Job Summary:

The job holder is responsible for defining and leading the social media strategy, governance, and performance for Expo 2030 Riyadh, ensuring social platforms serve as a key channel for storytelling, engagement, and brand amplification. This role oversees end-to-end social media planning, content alignment, publishing operations, audience growth, and performance analytics across all platforms. The position ensures integration with Marketing, Communications, Expo Studios, and Events, while maintaining brand consistency, governance standards, and real-time engagement during key moments. Through data-driven insights and platform innovation, the role drives visibility, engagement, and global reach for Expo 2030.

Responsibilities:

Social Media Strategy & Governance

Define the overall social media strategy aligned with Expo priorities, campaigns, and brand positioning.
Establish governance frameworks, tone of voice, and content guidelines across all platforms.
Translate marketing campaigns into always-on social media strategies and content plans.
Ensure consistency and alignment with brand, communications, and stakeholder messaging.
Continuously refine strategy based on performance insights and audience trends.

Content Planning & Publishing Operations

Oversee social content calendars, publishing schedules, and platform-specific strategies.
Coordinate with Expo Studios, Marketing, and Events teams to translate content into social-first formats.
Manage real-time content delivery during key announcements, events, and activations.
Ensure high-quality, timely, and platform-optimized content across all channels.
Govern publishing workflows, approvals, and escalation protocols.

Audience Growth & Community Engagement

Drive audience growth strategies across priority platforms and target segments.
Oversee community management, engagement, and response protocols.
Lead social listening initiatives to monitor sentiment, trends, and public conversations.
Ensure consistent and timely engagement during peak periods and major moments.
Manage influencer collaborations and partnerships to expand reach and engagement.

Performance Analytics & Optimization

Establish KPIs, dashboards, and reporting frameworks for social media performance.
Monitor engagement, reach, conversion, and audience metrics.
Translate data insights into actionable improvements in content and strategy.
Benchmark performance against global events and industry standards.
Provide executive-level reporting and recommendations.

Platform Innovation & Integration

Identify new platforms, formats, and digital trends to enhance reach and engagement.
Pilot and scale innovative content approaches and technologies.
Ensure integration with broader digital ecosystem and campaigns.
Collaborate with Digital & Technology on tools, platforms, and analytics capabilities.

Event-Time Engagement & Activation

Lead real-time social media coverage during events and key milestones.
Ensure seamless coordination with Events, Communications, and Operations teams.
Develop surge plans for high-traffic moments and global announcements.
Maintain responsiveness, accuracy, and brand alignment under pressure.

Educational Qualifications:

Bachelor's degree in Marketing, Communications, Media, Business Administration, or related field..
Master's degree preferred.

Professional Certifications Preferred:

Digital Marketing, Social Media Strategy, or Analytics certifications (e.g., Meta, Google, HubSpot).
Content, branding, or communications certifications are a plus.

Experience:

Minimum 10 years of experience in social media, digital marketing, or communications.
Experience in large-scale campaigns, major events, or global brands preferred.
Proven experience leading social media strategy and teams.

Nature of Experience:

Strong track record in social media strategy, content planning, and execution.
Experience working in integrated marketing and cross-functional environments.
Experience managing high-volume, real-time social media operations.
Exposure to global audiences and multi-platform strategies.

Job Specific Skills:

Strong social media strategy and storytelling capability.
Expertise in content planning, publishing operations, and platform management.
Advanced analytics and performance optimization skills.
Community management and audience engagement expertise.
Influencer and partnership management.
Ability to operate in fast-paced, high-visibility environments.
Strong stakeholder management and cross-functional coordination.

Social Media Associate director