Digital Marketing Manager

Job Description – Digital Marketing Manager

Reporting to – Senior Marketing Manager

Location – Hybrid, with regular travel to London office

Hours – Full Time

Contract – Permanent

Main Purpose of this Role

To lead FareShare’s digital marketing function, delivering ambitious, insight-driven strategies that drive engagement, grow audiences, and maximise impact. This role sets the direction for all digital campaigns across paid media, organic content, email journeys, SEO, and analytics, ensuring every channel contributes to FareShare’s mission and brand.

The Digital Marketing Manager will translate organisational goals into high-performing digital activity, leading a team and working closely with colleagues across fundraising, policy, operations, and brand. They will utilise data, audience insights, and creative storytelling to develop campaigns that not only raise awareness but also drive action, whether that's increasing supporter engagement, generating revenue, or influencing change.

This is a management role requiring vision, strategic planning, strong performance analysis, and the ability to inspire and guide a high-performing digital team.

About FareShare

FareShare is the UK's leading charity fighting hunger and food waste by redistributing surplus food to frontline charities and community groups. We work closely with major retailers, food producers, and suppliers to ensure that good food reaches those who need it. Our mission is to transform lives by harnessing the power of surplus food and working with partners to strengthen communities across the UK.

FareShare’s Vision

Our vision is of a UK where ‘No good food goes to waste’.

Our mission is to utilise surplus, fit-for-consumption food to feed the vulnerable in the UK by supporting frontline charitable organisations that address the root causes of poverty rather than just its symptoms.

Our values underpin everything we do, providing a clear framework for how we approach our work: passion, ambition, respect, collaboration, and focus.

Key Responsibilities

Digital strategy and performance

• Lead delivery of FareShare’s digital marketing strategy in line with the broader FareShare strategy.
• Develop and implement integrated digital campaigns across social, search, email, and web.
• Set and monitor key performance indicators (KPIs) for digital engagement, traffic, and conversion across various platforms.
• Track campaign and channel performance using tools like GA4, and use insights to improve effectiveness.

Social media and content

• Manage all organic and paid social media activity, including content calendars, copy, creative direction, and reporting.
• Lead the development of engaging, on-brand digital content for social and web to support awareness, income generation, and policy goals.
• Identify new opportunities and formats (e.g. video, reels, influencer collaborations) to grow engagement and reach.

Email marketing and audience journeys

• Oversee the strategy and delivery of all email activities targeting supporters and stakeholders.
• Develop segmentation strategies, automated journeys, and A/B testing plans to improve performance.
• Ensure GDPR compliance and supporter-centric communication.

Advertising and search

• Lead all digital advertising activity, including Google Ads, Meta, and LinkedIn.
• Ensure spend is tracked, campaigns optimised, and aligned to brand and income priorities.

Website and UX

• Monitor user behaviour and propose data-led improvements to web structure and content.

Network and internal support

• Support the digital capacity of FareShare’s network partners through the provision of toolkits, templates, and training.
• Champion digital marketing across the organisation, collaborating with Fundraising, Food, and Operations teams.

Team management and development

• Line-manage and support the development of the Digital Marketing Officer and Email Marketing Officer.
• Provide clear objectives, regular feedback, and opportunities for learning and development.

Person Specification

Essential

• This is a strategic digital marketing management role. Candidates must have experience designing and delivering multi-channel digital campaigns at scale.
• Demonstrable experience in a senior digital marketing role across all primary channels.
• Strategic thinker with hands-on expertise in campaign planning, delivery, and optimisation.
• Strong analytical skills and experience using GA4, Looker Studio, or similar for reporting and insight.
• Strong copywriting and content planning skills, with an eye for visual storytelling.
• Knowledge of SEO/SEM, digital advertising platforms, and audience segmentation.
• Experience in email marketing strategy and CRM systems (e.g. Active Campaign, Mailchimp).
• Strong leadership and people management experience.
• Ability to manage competing priorities and drive projects through to delivery.
• Passion for FareShare’s mission and understanding of how digital drives social impact.

Desirable

• Experience in the third sector or cause-led campaigns.
• Knowledge of user experience (UX), conversion optimisation (CRO), and accessibility best practices.
• Experience supporting digital transformation or scaling digital functions.

Job Description

Location(s)    

AdviceUK, Suite 610, 150 Minories, London, EC3N 1LS

Home-based with attendance in the office or at meetings as required

Job Title:       Digital Communications Officer

Status:       Full-time, permanent

Reporting to:       Marketing and Communications Manager

Responsible for: -    n/a

Pay scale:    20-22 (35 hours per week); Starting salary £27,365pa + RW

Working hours:   35 hours per week within normal operating hours. (Normal operating hours are 8.00am - 6.30pm, Monday – Friday.) Lunch & other breaks are unpaid.

Special conditions:   Some evening and weekend work may be required for which time off in lieu (TOIL) will be granted. Some travel will be required which may entail some overnight stays.

JOB PURPOSE 

The Digital Communications Officer is responsible for developing and delivering dynamic digital content to inform, engage, and motivate diverse audiences, helping to raise awareness of our organisation and the support we offer the advice sector. The role will ensure a consistent voice across social media, websites, and email communications to enhance visibility, strengthen member and stakeholder engagement, and market our benefits, products and services to customers, members and potential new members. They will also collaborate with colleagues to communicate our members experiences, stories and impact while upholding our brand at all times.

KEY TASKS AND RESPONSIBILITIES 

1. Membership & Services Digital Communications

1.1 Content Creation & Storytelling

• Develop compelling, mission-driven digital content that supports growth of AdviceUK membership, promotes member benefits and inspires retention of existing members.
• Deliver campaigns and workstreams that promote uptake of our products & services.
• Collaborate with our Policy, Programmes and Media team to support advocacy campaigns, such as #AdviceSaves.
• Create engaging, inclusive, accessible and WCAG compliant content tailored to a diverse audience.
• Filming, photographing, creating, and scheduling organic and paid digital media content.
• Interview members, stakeholders, customers, partners and colleagues to create, source and share impactful human-centred stories.
• Tailor messaging for different audiences (e.g., members, customers, volunteers, trustees, policymakers).
• Maintain stakeholder lists for content contributions.

1.2 Social Media Engagement

• Take lead responsibility for implementing AdviceUK’s social media strategy to grow awareness of AdviceUK and its work and to increase two-way engagement.
• Develop creative social media campaigns that support recruitment and retention of members and take-up of products and services.
• Lead day-to-day activity across AdviceUK's social media platforms (LinkedIn, Facebook, Instagram, X and YouTube).
• Use tools like Hootsuite to schedule posts, monitor engagement and contribute to content planning.
• Respond to comments/messages in line with brand guidelines. Build relationships with our followers into a community that shares views, ideas and promotes AdviceUK and its work. Do so working closely with the Marketing and Communications Officer.
• Monitor social media platforms and conversations through social listening; identify opportunities for storytelling and member engagement.

1.3 Websites

• Maintain regular updates to the AdviceUK suite of websites using WordPress.
• Work with others to continuously improve our websites so they are user-friendly, featuring intuitive navigation and a clean, attractive design. Collaborate with web designers or developers to implement design changes and improvements. Conduct usability testing to gather feedback and make necessary adjustments.
• Create and maintain resources such as; news posts, articles, case studies, infographics, images, vlogs and blogs for our websites.
• Ensure pages are SEO optimised to drive organic traffic.
• Analyse and optimise website performance, providing regular reports to the Marketing & Communications Manager to inform strategy.
• Manage annual website reviews and implement changes.
• Support the delivery and tracking of AdviceUK’s annual communications plan across target audiences.

1.4 Email Communications

• Support the Marketing and Communications Officer to design and and draft member and supporter updates, newsletters, and ad hoc email communications using tools like Bee Pro and Marketing Cloud Account Engagement.
• Use A/B testing and platform insights to continuously improve campaign performance.
• Track email campaign performance and refine strategies based on data.

1.5 Brand and Identity

• Promote AdviceUK’s brand and the work of its members through the development and delivery of the annual communications plan.
• Ensure consistent application of AdviceUK’s brand by developing resources and providing guidance to staff, members, and partners.

1.6 Systems and Co-ordination

• Support the Marketing and Communications Manager to establish and maintain systems and processes that encourage coordinated communications activities across AdviceUK.
• Follow agreed systems and processes for delivering communications using automation where appropriate, and suggest improvements when identified.

1.7 General Marketing Support

• Actively contribute to general marketing and communications work as required.
• Identify, propose and implement process improvements to enhance marketing effectiveness; including staying up-to-date with the latest trends, innovations and practices in web design and digital communications.

2. Events

• Support AdviceUK’s attendance at conferences and events, coordinating with suppliers and relevant members to ensure impactful presence.
• Assist in the delivery of AdviceUK’s conferences, forums, and member events—both online and face-to-face.

3. Data and Evidence

• Provide analysis and reporting to support decision-making and demonstrate performance against KPIs.
• Ensure accurate, timely data entry and collaborate with colleagues to maintain data quality.
• Conduct market research and gather member/customer feedback to inform future marketing strategies.
• Use web and social media analytics (Hootsuite, Google Analytics, Meta Business Suite, and Marketing Cloud Account Engagement email reports) and other tools to demonstrate impact of digital marketing; building learning into continuously improving this impact. Regularly share insights with management.

4. General Responsibilities

• Communicate AdviceUK’s vision, mission, and objectives clearly to all stakeholders.
• Uphold and demonstrate AdviceUK’s values and behaviours in all work.
• Build and maintain positive relationships with staff, trustees, members, partners, and suppliers.
• With manager support, deliver personal objectives and participate in relevant development and training.
• Maintain an informed understanding of members and the wider advice sector through internal reports, data, social media, and event attendance.
• With line manager agreement, allocate time to speak with members and visit their services.
• Adhere to all AdviceUK policies and procedures.
• Carry out any reasonable duties compatible with the role as assigned by your manager.

Person Specification 

Digital Communications Officer

Set out below is the experience, knowledge, values and behaviours we are seeking in the successful candidate. When applying you will need to show how you meet these criteria by providing relevant evidence or examples from education & training, paid or unpaid work experience and other personal experiences. How each criterion is marked and at what stage is set out below.  

A = By Application      I = By Interview      P = By Test or Presentation

  Updated July 2025

Media & Stories Officer

Job type: Full time, Permanent
Hours: Full time. 35 hours plus 5 hours paid lunch per week – 2 days in the office (Tuesday and Thursdays)
Salary: £35,247 pro rata
Location: Devonshire Square London

Managed by the Head of Media and Digital

Do you believe that a good education, a decent job and a safe place to live are what everyone in our society deserves? And that for those who end up in prison, it should be the start of new chance, not a road to nowhere?

These are Nacro’s core beliefs and its why we strive to help as many people as we can through practical and emotional support to give people somewhere to live, skills, a job and connections as well as someone to turn to when life gets tough. And it’s why we use our expertise to influence and campaign to achieve our vision of a society which really does give everyone a chance to succeed.

The role:

This is an exciting opportunity to join Nacro as a Media & Stories Officer to help us drive our media reach and impact.

You will join a proactive creative team focused on finding new ways to create change for the people we support with a day-to-day management responsibility of the press office.

You will bring experience of working in a press office and will be a creative and strategic thinker, understanding how to use communications to create long-term impact.

You will be part of our media, marketing and digital functions and will drive a step change in our communications, telling powerful and engaging stories to increase support for Nacro’s influencing objectives and our services. Ensuring that the voices and experiences of the people Nacro supports are at the forefront of our communications.

The ideal candidate will have:

• Experience of working in a busy press office.
• The ability to work with competing deadlines.
• Good understanding of the media landscape
• Excellent verbal and written communication skills, including writing for different contexts and audiences.
• Creative thinking
• Skills in building positive relationships

PART 1: ROLE SPECIFICATION

MAIN PURPOSE OF JOB

The Media & Stories Officer role is responsible for delivering media coverage to increase the profile of Nacro services and policy work.

KEY RESPONSIBILITIES

• Deliver media coverage which support’s Nacro’s strategic aims through high quality proactive and reactive media engagement.
• Support with the creation, development and implementation of an organisational media strategy
• Support with managing media crisis situations
• Support with developing a strategy to raise awareness of Nacro’s media spokespeople through social media, our website and other engagement channels.
• Gather service user experiences and stories to create compelling media pitches.
• Generate proactive ideas for creative media campaigns and coverage to support Nacro’s influencing priorities.
• Develop productive relationships with journalists to become trusted and go-to organisation.
• Work closely with colleagues in the External Engagement team to deliver an integrated communications approach.
• Develop the functioning and processes of the Nacro media team to ensure a slick, responsive and agile media function

PART 2: PERSON SPECIFICATION

ESSENTIAL SKILLS, KNOWLEDGE AND EXPERIENCE

• Experience of working in a busy press office
• Excellent verbal and written communication skills, including writing for different contexts and audiences

• Skilled at building positive relationships with colleagues and journalists

DESIRABLE SKILLS, KNOWLEDGE AND EXPERIENCE

• Experience of working on integrated campaigns
• Experience working for a charity or third sector press office
• Knowledge of the education, justice or housing sectors