Group Social & Branding Lead

Purpose

The Group Social & Branding Lead owns and drives the global brand and social media strategy for GEMS Education, ensuring consistency, creativity, and measurable impact across all touchpoints. This role is responsible for building a digital-first, social-first brand presence that connects authentically with parents, students, alumni, and wider stakeholders, reinforcing GEMS’ position as the region’s most trusted and forward-thinking education group.

Key Accountabilities

• Lead the development and execution of GEMS’ global brand strategy across all channels.
• Define and deliver a social-first and digital-first roadmap aligned with enrolment and engagement goals.
• Oversee the creation of dynamic, shareable, and impactful content designed for multiple platforms.
• Ensure brand consistency across schools, corporate platforms, and campaigns.
• Build, mentor, and inspire a high-performing brand & social team.
• Partner with PR, Creative, and Digital teams to deliver fully integrated campaigns.
• Monitor social trends, algorithms, and platform innovations to ensure GEMS stays ahead of the curve.
• Track, analyse, and report on brand and social performance, providing insights to optimise campaigns.
• Safeguard brand reputation online, including community management and escalation handling.

Expected Qualifications & Experience 

• Bachelor’s degree in Marketing, Communications, Media, or related discipline.
• 3- 5 years of experience in brand, social media, or integrated marketing leadership roles.
• Strong track record of developing digital-first, social-first brand strategies that deliver measurable results.
• Proven experience in managing teams within complex, matrix organisations.
• Exposure to education, lifestyle, or service-driven industries is an advantage.

Job-Specific Knowledge & Skills

• Deep knowledge of social media platforms, algorithms, and emerging digital trends.
• Strong understanding of content performance metrics and analytics.
• Expertise in community building, reputation management, and audience engagement.
• Creative mindset with the ability to translate insights into compelling content strategies.
• Excellent stakeholder management and leadership skills.
• Strong storytelling and brand guardianship, ensuring consistency and innovation across platforms.
• Data-driven decision-making combined with creative instinct.