Social Media Lead

Location: London

Contract Type: Permanent

Closing Date: 20 November 2019

Salary: £38,500 (The salary for this role has been approved as advertised in line with our pay structure. We will not negotiate or vary this figure upon offer or appointment)

Social Media Lead



London & Partners is the official promotional company for London. We promote London and attract businesses, events, congresses, students and visitors to the capital. Our aims are to build London’s international reputation and to attract investment and visitor spend, which create jobs and growth.  

It is our privilege to promote London around the world, working in partnership with the Greater London Authority, UK Department of International Trade, VisitBritain and other destination marketing organisations, the London boroughs and many other key stakeholders, as well as our 1,000-plus private sector partners.   

Our target audiences are leisure and business tourists, event organisers, overseas businesses and investors, and prospective higher education students. Our marketing and promotional activities are designed to encourage visits, investments and spend in London now, as well as building London’s reputation to support its long term success. Our mission is to tell London's story brilliantly. 

We are a not-for-profit public private partnership, funded by the Mayor of London and our network of commercial partners. 

Purpose of role 

This role is a unique opportunity to showcase London and engage a global audience. A chance to exercise and build your social media skills and have real impact within a talented team of 90 marketing and communication specialists.   

You own the social media strategy, ensuring it is aligned with the overall marketing strategy. As Social Media Lead you manage planning, delivery and reporting. You influence target audiences to choose London across B2B and B2C channels (including Facebook, Instagram, Twitter, LinkedIn, YouTube, Tiktok and Snapchat). Owned channels are branded London & Partners, Visit London, Study London, London Business and London Convention Bureau, with a combined following of over 3 million people.    

You use a creative, data-led approach at all times. Your ideas, skills and knowledge will capture the imagination of audiences with award-winning social media campaigns. You manage the social media team and provide guidance and evaluation support to a wider team, including colleagues in France, Germany, US, China and India.   

You will work closely with colleagues, including designers, to generate and curate quality content including social-first videos and thumb-stopping posts. With the Communications team, you work closely to support influencer and traditional PR engagement to source content and extend campaign reach. You shape and deliver commercial promotions (with the Ventures team).  

You manage paid media campaigns in conjunction with Marketing Strategy colleagues, including budgets and billing.    

You ensure social media provides maximum value and that all resources are managed effectively. You ensure guidelines are followed to protect London & Partners reputation including crisis comms and ‘go live’ protocols.   

You leverage networks to amplify activity. You are responsible for Social Media Club; regular ticketed events with expert guest speakers exclusively for London & Partners’ tourism members. 

Key tasks 

  • Social media leadership: expert-level planning, delivery and reporting for our owned channels – consumer and business 
  • Provide expertise and support to media, corporate and Chinese social media channels  
  • Manage and develop a team of two social media specialists  
  • Generate ideas and ensure delivery of social campaigns including commercial promotions 
  • Drive innovation, ensuring channels and content evolve to delight and engage target audiences 
  • Shape and quality-assure social media components of integrated campaigns 
  • Working with wider team, contribute to scoping, target setting and the selection of the right social media tools for measurement, listening and publishing  
  • Generate regular reports and actionable insights  
  • Optimise social media activity and advertising 
  • Ensure the social media team is monitoring relevant trending conversations. Drive reactive posts and timely community engagement to reach target audiences with timely messaging and inspiration 
  • Provide benchmarking and competitor analysis   
  • Deliver training and guidance to internal teams  
  • Ensure guidelines are developed and followed at all times to protect L&P’s reputation (including 'go live', crisis comms, channel takeovers etc.) 
  • Work closely with Communication team on crisis response, following set protocols and ensuring adequate cover in place 
  • Own the programme for London & Partners Social Media Club  
  • Budget and supplier management  
  • Any other tasks reasonably allocated by line manager

You'll Have

Person specification 

The successful candidate will demonstrate:  

Knowledge and Experience  


  • Social media strategy development and delivery 
  • B2C and B2B social media marketing experience  
  • Customer first and data led, using audience data to inform activity and achieve goals 
  • Extensive experience shaping and managing successful social media marketing within a marketing business or agency environment  
  • Excellent knowledge of industry trends and strong personal network of contacts  
  • Extensive hands-on experience with a wide range of platforms including Facebook, Twitter, Instagram, YouTube, Pinterest, LinkedIn, Snapchat and Tiktok plus social media tools such as Socialbakers  
  • Social media advertising experience – campaign set up, optimisation and budgeting  
  • Experience of developing successful partnerships to generate revenue  
  • Line management experience 
  • Excellent organisational skills and a track record of delivering on time and to budget  
  • Account and project management skills 


  • Experience of WeChat and Weibo 
  • Fluent in one of French, German or Mandarin 
  • Experience working with international audiences including China 

Personal style and behaviour 

  • Successfully uses innovative and creative problem solving to implement plans and objectives.  
  • Able to adjust comfortably to, and remains productive within, a context of ambiguous and fast changing priorities and cultural agendas. 
  • Able to effectively manage a high performing team through building trust, co-operation and constructive dialogue 
  • Successfully uses business challenges and opportunities to improve team and personal performance. 
  • Able to motivate and encourage team members to grow to their full potential, through the deployment of performance improving tools/interventions. 
  • Able to maintain successful relationships with internal and external networks that work to mutual benefit 
  • Able to communicate a clear sense of purpose, direction and success to internal & external stakeholders in a self-assured and articulate manner. 
  • Able to deliver projects with the team using all available resources, measuring and monitoring performance throughout. 
  • Facilitates team performance by creating a team environment that encourages responsibility and ownership for outcomes and improvement. 
  • Has a passion for London. 
  • Committed to continuous learning and evolving with industry best practice 
  • Experience working in an agile marketing environment and as part of project teams 

You'll Get

We are an equal opportunities employer, and are committed to giving people the same opportunities for employment, pay, and promotion, without discrimination against anyone.

These are standard job terms, however various flexible working options will be considered should they meet the needs for the business. Examples could include job share, part time, flexible shifts and home working. Let us know how we can best support you to achieve the right work/life balance.

If you need to receive this information and/or apply in an alternative format, please contact London & Partners by calling 020 7234 5800 to discuss how we can help.

We encourage applications from all sections of the community.

Application Process

Applications may be reviewed as they are received, so please apply as soon as possible.

Please note that London & Partners is not a sponsoring organisation so all applicants are required to have existing right to work in the UK.

Apply now