Social Media Manager- Starbucks - UAE

Role Profile:

Lead and evolve Starbucks MENA’s social media presence across all owned platforms, driving meaningful engagement, cultural relevance and sustainable audience growth. This role is responsible for developing a best-in-class organic social strategy that balances global brand consistency with local market relevance, ensuring Starbucks remains culturally connected and conversation-worthy across the MENA region.

The Social Media Manager will bring deep platform expertise, strong strategic thinking and a passion for digital culture, translating insights into content and campaigns that build brand affinity, drive engagement and strengthen Starbucks’ position as a leader in social-first marketing.

Key Responsibilities

- Social Media Strategy

Develop and lead the organic social media strategy across all Starbucks MENA channels.

Define the role and purpose of each platform, ensuring content is tailored to platform behaviours rather than duplicated.

Build annual and seasonal social media roadmaps aligned to business priorities and marketing campaigns.

Continuously evolve the social strategy based on audience behaviour, platform developments and emerging trends.

- Platform Expertise

Own the social ecosystem across:

Meta (Instagram & Facebook)

TikTok

Snapchat

YouTube

Emerging platforms as and when appropriate/needed

- The role requires deep understanding of:

Platform algorithms

Content optimisation

Organic reach strategies

Audience behaviours

Platform-specific storytelling

Best practices for social-first content

- Content Strategy

Develop a robust always-on organic content strategy that grows engagement and followers.

Build content pillars that resonate with different audiences across MENA.

Ensure content reflects local culture while remaining true to the Starbucks global brand.

Champion culturally relevant, timely and trend-driven content opportunities.

Partner with creative teams and agencies to develop best-in-class social-first creative.

- Audience Growth & Engagement

Drive measurable growth in followers, engagement, reach and community health.

Identify opportunities to improve organic performance through experimentation and optimisation.

Create initiatives that increase conversation, sharing and advocacy.

- Community Management

Manage Community Management team to ensure consistent brand voice and timely engagement.

Develop response frameworks and engagement strategies.

Identify opportunities to turn conversations into brand-building moments.

Monitor sentiment and surface actionable consumer insights.

- Performance & Analytics

Define KPIs and success metrics for each platform.

Monitor and analyse performance using platform analytics and reporting tools.

Translate data into actionable recommendations.

Present performance updates and strategic recommendations to senior stakeholders.

Stay informed on industry benchmarks and competitor performance.

- Cultural & Consumer Insights

Maintain a strong understanding of Gen Z and Millennial behaviours across key MENA markets.

Monitor emerging digital trends, creators, memes and cultural moments.

Identify opportunities for Starbucks to participate authentically in conversations.

Translate audience insights into content and campaign recommendations.

- Cross-functional Collaboration

Partner with Performance Marketing, PR, Loyalty and Creative teams to deliver integrated campaigns.

Work closely with regional and global stakeholders to ensure alignment while adapting content for local relevance.

Manage external agencies and creators to deliver best-in-class work.

Experience & Qualification:

• 5–7+ years of experience in social media, digital marketing or content strategy.

• Experience managing multiple large-scale social media platforms for a leading consumer brand or agency.

• Strong understanding of social media strategy beyond content creation/ publishing.

• Proven track record of growing organic audiences and improving engagement.

• Experience managing agencies and creative partners.

• Experience working across multiple markets is highly desirable.

• Experience within FMCG, retail or lifestyle brands preferred.

• Arabic Speaker preferred

Knowledge & Skills

- Technical Expertise

Deep knowledge of Meta, TikTok, Snapchat and YouTube ecosystems.

Strong understanding of platform algorithms and product features.

Expertise in social analytics and performance measurement.

Knowledge of social listening and community management best practices.

Understanding of creator marketing and influencer ecosystems.

- Strategic Thinking

Ability to develop long-term social strategies linked to business objectives.

Strong commercial mindset with an understanding of how social supports brand and business growth.

Comfortable balancing global brand standards with local cultural relevance.

- Leadership

Strong stakeholder management and influencing skills.

Ability to manage agencies and external partners.

Excellent presentation and communication skills.

What Success Looks Like:

• Strong, measurable growth in followers and engaged communities across all key platforms.

• Increased organic reach and engagement driven by platform-first content strategies.

• Starbucks recognised as one of the most culturally relevant and socially engaging brands across MENA.

• Consistent delivery of high-performing content tailored to each platform.

• Data-driven optimisation embedded into planning and execution.

• Strong collaboration across cross functional team

• A healthy balance between global brand consistency and authentic local relevance across the region.