Senior Creative and Content Manager

Role Overview

The Senior Creative and Content Manager at Heriot-Watt University is responsible for leading the strategic formulation and delivery of the university’s content production, social media activities, and creative outputs. This position manages the core social media channels and crafts integrated content strategies that advance student recruitment, research, reputation, and engagement objectives. Leading innovation and excellence across digital platforms, the role also serves as the university’s main expert advisor for social media and digital storytelling to senior leadership.

Responsibilities

• Develop and execute a comprehensive content and social media strategy aligned with university branding and institutional goals in collaboration with the Head of Marketing and Brand.
• Drive integrated content and social media plans, both organic and paid, to support recruitment, research, enterprise, reputation, and engagement across current and emerging channels.
• Maintain a consistent and engaging content strategy for social media, digital campaigns, and brand storytelling.
• Stay abreast of emerging digital trends and technologies to keep university communications innovative and effective.
• Provide guidance and strategic advice to marketing teams and stakeholders on content strategies and social media best practices.
• Oversee daily operations of the creative content team, managing workload, priorities, and delivery of creative projects and social media activities.
• Lead and develop a multidisciplinary team encompassing social media, content creation, and design specialists to nurture a collaborative and high-performing environment.
• Supervise production of diverse creative content, including video, photography, graphics, animation, and text, ensuring alignment with brand and accessibility standards.
• Manage content scheduling, publishing, and quality assurance across social and digital platforms.
• Initiate user-generated content programs, influencer collaborations, and student ambassador schemes to increase reach and engagement.
• Cooperate with internal departments such as MRAC, academic schools, and professional services to design integrated campaigns supporting university priorities.
• Build effective relationships across departments to identify and develop compelling content opportunities.
• Lead cross-departmental projects, liaising with communications, recruitment, web, brand, and academic marketing teams.
• Utilize analytics, reporting, and social listening tools to assess performance, extract insights, and continually enhance content and campaigns.
• Set benchmarks, KPIs, and reporting structures to measure audience growth, engagement, and campaign effectiveness.
• Manage budgets related to content and creative production, ensuring cost-efficiency and strategic alignment.
• Oversee external creative resources including agencies and freelancers as needed.
• Mentor and coach team members via regular performance management and training opportunities.
• Develop and deliver training and best practice guidelines on social media, content, and brand communication to university staff.
• Collaborate across departments to ensure alignment in communications and maintain the institution's reputation.
• Represent the university at professional events and networks and deputize for the Head of Marketing and Brand when appropriate.

Essential Qualifications and Skills

• Degree qualification or equivalent extensive professional experience.
• Minimum of eight years in roles related to content, social media, digital marketing, or brand communications.
• Proven ability to create and implement integrated content and social media strategies.
• Experience managing multidisciplinary creative teams.
• Strong leadership capabilities and the ability to build high-performing teams.
• Expertise in commissioning and overseeing multi-format creative content production.
• Comprehensive knowledge of social media platforms, trends, storytelling, and audience engagement.
• Excellent writing, editing, and proofreading skills.
• Familiarity with brand management and adherence to established brand guidelines.
• Advanced stakeholder management skills with experience influencing senior leaders.
• Strong analytical skills with the ability to utilize data for strategy and decisions.
• Proven organizational and project management skills, adept at juggling multiple complex projects.
• Ability to work effectively under pressure and maintain meticulous attention to detail.
• Commercial savvy and experience managing budgets and external partners.
• Strong communication, presentation, and IT skills.
• Experience leading cross-functional campaigns and projects.
• Knowledge of accessibility and inclusive content standards.

Desirable Attributes

• Familiarity with higher education sector challenges.
• Experience leading creative design or studio teams.
• Background in video-based and multimedia content strategies.
• Experience managing influencer, ambassador, or community engagement initiatives.
• Understanding of SEO, digital analytics, and content optimization techniques.

Additional Information

This full-time (35 hours/week) open-ended role is Grade 8 with an annual salary range from £47,389 to £58,225. The position includes 33 days of annual leave plus 9 university-closed days, including Christmas Eve if it falls on a weekday. Flexible working patterns such as part-time or job-sharing may be considered. The university supports equality of opportunity and welcomes applications from diverse groups, emphasizing an inclusive working environment. Interested candidates must apply by 13th September. Interviews are anticipated during the week of 21st September.

The university highly values its community, fostering an environment that supports balance, wellbeing, and inclusiveness, and offers resources to assess total rewards benefits.