "concept once, adapt everywhere" approach while creative production stays with Studios.

About You

• Proven experience setting strategy across organic, influencer and paid social – not just a single discipline – and translating business objectives into coherent, channel-agnostic approaches.
• You've demonstrated success building strategies, playbooks and standards that are localised and activated across multiple markets and languages.
• You're a transformation catalyst who thrives on driving change, with a track record of elevating social media from a tactical afterthought to a strategic business priority that commands investment and respect.
• Your ability to navigate resistance, build coalitions and shift organisational culture around social is what sets you apart – you're comfortable challenging the status quo and bringing people along the journey.
• You're highly skilled at influencing senior, executive and board-level stakeholders, securing buy-in for new operating models and building high-performing teams with a test-and-learn culture.
• Outstanding written and verbal communication in English, including executive-level presentations, comes naturally to you.

From a workplace to a place to belong. At TUI we embrace diversity, equity, and inclusion, encouraging everyone to come as you are, because together, our potential is limitless.

We are committed to supporting candidates with disabilities and impairments so if you require any support, please do let us know.