Digital Communications Officer

Digital Communications Officer

Location: Shaw House, Oxford (Minimum of three days per week)
Department: Comms
Job Type: Full time
Contract Type: Permanent
Salary: £35,000 to £38,000 (depending on experience)

RABI is the farmers charity.

RABI supports farming people across England, Wales and NI with expert, one-to-one practical, financial and emotional help, all year round. From confidential advice and mental health support to direct financial assistance, their tailored services respond to the unique challenges of farming life.

At the heart of RABI's mission is a commitment to strengthening resilience; helping farming people feel valued, supported and better equipped to navigate uncertainty and change. RABI is working to close the farming wellbeing gap and build a future where farming people can thrive.

Over the past 25 years alone, RABI has delivered almost £250 Million in direct financial support to the farming community, whilst the charity's professional counselling service has provided 11,500 free sessions to farming people since 2022. RABI's wrap-around support services continue to evolve, reaching more people year on year.

RABI is on a journey to help shape a future farmers deserve.

SUMMARY OF ROLE

This new role offers the opportunity to be part of an exciting new journey at RABI as we grow our Marketing and Communications team ahead of launching our ambitious strategy. As Digital Communications Officer, you will take a lead role in planning, creating and delivering content across social media, email marketing, and digital campaigns. You will have the creative freedom to develop innovative approaches that drive meaningful interaction and measurable impact.

The role reports to the Senior Digital Communications Manager and requires close collaboration to support RABI's digital objectives and content strategy. You will also work with the wider Marketing and Communications team and colleagues across the organisation to support broader objectives, reach multiple audiences and connect people with the charity's work.

KEY RESPONSIBILITIES

Social Media and Content Creation

• Plan, create and deliver engaging content across RABI's social media channels in line with the communications strategy.
• Create a diverse range of multimedia content (short-form video, graphics, photography, written content) tailored thoughtfully for each platform (e.g., Instagram, Facebook, LinkedIn).
• Be hands-on with video creation when needed (e.g., filming short clips, editing using mobile tools or basic editing software).
• Grow RABI's image and video library by proactively collaborating with colleagues, volunteers, social media followers and external contacts to source or create engaging, high-quality content.
• Carry out content A/B testing, trial new formats and recommend improvements to drive engagement.
• Set up and optimise paid social media campaigns (traffic objectives) to promote services and volunteer recruitment.
• Monitor, listen and engage with online communities, spotting trends, opportunities and collaboration prospects.
• Provide content advice and social media guidance to colleagues managing regional pages, and champion best practice across the organisation.
• Produce clear briefs for interviews, photoshoots and video production to ensure high-quality content is created for campaigns and storytelling needs.

Outreach and Community Engagement

• Build strong working relationships with internal colleagues, especially those with farming backgrounds, to identify and develop authentic content opportunities.
• Conduct proactive outreach to individuals, influencers, bloggers, podcasters and journalists within the farming community to share stories and promote RABI's work.
• Keep a close eye on emerging topics, new platforms, and collaboration opportunities to ensure RABI's digital presence stays fresh, relevant, and engaging.

Email Marketing and Digital Campaigns

• Plan, write, and deliver email campaigns to support teams across the charity, including fundraising and volunteering.
• Create and schedule multi-stage email journeys to nurture audiences and support campaign goals.
• Build and manage digital assets to support new services or campaigns, planning activity across owned and paid digital channels.
• Shape campaigns from scratch from developing campaign branding and messaging to designing supporting assets.
• Focus on landing page design and optimisation to support strong user journeys and improve engagement with key services and campaigns.
• Support the delivery of key grant campaigns such as the Return to School and Winter Fuel grants.

Data Analysis and Optimisation

Use analytics tools to measure the performance of social media, email marketing, paid advertising, influencer activity and outreach.
Produce regular performance reports with actionable insights to improve future activity.
Assess campaign performance using tools such as Google Analytics, Meta Business Suite, and social platform insights to inform optimisation strategies.

PERSON SPECIFICATION

Essential

• 3 years of experience working a similar role in a marketing and communications team.
• Skilled in using WordPress to update and maintain websites.
• Proficiency in using design and video editing tools (e.g. Canva, CapCut).
• Good understanding of website accessibility standards.
• Excellent attention to detail and ability to manage multiple projects and deadlines.
• Confident in creating campaign assets independently, as well as responding to briefs.

Desirable

Previous experience using email automation tools and journey builders (e.g., Mailchimp, Dotdigital).
Experience of working in the charity sector.

This role profile is not exhaustive and is subject to review in conjunction with the post holder according to future developments at RABI.

BENEFITS

• 28 days annual leave plus bank holidays (based on full time working).
• Enrolment to Nest on commencement of employment and then opportunity to join RABI's group pension scheme with Standard Life where RABI make contributions equivalent to 10% of your basic salary, provided you make a personal contribution of 5%.
• Life assurance from day one.
• Access to our Employee Assistance Programme.
• On site parking.

RABI is proud to be an equal opportunity employer and aims to ensure that all employment practices secure equality of opportunity and that no prospective or current employee receives less than favourable treatment at RABI as a result of their sex, sexual orientation, age, race, religion, belief, ethnic origin, disability, marital, or for any other reason which cannot be shown to be justifiable. Our recruitment process strives to ensure that individuals are selected only based on their relevant skills, experience, qualifications and abilities.

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