Divisional Content Creator

Mitchells & Butlers PLC; Birmingham; On-site; GBP 38,000 - 48,000; Full time

Benefits offered by this job

Brand discounts across brands

Car or car allowance

Mobile working

Private medical scheme

Pension

26 days holiday

Friends & family discount

Shares

Employee helpline

Job summary

Mitchells & Butlers PLC is seeking a Divisional Content Creator to lead BAU social content for Toby Carvery, Harvester and Stonehouse. You will craft engaging social content across Instagram, TikTok and Facebook, coordinating with Brand Marketing and agencies to drive bookings, footfall and sales.

You’ll plan monthly calendars, react to trends, manage shoots, and capture on-site moments. The role requires travel between venues nationwide and offers flexible mobile working arrangements.

Qualifications

• Understand what makes people choose a pub or restaurant brand and know how to turn everyday moments into engaging social content.
• Identify relevant emerging cultural moments, creator trends and platform changes, reacting quickly to keep the brand relevant.
• Be experienced in creating branded content for TikTok, Instagram and Facebook.
• Be skilled in video and image editing (Canva, CapCut, or similar tools).
• Have experience in managing Meta Ads, including audience targeting, copywriting, compliance, and performance analysis.
• Understand TikTok, SEO, social search and discoverability.
• Have experience working with other creators and user-generated content.
• Have commercial understanding of how social drives brand awareness and sales.
• Be comfortable using AI-powered creative tools to improve efficiency and content production.
• Be confident using social scheduling and analytics tools (e.g. Sprout Social).
• Have excellent copywriting skills and strong attention to detail.
• Be skilled at project management and delivering to deadlines.
• Be a self-starter, with the ability to manage a varied workload and a packed diary.
• Be an outgoing, confident communicator who enjoys working with people, creating engaging content and building strong relationships with everyone from frontline teams to senior stakeholders.

Responsibilities

• Develop and execute a social-first approach to all brand BAU content, working closely with Brand Marketing colleagues and agencies, to ensure BAU and campaigns flow seamlessly.
• Plan, create, and publish BAU social content across brand-level Instagram, TikTok and Facebook accounts to drive consideration, bookings, footfall and sales.
• Aligned to briefs from the Brand Marketing teams, plan monthly content calendars around trading needs, RTVs, brand campaigns, seasonal moments and cultural key dates.
• Identify and react quickly to emerging social trends, ensuring content remains relevant and timely.
• Plan and manage social shoots, creating shot lists, coordinating logistics with venues and suppliers and overseeing content storage and usage.
• Capture video, stills, and copy on-site (approx. 2-3 visits per week) to showcase key moments, menu items, events, and team.
• Attend and capture content at key events (e.g. site openings)
• Help shape the future content strategy by creating search-friendly content that improves discoverability across TikTok, Instagram and emerging AI-powered search experiences.

Skills

Content creation

TikTok content

Instagram content

Facebook content

Video editing

Image editing

Meta Ads management

SEO & social search

UGC collaboration

Copywriting

Project management

Communication

Tools

Canva

CapCut

Sprout Social

Job description

Are you a passionate, creative and results-led social media superstar, with a real passion for food and drink, looking for a new challenge? We have an exciting permanent opportunity for a creative and passionate Divisional Content Creator to join our Restaurants Division Brand Marketing team, focusing on our well-loved brands;Toby Carvery, Harvester and Stonehouse.

As Divisional Content Creator for the Restaurant brands, you will lead and own the BAU social content creation across all our brand level organic channels including Instagram, TikTok and Facebook. Reporting to the Trading & Digital Marketing Manager, you will work closely with your brand marketing colleagues to deliver high-quality briefs and support trading priorities alongside brand-building activity. You will also work alongside our social media agency – who are responsible for delivering our large-scale campaigns and managing our influencer network, to ensure a seamless flow of content and messages are scheduled and delivered.

You’ll be the creative force behind some of the UK's best-known restaurant brands; bringing our food, drink and guest experiences to life through engaging social-first content, ensuring all content aligns with the brand tone of voice, priorities and values. The Divisional Content Creator will monitor and drive performance across all social scorecard metrics including reach, engagement, conversion and follower growth, with the goal of increasing brand visibility, driving footfall and growing sales across our venues.

You will also, working alongside the Assistant Marketing Managers, support the network of District Local Social Leads to drive improved local social performance and where necessary, support with assets and guidance.

This is a mobile role, working full-time, 5 days per week, in a very hands-on and fast paced environment. Some evening and weekend work may be required to attend events, launches, and peak-time activations. The role requires frequent travel to our restaurants nationwide.

You’ll be well rewarded…

• Love eatingout?You'll love it even more with a massive 33% discount across all our brands, so whether it’s date night at Miller & Carter or a family roast at Toby Carvery, we’ve got you covered. What’s more, you can also choose FIVE of your nearest and dearest and sign them up to 20% family and friend’s discount
• Car or Car Allowance
• Mobile working: the flexibility to work from home, the office or one of our sites
• Private Medical Scheme
• On top of all this, we offer a pension, 26 days paid holiday, friends & family discount, high-street shopping discounts, and we even give you free shares! There's also a free employee helpline – to support you with whatever life throws at you.

The Opportunity – Divisional Content Creator

Content Creation

• Develop and execute a social-first approach to all brand BAU content, working closely with Brand Marketing colleagues and agencies, to ensure BAU and campaigns flow seamlessly.
• Plan, create, and publish BAU social content across brand-level Instagram, TikTok and Facebook accounts to drive consideration, bookings, footfall and sales.
• Aligned to briefs from the Brand Marketing teams, plan monthly content calendars around trading needs, RTVs, brand campaigns, seasonal moments and cultural key dates.
• Identify and react quickly to emerging social trends, ensuring content remains relevant and timely.
• Plan and manage social shoots, creating shot lists, coordinating logistics with venues and suppliers and overseeing content storage and usage.
• Capture video, stills, and copy on-site (approx. 2-3 visits per week) to showcase key moments, menu items, events, and team.
• Attend and capture content at key events (e.g. site openings)
• Help shape the future content strategy by creating search-friendly content that improves discoverability across TikTok, Instagram and emerging AI-powered search experiences.

Drive Local Social Performance

• Develop and share monthly local content calendars and best practice guides.
• Provide campaign assets for use at site and district level where appropriate or guidance for sites to create their own.
• Report and cascade key performance data to improve local content quality and frequency.
• Direct GMs and social leads to training resources and support district coaching where required.

Community Management & Collaborations

• Engage with and repurpose user-generated content (UGC) and employee-generated content (EGC) at brand level where appropriate.
• Alongside the agency, build relationships and collaborations with aligned content creators, influencers and partner brands.
• Liaise with Guest Care to ensure community management messaging is on brand and they are aware of any upcoming campaigns that may drive increased engagement. Where needed, support Guest Care to participate in online conversations that enhance brand reputation and engagement.

Reporting

• Use Sprout to compile and share regular reports on brand and local social performance.
• Cascade social scorecard results to district leads to encourage continuous improvement.
• Provide insight-led recommendations and implement learnings to improve future content.
• Contribute to the central digital scorecard for monthly executive brand updates.

Other

• Where needed work with the Trading & Digital Marketing Manager to support paid social strategy.

What you’ll need to bring to the Divisional Content Creator role:

Just like our brands, our teams are diverse. You’ll:

• Understand what makes people choose a pub, restaurant or hospitality brand and know how to turn everyday moments into engaging social content.
• Be able to identify relevant emerging cultural moments, creator trends and platform changes, reacting quickly to keep the brand relevant.
• Be experienced in creating branded content for TikTok, Instagram and Facebook.
• Be skilled in video and image editing (Canva, CapCut, or similar tools).
• Have experience in managing Meta Ads, including audience targeting, copywriting, compliance, and performance analysis.
• Understand TikTok, SEO, social search and discoverability.
• Have experience working with other creators and user-generated content.
• Have commercial understanding of how social drives brand awareness and sales.
• Be comfortable using AI-powered creative tools to improve efficiency and content production.
• Be confident using social scheduling and analytics tools (e.g. Sprout Social).
• Have excellent copywriting skills and strong attention to detail.
• Be skilled at project management and delivering to deadlines.
• Be a self-starter, with the ability to manage a varied workload and a packed diary.
• Be an outgoing, confident communicator who enjoys working with people, creating engaging content and building strong relationships with everyone from frontline teams to senior stakeholders.

What makes Mitchells & Butlers a great place to work?

At M&B we value the unique perspectives each person brings. We believe that by fostering a culture of inclusion, respect, and allyship, we create a sense of belonging, engagement and teamwork which are essential to delivering great guest experiences. Join us and be a part of a great team.

Sounds like an opportunity where you could make a difference? Apply for this role today and we’ll be in touch to explore how you could be part of our exciting journey.

Closing Date Sunday 20th September at 11:59pm