The Paid Social Media Manager is responsible for leading paid social media activity for RNIB, helping achieve its vision of a world without barriers for people with sight loss. Sat within the social media team and working closely with the Digital and Marketing teams, they will oversee all elements of paid social media activity from leading the social media marketing briefing process to working with stakeholders to create audience and data-led campaigns. They will manage a large campaign portfolio supporting all areas of our organisation, are data and audience driven and have experience of managing end-to-end social media campaigns and analysis.

Impact: The Paid Social Media Manager plays a key role in the delivery of RNIB's strategy. Leading on paid social media activity, they have the opportunity to reach millions of people and will be responsible for managing internal and external stakeholder relationships. They will also be responsible for managing our Paid Social Media Officer.

Financial Responsibility: No direct financial responsibility but they will be responsible for managing social media campaigns on behalf of budget holders and will provide strategic advice on social media investment and the best use of social media tactics.

Decision Making Responsibility: Decisions made will have an important impact on RNIB's reach, relevance, reputation and ability to deliver our business objectives. Needs to apply independent judgement and make decisions within area of expertise.

Main Accountabilities:

To work collaboratively with marketing and fundraising teams to understand how paid social media can meet best meet marketing goals, and to agree the role of paid social media marketing within those, translating them into plans and activity.

To work with the Head of Social Media to put in place a paid social media strategy that in line with the External Communications strategy and organisational priorities and objectives.

To lead on delivering high impact innovative social media advertising activity. Develop and drive end-to-end campaigns that deliver online acquisition and engagement across RNIB through paid social media activity to maximise revenues, engagement or action. You will optimise paid social media campaigns to deliver specific outcomes within budget.

To manage a complex portfolio of campaigns supporting different areas of the organisation. Working collaboratively across teams to ensure that campaigns are aligned and cohesive.

To collaborate on agency briefs for paid social content, as well as working with marketing teams on agency led social media marketing.

To lead on paid social campaign analysis and insight, monitoring and optimising the performance of social media campaigns and delivering continual improvement that impacts future decision making (including Google Analytics and Meta Business Manager).

To collaborate on RNIB's reactive social media plan with the wider social media team and marketing teams, identifying opportunities and leading on the set-up and evaluation of activity.

To ensure that RNIB's social media advertising campaigns are managed to industry best practice standards and in line with our brand and accessibility guidelines.

To be our in-house expert on all things paid social. Proactively keeping up to date with developments in social media technology and best practice and implementing these advancements to improve campaigns.

Out of hours work may be required.

Person Specification



Specialist Knowledge, Skills and Experience

• Experience of managing large scale innovative paid social media campaigns, from briefing through to evaluation and learning.
• In-depth understanding of paid social strategy, methodology and best practices.
• Experience of using paid social media to drive online acquisition and engagement, ideally in the charity sector.
• Up to date knowledge of paid social media channels, trends, tools and best practice. Expert knowledge of tools such as Facebook Ads Manager, Twitter Ads, TikTok Ads Manager, LinkedIn Ads Manager, YouTube and Google Analytics.
• Experience of strategic social media analytics and evaluation. Experience of sharing this insight with colleagues of varying levels of understanding of digital marketing.
• Experience of working collaboratively to plan social media campaign strategies and ensure maximum cross channel efficiencies.
• Experience of working with external agencies to run social media campaigns.
• Experience of managing a portfolio of campaigns supporting different areas of an organisation.

Team working skills

• Ability to build effective relationships with both internal and external stakeholders.
• Line management experience (desirable).

Planning and Organisational skills

• Experience of managing multiple campaigns simultaneously.
• Experience of managing own time, and prioritising workload to meet deadlines.

Problem-solving and creative skills

• Ability to solve problems under own initiative.
• Experience of working in a fast-paced environment, and the ability to remain calm under pressure.
• Ability to produce assets such as graphics, videos and animations (desirable).

Special Conditions

• Must be prepared to occasionally travel and attend meetings and training.
• Disclosure and Barring Service check may be required.

7.3 Out of hours rota shared with colleagues.

We may close this role before the end date if we receive sufficient number of applicants.