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Role Purpose

As Head of Creative & Content, you will shape and champion the creative vision of Child Bereavement UK. You’ll lead the development of a bold, purposeful content and creative strategy that brings our mission to life, ensuring every story, campaign and asset is high-quality, evidence-based, accessible and emotionally resonant across all channels.

You’ll set the creative direction and ensure everything we produce is consistently compelling, inclusive and impactful, delivering outstanding user experiences that truly connect with our audiences.

This role leads the full content lifecycle, from strategic planning and innovative production to governance and evaluation. You’ll drive creativity that supports income generation, strengthens service delivery and grows brand awareness, making sure our content doesn’t just inform, but inspires action and change.

Main Responsibilities

1. Leadership, Team Management & Administration

• Work alongside the Director of Marketing & Communications to lead the Marketing & Communications team, ensuring there is a clear direction of travel, an understanding of purpose and exemplary culture embedded to drive future success.
• Provide clear leadership and direct line management to the Brand Lead and Content Creator.
• Build a high-performing content function with strong planning, evaluation and cross-functional collaboration.
• Support and mentor a network of volunteer content creators.
• Champion innovation, best practice and a user-centred approach to content.
• Proactively formulate appropriate, strategic and creative responses and pitch new ideas for campaigns and activities.
• Oversee the content strategy for all level 1 output, and seasonal appeals and campaigns.
• Effectively manage expenditure across all content workstreams in line with agreed expenditure budgets.
• Ensure that the recording of permissions and consents is adhered to in line with our policies and procedures and in accordance with GDPR.
• Deputise for the Director of Marketing & Communications when required.

2. Creative and Content Strategy & Governance

• Set, implement and continuously evolve the organisation-wide content strategy, ensuring alignment with strategic aims and audience needs.
• Oversee content systems, processes, policies and tools to ensure consistency, quality, accessibility and compliance.
• Develop a sensitive and safe lived-experience content strategy, ensuring safeguarding standards are met and contributors are appropriately supported in partnership with service teams.
• Identify and pursue content collaboration opportunities to enhance reach, impact and brand visibility.
• Manage the content budget and ensure effective prioritisation and resourcing.

3. Content Creation, Management & Delivery

• Lead delivery of high-quality cross-channel content, including copy, editorial, design and audio-visual assets.
• Develop and provide creative direction for content-led campaigns.
• Grow and manage a library of level 1 and evergreen content.
• Identify new and emerging content opportunities appropriate content opportunities using market insight and analytics to continuously develop Child Bereavement UK’s content position.
• Create, assign, commission and manage a diverse range of evergreen and project specific multimedia content including but not limited to video, audio, design and copy.
• Maintain a robust content production schedule to support organisational priorities.
• Quality-assure and ensure all content meets visual identity, user experience, accessibility, safeguarding and GDPR requirements.
• Support colleagues with interviewing service-users, professionals, staff and supporters and producing high-quality case studies for use across channels including the Impact Report, website, publications, social media and fundraising materials.
• Support and guide colleagues with basic content production duties as needed.

4. Brand & Information standards

• Provide line management and leadership to the Brand Lead to oversee brand (design, editorial and audio-visual) standards across all key external communications.
• Support the Brand Lead to identify and steward brand opportunities and collaborations.

5. Insight, Evaluation & Reporting

• Lead ongoing insight and research activities to assess content effectiveness and identify gaps or opportunities.
• Monitor and analyse content reach, performance and effectiveness producing regular reports for senior leadership.
• Adopt test-and-learn approaches (e.g., A/B testing and insight sharing) to drive continuous improvement.

6. Collaboration & Stakeholder Engagement

• Work closely with the Directors of Marketing & Communications, Services & Service Transformation, and Income Generation to deliver strategic content needs.
• Partner with bereavement services, income generation and participation teams to identify and maximise high-value content opportunities.
• Collaborate with brand and marketing colleagues to deliver projects aligned to the marketing strategy and comms plans.
• Liaise with creative agencies, media partners and freelance suppliers.
• Foster strong cross-charity relationships to ensure coherent messaging and shared learning.

All Staff

• Contribute to the vision and mission of Child Bereavement UK; whilst embedding the values into your daily work activities.
• Promote equality of opportunity and diversity in accordance with Child Bereavement UK policy.
• Contribute to the overall success of the charity’s fundraising needs by providing case studies, attending events and adding value to the experience of our supporters as required.
• Contribute to the brand and reach of the charity by working alongside our Marketing & Communications Team when relevant press opportunities arise or when required for social media and online content (including the use of photography).
• Work to objectives, targets and work plans agreed with your line manager.
• Undertake specific projects and other ad hoc duties agreed with your line manager, fulfilling any deadlines, reviews and reporting procedures required.
• Take an active part in the Quarterly review process and participate in training agreed with your line manager.
• Recognise and champion the lived experience of children and young people with bereavement within your work.
• Ensure the health and safety of all colleagues, volunteers and visitors in accordance with Child Bereavement UK policy.

Person Specification

Essential

Experience & Knowledge

• Proven experience developing and delivering an organisation-wide content strategy.
• Experience leading a content or editorial function in a complex organisation (charity, health, social care or similar desirable).
• Proficient in graphic design and video editing skills (e.g. Canva, Adobe, CapCut).
• Strong track record for producing and overseeing high-quality written, digital, graphic and audiovisual content.
• Experience commissioning and managing agencies, freelancers and creative partners.
• Demonstrable experience creating or stewarding sensitive or lived-experience content, including safeguarding, trauma-informed practice and GDPR compliance.
• Experience of embedding and adhering to content governance and policy.
• Experience managing a team of content specialists and/or volunteers.
• Experience working collaboratively across multiple directorates and with subject matter experts.
• Experience using insight, analytics, testing and research to evaluate content performance and inform decision-making.
• Strong project management experience, managing multiple concurrent content projects and deadlines.
• Strong understanding of accessibility, UX principles, brand management and content governance.

Skills

• Excellent copywriting, editing and storytelling skills across multiple formats and for diverse audiences.
• Skilled in producing high-quality video and audio content, including hands-on skills in filming, recording and editing.
• Ability to translate complex or clinical information into clear, engaging content. Ability to set strategic direction and translate it into actionable plans and workflows.
• Strong ability to prioritise, allocate resources and manage competing demands.
• Ability to balance creative ambition with commercial or organisational objectives.
• Skilled in coaching, mentoring and motivating individuals and teams.
• Strong interpersonal and relationship management skills, with the ability to influence internal and external stakeholders.
• Ability to interpret data, identify insights and make evidence-based recommendations.
• Excellent attention to detail and commitment to editorial quality.

Attributes & Values

• Compassion, emotional intelligence and ability to work respectfully with bereaved children, young people and families.
• Collaborative, approachable, and able to build trust across teams.
• Creative, innovative and proactive, with a solutions-focused, self-starter mindset.
• Highly organised, resilient and able to work independently in a remote environment.
• Strong commitment to equity, diversity, inclusion and ethical storytelling, including amplifying lived experience safely and respectfully.
• Willingness to undertake relevant training and development opportunities.
• Willingness to be flexible work to meet organisational need.
• Ability to undertake periodic UK travel and represent the charity at meetings and events.

Desirable

• Experience working within the charity/third sector, particularly in bereavement, mental health or social care.
• Understanding of bereavement and the needs of bereaved children, young people and parents.
• Previous experience in a Head of Content or similar leadership role.
• Experience of leading in-house and external creative teams.
• Background in storytelling, editorial or publishing environments.
• Experience of delivering large-scale content programmes across multiple channels.
• Familiarity with CRM systems such as Salesforce.
• Experience managing or supporting lived-experience contributors, ambassadors or volunteers.
• Knowledge of digital marketing principles (e.g., SEO, user journeys, content optimisation.
• Active engagement with creative or content industry networks

Recruitment Timetable

Application deadline: 27th May 2026 at midnight

First Stage Screening Interviews – on-going

You may be asked to attend a 10-minute Screening Interview on MS Teams with the Hiring Managers for the vacancy, to assess your suitability for the role. During the interview, you will be asked two skills-based questions.

Second Stage Interviews – Friday 5th June

If you are progressed to a second stage interview, you will be invited to attend a 1-hour formal interview on MS Teams with the Hiring Managers for the role. It is our policy to share the role-specific interview questions with applicants ahead of the interview, to aid their preparation. You may also be asked to complete an interview task, which will also be shared with you in advance.

Shine supports a community of over 15,000 members living with spina bifida and/or hydrocephalus, including 5,000 children and young people (0–25).

You will be delivering high-quality support and creating opportunities for children and young people living with spina bifida and/or hydrocephalus and their families/carers. Supporting Shine members to lead healthy, independent, and fulfilling lives by improving condition management and fostering connections within the Shine community. 

This role will focus on children and young people (0–25), you will be primarily working within the Children, Young People and Families team. However, there will be occasions when you will work across age groups to ensure the best outcomes for our members. 

The role is home-based but you will be required to attend regular clinics in London including GOSH (Great Ormond Street Hospital). Other travel across Southern England including Bristol, Devon and Hampshire may be required. There will be occasional travel required across wider areas and nationally including attendance at events, conferences and meetings at our head office in Peterborough. 

Benefits: 

• Competitive salary: Review due April 2027 

• Regular working hours, and no shift work (some very occasional weekends or evenings)   

• 3% pension contribution 

• 25 days annual leave plus bank holidays, with additional discretionary leave between Christmas and New Year 

• Additional annual leave awarded for ‘long service’ 

• Opportunity to purchase additional annual leave 

• Broadband allowance for home-based roles 

• Life insurance after 12 months’ employment   

• Access to our Employee Support Programme and Mental Health First Aiders  

• Support to learn and develop  

How to apply  

Shine is a Disability Confident employer and will offer guaranteed interviews if a disabled applicant meets the minimum criteria for the job.  

If you would like to discuss the role please email Gill Valentine, Deputy CEO, to arrange a convenient time for a call.  

To apply please submit your CV and supporting statement, which should outline your interest and explain how you meet the role criteria.

*Please note applications without a supporting statement will not be accepted* 

We understand that you may wish to use AI tools to help you with some aspects of your application, but we do expect tailored applications which are personalised to your experiences and not generic applications which are completely AI generated. We encourage candidates to be transparent about AI usage in their applications.  

Closing date:  Friday 15th May 2026 at 12 noon

Interviews:  Tuesday 26th May 2026  (Virtual) 

Please note: we reserve the right to interview suitable candidates before the closing date, therefore we encourage applications as soon as possible.  

Please see full details on the Job Description and Person Specification document below and on our website.