Digital Marketing and Social Media Specialist/ Citizens School, Dubai, UAE

Job Overview

The Digital and Social Specialist will lead the execution and management of digital marketing activities, social media content creation, and event-related communications for Citizens School. The role ensures alignment across all digital platforms, maintains a consistent and engaging brand presence, and supports both internal and external engagement initiatives to enhance visibility and community connection.

Key Responsibilities

• Social Media & Digital Content
• Develop and implement comprehensive digital marketing strategies aligned with the school’s goals and ethos.
• Manage and grow the school’s presence across Instagram, LinkedIn, TikTok, YouTube, and Facebook - ensuring platform-specific content strategies are implemented effectively.
• Identify and capitalize on digital trends and opportunities to enhance brand visibility and engagement.
• Develop and implement the annual social media posting plan, ensuring alignment with line managers for review and updates.
• Ensure timely and engaging social media posts for Citizens School across all platforms. along with frequent stories.
• Copy writing of captions and titles.
• Assist with the creation of graphic design content for social media and marketing purposes using templates or tools like Canva and others
• Community Engagement - Monitor and respond to social media interactions, fostering a sense of community and connection.
• Analyze social media performance metrics to inform content and strategy.
• Paid Advertising Campaigns
• Assist in planning and executing paid digital campaigns (Meta Ads, Google Ads, etc.) to promote events, school initiatives, and admissions.
• Support in managing budgets for boosted posts and light paid media to increase reach and visibility.
• Monitor campaign performance and provide basic optimization recommendations based on key metrics.
• Create and distribute EDMs (Email Direct Marketing) to nurture interest and promote key initiatives.
• Use HubSpot to track campaign performance, support lead organization, and maintain visibility on campaign outcomes
• Email Campaign Analytics
• Schedule regular emails to parents/stakeholders in alignment with the Admissions team.
• Track open rates, click-throughs, unsubscribes, and list growth from email campaigns.
• Competitor & Market Insights
• Monitor marketing trends in the UAE/British curriculum school space.
• Conduct competitor audits (e.g., website structure, messaging, social media presence).
• Analytics and Reporting
• Monitor social media performance and engagement metrics to inform strategy and optimize content.
• Collaborate with the marketing team to evaluate campaign success and identify areas for improvement.
• Track and analyze digital marketing performance metrics, preparing regular reports for management.
• Use data-driven insights to refine strategies and improve engagement and lead generation.
• Marketing Coordination
• Maintain the marketing ledger, ensuring the timely execution of tasks by the Creative Designer and Media Production Specialist in coordination with the PR manager.
• Manage and update the discounted partners portfolio, ensuring partnerships are up-to-date and beneficial.
• Event Support and Campaigns
• Assist with internal school events and other community-building activities, including support on weekends if required.
• Participate in outreach events like school and nursery shows, Ripe markets, and other promotional activities to enhance the school’s visibility.
• Support key marketing campaigns and partnership rollouts, including events like Diabetes Run and Breast Cancer Awareness Month initiatives.
• Stakeholder Collaboration
• Work closely with the admissions team to align marketing efforts with enrolment goals.
• Partners with teachers, staff, and parents gather and share success stories and milestones.
• Liaise with external agencies and vendors as required.
• Report directly to the PR manager.
  
  

Qualifications & Skills

• Bachelor's degree in marketing, Communications, Digital Media, Public Relations, or a related field.
• Minimum of 5 years of experience in digital marketing, social media management, or communications.
• Prior experience in the education sector, family-oriented brands, community-focused environments, or similar service-based industries is preferred.
• Demonstrated ability to manage multiple platforms including Instagram, LinkedIn, TikTok, YouTube, and Facebook — with a strong understanding of content trends, engagement strategies, and platform algorithms.
• Solid understanding of brand tone, community engagement, and visual storytelling.
• Experience with light paid media campaigns (boosted posts, Meta Ads, Google Ads), EDM platforms (e.g., Mailchimp or HubSpot), and basic campaign tracking.
• Familiarity with HubSpot for lead tracking and email marketing.
• Basic graphic design or video editing skills (e.g., Canva, Adobe Express, CapCut) are a plus.
• Strong written and verbal communication skills in English. Arabic is a plus but not mandatory.
  
  

How To Apply

To apply, please submit the following documents:

Completed Citizens TES Application Form

Up-to-date CV with a recent photograph

Cover letter outlining your suitability for the role

Applications will be reviewed on a rolling basis. Early applications are encouraged.

Start Date: Immediate

Safeguarding Commitment

Citizens School is committed to safeguarding and promoting the welfare of children and young people. All staff and volunteers are expected to share this commitment.

Diversity & Inclusion Statement

Citizens School is committed to fostering a diverse, inclusive, and respectful environment. We value applications from all backgrounds, cultures, abilities, and perspectives, and strive to build a team where diversity is respected and celebrated.