Social Media Marketing Specialist

Role Overview

We are looking for an experienced Social Media Marketing Specialist to drive Metayb’s digital presence across B2B and B2C audiences.

The role will focus on strengthening brand awareness, growing online communities, driving social engagement, building employee advocacy, supporting lead generation, and executing digital and AI-led campaigns across relevant social media platforms.

The ideal candidate should have strong hands-on experience with Meta platforms and advertising tools, social media analytics, content-led campaigns, influencer collaborations, e-commerce platforms such as Shopify, and tracking technologies such as Meta Pixel and conversion tracking. The candidate should be comfortable using data and insights to optimise campaigns and improve brand and business outcomes.

Key Responsibilities

🔹 Social Media & Brand Management

• Develop and execute social media strategies across B2B and B2C audiences to strengthen brand awareness and digital presence.
• Manage and grow Metayb’s presence across platforms such as LinkedIn, Instagram, Facebook, YouTube, and other relevant social channels.
• Plan and maintain an effective social media content calendar aligned with brand, business, campaign, and marketing objectives.
• Create and execute campaigns focused on brand awareness, reach, engagement, community growth, and lead generation.
• Monitor social media trends, platform updates, audience behaviour, and emerging content formats to identify opportunities for growth.
• Maintain consistency in brand messaging, tone, visual communication, and digital presence across social platforms.

🔹 Community Growth & Social Engagement

• Build, manage, and grow relevant online communities around the brand, products, services, and industry.
• Drive meaningful conversations and engagement with followers, prospects, customers, partners, and industry audiences.
• Monitor comments, messages, mentions, and social conversations and ensure timely and appropriate engagement.
• Develop initiatives to improve community participation, follower quality, engagement rates, and brand affinity.
• Identify relevant conversations, industry trends, and topical opportunities to increase organic visibility.
• Track community and engagement performance and continuously identify opportunities for improvement.

🔹 Employee Advocacy & Employer Branding

• Develop and execute employee advocacy programmes to encourage employees to actively engage with and amplify Metayb’s content.
• Create campaigns and initiatives that enable employees to become authentic brand ambassadors across social platforms.
• Collaborate with HR and internal teams to support employer branding, employee engagement, hiring campaigns, and workplace storytelling.
• Develop content initiatives that showcase employee experiences, expertise, achievements, events, and organisational culture.
• Track employee advocacy performance and identify opportunities to increase organic brand reach.

🔹 Paid Social Media & Meta Marketing

• Plan, execute, and optimise paid campaigns across Meta platforms including Facebook and Instagram.
• Manage campaigns across objectives such as awareness, engagement, traffic, conversions, remarketing, and lead generation.
• Work hands-on with Meta Ads Manager, Meta Business Suite, Meta Audience tools, Ads Reporting, and campaign optimisation tools.
• Develop and test different audiences, creatives, ad formats, messaging, placements, and campaign strategies.
• Monitor campaign performance and optimise budgets based on CPC, CPM, CTR, CPL, conversions, ROAS, and other relevant metrics.
• Implement and monitor Meta Pixel, conversion tracking, events, custom audiences, lookalike audiences, and retargeting campaigns.
• Identify opportunities to improve campaign performance through A/B testing and data-driven optimisation.

🔹 AI-Led Campaigns & Digital Marketing

• Support the development and execution of AI-led marketing campaigns across social and digital channels.
• Explore and leverage AI tools for content creation, campaign ideation, audience insights, personalisation, creative development, and marketing automation.
• Experiment with AI-driven content formats and campaigns to improve engagement, reach, and lead generation.
• Stay updated on emerging AI marketing tools, generative AI capabilities, social media trends, and automation opportunities.
• Collaborate with internal teams to translate AI and technology capabilities into engaging social media campaigns and digital narratives.

🔹 Influencer & Partnership Marketing

• Identify and collaborate with relevant influencers, creators, industry experts, thought leaders, and digital communities.
• Develop and execute influencer campaigns aligned with brand awareness, engagement, community growth, and lead-generation objectives.
• Manage influencer outreach, campaign coordination, content requirements, timelines, and performance tracking.
• Evaluate influencer and creator performance based on reach, engagement, audience relevance, conversions, and campaign outcomes.
• Build long-term relationships with relevant creators and industry communities.

🔹 E-Commerce & Conversion Tracking

• Manage and support social media campaigns for e-commerce and digital commerce platforms, including Shopify and similar platforms.
• Develop campaigns that drive website traffic, product discovery, customer engagement, and conversions.
• Work with Shopify and other e-commerce platforms to support campaign tracking, landing pages, product promotions, and conversion journeys.
• Implement and monitor Meta Pixel, events, conversion APIs/hooks, and other relevant tracking mechanisms.
• Work closely with web, product, and marketing teams to ensure accurate tracking of campaign performance and customer journeys.
• Analyse campaign and website data to identify opportunities to improve conversion rates and customer acquisition.

🔹 Lead Generation & Analytics

• Plan and execute social media initiatives focused on qualified lead generation across B2B and B2C segments.
• Work closely with sales and marketing teams to align social media campaigns with business and lead-generation objectives.
• Track and analyse reach, impressions, engagement, traffic, leads, conversions, CPL, CAC, and campaign ROI.
• Prepare regular social media and campaign performance reports with actionable insights.
• Use analytics and audience data to refine content strategy, targeting, campaign messaging, and channel performance.
• Continuously test and optimise campaigns to improve overall marketing effectiveness.

🔹 Cross-Functional Collaboration

• Collaborate with Marketing, Sales, HR, Product, Creative, Technology, and Business teams to develop relevant social media campaigns.
• Work with creative teams to develop social media creatives, videos, reels, campaign assets, and other digital content.
• Translate business objectives and product/service propositions into compelling social media communication.
• Coordinate with internal stakeholders to ensure timely execution of campaigns, launches, events, and announcements.
• Support digital marketing initiatives across both B2B and B2C business segments.
• Stay informed about competitor activity and industry trends to identify relevant opportunities for Metayb.