Head of Global Social Media

Head of Global Social Media

Annual Salary: £55,000 – £70,000

Contract : Permanent

Overview

Twinkl is seeking a strategic and creative Global Head of Social Media to lead our organic social media team based in the UK. This role is responsible for developing and executing a comprehensive social media strategy that aligns with Twinkl’s overall business goals, enhancing brand presence, engagement, growth, and loyalty across all platforms. The successful candidate will oversee a team of social media managers and content creators, driving innovative campaigns and leveraging data-driven insights to optimise content. A strong background in both social media strategy and SEO is essential, with a proven ability to drive organic traffic, increase brand awareness, and foster community engagement. Additionally, you will collaborate with in-country social media teams and establish social media frameworks to support Twinkl's international growth.

Key Responsibilities

• Develop and implement a comprehensive social media strategy that aligns with Twinkl’s overall marketing objectives across brand, engagement, acquisition and retention.
• Identify opportunities for growth and engagement across existing and emerging social media platforms, including opportunities to leverage social media to improve search engine rankings and drive organic traffic to Twinkl’s website.
• Lead the social media team in the creation of a consistent and cohesive brand voice across all platforms.
• Oversee the development of a content calendar aligned with the overarching Marketing calendar, that includes engaging, high-quality content tailored to Twinkl’s audience and SEO-optimised social media posts, blogs, and multimedia content designed to rank highly in search results.
• Oversee the team's planning and execution of social media campaigns, including product launches, seasonal promotions, and community-driven initiatives.
• Serve as one of the primary leads for implementing and optimising Meltwater, ensuring its continuous use to develop robust social media reporting and listening strategies.
• Track, analyse, and report on social media performance metrics, providing actionable insights to improve strategy. Monitor and adjust strategies based on algorithm changes, SEO best practices, and audience insights.
• Use social listening tools to understand and quickly respond to trends, audience sentiment, and brand reputation.
• Regularly present findings and recommendations to senior leadership, emphasising how social media efforts contribute to overall marketing goals.
• Lead, mentor, and develop a team of social media managers, coordinators, and content creators.
• Develop and implement crisis communication plans and work closely with the PR teams to manage reputation and mitigate any negative impacts on Twinkl’s online presence.
• Set up frameworks to improve collaboration with local social media teams, share best practices and improve the performance of organic social media globally.

Qualifications and skills:

We're interested in anyone who meets one, or a combination of the following: We look for the following skills and experience. However, when hiring for this role, if you don’t have some of the skills and experience listed below, don’t let that stop you from applying!

• Proven experience in a senior organic social media role.
• Strong background in developing and executing social media strategies that support end-to-end customer funnel.
• Demonstrated ability to lead, mentor, and develop a high-performing social media team.
• Proficient in using marketing analytics tools and social media listening platforms to measure social media performance.
• Deep understanding of social media platforms (Facebook, Twitter, Instagram, LinkedIn, TikTok, YouTube) and their respective best practices.
• Creative mindset with a passion for innovative marketing approaches.
• Strong analytical skills with a passion for data-driven marketing decisions.

If you require a reasonable adjustment to the application/selection process to enable you to demonstrate your ability to perform the job requirements please include this at the foot of your covering letter. This will help us to understand any modifications we may need to make to support you throughout our selection process.

Benefits:

In return for everything you can bring, we can offer you an exciting role in a fast-growing and dynamic business, with plenty of career opportunities.

• A friendly, welcoming and supportive culture. We believe work should be fun and always put people before the process
• Diversity, inclusion and belonging – our Employee Network Program includes working groups for LGBTQ+, People of Colour, Disabilities (visible and invisible), Women in Tech and Working Parents.
• From day 1 – Westfield Health, 33 annual leave days per year (pro-rata) inclusive bank holidays, a “Me” day each year, a charity day each year, flexible working policy with opportunities to work from home and Twinkl subscriptions.
• Quarterly company awards programme
• Seasonal events
• Referral scheme
• Cervical and Prostate screening
• Company sick pay after 3 months of service
• After probation – cycle-to-work scheme
• Long-term service reward – Life insurance, enhanced pension contribution, enhanced maternity pay, enhanced adoption pay and enhanced paternity pay, long service award, long service annual leave