Social Media & Content Marketing Executive

Human Appeal; Cheadle; On-site; GBP 32,000 - 42,000; Full time

Job summary

Human Appeal is seeking a Social Media & Content Marketing Executive in the Communications (Digital) department at HQ to grow organic income and engagement across Facebook, Instagram, Threads, TikTok, YouTube, X/Twitter, LinkedIn and Snapchat.

You will plan content using the RACE framework, collaborate with our digital agency for paid amplification, and ensure all activity aligns with our tone, brand guidelines and compliance.

Qualifications

• Degree-educated in Marketing, Advertising, Digital Media or Communications (or qualified by experience).
• 3–4 years' experience in social media/content marketing, growing organic channels.
• Proven track record of increasing reach, engagement and income on social platforms.
• Familiar with Smart Insights RACE framework or similar KPI planning.
• Experience using generative AI tools for ideation, scripting, captioning or reporting.
• Experience briefing for paid amplification with performance marketing teams.
• Strong copywriting across TikTok, Instagram, YouTube, Facebook, LinkedIn, X and Snapchat.
• Experience with audience segmentation and social listening tools (Hootsuite, Sprout Social, BrandWatch, Meltwater).
• Ability to work under pressure and meet tight deadlines.
• Knowledge of UK GDPR and ethical content practices.

Responsibilities

• Grow organic income, reach and engagement across Human Appeal's social channels.
• Plan a balanced content mix using a marketing matrix to educate, entertain, inspire and convince.
• Coordinate with the digital agency for paid amplification to maximise social income.
• Track KPIs and report using RACE framework to inform strategy.

Skills

Social media growth

Copywriting

AI content tools

KPI planning (RACE)

Content strategy

Audiences segmentation

Content ideation

Social listening

Pressure handling

Brand tone & guidelines

Education

Degree in Marketing/Advertising/Digital Media/Communications

Tools

Hootsuite

Sprout Social

BrandWatch/Meltwater

Google Analytics

Meta Business Suite

YouTube Studio

TikTok tools

Job description

Who We Are

Human Appeal is a global non‑profit humanitarian and development organisation. We deliver life‑saving emergency assistance such as food, medical aid, and disaster relief. At the same time, we run sustainable, community‑led programmes in healthcare, education, and livelihoods to build resilience and self‑reliance. Our experienced local teams work in vulnerable, hard‑to‑reach areas. Guided by a vision of a just, caring, and sustainable world, our mission is to save lives, alleviate poverty, and empower communities in line with the core humanitarian principles of humanity, impartiality, neutrality, and independence.

Position Overview

We have an exciting opportunity for aSocial Media & Content Marketing Executiveposition within the Communications (Digital) department based at HQ.

Main 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.

NB: Employee duties are not limited only to the above‑mentioned responsibilities; they may perform other duties as assigned

Candidate essential criteria

• • 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).


• • Experience of writing content within brand guidelines and tone of voice across a range of platforms. JPTEMP.SMCME.V3.JUL2026 Page 5


• • Awareness of UK GDPR/Data Protection Act 2018 principles as they apply to audience cohort‑building, and of dignity‑in‑imagery/do‑no‑harm content practices when featuring beneficiaries or in‑country communities.


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


• • Experience working in a fast‑paced, changeable environment, with the


• • ability to work under pressure and meet tight deadlines.

Computer Skills

• • MS Office Suite


• • Adobe Creative Suite, Canva and/or CapCut; Photoshop or similar design tool an advantage


• • Generative AI tools (e.g. ChatGPT, Claude, Midjourney or similar)


• • Meta Business Suite, TikTok Creator/Business tools, YouTube Studio


• • Google Analytics and Google Tag Manager


• • Hootsuite, Sprout Social, BrandWatch or similar social media management/listening tools

If you have any questions about the position, please do contact Human Appeal by emailing [e-mail]

Please note that we will only be contacting the shortlisted candidates. Applying candidates must have the legal authorisation or right to work in the designated work location/duty station.

Disclaimer:

Human Appeal is committed to diversity, social inclusion, and gender equality/balance, and strongly encourages applications from underrepresented groups. The organisation maintains a zero‑tolerance policy toward Sexual Exploitation and Abuse and Sexual Harassment (SEA/SH), with all staff required to comply with Preventing Sexual Exploitation and Abuse and Sexual Harassment (PSEA/SH) standards and safe recruitment procedures.