Social Media Lead Organic

Social Media Lead (Organic + Paid Amplification) - JOUD Coffee

Location: 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 Community - and 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 performs-reliably, 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 strategy-without 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 60-90 Days)

• JOUD has a clear, recognizable social identity and consistent cadence.
• Content quality rises-stronger 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 apply

• CV / LinkedIn
• Links to accounts you've led + 3-5 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 performance-what changed and why?"