SynopsisEtihad's Social Media Lead is responsible for overseeing the Social Media function with the objective of delivering cutting-edge, social-first strategies and content across the airline's global and regional social media channels.Reporting directly to the Head of Marketing, this role is pivotal in shaping and maintaining Etihads brand and marketing narrative and ethos across all social platforms. The Social Media Lead will manage a dynamic team of Social Media Experts and collaborate with senior leadership to drive key marketing initiatives and bring measurable ROI impact.Accountabilities

• Strategic Leadership: Develop and lead a comprehensive social media strategy that aligns with Etihads overall marketing objectives, leveraging data and insights to drive impactful social media campaigns.
• Content Creation: Oversee the creation of compelling, brand-aligned content, ensuring it resonates with target audiences and meets strategic objectives.
• Brand Stewardship: Ensure the consistent delivery of Etihads brand narrative and ethos across all social media channels, fostering a strong and cohesive brand presence.
• Stakeholder Collaboration: Act as a senior advisor on social media best practices to internal and external stakeholders, ensuring alignment and support for their objectives.
• Performance Metrics: Define and track key performance indicators (KPIs) across social channels, using data-driven insights to optimise strategies and report on social media performance.
• Event Activation: Provide strategic oversight and coordination for high-profile events and activations, ensuring seamless execution and maximum engagement via influencers collaborations and curated content.
• Project Oversight: Manage and oversee key projects led by the social media team, ensuring timely and effective execution.
• Agency Management: Serve as the primary contact for global and regional social media agencies, ensuring their performance meets the highest standards and aligns with Etihads strategic goals.
• Live Event Activation: Lead the activation of live events on social media, ensuring high-quality, real-time content creation and distribution.
• Customer Insights: Work closely with online community team to monitor and analyse social media sentiments, providing actionable insights to improve products and services.
• Innovation and Trends: Stay ahead of industry trends and emerging technologies, fostering a culture of innovation and continuous improvement within the social media team.
• Influencer Partnerships: Strategically assess and manage influencer partnerships, ensuring they align with Etihads brand values and contribute to campaign success.
• Performance Metrics: Define and track key performance indicators (KPIs) across social channels, using data-driven insights to optimize strategies and report on social media performance.
• Performance Management: Conduct thorough performance reviews of direct reports, offering strategic guidance and support to help them achieve professional growth and excellence.

Education & Experience

• Extensive Experience: Minimum of 8 years experience in social media management within a global social or digital agency, or in-house at a major brand.
• Leadership: Proven experience in leading and managing high-performing social media teams.
• Strategic Acumen: Demonstrated ability to develop and implement successful social media strategies that drive business growth.
• Project Management: Expertise in managing complex projects and working with diverse teams and agencies.
• Paid Media and SEO: Strong understanding of paid media strategies and SEO best practices.
• Multilingual: Fluency in English; proficiency in Arabic is highly desirable.
• Industry Knowledge: Background in aviation, travel, or lifestyle sectors is preferable.
• Technical Proficiency: Strong knowledge of social media measurement, publishing, and listening tools, with basic skills in Photoshop or Illustrator being a plus.
• Dynamic Environment: Ability to thrive in a fast-paced, dynamic environment, adapting to new challenges and opportunities.

About Etihad AirwaysEtihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the worlds leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Together with Etihads codeshare partners, Etihads network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more. Etihad is recognised as one of the worlds leading airlines in response to COVID-19 and was the first airline in the world to fully vaccinate its crew on board.Etihad sees tackling the climate crisis as the most important issue of our time, and through strategic partnerships with major global aviation brands and OEMs, Etihad is relentless in its pursuit of industry decarbonisation.To learn more, visit

Etihad Airways