Responsibilities

• The role exists to grow organic income, reach and engagement from Human Appeal's established social media channels (Facebook, Instagram, Threads, TikTok, YouTube, X/Twitter, LinkedIn and Snapchat), and rebuilding these channels as strong, always-on demand-generation and lead-generation engines for the charity. Using audience cohorts and PAC (Platforms, Algorithms andCulture) signals as the daily brief for content, and the Smart Insights RACE (Reach, Act, Convert,Engage) framework to structure KPIs, the post-holder plans a balanced content mix using a content marketing matrix (educate, entertain, inspire and convince) to drive interactivity, conversions and long-term audience loyalty. The role works hand-in-hand with the Social Media Fundraising Executive so that validated organic content is shared with Human Appeal's digital agency for amplification through paid media, maximising overall social media income and efficiency. We aim to achieve 1/3 of annual income from organic social media annually, and specific annual growth targets for reach, engagement and income are agreed with the Social Media Associate Manager each year. Generative AI tools are used throughout - from ideation and scripting to captioning, versioning and reporting - to increase the volume, speed and relevance of content without compromising Human Appeal's tone, quality, brand style guide or compliance standards. All activity is delivered in line with Human Appeal's global social media and AI policy.

Requirements

• Degree-educated in a relevant field, e.g. Marketing, Advertising, Digital Media or Communications, or qualified by experience
• Minimum of 3-4 years' experience in a social media and/or content marketing role, ideally growing organic channels for a brand, ecommerce, charity, retailer or publisher.
• A proven track record of growing organic reach, engagement and income across established social media channels.
• Practical, working knowledge of the Smart Insights RACE (Reach, Act,Convert, Engage) framework, or a comparable digital marketing planning model, and how to set and track KPIs against it.
• Experience planning content using a content marketing matrix or comparable framework, balancing entertain / educate / inspire / convince content against business and audience objectives.
• Practical experience using generative AI tools (e.g. ChatGPT, Claude, Canva AI, CapCut AI, Adobe Firefly) for content ideation, scripting, captioning, translation or reporting.
• Experience identifying and briefing top-performing organic content for paid amplification, working closely with performance marketing colleagues and/or a digital/paid media agency.
• Strong copywriting and content creation skills across TikTok, Instagram Reels/Stories, YouTube Shorts, Facebook, LinkedIn, X and Snapchat.
• Experience of audience/cohort segmentation and using it to inform content planning.
• Experience of social listening and community management tools (e.g. Hootsuite, Sprout Social, BrandWatch, Meltwater).

Preferred

• Previous experience in the charity, NGO or faith sector is desirable.