Social Media Lead

Lloyds Banking Group; Halifax; Hybrid; GBP 92,000 - 110,000; Full time

Job summary

A leading UK financial institution is looking for a Social Media Lead to drive its social media strategy, ensuring multi-channel growth across platforms like TikTok and YouTube while implementing AI-driven workflows and compliance measures. The role involves leading a high-performing team to create impactful content while safeguarding the brand. Candidates should have a strong passion for corporate social media and proven expertise in managing complex channels in a regulated environment.

Benefits

Generous pension contribution

Annual performance-related bonus

Share schemes

30 Days’ holiday

Wellbeing initiatives

Generous parental leave policies

Qualifications

• Proven passion for leading corporate social media for a complex, regulated organisation.
• Expertise in launching and scaling channels like TikTok and YouTube.
• Strong understanding of AI-enabled social operations and automation.

Responsibilities

• Lead the Group’s social media strategy and oversee multi-channel growth.
• Define the role of each channel and optimise for discoverability in AI.
• Ensure all activity follows FCA financial promotions guidance.

Skills

Critical thinking

Advanced knowledge of social platforms

Strong leadership

Excellent communication

Job description

End Date: Friday 23 January 2026

Salary Range: £92,701 - £109,060

We support flexible working – click here for more information on flexible working options

Flexible Working Options: Flexibility in when hours are worked, Hybrid Working, Job Share

Job Description Summary

Lead the Group’s social media strategy, setting the vision and culture for a high‑performing team at the heart of external communications. Champion data‑led creativity and innovation, ensuring content is shaped by real‑time insights and audience trends. Oversee multi‑channel growth, including TikTok, YouTube, LinkedIn, and emerging platforms, optimising for AI discoverability and brand reputation. Drive governance, compliance, and risk management, while fostering an inclusive, agile team environment. Empower colleagues and partners to deliver impactful, authentic storytelling that advances the Group’s reputation and strategic objectives.

Why this role exists

Group Corporate Affairs’ social channels now reach more stakeholders, more often, than any other owned environment. In 2025, we added TikTok and YouTube to the corporate mix, raised performance on LinkedIn after algorithm shifts, and began optimising content for AI discovery. We also strengthened governance, 24/7 listening, and incident response.

The next phase demands a Social Media Leader with the vision to drive us forward. You’ll fuse creativity with compliance, engineer AI‑enabled workflows, and cultivate a high‑performing, innovative team culture that sets the benchmark for impactful social media.

The opportunity

We’re seeking an outstanding Social Media Lead to join our Group Corporate Affairs team and elevate our digital reputation. This senior leadership role sits at the heart of our external communications strategy. You’ll own and evolve the Group’s corporate social strategy to grow reputation, relevance, and reach across channels and AI search, while safeguarding the brand and accelerating impact through automation and agents.

You’ll report into the Head of Digital, Social and Creative Studio and inspire, develop, and empower a team of social media managers, analysts, assistant managers, and a wider pool of internal content creators. This is your opportunity to shape the culture and direction of how one of the UK’s most trusted financial brands shows up in a dynamic digital landscape.

What you’ll do

Strategy and Innovation

• Set and deliver a multi‑year social strategy aligned to Group priorities and external trends.
• Define the role of each channel – LinkedIn, TikTok, YouTube, Instagram, and emerging platforms – and optimise for discoverability in AI and search ecosystems.
• Translate platform changes into actionable playbooks for corporate communications.

AI and Automation

• Develop and implement agent‑based workflows for planning, tagging, reporting, and distribution.
• Embed practices that make our content discoverable to AI Overviews and LLMs, with clear KPIs for “citation share” and discoverability.

Risk Oversight

• Own social governance across all GCA channels, including partner oversight, page ownership, and admin rights.
• Ensure all activity follows FCA financial promotions guidance, CAP/ASA codes, and the Online Safety Act.
• Maintain escalation frameworks and crisis playbooks for misinformation and reputational risk.

Content and Campaigns

• Lead editorial planning and creative reviews, blending planned, reactive, and evergreen content.
• Drive strategic distribution across leaders’ profiles, paid and owned channels, ensuring content is accessible and search‑ready.

Performance and Insight // Data‑led Creativity

• Set the vision for a data‑led creative culture, blending analytical rigour with creative instinct.
• Champion data as a driver for both performance and content development, ensuring insights shape high‑impact work.
• Empower the team to use real‑time analytics and audience trends to inform decisions.
• Set benchmarks across engagement, sentiment, AI visibility, and business outcomes.
• Run regular performance reviews to turn insight into action.

Team Leadership & Resource Management

• Lead by example, setting clear priorities and optimising team capacity to meet demand without compromising quality.
• Foster a culture of proactive planning, balancing reactive and strategic work.
• Set standards for agency and partner resourcing, ensuring alignment with strategic goals.
• Inspire and develop a high‑performance, inclusive team, providing clear objectives and meaningful feedback.

What you’ll need to show

• Proven passion for leading corporate social media for a complex, regulated organisation.
• Expertise in launching and scaling channels (e.g., TikTok, YouTube) and adapting to algorithm changes.
• A passion for storytelling, creativity, and data‑driven decision‑making.
• Strong behaviours of curiosity, bold decision‑making, and test and learn.
• Strong understanding of AI‑enabled social operations and automation.
• Excellent governance and compliance knowledge, including FCA and ASA requirements.
• Ability to guide and influence agencies and senior stakeholders with confidence and clarity.

Skills required

• Critical thinking and ability to translate insight into action.
• Advanced knowledge of social platforms, analytics, and emerging trends.
• Strong leadership and coaching skills.
• Outstanding written and verbal communication.
• Comfortable with AI tools, workflow automation, and social listening technologies.

Why Lloyds Banking Group?

At Lloyds Banking Group, we’re driven by a clear purpose; to help Britain prosper. Across the Group, our colleagues are focused on making a difference to customers, businesses and communities. With us you’ll play a key role in crafting the financial services of the future, whilst the scale and reach of our Group means you'll have many opportunities to learn, grow and develop.

We keep your data safe. We only ever ask you to provide confidential or sensitive information once you have formally been invited to an interview or accepted a verbal offer, when we run background checks.

We’re on an exciting journey and there couldn’t be a better time to join us. The investments we’re making in our people, data and technology are leading to innovative projects, fresh possibilities and countless new ways for our people to work, learn and thrive.

Benefits package

• A generous pension contribution of up to 15%
• An annual performance‑related bonus
• Share schemes including free shares
• Benefits you can adapt to your lifestyle, such as discounted shopping
• 30 Days’ holiday, with bank holidays on top
• A range of wellbeing initiatives and generous parental leave policies

Equality, Diversity, Inclusion & Disability

Our ambition is to be the leading UK business for diversity, equity and inclusion, supporting our customers, colleagues and communities. We are committed to creating an environment in which everyone can thrive, learn and develop.

We were one of the first major organisations to set goals on diversity in senior roles, create a menopause health package, and a dedicated Working with cancer initiative.

We offer reasonable workplace adjustments for colleagues with disabilities, including flexibility in office attendance, location and working patterns. As a Disability Confident Leader we guarantee interviews for a fair and proportionate number of applicants who meet the minimum criteria for the role with a disability, long‑term health or neuro‑divergent condition through the Disability Confident Scheme.

We provide reasonable adjustments throughout the recruitment process to reduce or remove barriers. Just let us know what you need.

We are committed to a values‑led culture and to building a workforce that reflects the diversity of the customers and communities we serve. Together we’re building a truly inclusive workplace where all of our colleagues have the opportunity to make a real difference.