Define and lead the social media strategy across Middle East markets (UAE, Saudi Arabia, Qatar and wider GCC)Identify market-specific opportunities and tailor approaches by regionDrive audience growth, engagement, and brand positioning across platformsDevelop content frameworks and oversee execution, ensuring consistency with global brand guidelinesAnalyse performance data and translate insights into actionable strategy improvementsCollaborate closely with the UK-based team to align on campaigns and broader brand directionStay ahead of regional trends, competitors, and platform developmentsSupport influencer and partnership strategies where relevant