ROLE TITLE – SOCIAL MEDIA CONTENT EXECUTIVE GRADE – Band 3

ROLE PURPOSE – RESPONSIBLE FOR DELIVERING EXCEPTIONAL CONTENT THAT FEEDS INTO T HE SOCIAL JOB REF –
MEDIA STRATEGY TO STRENGTHEN THE BA BRAND

DIRECTORATE – CORPORATE AFFAIRS REGION – UK

Scope – no direct reports Behaviours and attitude
• A champion for change and
advocate of dynamic and agile
Accountabilities working
• Create high quality content for British Airways’ social media channels • Challenge colleagues and
• Manage internal and external influencers for British Airways to ensure established practices when required
• Able to develop an internal and
the airline gets the right exposure on owned and/or earned channels
external network, establishing
• Help develop and deliver social media plans across bought, owned and
earned digital channels and audiences to deliver global PR, media strong relationships at all levels
relations and marketing communications • Active listening skills and mutual
• Work with members of the content team to drive ideas and deliver understanding through effective
creative content to support social media outreach questioning to encourage two-way
• Analyse social media data including reach and engagement results and communication and understand,
provide teams across the airline with the knowledge and respect and accept the value of
understanding to make decisions different views
• Able to capture and deliver creative content (image, video + • Anticipate needs of their audience
animation) – and tailor’s communication to
• Up to date with changes in all social media platforms and trends appeal to the audience’s interest
• Accountable, as part of the team for performance of British Airways’ and level
social media channels globally. Improvements to key metrics • Use and switch between, a number
• Be a brand guardian, focus on maintaining appropriate and relevant of influencing approaches to build
support for ideas and plans,
communications and demonstrate a deep understanding of our brand
• Provide social media advice and expertise to colleagues across considering others
external communications, marketing, customer, and colleague
engagement My core traits
• Align with the Marketing and Customer Engagement teams, ensuring • A team player but can work
that activities are joined up in advance to drive the one-stop-shop autonomously
message, to ensure effective integrated communications • Self-motivated and calm under
• Build strong relationships within Commercial, Marketing and across pressure
BA, continuously networking to draw insights, shape PR and social • Responsive and proactive
media strategy • Have tact and discretion in handling
highly confidential information
• Support the Social Media Content Manager, managing relationships
with partners and celebrities to ensure BA gets the right exposure • Polite, personable and self-aware
through the most appropriate ambassadors and partners • Flexible, resilient, self-starting, team
• Evaluate activity including quantity and quality metrics such as key aware
messages and PR image placement – with a focus on quality, choice, • Organisation, planning and
value, design and innovation problem-solving
• Community management of our social media channels • Able to research independently
• A creative individual who can think
outside the box
Skills / capabilities Key enablers
• Native to social media, you will have experience managing social • Corporate Affairs Leadership Team
media channels such as TikTok, Instagram, Facebook, LinkedIn, • Head of Social Media
Twitter – and creating engaging content for those platforms • Director of Communications
• Competent using measurement tools, data and analytics
• Social Media Content Manager
• Understanding of the social media sector, social media
platforms, news, PR and marketing
• Transformation Leadership Group
• Good photography, videography and editing skills • Customer Engagement Teams
• A high awareness of and focus on the products and services • Marketing
that best drive value and business growth
• Keeps abreast of current thinking and good practice in social
media both within and outside the aviation sector
• Understanding of the key issues affecting the airline industry and
wider news issues
• Able to work collaboratively and encourage team working
across departments
• Communicate effectively in an open and transparent way that Key performance indicators
achieves the most effect and understanding and builds trust • BA’s profile is raised positively
• Present confidently and concisely, delivering their message
through the creation and actions of
effectively
the new social media strategy
• Brilliant written and verbal communication skills
• Advanced problem-solving skills • High levels of positive engagement
• High attention to detail with excellent organisational and time with audiences globally
management skills • Excellent stakeholder feedback,
team and external feedback from
Qualifications / experience stakeholders including the media,
• Experience in social media, PR, marketing with a broad high profile social influencers and
understanding of all disciplines customers
• Experience in media and/or social analysis & evaluation • Excellent relationships across the
• Evidence of developing and building relationships with other
business at all levels
functions or departments
• Proven track record of running social media accounts with high • Growing our social media following,
levels of engagement engagement, video views and reach
• Ability to create and post outstanding content from initial idea, on BA social media channels
through to filming, editing and being published