Social Strategy & Planning Manager (UAE National)

About the role

Etihad is seeking a senior leader to own the digital performance strategy across all paid channels. The role combines strategic vision with hands‑on execution to drive revenue growth, cost efficiency, and long‑term customer value for the airline.

Key responsibilities

• Lead the strategy, planning and execution of always‑on paid digital channels (Paid Social, Display, Programmatic, Affiliate).
• Manage and mentor a team of channel leads and specialists, fostering a data‑driven culture.
• Define annual and quarterly performance‑marketing targets aligned with commercial goals.
• Oversee multi‑million‑dollar digital budgets, ensuring optimal allocation and pacing.
• Collaborate with analytics, data, finance, brand, CRM and e‑commerce teams to build forecasting, attribution and reporting models.
• Evaluate and onboard new tools, technologies and partners to advance automation and audience targeting.
• Establish a rigorous A/B testing roadmap and present actionable insights to senior leadership.
• Ensure compliance with data‑privacy regulations, brand standards and internal governance.

Required profile

• Minimum 7 years of experience in digital or performance marketing, with at least 3 years in a managerial or leadership role.
• Proven track record managing multi‑channel campaigns and large digital media budgets (USD 20M+ annually).
• Bachelor’s degree in Marketing, Business or related field; Master’s degree is a plus.
• Experience in airline, travel or e‑commerce sectors is preferred.

Required skills

• Adobe Analytics
• Google Analytics 4 (GA4)
• Search Ads 360 (SA360)
• Meta Ads platform