Social Media Lead (Organic + Paid Amplification) JOUD CoffeeLocation: Abu Dhabi, UAE
Type: Full-time
Language:Arabic & English (Arabic is mandatory)
Build the social presence of a UAE homegrown brand scaling fast.JOUD Coffee is built on
Hospitality, Generosity, and Communityand has grown to
18 outlets as a homegrown UAE brand. We're raising the bar on storytelling, craft, and cultural relevance: premium, warm, and unmistakably JOUD.
We're hiring a Social Media Lead who can do two things exceptionally well:
- Create a world-class organic presence (taste-led content, voice, cadence, community)
- Build the platform foundations and amplification engine so social performsreliably, measurably, and at scale
This is not a posting role. It's a leadership role that sets standards, builds systems, and leads execution through a Social Media Executive and creative partners.
What You'll Own
- Social strategy & brand voice (Instagram-first)
- Own the organic social strategy and channel identity: content pillars, tone, narrative, and what premium but warm looks like.
- Build the editorial calendar tied to launches, seasonal moments, and day-to-day brand building.
- Establish JOUD's social standards: what we post, what we never post, and why.
- Creative direction & content machine
- Write/lead briefs for reels, stories, and carousels (hooks, scripts, storyboards, shot lists).
- Raise the bar on creative taste: pacing, visuals, copy, and cultural fluency.
- Partner with videography/design resources to deliver consistent, high-quality output.
- Community & brand care (Arabic-first)
- Set the tone for community management: warm, respectful, fast, and genuinely helpful.
- Build a clean escalation workflow with operations for complaints/issues and follow-through.
- Platform foundations & paid amplification (quiet excellence)
- Ensure the account ecosystem is set up properly: access, ownership, roles/permissions, and day-to-day reliability.
- Keep tracking and reporting clean and consistent (so performance can be trusted).
- Run and optimize paid amplification for key moments (launches, offers, seasonal pushes), including creative testing and audience strategywithout turning the brand into ads content.
- Leadership & operating cadence
- Lead and coach a Social Media Executive (publishing + community ops).
- Build repeatable workflows: briefs production approvals scheduling reporting iteration.
- Report weekly insights: what's working, what to scale, what to stop.
What Success Looks Like (first 6090 Days)
- JOUD has a clear, recognizable social identity and consistent cadence.
- Content quality risesstronger hooks, higher retention, more saves/shares.
- Community response standards are tight and on-brand.
- Paid amplification works reliably (clean setup, measurable improvement, better learning loops).
Requirements
- Strong organic social leadership for a premium brand (hospitality/retail/lifestyle preferred).
- Excellent Arabic writing + tone, and strong English (Arabic is mandatory).
- Strong creative judgment (you can spot what's off instantly and fix it).
- Hands-on experience with Business Suite/Ads Manager, access management, and running paid social campaigns (awareness retargeting conversion where applicable).
- UAE cultural fluency (authentic vs cringe instincts).
How to applySend:
- CV / LinkedIn
- Links to accounts you've led + 35 examples you're proud of
- Short note answering:
- What does premium-but-warm social feel like to you
- Describe one time you improved a brand's social performancewhat changed and why
