Job Description
Social Media Officer
Application Deadline: 31 July 2026
Department: Charities - Trust Engagement
Employment Type: Permanent
Location: London, Hybrid
Compensation: £33,000 - £36,000 / year
Our three hospital charities fundraise so that Guy’s and St Thomas’ NHS Foundation Trust can go above and beyond for their patients. The Social Media Manager is responsible for leading and delivering the Charities social media strategy, to support brand growth and fundraising objectives.
The role oversees the creation of engaging, social-first content across multiple channels, ensuring it resonates with diverse audiences and drives meaningful engagement. The Social Media Manager manages day-to-day social media operations, including campaign planning, content workflows and channel performance, while also identifying new opportunities to expand reach and strengthen audience connections. A key focus is on using data and insights to understand audience behaviour, optimise campaigns and measure success.
The Social Media Manager also plays a strategic and collaborative role across the Charities directorate, working closely with Experience & Engagement and Fundraising teams to align social media with wider organisational priorities. The role involves managing stakeholder relationships, overseeing paid social activity, and acting as a subject matter expert to guide best practice and upskill colleagues. In addition, the Social Media Manager line manages a Social Media Officer and may occasionally be required to deputise for the Head of Digital Experience.
Key Responsibilities
Key Responsibilities
- Lead our social media strategy to deliver against ambitious brand and fundraising goals.
- Oversee the creation of social-first content across all channels and for a diverse range of audiences.
- Build and manage stakeholder relationships across the Charities.
- Be our social media expert, with consultative approach to planning, focusing on performance.
- Manage the day-to-day operational requirements of social media channels including workflow to produce content and campaigns.
- Develop our understanding of our audiences and how they interact with us through our digital channels, working with Experience & Engagement colleagues to implement journeys based on audience segmentation.
- Help us establish our social media presence and approach as we launch and embed our three new charity brands.
- Extend our reach and build genuine and meaningful connections with our social media audiences through understanding and meeting their needs.
- Work closely with colleagues in Experience & Engagement and Fundraising to develop our strategic approach to content and social media.
- Own strategic planning and measurement for paid social media, including management of in-house campaigns and liaising with agencies.
- Be responsible for planning, executing and evaluating social campaigns from beginning to end.
- Identify new opportunities to amplify our brand presence using social media.
- Plan strategically, prioritising and aligning projects and day-to-day activity with wider business planning processes and priorities.
- Understand and prioritise competing demands and communicate these to stakeholders.
- Measure success of content through analytical tools and reporting.
- Create and manage social media policies for the Charities.
- Act as campaign lead or ‘business partner’ for Fundraising teams and/or projects.
- Support and train colleagues as part of a general digital education and upskilling programme.
- Be prepared to travel and work out of hours, if required.
- Deputise for Head of Digital Experience as required.
- Role responsibilities are not exhaustive, and you would be reasonably expected to take on wider tasks that are commensurate with the level of your role.
Skills, Knowledge and Expertise
Skills, abilities, and attributes:
- Demonstrates empathy for our supporters and their needs and advocate for them.
- Passionate about the opportunity social media gives charities and able to bring an enthusiastic and pragmatic approach.
- Excellent written and verbal communication skills.
- Excellent ability to understand and frame problems in order to determine effective and practical solutions.
- Ability to build great relationships with stakeholders to help them achieve their objectives.
- Ability to balance strategic thinking and planning with operational doing.
- Engaged with the latest developments and trends within the charity digital sector and happy to share learning and insight with colleagues.
- Committed to continuous improvement and living our values.
Knowledge, experience, and qualifications:
- A deep understanding of social media channels and non-profit social media strategies.
- A deep understanding of how social media channels connect to organisational mission and purpose.
- An awareness of Agile (ideally SCRUM) ways of working.
- A strong understanding of content strategy theory and practice.
- Experience of ownership of social media channels, ideally in an organisation with multiple brands and preferably within a non-profit context.
- Experience of managing relationships with digital agencies and internal stakeholders.
- Familiarity with the full spectrum of digital marketing.
Benefits
- Contributory Pension
- Annual personal development budget
- Annual health and wellbeing personal allowance
- Enhanced maternity, paternity, and parental leave pay accessible without length of service requirements.
- Health and wellbeing programme that offers optional free yearly health check-ups.
- Support for healthy eating via fruit bowls and onsite lunch facilities.
- Agile working, flexible hours, and supportive IT kit.
- Shower facilities and bike lock area.
- Generous annual leave (27 days + bank holidays)
- Subsidies for glasses
- Employee Assistance Programme
