Riyadh Air, headquartered in the Saudi Capital, is the new national airline that’s shaping the future of flying. It seeks to lead the aviation industry by transforming Saudi Arabia into a global aviation and trade hub – a new, digitally native airline, connecting the kingdom to more than 100 destinations.

JOB PURPOSE:

To lead and manage RX’s social presence including paid, owned and earned initiatives across multiple B2B and B2C platforms by developing a cohesive strategy, producing relevant content, managing guest and creator communities and developing partnerships to drive growth, engagement, positive perception and sales – in line with RX’s business strategy and delivering against business KPIs.

KEY ACCOUNTABILITIES:

Reporting to the Digital Marketing Director, the Senior Manager Social & Content will have the following responsibilities:

Social Media Strategy:

• Develop and execute a comprehensive social media strategy across various B2B and B2C platforms encompassing owned, paid, and earned initiatives.
• Oversee the creation and scheduling of engaging content, ensuring consistency in messaging and branding while driving growth & engagement resulting in sales.
• Monitor industry trends and competitor activities to ensure RX remains innovative.
• Develop and implement an AON paid media approach determining levels of investment to increase reach, SOV and ultimately sales across RX’s key source markets.

Content Creation:

• Lead a social media agency with a team of content creators, writers, videographers, and designers to produce engaging high-quality content.
• Develop a content calendar aligned with marketing campaigns, seasonal trends and RX’s business objectives.
• Collaborate with cross functional stakeholders (Brand, PR/Comms, Corporate Comms, Digital, Shared Services, Guest Experience) to gather insights and create content that communicates key priorities while reflecting the brand's values.
• Engage with channel-specific creator communities and platform owners to build RX’s content library and drive UGC activations.
• Ideate develop and manage shoots and other content development initiatives.

Community Building:

• Foster a sense of community and brand advocacy through social media engagement with RX’s B2B & B2C communities.
• Align with DAC social responding framework and operationalize in collaboration with key stakeholders.
• Oversee community management team (inhouse & through social media agency) to ensure engagement across all channels is appropriate, on-brand and adhering to defined SLA’s.
• Engage and manage a global creator community to develop fruitful collaborations, ensuring RX is being promoted in a way that aligns with the overall strategy.

Campaign Management:

• Collaborate with PR/Comms, Commercial, Loyalty, Digital, Guest Experience and Brand function on development of requirements for campaign activity to increase reach, engagement and sales across all key source markets.
• Develop and deliver an AON campaign strategy alongside tactical campaign activity.
• Develop AON as well as tactical influencer campaigns in close collaboration with PR/Media.
• Work with the media agency to develop strategies and continuously optimize campaign activity.

Influencer, Creator and Business Partnerships:

• Maximize RX’s sponsorship properties and partnership opportunities to drive awareness, brand building and engagement.
• Engage and actively drive partnerships with local entities, such as ministries, DMC’s, STA, PIF initiatives to create value exchange.
• Identify and cultivate relationships with local, regional and GCC influencers and industry thought leaders.

Performance Analytics:

• Establish and monitor key performance indicators (KPIs) for social media and content marketing initiatives.
• Analyze data and continuously monitor successful delivery against KPIs.
• Work with the inhouse team and the agency to uncover insights and develop actionable recommendations for optimization and how to move the brand forward on social media channels based on performance.
• Regularly analyze and report on the performance of paid campaigns, using data to optimize strategies and improve results.
• Stay informed about industry best practices and emerging trends in social media and content marketing.

Cross-Functional and Cross-Agency Collaboration:

• Collaborate with relevant departments and stakeholders across RX (Media, Product, Commercial, Loyalty, Marketing, PR/Comms, Guest Experience, etc.) to ensure consistency across all channels and campaigns, and to integrate social media and content efforts seamlessly delivering against common objectives.
• Oversee and manage the Social Media, Influencer and Media agencies, and ensure a close working relationship with the relevant stakeholders across the business

Others:

• Provide thought leadership on emerging platforms and trends for adoption where appropriate to keep RX at the forefront of social media development.
• Develop and implement the innovation agenda working with platform owners and third parties to drive out alphas which will place RX firmly at the forefront of the innovation-driving brands in the region as well as globally.
• Play a critical role in annual business planning and budgeting exercise to ensure conformance with the social media strategy.

Support the Director Digital Marketing in analyzing strategic opportunities and emerging matters in social media marketing and provide recommendations.

PROFESSIONAL EXPERIENCE:

• 8+ years of experience in social media marketing or similar role; experience in travel & tourism is preferred

ACADEMIC QUALIFICATIONS:

• Minimum of bachelor’s degree or equivalent

SKILLS:

Strategic Thinking:

• Ability to develop and implement a comprehensive social media strategy aligned with overall business objectives.
• Long-term vision to anticipate and adapt to changing social media trends and technologies.

Leadership:

• Strong leadership skills to guide and motivate agency partners, stakeholders and inhouse teams.
• Capacity to inspire creativity and innovation within the team.

Communication:

• Excellent written and verbal communication skills to convey brand messages effectively.

Analytical Skills:

• Proficiency in data analysis to measure the success of social media initiatives.
• Capability to derive actionable insights from analytics and adjust strategies accordingly.

Creativity:

• Innovative thinking to develop creative and original content that stands out in a crowded digital landscape.
• Ability to think outside the box and leverage emerging trends in social media.

Networking and Relationship Building:

• Skill in cultivating relationships with influencers and industry thought leaders.
• Negotiation skills to establish and manage influencer partnerships.

Crisis Management:

• Ability to develop and execute crisis communication plans for social media platforms.
• Quick and effective decision-making during sensitive situations.

Project Management:

• Strong organizational skills to manage multiple campaigns, initiatives, and deadlines simultaneously.
• Capability to create and adhere to social media content calendars.

Technical Proficiency:

• Familiarity with social media platforms, algorithms, and best practices.
• Knowledge of social media management tools and analytics platforms.

Adaptability:

• Agility to adapt to rapidly changing social media trends and platform algorithms.
• Willingness to embrace new technologies and approaches.

Customer Focus:

• Understanding of the target audience and ability to tailor content to meet their needs and preferences.
• Proactive engagement with followers and responsiveness to their feedback.

ROI Focus:

• Ability to demonstrate the return on investment (ROI) of social media activities.
• Business acumen to align social media efforts with overall business goals.

Global & Regional Awareness:

• Understanding of cultural nuances and global social media trends, especially in a multinational setting.
• Knowledge of Social Media Strategy for brand awareness

Languages:

• English mandatory, Arabic language skills are a plus

COMPETENCIES:

• Drives Results – consistently achieving results, even under tough circumstances.
• Communicates Effectively – Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences.
• Teamwork and Collaboration – Building partnerships and working collaboratively with others to meet shared objectives.
• Strategic Mindset – Seeing ahead to future possibilities and translating them into breakthrough strategies.
• Cultivates Innovation – Creating new and better ways for the organization to be successful.

The city that is already transforming the way we live is now redefining the way we fly. Riyadh Air, a brand-new chapter in the sky. The new national airline that’s shaping the future of flying.