Manager - Digital Communications

MAIN OBJECTIVE OF ROLE: To develop, own and implement flydubai’s Digital Communications Strategy, and manage the delivery of flydubai’s Digital Communications Strategy through digital media, influencers and opinion formers, social media and content creation. KEY RESPONSIBILITIES:

• Protects and advances the company's reputation online and supports key business priorities through the development and implementation of the company digital communications strategy (proactive and reactive strategies) and the annual social media strategy across Instagram, Facebook, X, TikTok, LinkedIn, YouTube and others, to support flydubai’s brand, marketing, communications and commercial objectives.
• Manages daily content planning, publishing, and performance tracking, ensuring a consistent brand voice, message, and tone across all platforms and become the ‘online’ voice of flydubai in the digital and social media space creating a positive buzz around flydubai.
• Leads the management of the social media agency, including briefing, task prioritisation, deliverable reviews, and performance evaluation in accordance with SLAs.
• Leads and collaborates with the Brand, Marketing, Advertising, Communications, Public Relations, Community Management and Commercial teams to align content and channel activity with marketing campaigns, product messaging and advertising goals, leveraging flydubai’s media channels.
• Leads community management strategies and support escalation protocols in coordination with the Customer and Call Centre teams.
• Analyses performance metrics, prepare monthly and campaign-based performance reports providing persuasive feedback to all stakeholders in a timely manner, and continuously optimise content and platform mix using insights.
• Identifies, cultivates, manages and maintains relationships with social media influencers and important voices in flydubai’s online conversation spaces and extend our current reach and engagement.
• Manages and develops the Social Media team, overseeing their tasks, encouraging professional growth, and ensuring coordination with agency outputs.
• Stays ahead of social media trends, tools, formats, and algorithms to ensure flydubai’s content remains relevant and competitive across emerging and established channels.
• Ensures brand consistency across all social visuals and messaging, reviewing creative assets and copy for accuracy, quality, and brand alignment.
• Contributes to social media crisis communication ensuring preparedness and response planning across our digital communications channels in collaboration with the PR team, ensuring speed, accuracy, and discretion.
• Coaches, motivates and effectively manages a team of experienced digital communicators who are responsible for granular implementation of the strategy to ensure consistency, creativity, responsiveness, and alignment with both global trends and local sensitivities.
• Identifies key online journalists and bloggers for engagement as well as their participation in familiarisation (FAM) trips.

QUALIFICATIONS:

• Bachelor's Degree (3+ years)
• Fluent in English & Arabic
• Experience with a leading airline in the region particularly in customer experience, communications and operations is desirable.
• Years with qualifications: 8 - 10 years
• Valid, UAE Media Council License.

COMPETENCIES:

• Customer Focus
• Teamwork
• Effective Communication
• Personal Accountability & Commitment to achieve
• Resilience & Flexibility (Can do attitude)
• Decision Making
• Strategic Thinking
• Business Acumen

ISR Requirements: Reads and complies with the ISR policies of the Company and diligently reports any weakness or incidents to the respective Line Manager or the Information Security team. Completes all required ISR awareness sessions and follows associated guidelines in the day-to-day business operations.