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Role Overview
Bayleaf FM has built strong operational foundations: complete service visibility, real-time performance monitoring, a client-facing portal in Bayleaf Connect, an independently reviewed ESG programme, and a growing Academy for people development. What we haven't done consistently is tell that story in one joined-up way. Today, our proof is scattered across the website, ESG pages, case studies and social posts, and only a small group of people can explain the full picture to a client, a candidate or each other.
That is changing. We are building one clear brand story, Operational Confidence, and turning it into a genuine content and communications operation: consistent leadership storytelling, an evolving channel mix (LinkedIn now, with Instagram, TikTok and YouTube being tested), direct engagement with clients and employees through WhatsApp and in-app notifications, sharper proposals and tender packs, and professional marketing materials such as brochures and leaflets.
This role exists to help build and run that operation day to day, with close support from the Marketing & Systems Manager and strategic guidance from the Head of Business Transformation.
Why This Role Matters
This is not a content-posting role. The point of consistent storytelling and stronger brand visibility is commercial: more people recognising and trusting Bayleaf FM before they ever speak to us, more inbound enquiries, and stronger win rates when we do pitch for work. Every piece of content, every case study, every proposal and every award submission should be judged against one question: does this increase awareness and generate leads for Bayleaf FM?
Purpose of the Role
To help turn increased brand visibility and consistent storytelling into a measurable pipeline of inbound leads and stronger proposal win rates. This means supporting the wider team in day-to-day execution across the website, social channels, case studies, proposals, awards and internal communications.
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Key Responsibilities
- Own and maintain the editorial calendar across website, LinkedIn and internal channels
- Produce case studies, articles and proof assets from the evidence bank, always with an eye on what will resonate with prospective clients
- Publish and manage the Bayleaf FM LinkedIn company page and secondary business channels
- Draft and coordinate leadership LinkedIn content, supporting nominated leaders' personal brand channels (which may include LinkedIn, Instagram and TikTok)
- Manage WhatsApp broadcast content for key client accounts and frontline site teams, working with Marketing and relevant client-facing teams on messaging
- Draft in-app notification content for Bayleaf Connect (client-facing) and the internal ops app (employee-facing), coordinating on technical delivery
- Track engagement on leadership personal brand channels and help build the case for extending the programme further
- Help assess and build the business case for future business-owned TikTok and YouTube channels, ahead of a wider rollout decision
- Produce proposals and tender submission packs, working with Sales and Procurement to ensure consistent brand language, proof points and formatting
- Design and produce marketing materials such as brochures, leaflets and sales collateral
- Build and maintain the evidence bank (accreditations, testimonials, performance data, people stories)
- Administer the awards and accreditations calendar, working with Procurement on evidence and submissions
- Produce internal communications assets, including manager briefing packs, Town Hall materials and onboarding content, working closely with HR
- Support client communications, including monthly updates and quarterly ESG/performance notes
- Compile monthly brand performance reporting, including content cadence, engagement, adoption, and early signs of lead impact, for the line manager and strategic sponsor
- Work with CMS/HubSpot systems, under day-to-day guidance, to keep content and reporting current
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Person Specification
Essential skills and experience
- Strong written English and confident storytelling ability. A portfolio, blog, student publication or similar is welcome
- Some exposure to social media, content creation or communications (placements, societies, freelance or university projects all count)
- Willingness to learn CMS/HubSpot, WhatsApp Business tooling and in-app notification platforms
- Comfortable approaching people for information (stakeholder interviews) with guidance and support
- A genuine interest in how marketing and brand activity supports business growth, not just how it looks
- Basic design and video briefing skills are a bonus
Attributes
- Organised and self-directed; comfortable owning a calendar and chasing contributors
- Comfortable in operational environments, not just a desk-based marketing role
- Curious and keen to learn fast; asks why as much as how
- Calm, clear communicator who can translate operational detail into a compelling story
Reporting Structure
This role reports to the Marketing & Systems Manager on a day-to-day basis, with close support while building skills and confidence. The Head of Business Transformation provides strategic oversight, sign-off on strategic or client-facing content, and career development guidance.
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