Senior Manager, Social Media

About the role

Senior Manager, Social Media based in Abu Dhabi will lead Etihad’s global social media strategy, shaping a social‑first approach that strengthens brand affinity and drives business performance. Reporting to the Director of Brand, Creative & Social, the role oversees a team of specialists and collaborates with executive stakeholders, agencies, creators and influencers.

Key responsibilities

• Develop and execute a comprehensive global social media strategy aligned with brand and commercial objectives.
• Define how the brand strategy translates across social platforms, ensuring a consistent and premium presence.
• Oversee creation and delivery of compelling content, managing content calendars and cultural moments.
• Establish and monitor KPIs, translating performance data into actionable business insights and ROI.
• Lead high‑profile events, real‑time coverage, and influencer collaborations to maximise reach and engagement.
• Coach and develop a high‑performing social media team, fostering innovation and accountability.
• Manage global and regional agency relationships and evaluate influencer partnerships.
• Stay ahead of social trends, platform developments and consumer insights to drive continuous improvement.

Required profile

• 10+ years of experience in social media, digital marketing or content strategy within a global agency or major consumer brand.
• Proven track record of delivering high‑impact social media strategies that generate measurable business results.
• Demonstrated success leading and developing high‑performing teams.
• Strong stakeholder management and ability to influence senior leaders across functions.
• Strategic and commercial mindset with data‑driven decision‑making capabilities.
• Experience managing complex projects and agency partnerships in a fast‑paced environment.

Required skills

• Social media publishing
• Digital marketing
• Paid social strategies
• Measurement analytics
• Digital performance marketing
• SEO principles
• Social listening platforms
• Content strategy
• Social media strategy
• Adobe Creative Suite (Photoshop, Illustrator)