Digital Growth & Content Officer

Digital Growth & Content Officer at Kenya Red Cross Society

Digital Growth & Content Officer at Kenya Red Cross Society

SCOPE OF THE ROLE

• Direct Reports: Content interns, student ambassadors (as assigned)

Internal:

Business Development, Admissions, Marketing,

External:

Prospective students, parents, creative partners, agencies

KEY RESPONSIBILITIES

Digital Content Strategy & Execution

Develop and execute a content strategy aligned to BIHC’s recruitment cycles and institutional positioning

Create high-quality, platform-relevant content (video, social, web, email) that drives awareness and consideration

Translate programs, student journeys, and outcomes into compelling, conversion-oriented storytelling

Maintain brand consistency across all digital channels

Social Media & Audience Growth

Manage priority platforms (Instagram, TikTok, Facebook, X and LinkedIn) with a focus on engagement and lead generation

Build and grow a targeted audience of prospective students and stakeholders

Drive inbound engagement (DMs, comments, inquiries) and guide them into structured admissions pathways

Monitor platform performance and continuously optimize content and posting strategy

Lead Generation & Pipeline Contribution

Generate qualified leads through content campaigns, digital activations, and social engagement

Support lead nurturing through content sequencing, follow-ups, and engagement strategies

Work closely with Admissions to ensure seamless handover and tracking of leads

Maintain accurate tracking of leads generated through digital channels

Campaigns & Growth Initiatives

Support the execution of student recruitment campaigns for key intakes

Collaborate on go-to-market strategies for new programs and institutional initiatives

Identify and leverage partnerships, creators, and platforms that enhance reach and lead generation

Monitor competitor activity and emerging trends to inform strategy

Data, Analytics & Performance Optimization

Track and report on:

Qualified leads generated

Engagement-to-inquiry conversion rates

Performance of key campaigns and content formats

Use insights to continuously refine content, targeting, and messaging

Provide structured performance reports and recommendations

Stakeholder Collaboration & Experience

Work with marketing, faculty and student teams to capture authentic, high-impact content

Ensure consistent, high-quality communication across all digital touchpoints

Support institution and admissions-related events and activations through content and digital amplification

Administrative & Operational Support

Maintain content calendars, campaign trackers, and reporting dashboards

Document and improve digital marketing and lead generation processes

Any other duties as may be assigned by management from time to time

SUPERVISORY RESPONSIBILITIES

Oversight of interns, ambassadors, and external creatives where applicable

KEY SKILLS AND PERSONAL ATTRIBUTES

Strong storytelling and content creation capability (video, copy, digital formats)

Deep understanding of social media platforms and audience behavior

Commercial awareness with ability to link content to measurable outcomes

Strong analytical skills and experience with performance tracking

Excellent communication and stakeholder management skills

Highly organized with strong execution discipline

Self-driven, proactive, and comfortable working in a performance-oriented environment

EDUCATION AND EXPERIENCE

Bachelor’s Degree in Marketing, Communications, Business, or related field

2 – 4 years’ experience in digital marketing, content, or social media roles. Agency experience preferred.

Proven ability to execute campaigns that drive measurable engagement and lead generation

Experience in education, hospitality, or service industries is an added advantage

Familiarity with CRM systems, analytics tools, and content production tools