Social Media Manager

Job Purpose

Manage Air Arabia and its subsidiaries’ social media presence across all platforms, driving brand engagement, followers’ growth, and positive sentiment through insight-led content strategy, influencer partnerships, community management, and social listening. This role collaborates closely with marketing, creative, customer experience, and corporate communications functions, ensuring consistent brand voice and agile response to market trends and customer needs.

Key Result Responsibilities

• Develop and execute a cohesive, platform-specific content strategy and calendar across all social platforms including Instagram, X, TikTok, LinkedIn, Facebook, SnapChat and emerging platforms.
• Lead the creation and publishing of original, engaging, and brand-aligned content, collaborating with in-house and external creative teams.
• Manage and coordinate with social media agencies, ensuring alignment with brand strategy, timely content delivery, and performance against KPIs
• Conduct ongoing social listening and competitive benchmarking to identify trends, monitor brand sentiment, and uncover opportunities to enhance engagement and brand relevance.
• Monitor platform and content trends, recommending and testing new formats, content types, and platform innovations to keep the brand current and relevant.
• Oversee social campaigns and content, in collaboration with the media agency or internal teams, ensuring effective reach, engagement, and ROI.
• Identify, evaluate, and manage partnerships with influencers and content creators that align with brand positioning and audience interests.
• Lead influencer campaign planning, contracting, content approvals, and performance evaluation, ensuring alignment with brand standards and legal compliance.
• Oversee real-time community management, ensuring timely, brand-aligned responses to audience engagement, inquiries, and escalations.
• Implement social listening tools and sentiment analysis to monitor brand mentions, competitor activity, and industry conversations.
• Establish and manage social media escalation and crisis response protocols, coordinating with Customer Relations, Contact Center, and Corporate Communications as needed.
• Encourage and curate user-generated content (UGC) to foster authentic brand advocacy.
• Define KPIs, track performance, and produce regular reports covering audience growth, engagement, influencer ROI, sentiment trends, and campaign effectiveness.
• Lead data-driven optimization of content, posting strategies, and audience targeting based on insights, A/B testing, and platform analytics.
• Share actionable insights with the wider marketing and customer experience teams to inform broader business strategies.
• Ensure all social media activities, influencer content, and campaigns comply with brand guidelines, legal requirements, and aviation sector regulations.
• Safeguard brand integrity across all platforms, addressing any risks or reputational issues promptly and effectively.

People Management:

• Provides direction, coaching and guidance to team members for their career and professional development.
• Creates a conducive working environment to build and sustain a performance driven, engaged, and committed team.
• Ensures people management responsibilities are handled effectively in line with company procedures.

Qualifications (Academic, training, languages)

• Bachelor’s degree in marketing, communications, digital media, or a related field.
• Excellent written communication and creative briefing skills.
• Strong working knowledge of social media management, scheduling, listening, and analytics tools (e.g., Sprout Social, Hootsuite, Meltwater, Emplifi, or equivalent)
• Familiarity with paid social advertising and boosted content management is a strong advantage.

Work Experience

• 8+ years of progressive experience in social media management, influencer marketing, and content strategy, with at least 3 years in a team leadership role. Proven experience managing multi-platform social media for consumer brands, ideally in travel, hospitality, retail, or related sectors.
• Strong leadership, stakeholder management, and cross-functional collaboration capabilities.
• Experience managing influencer campaigns, including contracting, content review, and performance analysis.