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Social Media and Digital Manager

Date: 08-Jul-2019

Location: Riyadh, SA

Company: Majid Al Futtaim

Majid Al Futtaim invites you to join us in our quest to create great moments for everyone, everyday! We are the leading shopping mall, residential communities, retail and leisure pioneer across the Middle East, Africa and Asia, serving over 560 million visitors a year. For the past two decades, we have shaped the consumer landscape across the region, transforming the way people shop, live and play, while maintaining a strong sustainability track record and the largest mall in the world to attain LEED Gold EBOM Certification. We have over 40,000 team members in 15 international markets representing over 100 nationalities – all keeping the customer at the heart of everything we do. If you enjoy being BOLD, PASSIONATE and TOGETHER, then Majid Al Futtaim is the destination for you.

Role Purpose:

The role of Social Media and Digital manager is to provide the leadership, operational, commercial and creative direction to the Leisure, Entertainment and Cinemas. The role will be responsible for driving innovation and increased sales commerce through various platforms and is expected to explore and propose and execute new ideas and establish best practices.

Role Details – Key Responsibilities and Accountabilities:

  • Support Majid Al Futtaim Leisure, Entertainment and Cinemas business expansion and growth through a bullet proof localised social media strategy.
  • Create, communicate, and implement the function's vision, mission, values and overall direction
  • Lead the implementation of the strategic plan, guiding the future vision by setting short, medium and long-term objectives and measurable KPIs.
  • Advance the company's expansion efficiently through high standards of service, communication, reputational and community management, stakeholder expectation and cost-effective management of resources, maximizing revenue, profitability, and growth of the businesses.
  • Develop departmental policies, procedures and standards for social commerce, content, care, listening and reporting.
  • Own and manage the social media regional budget.
  • Maintain awareness of both the external and internal competitive landscape opportunities for expansion including customers, markets, new industry developments and standards.
  • Responsible for establishing and maintaining positive and productive relationships with key platforms and stakeholders such as Facebook, Twitter, Snapchat, YouTube and LinkedIn, influencers, agencies etc.
  • Conduct risk analysis of the function’s activities, initiatives and new projects and the impact on business and ensure identified risks are minimized and balanced with business growth.
  • Ensure that the function’s legal and statutory responsibilities are met.
  • Have a customer centric mindset and a deep understanding of segmentation, targeting and personas development.
  • Lead and implement all crisis communications strategies on social platforms. Ensure the team is trained and mobilized, ongoing communication with the leadership team as well as reputational management and risk management in the event of a crisis.
  • Work closely and collaboratively with all managers in the marketing team such as creative, promotions, CX, E-commerce, PR, F&B, Operations, sustainability and HC.
  • Lead the social media analytics use cases and efforts.
  • Organize timely and in-depth performance and reputational reports and present to the leadership team weekly and monthly. Identify threats and opportunities in user-generated content surrounding the company. Report notable threats to appropriate management.
  • Lead the team delivering on the vision of becoming the voice of entertainment in the region and support the content curation and community management strategies by overseeing design (i.e.: Facebook Timeline cover, profile pic, thumbnails, ads, landing pages, Twitter profile, Blog, etc.)
  • Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising social media, content marketing, SEO and social advertising campaigns.
  • Monitor effective benchmarks for measuring the impact of social media campaigns daily, weekly, monthly and annually.
  • Analyze, review, optimize and report on effectiveness of campaigns in an effort to maximize results.
  • Develop and lead audience and conversion strategies (growth, profiling, engagement, leads etc.).
  • Look at the possibility of developing a fully-fledged command centre to actively support our care strategy.
  • Team Management:
  • Be a visible, reliable figurehead of the social media function internally and externally
  • Lead the team, following the values, mission and vision, and consistently displaying integrity, and developing, empowering and motivating the team to meet the agreed strategic goals
  • Promote a culture that reflects the organization’s values, encourages good performance, and rewards productivity
  • Provide leadership and direction so that the appropriate caliber of Human Resources are attracted, motivated, engaged, empowered, developed and retained keeping in mind diversity of nationality and national development aspects so that the best possible productivity can be obtained to meet the business objectives
  • Provide coaching and guidance to direct reports
  • Effectively communicate the function’s strategies, objectives and performances to create a positive culture and team motivation
  • Manage change and adopt social media into your organizational culture
  • Manage stakeholders across the organization and ensure their products are fairly represented on relevant platforms

Definition of Success

  • Program management, ROI and analytics experience to measure the explicit and implicit results of a program.
  • ROI from social commerce campaign
  • Campaign optimization
  • Use of channels, conversions and KPIs measurement
  • Create and oversee the social media budgets collaborating with display/SEM counterparts to optimize right mix for all brands.

Other Context (if applicable):


Functional/Technical Competencies

  • Proven ability to influence and communicate effectively with senior executives
  • Advanced decision-making skills with proven ability to drive direction and alignment with large cross-functional teams
  • Demonstrates creativity and documented immersion in social media. (Give links to profiles as examples).
  • Expertise with Social Media Management Systems and Social Listening/Analytics tool
  • Must know how to develop and execute on social media strategies to grow audiences and deliver on engagement metrics
  • Ability to provide competitive insights, drive results, enhance performance and inform future content strategy
  • Create and oversee the social media budgets collaborating with display/SEM counterparts to optimize right mix for clients
  • Proficiency with social media technologies: Facebook Ads Manager, Twitter Ads, LinkedIn Ads, etc. Facebook Blueprint Certified is a plus
  • Demonstrated experience using social monitoring and other measurement platforms; strong analytical and problem-solving skill
  • Own existing relationships with Facebook, Twitter, Snapchat, Youtube, influencers etc…


Personal Characteristics and Required Background:

Personal characteristics

  • Detail oriented, well-organised professional who performs with a sense of urgency, and stays on schedule and on budget
  • Work with internal and external stakeholders to ensure efforts are supported
  • Multi-task and priorities, have a drive for testing, failing fast and cheap, learning and making data-driven decisions
  • Creative thinker with passion for developing and delivering big ideas for our customers
  • Thinks strategically, but stays on top of tactical execution
  • Extreme attention to detail with relentlessly high standards
  • Innate willingness to roll up your sleeves
  • Exceptional verbal and written skills
  • Must provide examples of developing and executing on social media strategies to grow audiences and deliver on engagement metrics

Minimum experience

  • 8-10 years of experience in social media marketing (agency or client side)
  • Demonstrated experience using social monitoring and other measurement platforms; strong analytical and problem-solving skills
  • Track record of driving adoption of new ideas and concepts, and pioneering new approaches within your team or company
  • Track record of driving adoption of new ideas and concepts and pioneering new approaches within your team.
    Minimum Qualifications/education
  • Bachelors Degree in Marketing, Business, Communications or Social Sciences or related field MBA is a plus.