Social Media Lead

Job Description Social Media Lead (Organic + Paid Amplification) JOUD Coffee Location: Abu Dhabi, UAE Type: Full-time Language:Arabic & English (Arabic is mandatory) Build the social presence of a UAE homegrown brand scaling fast. JOUD Coffee is built on Hospitality, Generosity, and Communityand has grown to 18 outlets as a homegrown UAE brand. We're raising the bar on storytelling, craft, and cultural relevance: premium, warm, and unmistakably JOUD. We're hiring a Social Media Lead who can do two things exceptionally well: - Create a world-class organic presence (taste-led content, voice, cadence, community) - Build the platform foundations and amplification engine so social performsreliably, measurably, and at scale This is not a posting role. It's a leadership role that sets standards, builds systems, and leads execution through a Social Media Executive and creative partners. What you'll own - Social strategy & brand voice (Instagram-first) - Own the organic social strategy and channel identity: content pillars, tone, narrative, and what premium but warm looks like. - Build the editorial calendar tied to launches, seasonal moments, and day-to-day brand building. - Establish JOUD's social standards: what we post, what we never post, and why. - Creative direction & content machine - Write/lead briefs for reels, stories, and carousels (hooks, scripts, storyboards, shot lists). - Raise the bar on creative taste: pacing, visuals, copy, and cultural fluency. - Partner with videography/design resources to deliver consistent, high-quality output. - Community & brand care (Arabic-first) - Set the tone for community management: warm, respectful, fast, and genuinely helpful. - Build a clean escalation workflow with operations for complaints/issues and follow-through. - Platform foundations & paid amplification (quiet excellence) - Ensure the account ecosystem is set up properly: access, ownership, roles/permissions, and day-to-day reliability. - Keep tracking and reporting clean and consistent (so performance can be trusted). - Run and optimize paid amplification for key moments (launches, offers, seasonal pushes), including creative testing and audience strategywithout turning the brand into ads content. - Leadership & operating cadence - Lead and coach a Social Media Executive (publishing + community ops). - Build repeatable workflows: briefs production approvals scheduling reporting iteration. - Report weekly insights: what's working, what to scale, what to stop. What success looks like (first 6090 days) - JOUD has a clear, recognizable social identity and consistent cadence. - Content quality risesstronger hooks, higher retention, more saves/shares. - Community response standards are tight and on-brand. - Paid amplification works reliably (clean setup, measurable improvement, better learning loops). Requirements - Strong organic social leadership for a premium brand (hospitality/retail/lifestyle preferred). - Excellent Arabic writing + tone, and strong English (Arabic is mandatory). - Strong creative judgment (you can spot what's off instantly and fix it). - Hands-on experience with Business Suite/Ads Manager, access management, and running paid social campaigns (awareness retargeting conversion where applicable). - UAE cultural fluency (authentic vs cringe instincts). How to apply Send: - CV / LinkedIn - Links to accounts you've led + 35 examples you're proud of - Short note answering: - What does premium-but-warm social feel like to you - Describe one time you improved a brand's social performancewhat changed and why