Senior Social Media Manager (Global) - Dubai

Location: Dubai, United Arab Emirates Workplace: hybrid Senior Social Media Manager (Global) - Dubai About Us Sokin is a next-generation B2B financial services provider, enabling businesses to make and receive global payments with greater speed, lower cost, and total transparency. Our mission is simple: we’re simplifying global business - so businesses thrive wherever they choose to grow. We deliver services across: · Global payments and receivables · Foreign Exchange (FX) · Treasury management · Finance reconciliations We are rapidly expanding, with established presence in EMEA, APAC, and North America. Backed by a strong global infrastructure and industry-leading partners, we are redefining how businesses move money worldwide. Our clients span industries from sports and entertainment to logistics and travel, and our community is growing fast. As we continue to scale, we’re building a team of exceptional people who share our ambition to transform the future of global payments About the Role: As Senior Manager, Global Social, you will shape how Sokin shows up and participates across social media globally. You will own the strategy and day-to-day direction/execution for our priority channels, develop influencer and creator partnerships, and create a community that people choose to engage with. Based in Dubai, you will sit within Sokin’s Centre of Excellence and report to the Head of Social & Content. Your remit and ways of working will be global, with a particular focus on strengthening our presence in North America while maintaining one coherent Sokin voice across markets. You will work closely with social and content colleagues across regions, as well as Brand, Product Marketing, Demand Generation, Communications and Commercial teams. This is not a role that simply publishes an agreed calendar. You will bring strong ideas, platform expertise and commercial judgement, and you will be comfortable moving between strategy, writing, community engagement, live coverage and performance analysis. Key Responsibilities · Set and continually evolve Sokin’s global organic social strategy across LinkedIn, X, Instagram, YouTube and emerging channels (reddit, Substack). · Define the role of each channel, its priority audiences, editorial rhythm and measures of success. · Build a recognisable, consistent Sokin voice while adapting content and execution to platform behaviour and regional relevance. · Own the global social calendar and prioritisation process, balancing planned campaigns with timely market, product opportunities. · Ensure governance, approvals and publishing standards support speed while protecting accuracy, brand and regulatory requirements. Social content and production · Turn company, product and customer stories into clear, engaging and platform-native social content. · Write and shape posts, carousels, short-form video, scripts, reactive commentary and recurring social formats. · Work closely with the content team to translate core editorial ideas into social-first executions that extend their relevance and reach. · Build repeatable briefs, workflows and production systems that increase content velocity without sacrificing quality. · Brief designers, video producers, agencies and freelancers, giving clear creative direction and constructive feedback. Content Creators · Identify credible voices across fintech, payments, treasury, finance, AI and global business whose audiences align with Sokin’s priorities. · Develop partnerships that create genuine value for the audience, from collaborative content and event participation to longer-term ambassador relationships. · Own outreach, briefing, contracting, brand safety, delivery and performance evaluation in partnership with relevant internal teams. · Establish a clear measurement framework covering audience quality, engagement, traffic, leads, partnerships and commercial contribution. Community and social listening · Own Sokin’s approach to community management across priority platforms, setting standards for response, escalation and tone. · Lead day-to-day engagement with customers, prospects, partners, industry voices and employees, creating meaningful conversation rather than simply responding to mentions. · Build repeatable programmes that encourage advocacy and participation from customers, partners and Sokin employees. · Use social listening to identify market shifts, emerging conversations, audience sentiment, competitor activity and opportunities for Sokin to contribute. · Share relevant community insight with Content, Product Marketing, Communications, Customer and Commercial teams. Performance and operations · Define KPIs and reporting frameworks across organic social, community and creator activity. · Translate channel and audience data into clear recommendations, testing new approaches and investing further in what works. · Own global social tooling, governance and playbooks, enabling regional teams to execute consistently and confidently. · Manage agency and production partners, including briefing, budgets, timelines, feedback and quality control. · Lead social coverage for events and conferences, creating scalable playbooks for pre-event, live and post-event content. Cross-functional collaboration · Partner with Brand, Content, Demand Generation, Product Marketing, Communications, Regional Marketing and Commercial teams to ensure social supports wider go-to-market priorities. · Build strong relationships across markets, creating clarity on global standards while giving regional teams room to respond to local audiences. · Bring social insight into campaign and content planning early, ensuring distribution and audience behaviour shape the work from the outset. Requirements · 6+ years of experience in social media, including at least two years in a senior or lead role within B2B technology, fintech, payments, financial services or another complex category. · Proven experience setting social strategy and managing global channels. · A strong portfolio of platform-native content across written, visual and short-form video formats. · Exceptional social copywriting skills, with the ability to adapt tone, format and level of complexity for different audiences, channels and executive voices. · Proven experience developing creator programmes end-to-end, with a clear approach to audience fit, brand safety and commercial measurement. · Strong community management experience, including engagement standards, escalation processes, social listening and audience development. · Hands-on experience with social publishing, listening, community management and analytics tools. · Strong analytical skills, with the ability to define meaningful KPIs, interpret performance and turn insight into action. · Excellent project management, stakeholder management and communication skills, with experience briefing creative and production partners. · Comfort working within a fast-moving, global and regulated organisation across multiple teams, regions and time zones. Sokin is an equal opportunities employer and committed to maintaining an inclusive work environment. As a growing global startup with bases across multiple countries, we were establishedon and continue to promote an agile, flexible working culture. Please reach out to discuss any accommodations you may require during the recruitment process.