Global Director of Social Media and Content at Kayali · Dubai

Who We Are

Fueled by passion, KAYALI was founded in 2018 by beauty mogul and fragrance fanatic, Mona Kattan. Translating to ‘my imagination’ in Arabic, KAYALI provides a modern fragrance experience inspired by Mona’s rich Middle Eastern heritage and the art of layering scents to help you create your mood; where sharing scents is a ritual and smelling good is both an act of goodwill and self-love. Mona collaborates with some of the world’s most renowned perfumers and sources the finest ingredients to create unique juices that are infinitely memorable, long-lasting, and cruelty-free. Each luxurious fragrance is an ode to true craftsmanship and tells a special story, from the addictive notes to the multi-faceted jeweled bottles.

Our Mission

To make everyone feel like the diamond they are! To build a global community of fragrance lovers through the power of scent and by providing them with the most innovative & luxurious fragrances, education and sharing our Middle Eastern fragrance rituals with the world.

Summary

The Social Media and Content Director will lead the evolution of KAYALI’s global social, content, and community ecosystem, taking it to the next level of cultural relevance, creativity, and impact.

This role goes beyond managing platforms, it is about shaping how KAYALI shows up in the world, building a deeply engaged global community, and transforming content into a powerful driver of brand love, growth, and conversation.

You will define and execute a best-in-class, future-forward social and content strategy, elevate storytelling across all channels, and ensure KAYALI remains at the forefront of culture, beauty, and digital innovation.

Working closely with the Founder and Global Marketing teams, you will oversee KAYALI and Mona Kattan’s social presence while building a high-performing team that delivers magic at scale.

Essential Duties and Responsibilities

Social Media & Community Strategy

· Collaborate with the Founder to define and elevate KAYALI’s global social and community vision, aligning with brand and commercial objectives

· Develop and implement a holistic, 360° social strategy across all platforms (Instagram, TikTok, YouTube, Snapchat, WhatsApp, X, Facebook), driving engagement, acquisition, and community growth

· Build and nurture a global KAYALI community, turning audiences into advocates through meaningful, two-way engagement and culturally relevant storytelling

· Identify and unlock new digital platforms, formats, and cultural moments to keep KAYALI ahead of the curve

· Partner with Global Marketing to ensure seamless integration of campaigns across markets, amplifying impact locally and globally

Content Leadership & Creative Excellence

· Oversee the end-to-end content ecosystem, ensuring all content is elevated, innovative, and aligned with KAYALI’s brand DNA

· Drive the evolution of storytelling, formats, and content pillars—from campaign moments to always-on content

· Lead the development of a best-in-class content calendar, balancing brand storytelling, product, education, and community-led content

· Partner closely with creative teams to deliver high-impact, scroll-stopping content across all platforms

· Continuously push for creative innovation, setting new benchmarks for beauty and fragrance content

Analytics, Performance & Growth

· Own and evolve social and content KPIs, translating data into actionable insights and strategic decisions

· Analyze engagement, audience behavior, and performance trends to optimize content and drive growth

· Measure and improve ROI across campaigns, launches, and community initiatives

· Deliver clear, insightful reporting to senior leadership, including forward-looking recommendations

Team Leadership & Culture

· Lead, inspire, and develop the social, content, and community team, elevating capabilities and performance

· Foster a culture of creativity, ownership, and continuous improvement

· Build strong cross-functional partnerships across brand, PR, marketing, and customer teams

· Oversee freelancers, agencies, and partners to ensure best-in-class output and efficient budget management

· Act as a cultural driver within the team, embodying KAYALI’s values of curiosity, kindness, and creating magic

· Bachelor’s degree in Marketing, Communications, or a related field

· 8+ years of experience in social media, content, or digital leadership roles, ideally within beauty, luxury, or FMCG

· Proven track record of building and scaling social presence, content strategy, and engaged communities

· Strong understanding of multi-platform strategies, content formats, and digital trends

· Proficiency in social media and analytics tools (e.g., Sprout, Hootsuite, Power BI, etc.)

· Exceptional storytelling, copywriting, and creative direction skills

· Strong analytical mindset with the ability to translate data into clear, strategic insights

· Experience managing and developing high-performing teams

· Ability to thrive in a fast-paced, high-growth, entrepreneurial environment

· Preferred Qualifications

· Experience within fragrance or beauty industry

· Familiarity with CRM and community-building strategies

· Hands-on experience in content creation (video, shoots, campaigns)

· Strong understanding of culture-first and brand-led storytelling

· Premium Medical/Dental/Vision coverage

· Find Your Magic Days

· Volunteer Day

· Professional Development Days

· Birthday leave

· Employee discounts Kayali products

· Product gifting

· Egg Freezing Benefits

Kayali is committed to building diverse and inclusive teams and upholding an equal employment workplace that is free from discrimination. We hire stellar individuals regardless of their race, color, ancestry, religion, gender identity, national origin, sexual orientation, age, marital status, medical conditions, disability, or veteran status. If you need reasonable accommodations at any point in the application or interview process, please let us know.