Digital Strategy Lead - Revenue & Video Growth

Seven West Media Limited; Sydney; On-site; AUD 90,000 - 120,000; Full time

Benefits offered by this job

Salary packaging

Flexible working

Employee Assistance Program

Central office in Sydney

Job summary

Lifeline Australia Ltd, via 13YARN, seeks a Fundraising and Marketing Lead to drive fundraising, brand, and community engagement, strengthening awareness among Aboriginal and Torres Strait Islander communities and the broader public. The role is hands-on, sets strategy and delivers content, social campaigns, and partnerships.

You will design campaigns, monitor performance, and ensure ethical storytelling while safeguarding cultural safety, reporting to the National Service Manager and

Qualifications

• Demonstrated experience in fundraising and/or marketing roles.
• Strong understanding of multi-channel marketing, including digital, social and content marketing.
• Hands-on content creation and graphic design skills using Canva and/or Adobe Creative Suite.
• Experience managing social media channels end to end, including content calendars and moderation.
• Understanding of ethical, trauma-informed communication and storytelling.

Responsibilities

• Develop and implement a fundraising strategy aligned to priorities and growth targets.
• Identify and grow fundraising streams such as individual giving, regular giving, appeals, partnerships and philanthropy.
• Monitor and report on fundraising performance, providing insights to support decision making.
• Build and maintain relationships with donors, supporters and funding partners.
• Lead the development and execution of marketing plans to increase awareness and engagement.
• Oversee content creation across digital, print and media platforms and maintain brand integrity.
• Plan and run organic and paid social media campaigns, including budgeting and targeting.
• Track, analyse and report on marketing and fundraising performance monthly.

Skills

Fundraising strategy

Multi-channel marketing

Social media management

Content creation

Graphic design

Stakeholder engagement

Tools

Canva

Adobe Creative Suite

CRM platforms

Job description

Job Description

OUR ORGANISATION

13YARN is the national crisis support and suicide prevention service delivered and managed by Aboriginal and Torres Strait Islander people, for Aboriginal and Torres Strait Islander people. Launched in 2022, this critical program is delivered in partnership with Gayaa Dhuwi (Proud Spirit) Australia, the national peak body for Aboriginal and Torres Strait Islander social and emotional wellbeing, mental health, and suicide prevention. 13YARN is funded by the Commonwealth Department of Health, Disability and Ageing.

13YARN is part of Lifeline Australia, an organisation committed to First Nations peoples’ self-determination and Australia’s leading provider of crisis support and suicide prevention services.

Lifeline Australia Ltd (LLA) is located in Sydney, with small teams of dedicated staff, including the 13YARN National Management Team, employed to lead program management, funding and corporate relations activities, and to provide the design, technical infrastructure and governance of services across Lifeline’s national member network.

THE OPPORTUNITY

The Fundraising and Marketing Lead is responsible for developing and delivering 13YARN’s fundraising, marketing, brand, communications and community engagement activity. The role grows sustainable revenue, strengthens awareness of 13YARN among Aboriginal and Torres Strait Islander communities and the broader public, and deepens engagement with supporters, partners and funders.

This is a hands‑on role. The Lead sets the strategy and also delivers it: creating content and assets, running social media channels and campaigns, engaging and moderating online communities, and tracking and reporting on performance.

All activity is Aboriginal and Torres Strait Islander led, trauma‑informed, and delivered in accordance with 13YARN’s cultural governance, community protocols and ethical storytelling principles. The role protects the distinct 13YARN brand and voice. This is a dedicated, identified position responsible exclusively for 13YARN; the working arrangements between this role and LLA functions are set out in the 13YARN and LLA Marketing and Fundraising Working Protocol.

Identified position: This is an identified position for an Aboriginal and/or Torres Strait Islander person. Aboriginal and/or Torres Strait Islander identity, cultural knowledge and connection to community are genuine requirements of the role because 13YARN is a service delivered and managed by Aboriginal and Torres Strait Islander people, for Aboriginal and Torres Strait Islander people.

RESPONSIBILITIES

• Develop and implement a fundraising strategy aligned to 13YARN priorities and growth targets.
• Identify and grow fundraising streams such as individual giving, regular giving, appeals, partnerships, philanthropy and community fundraising, phased in agreement with the National Service Manager.
• Monitor and report on 13YARN fundraising performance, providing insights to support decision making.
• Build and maintain relationships with donors, supporters, and funding partners.
• Align fundraising initiatives with 13YARN service delivery and impact.
• Lead the development and execution of marketing plans to increase awareness, engagement, and support for 13YARN.
• Protect and maintain the distinct 13YARN brand, ensuring consistency and integrity across all channels and touchpoints.
• Oversee and create compelling, audience‑focused content across digital, print and media platforms.
• Manage campaigns that promote the service, fundraising initiatives and key 13YARN priorities.
• Monitor brand and campaign performance and adapt strategies to maximise reach and impact.
• Create and design 13YARN content and marketing assets using Canva and/or Adobe Creative Suite, in line with 13YARN brand guidelines, including graphics, video and campaign collateral.
• Own the 13YARN social media content calendar; plan, create, schedule and publish content across channels, with a clear goal for each piece of content.
• Plan and run organic and paid social media campaigns, including audience targeting, optimisation and budget management within delegation.
• Engage and moderate 13YARN’s online communities in 13YARN’s voice, responding to comments and messages with care, and escalating help‑seekers or at‑risk interactions in line with 13YARN’s crisis support and moderation protocols.
• Track, analyse and report on social and content performance monthly, including learnings and recommendations, using platform analytics and agreed dashboards.
• Lead the development of emotionally intelligent, trauma‑informed campaigns and storytelling approaches.
• Ensure all communications reflect ethical storytelling principles, safeguarding dignity and cultural safety, and applying Indigenous Cultural and Intellectual Property (ICIP) principles including consent and control of cultural material.
• Co‑design authentic narratives with communities and people with lived and living experience.
• Oversee key appeals and campaign moments, ensuring clear messaging and strong calls to action.
• Manage external communications, including podcasts, media, digital platforms and supporter updates, within agreed spokesperson arrangements.
• Identify and develop strategic partnerships (corporate, community and media) to support fundraising and awareness goals.
• Represent 13YARN in external forums, building its profile and influence.
• Collaborate with partners to co‑design campaigns and initiatives aligned to shared values.
• Ensure partnerships are ethical, culturally aligned and enhance 13YARN’s reputation, approving partner use of the 13YARN brand.

ABOUT YOU

• Identified position: This is an identified position for an Aboriginal and/or Torres Strait Islander person
• Demonstrated ability to work in culturally safe ways across diverse Aboriginal and Torres Strait Islander communities, navigating different community and cultural protocols and engaging respectfully with Elders, community‑controlled organisations and people with lived and living experience.
• Demonstrated experience in fundraising and/or marketing roles, with proven ability to develop and deliver successful strategies and campaigns.
• Strong understanding of multi‑channel marketing, including digital, social and content marketing.
• Hands‑on content creation and graphic design skills using Canva and/or Adobe Creative Suite, including creating assets and video for social channels.
• Demonstrated experience managing social media channels end to end, including content calendars, community engagement and moderation, paid campaigns (such as Meta), and scheduling and management tools.
• Understanding of ethical, trauma‑informed communication in sensitive contexts such as mental health or crisis services, and commitment to strengths‑based, community‑led storytelling that safeguards dignity and cultural safety.
• Strong written and verbal communication skills, with the ability to craft compelling messaging and write for digital channels.
• Strong analytical skills, with experience tracking, analysing and reporting on marketing, social and fundraising performance to inform decision‑making.
• Excellent stakeholder engagement and relationship management skills.
• Desirable: Experience in mental health, crisis support, community‑controlled or social impact organisations.
• Desirable: Knowledge of fundraising regulation and best practice in Australia, and experience with CRM platforms.
• Desirable: Working knowledge of Indigenous Cultural and Intellectual Property principles and Aboriginal and Torres Strait Islander data sovereignty.

EMPLOYEE BENEFITS PACKAGE

• Salary packaging: as a not‑for‑profit organisation, we offer employees access to valuable tax savings through salary packaging.
• Flexible working: we provide flexibility and support to employees and encourage work‑life balance.
• Employee Assistance Program: access to free counselling sessions for you and your family.
• Well‑appointed and welcoming office facilities in a central location.