Social Media Executive – What's on Abu Dhabi

We are looking for a creative and data-driven Social Media Executive to join our Abu Dhabi team and manage content creation, community engagement, audience growth, and performance reporting across our social platforms.

The role will work closely with the editorial and commercial teams to increase engagement, reach and visibility, drive traffic to our websites, and create engaging social-first content that reflects Abu Dhabi’s vibrant lifestyle, dining, entertainment, travel and cultural scene.

Key Roles & Responsibilities

• Create and schedule daily original content including Reels, Stories, carousels, and posts across Instagram and TikTok, including sponsored Reels where applicable.
  
• Repurpose high-performing web stories into social-first content to drive link clicks and engagement.
  
• Launch and manage editorial-led social series such as weekend previews, “New This Week,” and viral content formats relevant to the Abu Dhabi audience.
  
• Produce, edit, and publish engaging social content including first looks, exclusives, event coverage, and trend-led stories.
  
• Collaborate with video producers and creatives on cross-platform visual storytelling.
  
• Build social deliverables for sponsored and branded content, across both paid and organic channels.
  
• Optimise content using SEO-friendly hooks, relevant keywords, and compelling visual storytelling.
  
• Maintain content calendars, track trends, and ensure a consistent posting cadence.
  

Community Management

• Own day-to-day community management across platforms, including comments and inboxes.
  
• Ensure timely and professional responses to followers’ queries and messages.
  
• Set up keywords and queries on social listening tools to monitor brand conversations and audience sentiment.
  

Research & Trends

• Research current social media benchmarks, trends, and audience preferences.
  
• Monitor competitor activity and recommend actionable improvements.
  
• Track Google Trends and emerging topics to identify relevant and timely content opportunities.
  
• Stay updated on new platform features, emerging channels, and social media best practices.
  

Reporting & Performance

• Analyse platform insights to improve views, reach, engagement, and link clicks.
  
• Share daily and weekly recommendations with the Editor and wider team.
  
• Compile weekly performance snapshots and detailed monthly reports covering results, insights, and growth opportunities.
  
• Contribute to quarterly performance reports highlighting successes, learnings, and next steps.
  

On-Ground Content

• Visit restaurants, hotels, attractions, destinations, events, and other relevant venues across Abu Dhabi to capture real-time social content.
  
• Attend events and activations to create timely and engaging live coverage.
  
• Conceptualise and execute creative ideas for live stories and on-ground content.
  

Build strong relationships with relevant venues, event organisers, PR agencies, and stakeholders to identify social content opportunities

Requirements

Qualifications & Experience

• Degree in Advertising, Marketing, Communications, or equivalent relevant experience.
  
• 1–2 years of experience in Social Media Marketing.
  
• Previous experience in a social media agency or media organisation is a plus.
  
• Strong understanding of social platforms including Facebook, Instagram, TikTok, YouTube, X, Pinterest, LinkedIn, and Snapchat, and how each can be leveraged for audience growth.
  
• Strong understanding of the Abu Dhabi lifestyle, dining, entertainment, events, and wider UAE social media landscape.
  
• Excellent content creation, copywriting, and communication skills.
  
• Comfortable working on-ground and creating content in real time.
  
• Strong understanding of social media analytics and performance reporting.
  

Motivate Media Group is the region’s leading multi-platform content producer with a diverse portfolio of media interests comprising magazines, digital, social, video, exhibitions & events, cinema, OOH and books.

Interested candidates may apply by attaching a copy of their CV, sample of work, and a one-page cover letter.