Content Creation & Governance

• Create, edit and publish high-quality, high-performing content, including:
  • Commercial and landing pages aligned with the commercial digital marketing strategy
  • Informational and educational pages such as blogs, insight articles, reports, publications and thought leadership pieces
  • Event and lead-generation landing pages
  • Insight articles, reports, interviews and thought leadership pieces
  • Project impact stories
• Identify content opportunities based on stakeholder needs.
• Maintain content governance, brand tone of voice, writing guidelines and brand guidelines.
• Manage and optimise website content using the Content Management System (Umbraco) for on-page SEO.

Design & User Experience Collaboration

• Partner with design and UI teams to evolve the component modular library and design system, ensuring consistency, accessibility and responsiveness across all digital touchpoints.

SEO & Content Analytics

• Optimise content for search, working with the digital marketing team, our digital agency of choice, and third-party platforms such as Semrush and other AI tools.
• Monitor content performance, provide insightful feedback and use it to inform strategy.
• Track KPI performance for the website.
• Continuously refine content based on data, insights and performance trends.

Strategic Priorities – Organic, AEO, GEO & AI Search

• Drive more donations from organic search.
• Protect and grow peak-period organic revenue – apply the Ramadan 12-week campaign model to all major giving periods (Ramadan, Qurbani/Dhul Hijjah and Winter Emergency), with dedicated organic landing pages, LLM optimisation and performance tracking for each.
• Audit and control the AI narrative – understand what every major LLM says about Human Appeal today, establish a baseline, produce one citable data asset per quarter for LLMs to cite as a primary source, and monitor and correct our AI narrative on an ongoing basis.
• Increase AI Overview (AIO) appearances – for informational queries where AIOs appear and suppress clicks, ensure Human Appeal is the cited source inside the AIO box through schema, structured content formats, FAQ content and featured snippet ownership.
• Increase brand citations in LLMs – become the most-cited UK Islamic charity in LLM responses through original research, comparison content, Islamic giving taxonomy ownership, community presence and integrated PR/SEO/social amplification.
• Build long-term, compounding brand authority – through original research, thought leadership, author entities, Wikipedia presence and earned media.
• Exploit AIO-free zones – build content and landing page strategies around transactional, navigational and local queries where AI Overviews do not appear and clicks still go directly to websites.
• Increase AI referral traffic – build the technical and content foundations that drive referral traffic from Perplexity, ChatGPT, Gemini and Copilot; track it as a distinct channel in GA4; and optimise toward the platforms with the highest donation-conversion ROI.
• Increase brand visibility in LLMs – build the off-page authority layer (digital PR, community citations, author entities, review platforms, Wikipedia) that leads AI systems to include Human Appeal in responses to Islamic giving queries.
• Ensure content supports SEO, LLM, lead generation and thought leadership positioning, linking activity to organic income, revenue, rankings and brand citations in AEO/GEO/AIOs.

CMS Management (Umbraco)

• Develop and maintain the structured content strategy for Umbraco CMS, aligned with business objectives and user needs across key stakeholders, with a focus on increasing donation revenue and lead generation.
• Oversee the creation, editing, publishing and maintenance of all website content using Umbraco, ensuring adherence to brand guidelines, SEO and AI best practices, and accessibility standards (WCAG).
• Execute content updates and new initiatives in close collaboration with digital, volunteer and fundraising teams.
• Meet content governance rules, taxonomy, metadata standards and branded page templates to ensure consistency and quality.
• Optimise on-page commercial and informational pages for LLMs.
• Act as the primary point of contact for content requests, collaborating with UX designers, developers and other stakeholders.
• Conduct regular content review sessions to gather approvals and feedback, ensuring content relevance and accuracy.
• Maintain robust content workflows and permissions, and perform regular content audits to identify areas for improvement.
• Monitor and optimise site performance metrics – including page speed, user engagement, SEO trends and LLM visibility – implementing data-driven improvements, resolving content cannibalisation, and implementing SEO audit findings to improve baseline scores.
• Lead, mentor and provide guidance to content editors, writers and junior CMS users, fostering a collaborative, high-performing team.

Website Migration

• Lead and manage the migration of website content from the previous version of Umbraco when required, ensuring smooth and seamless integration of existing data, media and assets.
• Conduct thorough testing and quality assurance checks during migration to ensure content is correctly transferred, formatted and functional.
• Implement a structured approach to content updates, ensuring deadlines and objectives are consistently met.
• Troubleshoot and resolve content-related issues independently, with a positive, solutions-driven mindset.

Stakeholder Management

• Form strong relationships with Fundraising, Donor Care, Volunteers, PR, and the Research and Advocacy team to collaborate and drive the content development process, with a focus on commercial and lead-generation goals.
• Manage multiple stakeholders and prioritise requests based on business priorities aligned with Human Appeal's 2030 strategy.
• Collaborate with senior stakeholders and subject matter experts across the organisation.

NB: Employee duties are not limited only to the above-mentioned responsibilities; they may perform other duties as assigned.

Candidate essential criteria

• Bachelor's degree in Marketing, Communications, Digital Media or a related field.
• 3–5 years' progressive experience in digital content management and content marketing, with proven ecommerce and website management experience and significant, hands-on experience using Umbraco CMS (or a similar ecommerce-driven/enterprise CMS).
• Proven ecommerce and website management experience, including a strong understanding of ecommerce platforms, best practice and growing revenue.
• Strong, hands-on experience using Umbraco CMS (content editing, component management, publishing