Social Strategy and Planning Manager

About the role

The Social Strategy and Planning Manager will lead Etihad’s digital performance marketing across all paid channels, driving measurable business growth and efficiency. Reporting to senior leadership, this role blends strategic vision with hands‑on execution to optimise ROI, revenue and long‑term customer value.

Key responsibilities

• Define and execute an integrated acquisition strategy across Paid Social, Display, Programmatic and Affiliate channels.
• Manage multi‑million‑AED digital budgets, ensuring optimal allocation and pacing.
• Collaborate with analytics, finance, brand, CRM and e‑commerce teams to build forecasting, attribution and reporting models.
• Lead a team of channel specialists, fostering a data‑driven, high‑performance culture.
• Oversee A/B testing and experimentation roadmaps to continuously improve performance metrics.
• Maintain compliance with data‑privacy regulations and internal governance.
• Partner with media agencies and digital vendors such as Google and TikTok to create joint business plans and quarterly performance reviews.

Required profile

• Minimum 7 years of experience in digital or performance marketing, with at least 3 years in a managerial role.
• Proven track record managing large multi‑channel campaigns and budgets of USD 20 M+ annually.
• Experience in the airline, travel or e‑commerce sector is preferred.

Required skills

• Paid Social advertising
• Display advertising
• Programmatic advertising
• Affiliate marketing
• A/B testing and experimentation