Purpose of the Role

To develop, create and manage social media content that enhances brand awareness, strengthens community engagement and supports business growth across all the locations and channels.

The Social Media Marketing Specialist will be responsible for content creation, social media management, community engagement, trend monitoring and performance reporting. The role requires a highly creative and proactive individual with strong photography and videography skills, a passion for storytelling and the ability to create engaging social-first content that reflects KBP premium, homegrown artisan bakery brand.

Key Accountability

Social Media Strategy & Planning

Collaborate with the Marketing Manager in the development and execution of social media strategies that support brand awareness, community growth, marketing campaigns and business objectives.
Provide insights into platform trends, audience behaviour, content opportunities and emerging social media best practices.
Adapt approved campaign concepts, messaging and content plans into platform-specific content for Instagram, TikTok, Facebook, LinkedIn and emerging digital channels.
Identify opportunities to increase reach, engagement, customer acquisition and brand visibility through social media activities.

Content Creation & Storytelling

Capture high-quality photography and videography across all KBP locations, events, product launches, catering activations and day-to-day operations.
Create and edit engaging social-first content, including Reels, TikToks, Stories, short-form videos, photography and behind-the-scenes content.
Ensure all content is optimised for platform requirements, audience preferences and engagement opportunities.
Maintain a well-organised digital content library of photography, videography and creative assets.
Leverage emerging content creation tools, including AI-powered platforms, to enhance creative output and workflow efficiency.

Community Management & Engagement

Manage the day-to-day publishing, scheduling and maintenance of all social media channels in line with the approved content calendars.
Write engaging captions and social copy that align with Knead's brand voice and campaign objectives.
Monitor and respond to comments, direct messages, reviews and customer enquiries in a timely and professional manner.
Foster meaningful engagement with the online community to strengthen brand affinity, customer loyalty and advocacy.
Act as a brand ambassador, promoting Knead's values, culture and guest experience through all social interactions.

Campaign Support & Brand Activation

Support the execution of marketing campaigns, seasonal promotions, product launches, store launches, community initiatives, events, partnerships and catering activities.
Coordinate content creation across all KBP locations, ensuring a consistent yet locally relevant presence.
Assist in managing influencer collaborations, content partnerships, media visits and community engagement initiatives.
Collaborate closely with the Marketing Manager, Graphic Designer, Marketing Coordinator and wider business stakeholders to ensure campaigns are visually and strategically aligned.
Support the effective utilisation of approved marketing resources and content creation budgets.

Performance Monitoring & Reporting

Monitor, analyse and report on social media performance metrics across all platforms.
Provide actionable insights and recommendations to improve content effectiveness, engagement and audience growth.
Track campaign performance against agreed objectives and identify opportunities for optimisation.
Monitor content performance to maximise return on marketing investments and improve future campaign outcomes.

Stakeholder Collaboration

Collaborate closely with chefs, bakers, baristas, operation managers, store managers and leadership teams to identify content opportunities and support business objectives.
Build strong working relationships across departments to ensure timely content creation and campaign execution.
Foster positives relationships with influencers, content creators, media representatives and community partners.
Support a collaborative, innovative and guest-focused marketing culture across the business.

Minimum Qualifications and Technical Skills

Bachelor's Degree or Diploma in Marketing, Communications, Digital Marketing, Media or a related field.
Minimum 2-4 years experience in social media marketing, content creation or digital marketing.
Proven experience managing social media platforms, particularly Instagram, TikTok and Facebook.
Strong photography, videography and short-form editing skills.
Proficiency in content creation and editing tools such as Canva, CapCut, Adobe Creative Suite or equivalent.
Experience using AI-powered content creation tools such as Microsoft Copilot, ChatGPT, CapCut AI, Canva AI or similar platforms to support content ideation, copy development, workflow efficiency and social media execution would be advantageous.
Excellent copywriting, storytelling and content adaption skills.
Strong understanding of social media trends, platform best practices, analytics and community management.
Experience within hospitality, food & beverage, retail, lifestyle or consumer-focused brands is preferred.
UAE driving license is advantageous.