Social Media and Content Director

About this role

Established in 2004, OLIVER is the world’s first and only specialist in designing, building, and running bespoke in-house agencies and marketing ecosystems for brands. We partner with over 300 clients in 40+ countries and counting. Our unique model drives creativity and efficiency, allowing us to deliver tailored solutions that resonate deeply with audiences.

As a part of The Brandtech Group, we're at the forefront of leveraging cutting-edge AI technology to revolutionise how we create and deliver work. Our AI solutions enhance efficiency, spark creativity, and drive insightful decision-making, empowering our teams to produce innovative and impactful results.

Role: Social Media and Content Director

Location: Dubai, United Arab Emirates

About the role:

As the Social Media and Content Director, you'll lead a team of four to eight — including Social Media Managers, a Community Manager and Content Creators — reporting to the Operations Director. You'll be jointly accountable with brand stakeholders for channel performance, creative quality, risk mitigation and integrated campaign delivery across a multi-category FMCG portfolio.

This isn't a role for someone who wants to own individual channels day-to-day. It's a role for someone who can build the infrastructure, set the standards and develop the people that make great social work possible — consistently, across multiple brands. You'll drive the function forward through people leadership, strategic counsel, senior client partnership and data-informed decision-making.

What you will be doing:

Leadership and people management

• Lead, coach and develop the social team; set clear objectives, run regular 1:1s and conduct performance conversations

• Manage resource planning and recruitment; forecast capacity and onboard new team members and contractors as needed

• Build team capability through training, playbooks and best-practice documentation; institutionalise community management standards across the studio

• Oversee team administrative processes including time-off approvals, feedback cycles and career development planning

Strategy, delivery and governance

• Define and steward social and channel strategy across assigned brands; translate brand strategy into clear social execution frameworks the team can operate against

• Ensure the team delivers high-quality content calendars, moderation, social snapshots and performance reporting to a consistent standard

• Implement and maintain SLAs, moderation policies, escalation flows and approval processes aligned to brand, legal and compliance requirements

• Oversee risk and reputation management; review reactive opportunities, approve responses for sensitive issues and lead escalations with communications and legal where required

• Maintain cross-functional alignment with paid social, creative production, insights, eCommerce and customer care teams

Client and stakeholder partnership

• Act as a trusted strategic partner to brand teams; present social strategy, performance and recommendations at senior level

• Directly manage senior stakeholder relationships for major deliverables and support the social team in client-facing interactions

• Lead the social workstream for new-business pitches and proposals; partner with strategy, project management and creative teams to shape and present compelling responses

Data, insights and continuous improvement

• Own the reporting framework; ensure the team delivers actionable insights consistently tied to business objectives

• Establish benchmarks for community health, engagement performance and campaign contribution

• Use social listening and analytics platforms to identify cultural moments, emerging platform opportunities and performance gaps

Operations, tools and commercial management

• Oversee the use and optimisation of enterprise social tools (Sprinklr preferred; Hootsuite, Sprout, Brandwatch, Meta Business Manager)

• Manage vendor and production partner relationships; maintain accurate documentation and ensure procedural standards are upheld across the team

• Oversee account-level social and content budgets; track and report spend against forecast; present financial performance to OLIVER and client stakeholders

What you need to be great in this role:

• Substantial experience in social media — including organic social strategy, community management and integrated campaign delivery — gained in an agency or brand environment

• A track record of leading social teams, developing capability and managing performance across multiple brands or workstreams

• Experience building and operating community management functions, including moderation processes, escalation protocols and SLA frameworks

• Proficiency with enterprise social management platforms (Sprinklr preferred)

• Strong client and senior stakeholder management skills; experience presenting strategy and performance recommendations at brand leadership level

• Confidence navigating crisis communications and reputation escalation protocols

• A data-driven approach: ability to define measurement frameworks, structure reporting and communicate insights clearly to non-specialist audiences

• Professional proficiency in Arabic and English, written and verbal

• Deep knowledge of social platform features, GCC market dynamics and how culture shapes brand perception and community behaviour

• Strong organisational skills and the ability to manage competing priorities across a multi-brand portfolio

Nice to have

• FMCG experience across beauty, wellness, personal care, home care or refreshments

• Experience with paid social strategy and creator or influencer programmes

• Familiarity with customer care workflows and CRM integrations

• Experience with social listening and brand tracking platforms

• Additional language proficiency relevant to GCC markets

• Background in digital strategy or integrated media planning

Gen AI and agentic thinking

• Sets the approach to AI adoption for…