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
1. Own the multi‑channel social strategy with clear objectives across awareness, engagement, supporter acquisition and Donor Income – one‑off, regular and monthly.
2. Translate organisational priorities into platform‑specific plans and editorial calendars, ensuring our brand voice is consistent, compassionate and culturally relevant.
3. Champion a video‑first, mobile‑native approach; embed test‑and‑learn and rapid iteration to keep pace with culture and algorithm changes.
4. Establish governance for community standards, safeguarding, crisis/reputation management and escalation in partnership with Communications and Safeguarding leads.
Ambassador and influencer programme development
5. 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.
6. 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.
7. Coordinate content co‑creation, creator toolkits and storytelling that foregrounds lived experience, inclusion and impact.
External partner and agency management
8. Select, brief and manage specialist agencies, creators and freelancers (., paid social, production, social listening), holding them to KPIs, budgets and brand standards.
9. 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
10. Plan, produce and schedule content across core platforms (., Facebook, Instagram, LinkedIn, X, TikTok, YouTube/Shorts), optimised to audience behaviours and platform conventions.
11. Oversee paid social campaigns end‑to‑end (planning, audience, targeting, creative, budgeting, optimisation) in collaboration with Fundraising and Marketing Depts
12. Ensure consistent tagging/UTMs, event and conversion tracking (., GA4/Meta/LinkedIn/TikTok) and compliant data flows to CRM to support downstream journeys.
Performance monitoring and reporting
13. 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.
14. Build recurring dashboards and campaign wrap‑ups that translate insights into clear actions for creative, media and journey design.
15. Run structured experiments (creative/message/format/timing), document learning and scale what works.
Community management and governance
16. Lead day‑to‑day community management with timely, compassionate responses and effective triage across teams; uphold safeguarding and moderation standards.
17. Monitor social listening, trends and competitor activity; identify opportunities to join relevant conversations with empathy and authority.
Collaboration and leadership
18. Work in a matrix with other internal departments and Data/Insights to ensure integrated planning and delivery.
19. Line‑manage specialists and/or freelancers; develop skills across content, community and performance optimisation.
20. Champion inclusive storytelling, accessibility and value‑led communication that reflects our ethos.
In line with all our staff you will be responsible for :
21. 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.
22. To participate in appropriate matrix programme and project teams, contributing skills and expertise to required timescales from the appropriate programme leader.
23. To keep line manager informed of all relevant and timely information.
24. At all times comply with statutory requirements for handling personal and sensitive data in a confidential manner.
25. 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:
Job location: Folkestone & Cranfield (hybrid working in line with our flexible working policy)
Terms and Conditions:
26. Location: This role is base at the MAF UK Offices in Folkestone, Kent or alternatively Cranfield office Nr Milton Keynes
27. 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.
28. We welcome hybrid working in line with our, the needs of the business, the requirements of the role and your location. This will be discussed at interview.
29. Annual Leave: Annual leave entitlement of 22 days per year and 8 paid public holidays per year.
30. Pension Scheme: Non-contributory (10% of salary)
31. 6-month probation period with a 3-month review
32. Notice period is 3 months