Rio Ferdinand Foundation
Digital Content & Community Lead
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Job Title: Digital Content & Community Lead
Location: London, Salford or Belfast, based from an RFF office with hybrid working arrangements and extensive travel across the UK and Ireland
Salary: £30,000-£35,000 per annum, depending on experience
Hours: 36 hours per week
Reports to: Director of Development
Job Description:
You’ll lead RFF’s Instagram and TikTok presence, creating distinctive social-first content and building engaged digital communities around our work.
This is a hands-on role. You’ll spend time with young people, staff, partners, and ambassadors across the UK and Ireland, spotting, capturing, and creating content that brings the Foundation to life. While Instagram and TikTok will be at the heart of the role, you’ll also support RFF’s wider digital and communications activity as required — including creating and adapting content for platforms such as LinkedIn, X, and YouTube, supporting email communications and press activity, and helping strengthen RFF’s media presence around key events and opportunities.
We’re open to emerging talent and care more about what you can create, your understanding of digital communities, and your creative instincts than where you learned your skills.
Key Duties:
Social Content & Community
- Take day-to-day ownership of RFF’s Instagram and TikTok channels, growing active and engaged communities around our work.
- Develop a forward content plan while responding creatively to trends, conversations, and opportunities in real time.
- Listen to our audiences, engage actively with our communities, and use insight and performance to continually improve our content.
Content Creation & Production
- Proactively identify content opportunities across RFF’s work, partnerships, and events, and plan, film, photograph, interview, and edit high-quality social-first content across a range of formats.
- Create content specifically for digital platforms, particularly short-form video for Instagram Reels and TikTok, and maximise content captured by adapting it effectively across formats and channels.
- Use and advise on appropriate production equipment, software, and tools, while maintaining an organised digital content and asset library for the Foundation.
Young People & Youth-led Content
- Build positive and appropriate relationships with young people, creating content with them rather than simply about them and representing their personalities, perspectives, interests, and achievements authentically.
- Create opportunities for young people to contribute as creators, presenters, interviewers, and storytellers and, over time, help identify and develop aspiring young content creators from across RFF.
- Ensure all content involving young people is created, captured, stored, and used in line with RFF’s safeguarding, consent, and data-protection requirements.
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Partnerships, Ambassadors & Collaboration
- Work creatively with RFF’s corporate and industry partners, ambassadors, and wider network to develop co-created content, campaigns, and opportunities that benefit both RFF and its collaborators.
- Build strong relationships with partner communications and social teams, identifying opportunities for collaborative content, cross-platform amplification, and reaching new communities and audiences.
- Work confidently across different environments - from community youth sessions to major corporate, media, sporting, and cultural events - adapting your approach to different people, audiences, and opportunities.
Wider Digital Content
- Support the creation and adaptation of content across RFF’s wider digital ecosystem, including YouTube, LinkedIn, X, and the Foundation’s website, while keeping Instagram and TikTok as the primary focus.
- Work collaboratively with colleagues to support wider communications activity, including email communications, press and media activity, campaigns, launches, and events, and make effective use of strong content across channels.
- Bring ideas about new platforms, formats, technologies, and approaches that could strengthen RFF’s digital presence and help our content reach and engage different audiences.
Insight & Performance
- Monitor channel and content performance, using analytics to understand engagement, community growth, reach, audience behaviour, and what content is creating meaningful interaction.
- Test new approaches and formats, learn from performance and audience response, and use those insights to continually develop RFF’s social content and community approach.
- Keep up to date with developments across social media, digital content, creator culture, and platform changes, sharing clear insights and emerging opportunities with the Director of Development and wider team.
Person Specification:
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We’re looking for creative ability, community-building experience, cultural understanding, and potential rather than formal qualifications.
Essential
- A strong portfolio demonstrating your ability to create engaging digital and social content. This can include professional, freelance, or personal work and social channels.
- A strong understanding of Instagram and TikTok, youth culture, and changing digital trends, with a good instinct for what makes content work on different platforms.
- The ability to take engaging short-form video from idea to finished content, including filming and editing, using appropriate content-production equipment and digital tools.
- Experience of building or engaging an online community, with an understanding of the difference between simply broadcasting content and creating genuine interaction and engagement.
- Strong creative instincts and the ability to spot stories, moments, and content opportunities without always waiting for a brief.
- Confidence building relationships with a wide range of people - from young people to colleagues, partners, ambassadors, and industry professionals - and the judgement to create public-facing content appropriately and responsibly.
- The ability to plan, organise, and take ownership of your work while responding quickly to new opportunities and managing competing priorities in a fast-moving environment.
- A positive, proactive, and collaborative approach, with the willingness and ability to travel regularly across the UK and Ireland and work occasional evenings and weekends.
Desirable
- Experience creating content with or for young people.
- Experience within sport, music, fashion, media, entertainment, youth culture, or another relevant creative environment.
- Experience working with brands, creators, ambassadors, or high-profile individuals, including collaborative or partnership content.
- Additional creative skills such as photography, longer-form video, podcast/audio, graphic design, animation, or motion graphics.
- Experience creating content for platforms beyond Instagram and TikTok, particularly YouTube and LinkedIn.
We recognise that great digital creatives often bring skills that don’t fit neatly into a job description. If you have other digital, creative, or platform expertise that you think could add value to the Foundation, we want to hear about it.
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