Job Description ROLE OVERVIEW As the Content & Channels Coordinator at Smiling Mind, you will help coordinate and develop high-quality content across our digital, social, email and partner channels. Working closely with the Marketing & Communications Lead, Designer, internal stakeholders and external partners, you will support the delivery of content and communications that strengthen awareness, engagement, trust and impact. This is a hands-on role for someone who can combine strong writing and storytelling for key audiences (educators and parents as well as key stakeholders such as major donors) while reflecting the changing way audiences discover, engage with and act on information. You will support content & channel planning social media, community engagement, email/CRM activity, reporting, AEO/SEO and emerging AI-enabled content workflows. We are looking for someone who is passionate about modern marketing. Contribute to repeatable ways of working that help the right audiences find, trust, engage with and advocate for Smiling Mind across social platforms, email, web, search, AI-assisted discovery environments and partner ecosystems. With the support of the senior team, you will support Smiling Mind to deliver smarter, faster and more effective marketing activity: improving discoverability, testing and learning, and ensuring every output strengthens our position as the leading voice in children's mental fitness. Your work will contribute to increasing awareness, engagement, advocacy and sustained action in support of our mission to create generational change in children's mental health. RESPONSIBILITIES OF THE ROLE Key Responsibilities Content & Campaign Coordination Support the planning and coordinate the execution of always-on communications and campaign content across owned, earned, partner and third party (eg media) channels. Support the translation of campaign priorities, organisational moments, evidence, expert insight, home & school content and community stories into practical multi-channel content plans. Develop high-quality written content including social copy, EDM copy, blog and web content, campaign messaging, stakeholder updates, short-form video scripts, media support materials and internal communications. Coordinate campaign assets, timelines, approvals and stakeholder inputs to ensure strong delivery across channels. Work with the Designer to prepare briefs and coordinate the delivery of social-first, brand-aligned and accessible creative assets. Ensure all content is consistent with Smiling Mind’s brand, tone, evidence base, child-safe standards and organisational strategy. Social Media, Community & Advocacy Oversee and enhance Smiling Mind's social media presence across key platforms, including Instagram, Facebook, YouTube & LinkedIn, with a focus on parents, educators and sector influencers. Coordinate the development of social-first content that is engaging, useful, credible and designed for platform behaviour, not simply adapted from other formats. Monitor social and cultural trends, audience needs, platform changes and emerging formats to identify relevant opportunities for reach, engagement and impact. Support community engagement by responding to comments and messages, identifying audience insights, surfacing positive stories and helping turn our audience into advocates. Identify opportunities to amplify content through partners, ambassadors, educators, lived experience voices and internal experts. Support Smiling Mind’s visibility and voice in children’s mental fitness through timely, relevant and audience-led content moments. CRM, Email & Audience Journeys Support the delivery and optimisation of EDMs, campaign emails, nurture journeys and stakeholder communications through HubSpot. Work with the Marketing & Communications Lead and relevant internal teams to support improvements to segmentation, targeting, automation and audience journeys for parents, educators, donors, partners and sector stakeholders. Use CRM and channel data to identify opportunities to deepen engagement, improve retention and move audiences from awareness to action. Test and optimise all content - subject lines, calls to action, content formats and audience segments - to improve engagement and conversion outcomes. Maintain strong list hygiene, campaign tagging and reporting discipline to ensure CRM activity is useful, measurable and connected to organisational priorities. AI, Search & Discoverability Use AI tools responsibly to improve the speed, quality and consistency of marketing outputs, while maintaining human judgement, evidence integrity and brand safety in line with the organisational AI Ethics Framework and governance standards. Support and maintain practical AI-enabled workflows for content repurposing, first drafts, content variants, campaign asset matrices, reporting summaries, audience insight synthesis and internal knowledge management. Support Smiling Mind’s discoverability across traditional search, social search and AI-assisted discovery environments, including search engines, AI answer engines and emerging content discovery behaviours. Apply SEO and AEO principles to help Smiling Mind become easier to find and cite for children’s mental fitness, school wellbeing, family wellbeing and preventive mental health topics. Collaborate with internal experts to translate evidence-based content into clear, structured, useful and discoverable content that can build authority and trust over time. Maintain a practical test-and-learn mindset around tools, prompts, platforms and content formats, sharing learnings with the team. Insights, Analytics & Optimisation Monitor campaign and channel performance across social media, email, website, CRM and other relevant digital platforms. Provide regular reporting on content, social, email, campaign and engagement performance, with clear recommendations on what to continue, change, test or stop. Translate data, audience behaviour and community insights into practical improvements for future content and campaigns. Support testing and optimisation initiatives across content formats, channels, calls to action, posting cadence, email journeys and campaign activity. Contribute to quarterly planning by identifying content opportunities, audience needs, seasonal moments, emerging trends and performance insights. Communications, PR, Events & Partnerships Support Support media and public relations activity through drafting, coordination, monitoring, amplification and repurposing of earned media outputs. Help surface case studies, expert insights, user stories, school stories and community voices that demonstrate Smiling Mind’s impact. Support brand, fundraising, advocacy and partner activations through content, communications, logistics and post-activity reporting where required. Ensure PR, event and partnership activity is amplified across owned channels and connected to broader campaign and audience journeys.
