Etihad Airways
Social Strategy & Planning Manager
- Permanent
- Abu Dhabi, United Arab Emirates
- Experience 5 - 10 yrs
Job expiry date: 09/12/2026
Job overview
Date posted
25/10/2026
Location
Abu Dhabi, United Arab Emirates
Salary
AED 20,000 - 30,000 per month
Compensation
Comprehensive package
Experience
5 - 10 yrs
Seniority
Manager
Qualification
Bachelors degree
Expiration date
09/12/2026
Job description
Every social media brief at Etihad Airways, whether from Marketing, Brand, Partnerships, Corporate Communications, Loyalty or HR, comes through one person, and this Social Strategy & Planning Manager is that person. Requests are assessed, prioritised and scheduled against the master social media calendar, which you own along with its planning governance. The end-to-end social strategy across platforms is also yours, turning business and marketing objectives into clear plans, content priorities and platform recommendations. Campaign timing, platform selection and content phasing are set with the Brand and Creative teams. Always-on content needs its own cadence and volume, balanced against campaign and activation demands so presence stays consistent. Performance is tracked across platforms, and the Social Media Boosting Specialist reports to you on paid amplification and optimisation. Pushing back on briefs that lack focus or feasibility is part of keeping the strategy coherent. This role, within the Revenue & Commercial Division, is for UAE Nationals with 6+ years in social media strategy, planning or digital marketing.
Required skills
Key responsibilities
- Own the end-to-end social media strategy across platforms in line with business and marketing objectives
- Act as the single intake owner and point of contact for all social media briefs and requests
- Prioritise and schedule requests against the master social media calendar
- Translate business objectives into clear social plans, content priorities and platform recommendations
- Set campaign timing, platform selection and content phasing with Brand and Creative teams
- Govern the social media content calendar and planning process
- Define always-on content cadence and volume across platforms
- Plan always-on content within the master calendar
- Balance always-on content with campaign and activation demands
- Monitor always-on coverage for consistent presence across platforms
- Review social media performance across platforms
- Recommend optimisations that improve content effectiveness
- Align paid amplification with organic strategy alongside the Social Media Boosting Specialist
- Direct the Social Media Boosting Specialist on performance tracking and optimisation reporting
- Manage relationships with Marketing, Brand, Partnerships, Corporate Communications, Loyalty, HR and other business units
- Coordinate work across internal social media teams with clear ownership
- Negotiate stakeholder expectations on scope, priorities, timelines and delivery
- Challenge and refine briefs for focus, feasibility and consistency with strategy
- Establish consistent ways of working between stakeholders and the social media team
Experience & skills
- Be a UAE National
- Hold a Bachelor's degree in Marketing, Communications, Business or a related field
- Bring 6+ years of experience in social media strategy, planning or digital marketing
- Understand social platforms, content formats and performance drivers in depth
- Show experience managing multiple stakeholders with competing priorities
- Analyse performance data to shape planning decisions
- Communicate and present clearly in writing and in person