Marketing & Communications Officer

Purpose of the role: 

We’re looking for a motivated and creative Marketing & Communications Officer to join Kinship’s Marketing Team. In this hands-on role, you’ll help deliver integrated marketing campaigns and content that engages kinship carers, referral partners, and wider audiences across England and Wales.  

What you’ll be doing: 

You’ll be responsible for creating high-quality, audience-focused content across digital and offline channels, supporting social media and email marketing, managing marketing collateral, and ensuring all communications reflect Kinship’s brand and values. This is a fantastic opportunity for an organised, proactive marketeer to contribute to a growing team, help raise awareness of Kinship’s services, and make a real difference for kinship carers and families. 

Marketing campaigns and delivery of plans  

• Support the planning and delivery of cross-channel marketing and communications campaigns and activity, specifically including tactical plans to promote Kinship’s DfE funded training and support service as well as promoting Kinship’s holistic support offer including peer support and online advice.  
• Support the development and delivery of new data-led marketing approaches to engage audiences in Kinship’s training and support service, focusing on kinship carers new to Kinship, under-represented groups and those who have not attended a training event. 

Content creation  

• Plan and create clear, engaging, high-quality and audience-focused content – both written and multimedia (graphics, video, audio) using tools such as Canva or Adobe Express for a variety of channels – including website, social media, newsletters etc.  
• Support the Senior Marketing Officer to produce self-designed marketing content and templates to market Kinship’s services including events, workshops and roadshows to key audiences across a number of online and offline channels.  
• Create compelling stories that bring our work to life in order to reach more kinship carers with our offer including service user testimonials and impact stories across all of Kinship’s work and the Kinship Community – adhering to Kinship’s case studies process and protocol.  
• Repurpose content across platforms to maximise reach and engagement.  
• Support the Marketing and Communications Manager with cross-organisation editorial planning and content planning, delivering content that engages with key audiences and raises the profile and impact of Kinship’s work – fundraising, business development research & practice etc.  
• Work with the digital team to ensure SEO is a key part of all content creation and to maintain up-to-date and accessible web content, especially for services including training  

Digital & social Media  

• Support the day-to-day management of social media channels – planning, creating, and scheduling content.  
• Take the lead on day-to-day community engagement with followers across all social channels (paid and organic) using in-house guide to help direct to support where relevant and flagging issues of concern as appropriate.  
• Support the marketing, communications and campaigns teams to develop and deliver organic and paid-for digital marketing campaigns including on social media, as and when required, monitoring and optimising campaigns for greatest impact.  

Marketing collateral  

• Manage the inventory of Kinship’s marketing collateral, checking when stock is low and reordering where required.  
• Supporting teams across the organisation to access and update Kinship’s marketing collateral, offering particular support to Training teams.  
• Work closely with external suppliers including briefing and quoting, such as graphic designers, creative agencies and printers.  

Kinship brand & image library  

• Ensure all content is in line with the charity’s brand, tone of voice, and accessibility standards.  
• Support the Marketing & Communications Manager to develop and maintain Kinship’s brand identity across all channels and materials, supporting colleagues – particularly those in Peer Support and Programmes teams – through providing Canva templates and supporting their use of these templates.  
• Support the Marketing & Communications Manager to manage the brand kit on Canva, email marketing templates, image library and case study bank.  

Monitoring & reporting  

• Deliver regular monitoring on performance by tracking key metrics across digital channels (email marketing and social media) and feed into monthly reports.  
• Support with delivery of regular training-specific analytics and performance data to support refinement of marketing activity and wider learnings for programme delivery, working with colleagues to adapt tactics based on results and feedback.  
• Contribute to the development of metrics for analysing and reviewing the performance of social media activity.  
• Contribute data to KPI and quarterly Board reports.    

Cross-cutting  

• Work in collaboration and co-production with kinship carers to ensure meaningful input and representation in the development of relevant plans and activities.  
• Contribute to cross-organisational communications, content, marketing and editorial planning, using project management and information-sharing systems within the organisation.  
• Support the wider Marketing and Communications Team with administrative tasks as required.  

Experience and knowledge:   

• Demonstrable marketing experience in an in-house or agency role.  
• Experience using digital marketing tools, including email marketing systems; design software including Canva; social media platforms and photo and video editing software.  
• Experience using a Contact Management System, such as Salesforce.  
• Passion for and experience of developing a range of content for different audiences and channels (such as videos, infographics, blogs and social media posts).  
• Experience of using communications planning tools or systems (e.g. planning grids, Asana, Hootsuite, Loomly).  
• Experience of tracking and reporting on social media and other digital marketing analytics.  
• Experience or understanding of paid social, particularly Meta advertising.   
• Experience or understanding of brand, brand guidelines, and how to use brand to deliver impactful marketing communications.  

Knowledge and skills  

• Exceptional written and spoken communications skills, with the ability to develop impactful narratives tailored to different audiences and channels.  
• Excellent attention to detail.  
• Excellent organisation skills and the ability to work happily in a fast-paced environment, keeping multiple projects and objectives on track, often to tight deadlines.  
• Ability to work both independently and collaboratively.  
• Excellent copywriting skills and experience of writing marketing copy for a range of audiences and channels, communicating clearly, concisely and with an organisation’s tone of voice.  
• Understanding of how to deliver integrated online and offline marketing campaigns and materials to meet objectives.   
• Ability use marketing expertise and experience to contribute to planning activity.  
• Ability to work in a small in-house team, developing marketing materials and campaigns with limited resource demanding creativity and excellent project management skills.  
• Confident using Microsoft 365 including Word, Excel, PowerPoint and online design programmes such as Canva.    

Attributes  

• Passionate about marketing and interested in different marketing approaches  
• Organised and good attention to detail.   
• Collaborative and enjoy working across a number of teams.  
• A creative and solutions focused person, happy using own initiative and quickly seizing opportunities.  
• Able to digest complex information quickly.    
• Flexible and willing to provide some out-of-hours cover and travel for work occasionally.   
• Commitment to the values, aims and objectives of Kinship.   
• Commitment to equal opportunities and diversity and a respectful approach to working with people from a range of backgrounds.   
• Right to work in the UK.  

Desirable, but not essential, criteria include:

• Personal experience of kinship care 
• Knowledge of children’s social care system and/or experience of work with kinship carers.  
• Understanding of working in the charity sector.