Digital content creator jobs in Birmingham

Job role:

The Digital Engagement Lead will play a pivotal role in shaping how people discover, experience and connect with Ronald McDonald House UK.

Working closely with the Head of Brand, Communications and Digital Engagement, you'll lead the development and delivery of an audience-led digital engagement strategy that helps us reach more people, build stronger relationships and create meaningful opportunities for support. You'll bring together social media, email, website content and user experience, paid social media and analytics into a clear, joined-up approach that delivers measurable results.

This is a role for someone who can see the bigger picture whilst remaining close enough to the detail to make things happen. You'll lead and develop a talented digital team, set clear direction and priorities, and create an environment where people feel supported to do their best work. At the same time, you'll work across the organisation to build understanding, confidence and enthusiasm around digital engagement, helping colleagues see how it can support their goals and strengthen our impact.

You'll also play an important role in strengthening the foundations that underpin our digital performance, from supporter journeys and content strategy to analytics, testing and optimisation. Through thoughtful leadership, strong collaboration and a focus on continuous improvement, you'll help ensure our digital channels work harder for the charity and ultimately help us support more families when they need us most.

Key Responsibilities:

Operational leadership and team development

• Provide clear leadership across the Digital Engagement function.
• Line manage the Digital Marketing Manager, Social Media Officer and Website Content & UX Officer.
• Set clear objectives, coach through regular one-to-ones and support professional development.
• Build a collaborative, high trust culture that values inclusion, curiosity and accountability.
• Ensure the team has clear backlogs, roadmaps and ways of working that keep delivery smooth and focused.

Digital strategic approach and planning

• Shape and deliver an integrated, audience-led digital engagement strategy.
• Define the strategic role of each channel for priority audiences, with objectives, KPIs and success metrics.
• Set channel-specific plans across paid social, organic social, content creators engagement, email, paid search and website content/UX.
• Lead annual and quarterly planning, translating organisational goals into clear digital roadmaps with budgets, testing agendas and resourcing.
• Monitor sector, platform and audience trends, advising on where to pivot, invest or pause.
• Guide the Digital Engagement team to deliver effective programmes with clear targeting, creative variants and measurable outcomes.

Digital Marketing ownership

• Oversee a balanced mix of paid, organic and earned activity, ensuring they work together to drive reach, community and conversion.
• Set standards for community management, social listening, risk protocols and out of hours response where required.
• Define our approach to engaging content creators.
• Strengthen the organisation’s approach to paid social, building capability, confidence and performance.
• Set the strategic approach for paid social campaigns, with a clear pathway towards delivering a high‑quality, scalable campaign in Q4.
• Oversee paid search and Google Ad Grant activity, ensuring compliance, relevance and strong conversion tracking.

Email and supporter journeys

• Oversee performance and growth across paid and owned channels.
• Lead the development of a clear email strategy, starting with strong foundations for best‑practice journeys
• Oversee the design and implementation of core email journeys
• Ensure email activity is insight‑led, tested and aligned with wider supporter journeys across channels
• Maintain a practical test plan covering audiences, messaging, creative and landing experiences.

Website content and user experience

• Lead the long term development of the charity’s website.
• Set the content and UX strategy with audience needs at the centre, ensuring information is findable, inclusive and persuasive.
• Oversee page governance, templates and information architecture to support both storytelling and conversion.
• Prioritise UX improvements using evidence from analytics, user feedback and best practice.
• Ensure the site reflects our brand voice and values, with accessible content and clear journeys.

Innovation, creative approach, testing and optimisation

• Embed a culture of smart experimentation and continuous improvement.
• Champion creative exploration across formats, storytelling and interaction design, while setting clear hypotheses and guardrails.
• Maintain a cross-channel testing backlog, with transparent prioritisation, timelines and owners.
• Ensure rigorous measurement: define success criteria, document results, share learning and scale winning variants.
• Encourage responsible adoption of new features and tools where they solve real audience problems.

Data, tracking and reporting

• Ensure decisions are grounded in accurate data and meaningful insight.
• Set the strategic direction for digital analytics and performance measurement.
• Oversee GA4 tracking, analytics and reporting frameworks across channels and key journeys, working with external agencies or specialists to establish robust reporting foundations
• Commission accessible dashboards and provide narrative context so stakeholders understand performance and next actions.
• Promote outcome-focused reporting that complements top of funnel/brand metrics.

Stakeholder and partner collaboration (internal and external, including suppliers)

• Lead strong, respectful collaboration that gets the best from people and partners.
• Partner with fundraising, family services, brand, and data & insight teams to shape clear briefs and deliver impactful digital work.
• Manage agencies, creators, platform reps and technical suppliers: set scopes, deliverables, timelines and KPIs, and review performance against objectives.
• Ensure all external output meets brand, accessibility, safeguarding and data protection standards.
• Build constructive relationships with senior stakeholders, presenting insights and recommendations with clarity.

Budget and resource accountability

• Hold responsibility for digital engagement budgets and resourcing.
• Oversee budget planning, forecasting and in‑flight reallocation to maximise value.
• Track spend, approve invoices and maintain strong financial governance.
• Assess capacity and recommend when to use external support, with clear cost–benefit rationale.

Person Specification:

Knowledge and Experience:

• Significant experience leading audience-led digital channels across paid, organic social, email and web within a charity.
• Demonstrable experience of leading digital engagement change projects
• Proven track record developing channel-specific strategies and roadmaps that drive growth, engagement and conversion.
• Experience setting digital strategy and direction while remaining close to delivery
• Experience leading and line managing digital teams through change and nurturing inclusive, high-performing cultures.
• Strong understanding of analytics, tracking and outcome-focused reporting (e.g. GA4, tagging, data governance).
• Experience commissioning and managing agencies, creators and technical suppliers.
• Comprehensive understanding of accessibility, safeguarding and ethical digital practice.
• Desirable: experience with influencer governance, CRM-integrated journeys, or major website and IA projects.

Skills and Abilities:

• Credible, collaborative leader who can inspire confidence and momentum during change.
• Strategic thinker who can translate long‑term ambition and distil insight into clear plans and practical delivery.
• Skilled communicator who simplifies complexity and brings colleagues and partners with them.
• Confident decision‑maker, comfortable balancing creativity with risk and feasibility.
• Strong analytical skills with a disciplined test-and-learn mindset.
• Inclusive leader who sets high standards while keeping momentum and morale strong.
• Comfortable presenting to senior stakeholders and translating data into action.
• Creative problem solver who spots opportunities and moves at pace with care.
• Calm and resilient under pressure

Mary’s Meals is a global movement supported by people from all walks of life and we are focused on one goal – that every child receives a nutritious daily meal in a place of education. We offer more than just a career, we offer the opportunity to support our global movement in a dynamic and inclusive environment with a real focus on personal development.

The Acquisition Marketing Manager attracts new UK supporters and generates income for Mary’s Meals’ school meals programme through effective and inspiring marketing across online and offline channels. This is a fast paced and hands on role for someone who loves to collaborate, problem solve and drive growth while keeping focused on our mission to feed hungry children. 

The role primarily raises income (but also awareness) through multi-channel marketing activity with a clear focus on maximising ROI and delivering supporter growth at scale. The focus of the role is on online marketing opportunities and includes managing our organic and paid social channels, overseeing social media influencer strategy and identifying emerging digital channels. The Manager works closely with the Mary’s Meals International team and its agency to deliver Google and Bing Paid Search, Google Grant, Display, and YouTube.

The role will also identify and manage the most effective offline marketing opportunities to maximise ROI from small budgets and pro bono opportunities, such as TV, Radio and OOH advertising. The Manager will ensure online and offline marketing opportunities complement each other (and link seamlessly to our retention strategies) as part of an integrated multi-channel marketing strategy.

Keeping our values led approach at the central focus is essential as is harnessing technology and good fundraising practice. We believe that how we do things is just as important as the end results.

The Acquisition Marketing Manager works side-by-side with colleagues from across the Supporter Experience and Communications directorate, ensuring a joined-up approach to all communications activities, through the integration of strong storytelling, marketing expertise and supporter engagement. The role has line management responsibility for the Acquisition Marketing Officer.

Key responsibilities include

• Ensure Mary’s Meals’ mission remains central to all Acquisition Marketing work.
• Work in ways which embody the team’s culture of empowerment, innovation and collaboration ensuring that Mary’s Meals’ values remain central.
• Direct line management of the Acquisition Marketing Officer and volunteers as required.
• Manage agencies and freelancers as required.
• Ensure activities follow fundraising and data regulations, and marketing best practice.
• Contribute to the creation of fundraising and awareness raising campaigns that build support for our vision including being part of cross-organisation project groups.
• Develop and execute a results-driven digital marketing strategy focused on income generation, conversion, and lifetime supporter value.
• Identify, manage and deliver media buying opportunities, ensuring that there is a strong creative execution, measurable ROI and cost-effective impact.
• Identify opportunities for pro bono media partnerships and manage relationships with agencies and external partners.
• Build performance-driven channel plans across, organic and paid social media channels such as Meta.  
• Utilise audience insights and data to ensure all activities are effectively targeted and evaluated.
• Deliver multi-channel marketing campaign strategies making use of the full range of online and offline channels available to Mary’s Meals. Seeking out the most effective channels based on strong ROI results.  
• Set up manage, and optimise Meta Ads with a focus on return on ad spend (ROAS) and cost per acquisition (CPA).
• Support the Website Marketing Manager to help deliver, manage, and continuously optimise Paid Search campaigns on Google Ads, Google Grant, and Bing Ads with a focus on return on ad spend (ROAS) and cost per acquisition (CPA. Also be able to manage this work independently as required.
• Track and report on key income metrics using GA4, Meta Ads Manager, Power BI, GTM, and UTM tagging, with a focus on ROI, revenue per click, and conversion rates.
• Evaluate marketing campaigns and channel specific activities, sometimes as part of wider organisational activities.

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