Head of Social Strategy

We're looking for a strategic leader to define and own TUI's global social strategy across organic, influencer and paid channels – creating a single playbook that regional teams bring to life locally.

The role will be published until 18 August 2026.

About the job

• You'll define our global social strategy across organic, influencer and paid, creating the playbook, measurement framework and ways of working that regional teams localise and activate.
• Setting strategic direction, standards and governance for social across all markets is yours to own, levelling up impact and unlocking efficiency while activation stays with the regions.
• Transformation and change leadership are at the core of what you'll do – you'll reshape how we think about social across the business, positioning it as a prominent, strategic media channel that drives measurable commercial impact.
• Building the business case for social investment sits with you, using data and insight to shift mindsets, secure budget and demonstrate the value of social as a key growth driver alongside traditional media.
• You'll build our unified measurement and KPI framework, defining standardised cross-market metrics that link social engagement to commercial outcomes and ensure insights are shared, not siloed.
• Working closely with TUI Studios, you'll own master concepts, templates and toolkits, championing a "concept once, adapt everywhere" approach while creative production stays with Studios.

About you

• Proven experience setting strategy across organic, influencer and paid social – not just a single discipline – and translating business objectives into coherent, channel-agnostic approaches.
• You've demonstrated success building strategies, playbooks and standards that are localised and activated across multiple markets and languages.
• You're a transformation catalyst who thrives on driving change, with a track record of elevating social media from a tactical afterthought to a strategic business priority that commands investment and respect.
• Your ability to navigate resistance, build coalitions and shift organisational culture around social is what sets you apart – you're comfortable challenging the status quo and bringing people along the journey.
• You're highly skilled at influencing senior, executive and board-level stakeholders, securing buy-in for new operating models and building high-performing teams with a test-and-learn culture.
• Outstanding written and verbal communication in English, including executive-level presentations, comes naturally to you.