Head of Digital & Social Media

About the role

The Head of Digital & Social Media will lead UOL’s digital presence across all platforms and sub‑brands, ensuring a consistent yet platform‑specific voice. This senior role combines strategic planning, content oversight, and paid‑media management to drive audience growth and engagement.

Key responsibilities

• Define and execute the overall digital strategy, including content mix, posting frequency, audience targeting, tone, and performance benchmarks.
• Develop an annual social‑media calendar in coordination with Editorial and Communications, planning key campaigns at least six weeks ahead.
• Own the paid‑advertising strategy: allocate budgets, set objectives, define audience parameters, and approve all ad creative.
• Maintain final approval authority for all published content across Instagram, Facebook, LinkedIn, YouTube, TikTok, X, WhatsApp, and Google Business Profile.
• Manage UOL’s Google Business Profile and sub‑brand listings, ensuring real‑time accuracy of all details.
• Build and oversee the WhatsApp Community strategy, supervising Community Officers and ensuring compliance.
• Coordinate cross‑functional teams – Creative, Media Production, Web & Digital Platforms – to align editorial content with social publishing schedules.
• Track KPIs such as growth, reach, engagement, Share of Voice, AI citations, and admissions conversions; prepare monthly performance reports for leadership.

Required profile

• Bachelor’s or Master’s degree in Marketing, Communications, Digital Media, Journalism or a related field.
• Minimum 8 years of professional digital and social‑media experience.
• At least 3 years in a senior role managing multi‑platform digital presence for an institution, university, hospital group or established brand.
• Proven experience running paid social campaigns with significant monthly budgets.
• Demonstrated track record of growing audiences and improving measurable engagement metrics.

Required skills

• Paid social advertising management
• UTM tracking and analytics
• Google Business Profile administration