Job Description

Synopsis

Etihad's Social Media Lead is responsible for overseeing the Social Media function with the objective of delivering cutting-edge, social-first strategies and content across the airline's global and regional social media channels.

Reporting directly to the Director of Brand, Social, & Creative, this role is pivotal in shaping and maintaining Etihad’s brand and marketing narrative and ethos across all social platforms. The Social Media Lead will manage a dynamic team of Social Media Experts and collaborate with senior leadership to drive key marketing initiatives and bring measurable ROI impact.

Accountabilities

• Strategic Leadership: Develop and lead a comprehensive social media strategy that aligns with Etihad’s overall marketing objectives, leveraging data and insights to drive impactful social media campaigns.
• Content Creation: Oversee the creation of compelling, brand-aligned content, ensuring it resonates with target audiences and meets strategic objectives.
•  Brand Stewardship: Ensure the consistent delivery of Etihad’s brand narrative and ethos across all social media channels, fostering a strong and cohesive brand presence.
•  Stakeholder Collaboration: Act as a senior advisor on social media best practices to internal and external stakeholders, ensuring alignment and support for their objectives.
• Performance Metrics: Define and track key performance indicators (KPIs) across social channels, using data-driven insights to optimise strategies and report on social media performance.
• Event Activation: Provide strategic oversight and coordination for high-profile events and activations, ensuring seamless execution and maximum engagement via influencers collaborations and curated content.
• Project Oversight: Manage and oversee key projects led by the social media team, ensuring timely and effective execution.
• Agency Management: Serve as the primary contact for global and regional social media agencies, ensuring their performance meets the highest standards and aligns with Etihad’s strategic goals.
• Live Event Activation: Lead the activation of live events on social media, ensuring high-quality, real-time content creation and distribution.
• Customer Insights: Work closely with online community team to monitor and analyse social media sentiments, providing actionable insights to improve products and services.
• Innovation and Trends: Stay ahead of industry trends and emerging technologies, fostering a culture of innovation and continuous improvement within the social media team.
•  Performance Metrics: Define and track key performance indicators (KPIs) across social channels, using data-driven insights to optimize strategies and report on social media performance.
• Performance Management: Conduct thorough performance reviews of direct reports, offering strategic guidance and support to help them achieve professional growth and excellence.

Education & Experience

•  Extensive Experience: Minimum of 8 years’ experience in social media management within a global social or digital agency, or in-house at a major brand.
•  Leadership: Proven experience in leading and managing high-performing social media teams.
•  Strategic Acumen: Demonstrated ability to develop and implement successful social media strategies that drive business growth.
•  Project Management: Expertise in managing complex projects and working with diverse teams and agencies.
•  Paid Media and SEO: Strong understanding of paid media strategies and SEO best practices.
•  Multilingual: Fluency in English; proficiency in Arabic is highly desirable.
•  Industry Knowledge: Background in aviation, travel, or lifestyle sectors is preferable.
•  Technical Proficiency: Strong knowledge of social media measurement, publishing, and listening tools, with basic skills in Photoshop or Illustrator being a plus.
•  Dynamic Environment: Ability to thrive in a fast-paced, dynamic environment, adapting to new challenges and opportunities.