OBJECTIVE:

Own and scale Airda's entire social media function across multiple brands and markets: setting strategy, leading the content team, and driving measurable growth in audience, engagement, and revenue contribution from social.

Leading the team to create and produce high-performing organic content across all social platforms (TikTok, Instagram, Facebook, and emerging channels) for our brands — driving measurable growth in organic views, engagement rate, and brand reach.

RESPONSIBILITIES:

1. Social Media Strategy & Brand Ownership

• Own the social media strategy across all Airda brands and markets, defining positioning, content pillars, and platform priorities for each.
• Set and deliver against clear targets for follower growth, engagement, reach, and social-driven revenue.
• Build the quarterly content roadmap, aligning social with product launches, campaigns, and seasonal opportunities.
• Stay ahead of platform algorithm changes, format shifts, and competitor activity, and adjust strategy proactively.
• Report to leadership on social performance with clear analysis of what worked, what did not, and what happens next.

1. Team Leadership & Development

• Lead, coach, and develop the social media team including executives, interns, and freelance creators.
• Set clear expectations, run regular one to ones, and manage performance against defined targets.
• Build content playbooks, briefing templates, and SOPs so quality stays consistent as the team scales.
• Recruit and onboard new team members and external creators as the function grows.
• Review and approve content before publishing to protect brand consistency and compliance.

1. Content, Creator & Campaign Management

• Oversee content production end to end across all brands, ensuring consistent output at the required quality bar.
• Manage the creator and KOL ecosystem: sourcing, briefing, negotiating, and evaluating performance.
• Own the social media budget including paid boosting, creator fees, and production costs.
• Lead major campaign launches from concept through execution and post-campaign analysis.
• Work with brand, performance, and eCommerce teams to make sure social supports the wider commercial plan.
• Support Direct Leader in Ad-hoc Tasks and Departmental Needs: Provide structured, proactive updates on performance, risks, and opportunities, with solutions attached.

DO NOT APPLY if you have only executed social media without ever owning strategy or leading people. This role requires someone who has managed a team, held a budget, and been accountable for social performance targets. Pure content creator or solo executor backgrounds do not qualify at this level.