Responsibilities

• In conjunction with the Head of Marketing and Brand, develop and implement an overarching content and social media strategy aligned to the University brand and institutional priorities.
• Lead the development of integrated organic and paid content and social media plans with clear objectives to support student recruitment, research, enterprise, reputation and engagement goals across existing and emerging channels and platforms.
• Develop and oversee a cohesive content strategy across social media, digital campaigns and brand storytelling to ensure consistent messaging and audience engagement.
• Monitor and evaluate emerging trends, technologies, channels and platform developments to ensure the University remains at the forefront of digital communications and content innovation.
• Provide strategic guidance and expert advice to marketing teams and senior stakeholders on paid and organic social media activity, content strategy and digital best practice.
• Lead and manage the day-to-day operation of the content and creative team, ensuring the effective planning, prioritisation and delivery of campaigns, creative assets and social media activity.
• Line manage and develop a multidisciplinary team including social media, content and design specialists, fostering a high-performance, collaborative and creative culture.
• Oversee the production of best-in-class creative and digital content across social media and marketing channels, including video, photography, graphics, animation and written content.
• Ensure all creative and content outputs align with the University’s brand guidelines, accessibility standards and inclusive communications principles.
• Oversee the curation, scheduling and publishing of content across social media and digital channels, ensuring quality assurance and consistency of messaging.

Requirements

• Educated to degree level or able to demonstrate substantial relevant professional experience.
• At least 8 years professional experience in content, social media, digital marketing or brand communications roles.
• Demonstrable experience of developing and delivering integrated content and social media strategies.
• Proven experience managing creative and/or multidisciplinary teams.
• Strong leadership and people management skills with experience developing high-performing teams.
• Significant experience commissioning and overseeing creative content production across multiple formats and channels.
• In-depth knowledge of social media platforms, content trends, digital storytelling and audience engagement strategies.
• Excellent copywriting, editing and proof-reading skills.
• Strong understanding of brand management and experience working within established brand guidelines.
• Excellent stakeholder management skills with experience influencing and collaborating at senior levels.

Preferred

• Experience within the Higher Education sector and understanding of the macro issues affecting the sector.
• Experience leading creative design or studio functions.
• Experience of video-led and multimedia content strategies.
• Experience of managing influencer, ambassador or community engagement programmes.
• Knowledge of SEO, digital analytics and content optimisation.

Benefits

• Holiday Entitlement: 33 days annual leave plus 9 buildings-closed days (and Christmas Eve when it falls on a weekday). Use our total rewards calculator: https://www.hw.ac.uk/about/work/total-rewards-calculator.htm to see the value of benefits provided by Heriot-Watt University.