Social Content Lead - Growth, Reels & Community

Job overview

L'ETO Group was born from a philosophy that blends the heart and mind of nutritious and healthy dining complemented by an iconic dessert selection. Inspired by the core elements of summer-freshness, vibrance and warmth-we've grown from a single café in Soho into 40+ locations across the UK, UAE, Saudi Arabia, Qatar and beyond. Joining L'ETO means being part of a global brand where creativity, ownership and hospitality come together to create unforgettable experiences.

The role we're seeking is an in-house Social Media & Content Manager to partner with our Social Media Executive.
Fluency in Russian is a huge advantage.
You'll own the social strategy and day-to-day execution This hands-on role lets you shape our online voice, drive engagement and build community from the inside out.

Duties & Responsibilities

• Strategy & Planning
• Develop and own a comprehensive social media strategy (defining core content themes, establishing a consistent posting schedule and setting measurable growth objectives)
• Produce monthly content calendars aligned with marketing campaigns and seasonal promotions.
• Content Creation & Production
• Shoot, edit and publish Reels, Stories, static posts and other on-brand content.
• Coordinate all aspects of photo/video shoots-working with chefs, restaurant managers and the Social Media Executive on creative direction and talent coordination.
• Community Management
• Engage daily with followers: respond to comments, DMs and mentions promptly and on-brand.
• Monitor sentiment, highlight user-generated content and flag emerging trends or issues.
• Influencer & Partner Relations (with PR Agency)
• In partnership with our PR agency, identify, vet and reach out to local influencers and content creators.
• Collaborate with the PR agency to negotiate partnerships, manage deliverables and track performance metrics.
• Cross-Functional Collaboration
• You'll work closely with:
• Marketing Team - aligning social campaigns with wider promotions and PR activities
• Creative & Design - on asset development, post-production and visual consistency
• Operations - syncing on menus, new openings and in-store activations
• External Vendors - including influencers, photographers and video producers

Requirements & Qualifications

• 3+ years' hands-on experience in social media and content creation for hospitality, F&B or lifestyle brands (agency or in-house)
• Deep understanding of Instagram and TikTok ecosystems: algorithmic best practices, trends and ad formats
• Excellent copywriting skills and a keen eye for visual storytelling
• Basic proficiency with editing tools (Canva, CapCut)
• Familiarity with AI-driven content tools (Midjourney, ChatGPT, etc.) and how to integrate neural-network outputs into social workflows
• A proactive, data-driven mindset: comfortable analyzing engagement metrics and iterating on content
• Fluency in English; Russian is a plus.

What We Offer

-Official full-time employment with competitive salary

-Comprehensive medical insurance

-Employee discounts across all L'ETO Group concepts

-Dynamic, collaborative culture with clear paths for growth

-Exposure to a leading regional brand-and the opportunity to shape its social voice every day

Apply for this job now:

Social Media &
Content Manager, Dubai, UAE

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• Russian

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