Digital Content Specialist

REPORTS TO: Head of Marketing

LOCATION: London (hybrid working) – Up to  5 days per week on campus

ABOUT THE ROLE

The Digital Content Creator is responsible for developing and delivering content that supports ASU London’s marketing and recruitment activity across digital channels. The role ensures that content is structured, purposeful, and aligned with student engagement and conversion objectives.

This includes website, SEO, CRM, email, and social content, with a strong focus on ensuring that content supports both visibility and decision-making. The postholder will work closely with marketing and recruitment teams to ensure consistency, accuracy, and alignment with institutional messaging and compliance requirements.

This role requires a regular on-campus presence of up to five days per week, including evenings and weekends, to ensure comprehensive coverage of the full student experience.

KEY RESPONSIBILITIES

Content Planning and Delivery

• Manage and coordinate user generated content from students, alumni and staff Ensure content supports engagement, enquiry generation, and conversion outcomes

Website and SEO Content

• Write and edit website copy to support user journeys and conversion performance
• Create SEO-optimised content aligned to keyword strategy defined by the Digital Marketing Lead
• Develop landing pages and campaign content to support digital activity, driving lead generation and conversion

Email and CRM Content

• Develop email content for CRM campaigns and lifecycle workflows
• Ensure content aligns with audience needs and campaign objectives defined by the Digital Marketing Lead
• Write and optimise email content for CRM campaigns, ensuring clarity, engagement, and alignment with student journey stages

Storytelling and Campus Content Creation

• Act as a roving reporter capturing student, academic, and institutional stories Translate activity into compelling narratives that support recruitment and engagement

Social Media and Community Management

• Create and publish organic social media content across all channels
• Capture visual and video content, balancing production quality with authentic storytelling
• Monitor engagement and sentiment and escalate issues where appropriate
• Route enquiries to relevant teams including Enrolment Advisers and Registry

Earned and Non-Traditional Media

• Identify and proactively secure earned content opportunities by pitching ASU London academics and subject matter experts to external platforms, including podcasts, media outlets, and relevant industry channels, to extend reach and support brand positioning
• Work with internal experts to develop relevant, audience-focused content

Campaign Support

• Support Digital Marketing Lead with content assets for paid campaigns
• Produce variations of content for testing and optimisation

Content Governance

• Ensure all content is on-brand, accurate, and compliant with CMA and UKVI requirements where applicable
• Act as both creator and curator of content across channels

KEY RELATIONSHIPS

• Head of Marketing
• Digital Marketing Lead
• Marketing & Events Associate
• International Recruitment Team
• Domestic and Widening Participation Recruitment Team
• Academic staff and faculty subject matter experts
• Current students and alumni
• Enrolment Advisers and Registry teams
• External agencies (creative, video, photography and digital)

WHAT SUCCESS LOOKS LIKE

• Consistently high-performing digital content that drives measurable engagement across website, social, and email channels
• Improved visibility and discoverability of ASU London content through effective SEO-informed content creation and optimisation
• Strong audience engagement across social platforms, reflected in sustained growth, positive sentiment, and meaningful interaction
• Clear and demonstrable contribution of content activity to enquiry generation, application intent, and conversion outcomes
• High-quality, consistent, and brand-aligned content delivered across all channels, meeting agreed timelines and editorial standards

CAPABILLITIES, SKILLS & EXPERIENCE

Essential

• Bachelor’s degree or equivalent experience
• Significant experience in content creation and storytelling, across a range of digital channels,
• Excellent written communication, with a portfolio of engaging, digital-first copywriting
• Highly effective at building relationships across diverse stakeholder groups, with the ability to gain trust, encourage participation, and extract authentic stories from students, academics, and staff
• Experience planning, creating, and delivering organic social media content across multiple platforms, including content calendars, with an understanding of engagement and audience growth
• Understanding of SEO principles and how to integrate SEO into copywriting and content structure
• Experience filming and editing video content for digital channels with high quality production values
• Experience using social media and/or digital analytics tools to monitor content performance and inform optimisation
• Good understanding of audience engagement and content effectiveness
• Ability to interpret performance data and translate insight into content improvements
• Excellent organisational skills combined with the ability to prioritise multiple content streams and projects in a fast-paced environment

Desirable

• Experience using a Content Management System (CMS) to create, edit, structure, and publish website content, with an understanding of user journeys, SEO principles, and conversion optimisation
• Keen photographer with an eye for composition and an understanding of photography for marketing purposes
• Experience identifying and securing earned content opportunities, including pitching internal experts to external platforms such as podcasts, media outlets, and industry channels
• Experience working in a regulated environment with an understanding of compliance considerations in content creation (e.g. CMA, UKVI)
• Experience writing email and CRM content, with an understanding of engagement, segmentation, and conversion principles
• Understanding of brand governance

Please apply via the ‘Apply’ button above.