Overview

This role leads MAF UK’s social media strategy and execution so that our mission and purpose are not only seen but truly felt by the audiences we serve. You will shape a coherent, insight-led presence across organic and paid platforms, connecting people with our stories and impact through authentic, values aligned content that strengthens trust and relevance.

Operating at the heart of an integrated, cross-functional model, you will partner closely with other departments sharing content creation requirements to deliver social content, campaigns and conversations that inspire action, extend reach and grow Donor Income – one-off, regular and monthly.

As MAF celebrates its 80th year of service, we are entering an exciting new chapter marked by bold ambition and purposeful growth. With a renewed vision to reach more isolated communities than ever before, we are embracing the significant opportunities to meet this challenge. A key part of this journey is integration—bringing together our people, systems, and operations in more unified and collaborative ways. This involves streamlining processes, enhancing cross-functional teamwork, and aligning our global efforts to ensure we are more agile, efficient, and impactful in our mission.

Responsibilities

KEY RESPONSIBILITIES:

Social media strategy

Own the multi‑channel social strategy with clear objectives across awareness, engagement, supporter acquisition and Donor Income – one‑off, regular and monthly.
Translate organisational priorities into platform‑specific plans and editorial calendars, ensuring our brand voice is consistent, compassionate and culturally relevant.
Champion a video‑first, mobile‑native approach; embed test‑and‑learn and rapid iteration to keep pace with culture and algorithm changes.
Establish governance for community standards, safeguarding, crisis/reputation management and escalation in partnership with Communications and Safeguarding leads.

Ambassador and influencer programme development

Design and lead an ambassador/influencer strategy that aligns to mission, values and audience priorities; identify, vet and cultivate authentic partners who extend reach and credibility.
Develop briefs, contracts and measurement frameworks; ensure transparent, ethical collaborations and clear calls‑to‑action that support engagement and Donor Income – one‑off, regular and monthly.
Coordinate content co‑creation, creator toolkits and storytelling that foregrounds lived experience, inclusion and impact.

External partner and agency management

Select, brief and manage specialist agencies, creators and freelancers (e.g., paid social, production, social listening), holding them to KPIs, budgets and brand standards.
Negotiate scopes, oversee delivery and facilitate smooth cross‑team collaboration so that insight, creative and community management operate as one system.

Organic and paid social delivery

Plan, produce and schedule content across core platforms (e.g., Facebook, Instagram, LinkedIn, X, TikTok, YouTube/Shorts), optimised to audience behaviours and platform conventions.
Oversee paid social campaigns end‑to‑end (planning, audience, targeting, creative, budgeting, optimisation) in collaboration with Fundraising and Marketing Depts
Ensure consistent tagging/UTMs, event and conversion tracking (e.g., GA4/Meta/LinkedIn/TikTok) and compliant data flows to CRM to support downstream journeys.

Performance monitoring and reporting

Define and maintain a KPI framework from reach and engagement to conversion and Donor Income – one‑off, regular and monthly; agree targets and definitions with stakeholders.
Build recurring dashboards and campaign wrap‑ups that translate insights into clear actions for creative, media and journey design.
Run structured experiments (creative/message/format/timing), document learning and scale what works.

Community management and governance

Lead day‑to‑day community management with timely, compassionate responses and effective triage across teams; uphold safeguarding and moderation standards.
Monitor social listening, trends and competitor activity; identify opportunities to join relevant conversations with empathy and authority.

Collaboration and leadership

Work in a matrix with other internal departments and Data/Insights to ensure integrated planning and delivery.
Line‑manage specialists and/or freelancers; develop skills across content, community and performance optimisation.
Champion inclusive storytelling, accessibility and value‑led communication that reflects our ethos.

In line with all our staff you will be responsible for :

Role modelling of organisational values and beliefs - to contribute to the shared spiritual life of the MAF UK team as a unique Christian charity. This will include attendance and participation in corporate times of biblical reflection and corporate prayer.
To participate in appropriate matrix programme and project teams, contributing skills and expertise to required timescales from the appropriate programme leader.
To keep line manager informed of all relevant and timely information.
At all times comply with statutory requirements for handling personal and sensitive data in a confidential manner.
To abide by MAF UK’s Safeguarding and Conduct Policies, and all other organisational policies provided on the Intranet.

Christian values, beliefs and ethos of MAF UK:
As an evangelical Christian mission, MAF UK is seeking those who share in the values and beliefs of the organisation, as described in the mission, purpose, values and beliefs statements. All staff will be required to support and actively demonstrate the Christian values of the organisation and to take part in organisation activities such as staff meetings, prayer meetings, and away days.

For the full Job Description and person specification click here: 2025-09 Social Media Manager

Job location: Folkestone & Cranfield (hybrid working in line with our flexible working policy)

Terms and Conditions:

Location: This role is base at the MAF UK Offices in Folkestone, Kent or alternatively Cranfield office Nr Milton Keynes
Working Hours: At least 36 hours per week but in addition those required to achieve the agreed responsibilities, with 1 hour for lunch daily, unpaid. Hours should be agreed with line manager. Flexibility will be required for working additional hours and travel to meet business needs or for travel or meetings etc. on weekends.
We welcome hybrid working in line with our flexible working policy, the needs of the business, the requirements of the role and your location. This will be discussed at interview.
Annual Leave: Annual leave entitlement of 22 days per year and 8 paid public holidays per year.
Pension Scheme: Non-contributory (10% of salary)
6-month probation period with a 3-month review
Notice period is 3 months

How to Apply:

If you are passionate about making a difference and meet the qualifications, please submit your CV and a cover letter addressing how your skills and experiences align with the role's requirements. You can apply for the role by clicking the 'Apply for this job online' button shown above, located at the top right hand corner of this page.

Qualifications, Skills & Experience

Essential Requirements

Demonstrable experience designing and implementing a social media strategy that demonstrates cost returns in line with industry standards.
Proven leadership of organic and paid social media in a mission driven or charity context.
Commercial contract management experience and acumen.
Experience project managing the relationships with external supply agencies.
Hands-on experience building and executing influencer/ambassador programmes, including contracting, briefing and performance measurement.
Expertise in understanding and maximising analytics specific to social media channels and ads managers, social management tools, and analytics (e.g., GA4, Meta/LinkedIn/TikTok analytics).
Track record of translating insight into channel growth, supporter acquisition and measurable Donor Income – one off, regular and monthly.
Experience working within an agile framework, familiar operating with scrum and sprint methodologies
Strong copy, storytelling and editorial judgement with a video first mindset and high standards for brand, safeguarding and accessibility.
Confident collaborator across teams and with agencies; able to manage budgets, prioritise ruthlessly and deliver at pace.
Confident in commercial and contract management with external parties.
The ability to negotiate supply services.
The ability to adapt strategies to changing algorithm landscapes in real time.

Additional Desirable Experience

Experience integrating social with CRM journeys, email and web; familiarity with attribution and experimentation methods.
Familiarity with project and collaboration tools (e.g., monday.com) and data visualisation for reporting.
Experience within aviation, international development or Christian mission contexts
Skilled in basic design/video editing and comfortable directing creators and producers.