The Role:

The Social Media and Content Specialist plays a key role in building brand awareness, community connection and engagement across Make-A-Wish’s owned digital and social platforms. This role is responsible for developing and executing social-first content strategies, capturing, editing and creating content for purpose, leveraging brand moments, PR opportunities and influencer partnerships to deepen our impact and inspire support. The successful candidate will attend key content capture moments as required (eg wishes, ambassador activity, fundraising events), have a strong grasp of social trends, short-form video production, and a flair for storytelling, helping us differentiate and elevate the Make-A-Wish brand.

Key Responsibilities:

Social Media Strategy

Lead the day-to-day strategy, planning and execution across Make-A-Wish’s social media platforms, ensuring content is aligned with campaign goals, brand positioning and audience insights.

Content Creation

Capture, create and edit engaging, high-quality, social-first content including short-form videos (Reels, TikToks), image carousels and stories that resonate with audiences and tell compelling wish stories.

Influencer Management

Develop and maintain relationships with influencers, ambassadors and creators; manage end-to-end collaborations to extend reach and build brand relevance.

Campaign & PR Integration

Work closely with Brand, PR and Fundraising teams to integrate key media moments, events and wish campaigns into the content calendar, amplifying awareness and share of voice.

Community Engagement

Actively engage with Make-A-Wish’s social communities, fostering meaningful conversations and acting as the voice of the brand across platforms.

Performance Tracking

Report on social performance using metrics to track reach, engagement and sentiment; use insights to optimise future content and campaign strategies.

Cross-functional Collaboration

Partner with fundraising, wish delivery and volunteer teams to ensure content reflects the breadth of the organisation and meets shared objectives.

Trend Monitoring

Stay across social and digital trends, emerging platforms, and best practice; act as an internal expert on what’s new and what’s next in the social space.

Role Competencies:

Ability to capture and produce visually engaging, on-brand content including short-form video; understands platform-specific nuances and storytelling techniques.

Communication

Strong written and visual communication skills tailored to digital audiences; can write compelling captions, headlines and scripts that drive action and emotion.

Influencer Engagement

Experience identifying and managing influencers and creator partnerships to support brand and campaign goals.

Data & Insights

Proficiency in interpreting social analytics and using data to inform content and engagement strategies.

Brand Understanding

Demonstrates a strong understanding of Make-A-Wish’s tone, mission and values, with the ability to bring them to life in digital formats.

Collaboration

Able to work cross-functionally with internal teams and external partners, maintaining strong relationships and shared outcomes.

Adaptability

Comfortable working in a fast-paced, evolving environment; adapts quickly to shifting priorities or platforms.

Key Selection Criteria:

• Minimum 2–3 years' experience in a social media or digital content role, ideally within an established brand, an agency or media environment.
• Proven experience creating and managing engaging digital campaigns and content across multiple social platforms.
• Confidence in filming and editing short-form video for Instagram Reels, TikTok and similar platforms.
• Experience managing influencer/creator relationships and/or partnerships.
• Strong organisational and time management skills; capable of managing competing priorities and deadlines.