Digital Marketing And Social Media Specialist

Citizens School, Dubai

Dubai, UAE

Posted
Ref: PP000-20448

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Job description / Role

Job Type
Full Time

Job Location
Dubai, UAE

Nationality
Any Nationality

Salary
Not Specified

Gender
Not Specified

Arabic Fluency
Not Specified

Job Function
Marketing, Advertising & PR

Company Industry
Education

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:

1. Social media & digital content

Develop and implement comprehensive digital marketing strategies aligned with the schoolu2019s goals and ethos.

Manage and grow the schoolu2019s 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.

Copywriting 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.

2. 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.

3. Email campaign analytics

Schedule regular emails to parents and stakeholders in alignment with the admissions team.

Track open rates, click-throughs, unsubscribes, and list growth from email campaigns.

4. Competitor & market insights

Monitor marketing trends in the UAE and British curriculum school space.

Conduct competitor audits (e.g., website structure, messaging, social media presence).

5. 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.

6. 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.

7. 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 schoolu2019s visibility.

Support key marketing campaigns and partnership rollouts, including events like Diabetes Run and Breast Cancer Awareness Month initiatives.

8. Stakeholder collaboration

Work closely with the admissions team to align marketing efforts with enrolment goals.

Partner with teachers, staff, and parents to 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 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.

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