Social Media Marketing Manager (K-12)

Queen Elizabeth's Global Schools

Queen Elizabeth’s Global Schools are an equal opportunities employer and is deeply committed to safeguarding our students, ensuring their safety and wellbeing. We expect all staff and members of our community to share this commitment and to promptly report any concerns about a student’s or community member’s safety or wellbeing. Applicants must be willing to undergo rigorous child protection screening, including checks with past employers and providing Police Clearance Certificates from all countries that the applicant has resided in.

At Queen Elizabeth’s Global Schools, we proudly extend the distinguished legacy of Queen Elizabeth’s School, Barnet-one of the United Kingdom’s most celebrated academic institutions. Founded on centuries of tradition and intellectual rigour, our branch schools uphold an uncompromising commitment to academic excellence, character formation, and cultural enrichment.

Our vision is to cultivate dynamic, world-class learning environments where the next generation of confident, able, and responsible young men and women are shaped. We challenge our students to think independently, lead with purpose, and embrace a global perspective-all within a community that values tradition, discipline, and innovation.

By blending the timeless values of our founding school with the opportunities of a rapidly evolving world, we ignite curiosity, inspire ambition, and prepare our students to make meaningful contributions to society-as scholars, leaders, and changemakers.

Role purpose

Lead and elevate the organic social presence and digital visibility of Queen Elizabeth’s Global Schools and Queen Elizabeth’s School, Dubai. Develop and execute a refined strategy for organic social media and SEO that amplifies brand prestige, drives meaningful engagement, and inspires admissions interest within Dubai’s premium K-12 sector. While proficiency in paid social campaigns is advantageous, it is not essential. All communications must reflect the integrity and excellence of the QE brand and remain fully compliant with KHDA regulations and the school’s safeguarding standards.

Key Outcomes

• A unified, on brand social presence with content calendars aligned to the Dubai academic/admissions cycle.
• Strong SEO performance (on page, content briefs, and Dubai focused local SEO) that improves rankings, organic traffic, and conversions.
• Clear KPI reporting (reach, engagement, CTR, keyword rankings, organic conversions) and continuous optimisation.
• Compliance first execution across social content consistent with KHDA rules and internal safeguarding standards.

The Role

Strategy & Planning

• Define channel strategies for Instagram, TikTok, Facebook, YouTube, LinkedIn, and X; set audience personas (parents, students, educators), content pillars, cadence, and KPIs.
• Translate school priorities (open days, admissions timelines, academic & sports achievements) into integrated organic social media + SEO plans that meet KHDA communications expectations.

Content & Community (Organic Social)

• Plan and produce platform native content (reels, stories, carousels, Shorts) with clear, on brand copy; optimise to each platform’s best practices.
• Provide onsite coverage for school events; capture photography/videography and publish in real time where appropriate-ensuring consents/permissions are in place per KHDA and school policies.
• Manage community interactions (comments, DMs) promptly and professionally; escalate sensitive issues.

SEO (Required, HandsOn)

• Conduct keyword research for K-12 parent and student intent; create SEO content briefs for priority pages (admissions, academics, activities) and editorial.
• Own on page optimisation (metadata, headers, internal linking, image/video SEO); coordinate technical fixes with developers.
• Manage local SEO for Dubai (Google Business Profiles, citations, reviews); monitor in GA4 & Search Console and report progress.

Compliance, Safeguarding & Governance

• Ensure all marketing communications, event coverage, promotions, and claims comply with KHDA guidelines and the school’s safeguarding policies.
• Maintain approval workflows and documentation (e.g. image use consents, copy approvals) and keep audit ready records.
• Monitor KHDA updates relevant to marketing/communications and brief stakeholders on required changes.
• Uphold data privacy, brand, and ethics standards at all times.

Analytics & Reporting

• Track performance weekly/monthly using GA4 and native platform analytics; convert insights into action plans.
• Monitor trends and competitor activity; recommend new formats and features to test.

Tools & Ways of Working

• Use a social management platform for planning, publishing, engagement, and reporting.
• Collaborate closely with Admissions, Academics, and Marketing to gain approvals, and ensure compliance.

Qualifications & Experience

• 4–5 years of professional experience in social/digital marketing with proven results in Dubai’s K–12 education/education sector.
• Currently based in Dubai.
• Bachelor’s degree in Marketing or related field (required).
• Demonstrable success managing organic social across Instagram, TikTok, Facebook, YouTube, LinkedIn, and X, including shortform video creation/editing and strong copywriting.
• SEO expertise: keyword research, on page optimisation, Dubai local SEO, GA4/Search Console proficiency.
• Outstanding understanding of KHDA compliance requirements for school communications (e.g. advertising/claims, student privacy/consent, event coverage approvals) and ability to operationalise them in day-to-day work.
• Excellent organisation and project management; able to work across brands and multiple deadlines.

Beneficial

• Master’s degree in Marketing or related field.
• Paid social knowledge and hands-on execution skills (Meta/TikTok/YouTube/Snapchat/LinkedIn); ability to collaborate with a media agency if not executing directly.
• Experience with marketing for sports programmes/academies or extra-curricular activities.
• Familiarity with UAE education communications norms and safeguarding best practices.

Ways of Working

• Onsite presence across QE Dubai Sports City and other event locations; occasional evenings/weekends for school events.
• Close collaboration with Admissions, Academics, and Marketing.