Social Media Manager

About L’ETO Group

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 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 for @pastamamma.official, @letocaffe.official and @memoriescoffeeco. This hands-on role lets you shape our online voice, drive engagement, and build community from the inside out.

What You’ll Do

Strategy & Planning

• Develop and own a comprehensive social media strategy for @pastamamma.official, @memoriescoffeeco, as well as supporting content initiatives for @letocaffe.official (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

You Might Be a Fit If You Have:

• 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
• 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

📩 Share your portfolio at elena.korneva@letocaffe.com or message us directly on LinkedIn.