Social Media Specialist

Job Purpose

Responsible for supporting the execution of the Company’s social media strategy across relevant platforms, ensuring consistent and engaging content in line with corporate objectives and brand guidelines. Manages the social media content calendar, monitors channel performance and community engagement, executes paid and organic campaigns, and supports influencer partnerships and social media coverage of corporate initiatives and events. Coordinates with internal stakeholders, agencies, content creators and platform partners to support effective campaign delivery, while monitoring emerging trends and ensuring consistency in brand messaging, compliance and overall social media presence.

Key Result Responsibilities

• Supports the execution of the company’s social media strategy across relevant platforms, including Facebook, Instagram, X/Twitter, LinkedIn, YouTube, TikTok and Snapchat, ensuring alignment with corporate objectives and brand guidelines across all airline entities.
• Tracks social media performance and key metrics, including reach, engagement, follower growth, sentiment and conversion, and prepares regular reports and insights to support ongoing improvements.
• Executes paid social media and follower campaigns in coordination with the Digital Marketing team.
• Manages the social media content calendar, including planning, creating, curating and scheduling content across different platforms and target audiences.
• Monitors community engagement and supports responses to comments, messages and reviews across social media platforms; escalates sensitive or potentially critical matters where required.
• Builds and maintains working relationships with social media platform representatives, influencers, content creators and digital/creative agencies to support campaign delivery and reach.
• Collaborate with Corporate Communications, Marketing, Customer Experience, Commercial and other relevant departments to align social media content with campaigns, promotions, route launches, CSR initiatives and corporate.
• Keeps up to date and monitors social media trends, platform developments, competitor activities and industry practices, and recommends relevant formats, platforms and tools where appropriate.
• Ensures brand consistency and tone of voice across all social media touchpoints, working closely with the creative team on visual identity and messaging.
• Supports social media crisis communication in coordination with the Social Media Manager and Corporate Communications team, ensuring appropriate and timely responses.
• Coordinates influencer and content creator partnerships, including outreach, briefing, contracting support, content approvals and performance tracking.
• Supports the planning and social media coverage of company events, press trips, route launches and corporate initiatives, including live coverage where required.
• Ensures social media activities are carried out in accordance with platform policies, data privacy requirements and company guidelines.
• Maintains working relationships with social media management, analytics and listening tool providers to support effective workflow, monitoring and reporting.

Qualifications (Academic, training, languages)

• Bachelor's degree in Marketing/Communications /Digital Marketing or equivalent from a recognized university.
• Proven track record building and growing brand presence across major social media platforms.Strong command of social media management, channel understanding, analytics and listening tools (e.g., Meta Business Suite, Hootsuite, Sprinklr, Socialinsider, Google Analytics).
• Strong content creation, copywriting, and basic photo/video editing skills.
• Proficient in Microsoft Office.
• Working knowledge of SEO, influencer marketing, and emerging social/digital trends.
• Fluent in English (Arabic is an advantage).
• Knowledgeable in social media platform policies, advertising standards and data privacy regulations.

Work Experience

• 5+ years of progressive related working experience in social media management, digital marketing or communications, preferably within the aviation, travel or broader service industry (client/agency).
• Experience in community management, online reputation management and social media crisis handling.
• Hands-on experience planning and managing paid social campaigns and budgets.