Digital Campaign Strategist
Location: UK-based, with the right to work in the UK
Contract: Full-time
Reports To: Chief Operating Officer
About the Role
We are looking for an ambitious, fast-moving Digital Campaign Strategist to lead our high-volume email and SMS advocacy and supporter engagement programme.
Working with our in-house AI-enabled campaigning software, you will turn our investigations, litigation, advocacy work and breaking developments into compelling public campaigns that mobilise supporters, generate pressure and raise the funds needed to continue our work.
This is a high-output campaigning role. You will be constantly identifying new campaign opportunities, developing petition concepts, writing emails, producing SMS campaigns, testing creative approaches and responding rapidly to emerging cases and news.
We run a significant, high-volume digital advocacy and fundraising programme. On any given day, you may be developing several new petition concepts, launching an urgent campaign around a breaking investigation, writing fundraising emails, analysing supporter behaviour and designing the next stage of a supporter journey.
This role is not for the faint-hearted. We are looking for someone who thrives in a fast-moving campaigning environment, enjoys producing a large volume of creative work and is comfortable being judged on results.
Key Responsibilities
Digital Campaign Strategy
- Develop and lead digital campaign strategies supporting our investigations, litigation, advocacy and animal protection work.
- Translate complex cases, investigations and policy issues into compelling public-facing campaigns.
- Identify strong campaign angles, petition concepts, advocacy actions and fundraising opportunities.
- Produce multiple campaign and petition concepts every day, maintaining a strong pipeline of potential campaigns.
- Identify breaking news, campaign moments and emerging opportunities where rapid supporter mobilisation could make a meaningful difference.
- Work closely with investigators, legal teams and operational colleagues to understand cases and determine where public campaigning can add pressure or support.
Email & SMS Campaigning
- Manage our high-volume email and SMS advocacy and fundraising programme.
- Constantly develop and write new email and SMS campaign concepts.
- Write compelling subject lines, pre-headers, campaign copy, calls to action, fundraising appeals and supporter updates.
- Build campaigns designed to maximise opens, clicks, petition signatures, actions, donations and recurring supporter engagement.
- Develop structured email and SMS journeys around campaigns rather than treating each communication as a standalone message.
- Test different messages, creative approaches, audiences and calls to action to continually improve performance.
Petitions, Actions & Supporter Journeys
Design and deliver end-to-end digital campaign activations including:
- Online petitions
- Advocacy actions
- Email campaigns
- SMS campaigns
- Fundraising appeals
- Surveys and polls
- Supporter mobilisation campaigns
- Campaign landing pages
- Post-action supporter journeys
- Donation journeys
- Re-engagement campaigns
You will think beyond the initial petition signature or click and consider how each campaign can deepen a supporter's relationship with our work.
Supporter Engagement & CRM
- Grow and steward our supporter base, reaching new audiences while developing stronger relationships with existing supporters.
- Manage and segment supporter lists so that the right message reaches the right supporter at the right time.
- Use supporter behaviour and campaign history to create increasingly personalised communications.
- Maintain strong list hygiene and supporter data practices.
- Develop segmentation strategies designed to improve deliverability, open rates, click-through rates, conversion and long-term engagement.
- Identify opportunities to move supporters from initial campaign participation into deeper advocacy and financial support.
Content Creation
Create clear, engaging digital content across multiple formats, including:
- Campaign and petition copy
- Email
- SMS
- Landing pages
- Digital advertising copy
- Graphics
- Social content
- Short-form video
- Campaign updates
You must be able to take complicated legal, investigative, technical or policy information and turn it into language that an ordinary member of the public can immediately understand — without sacrificing accuracy.
Data, Testing & Optimisation
- Monitor campaign performance across email, SMS, petitions, fundraising and supporter journeys.
- Analyse metrics including deliverability, open rates, click-through rates, conversion rates, petition completion and fundraising performance.
- Produce regular reporting on campaign results.
- Identify trends in supporter behaviour and use them to shape future campaigns.
- Develop and run A/B tests across subject lines, messaging, creative, audiences, timing and calls to action.
- Rapidly stop, adjust or scale tactics based on performance.
- Build a culture of continual experimentation and improvement.
Campaign Technology
- Become an expert user of our in-house AI-enabled campaigning platform.
- Use AI tools to increase the speed and volume of campaign ideation, drafting, segmentation, analysis and optimisation while maintaining strong editorial judgement.
- Build and publish campaign pages through our website and campaign systems.
- Use basic HTML/CSS where required to customise emails, landing pages and digital campaign assets.
- Troubleshoot routine campaign technology and publishing issues.
About You
You are an experienced digital campaigner who combines strong creative instincts with a highly analytical mindset.
You enjoy writing. A lot.
You should be comfortable moving from one campaign to another throughout the day, rapidly absorbing a new case or issue and identifying the strongest public-facing campaign angle.
You will not be waiting several weeks to develop a single campaign. Our campaigning model requires a constant stream of new ideas, petitions, emails, SMS messages, tests and supporter journeys.
You should enjoy that pace.
Essential Criteria
You will have:
- Strong experience managing email campaigns and CRM/supporter database platforms, such as Action Network, Mailchimp, Salesforce or similar.
- Demonstrable experience developing digital campaigning, advocacy, mobilisation, fundraising or supporter engagement programmes.
- Excellent written communication skills and the ability to write compelling campaign copy quickly.
- The ability to translate complex legal, technical, investigative or policy issues into clear and persuasive public-facing content.
- The creativity and stamina to develop several campaign and petition concepts every day.
- Experience segmenting supporter databases and tailoring communications to different audiences.
- Strong understanding of email metrics including deliverability, open rates, click-through rates and conversions.
- Experience using analytics to evaluate campaign performance and adjust strategy accordingly.
- Experience managing and publishing content through a CMS such as WordPress.
- Basic working knowledge of HTML and CSS.
- Experience using design tools such as Canva or Adobe Creative Suite to create campaign assets.
- The ability to create digital content across written, graphic and short-form video formats.
- Strong attention to detail and an ability to maintain accuracy while working at speed.
- The confidence to make decisions and launch campaigns in a rapidly changing environment.
- The ability to manage multiple campaigns and priorities simultaneously.
- Strong alignment with our animal protection mission and a commitment to representing our cruelty-free values through your work.
- The right to work in the UK and the ability to be based in the UK.
Desirable Experience
It would be particularly useful if you have experience in:
- Animal protection or animal advocacy
- Political or issue-based campaigning
- Charity or nonprofit digital fundraising
- Petition campaigning
- High-volume email programmes
- SMS mobilisation
- Advocacy CRM systems
- Fundraising optimisation
- Conversion-rate optimisation
- Email deliverability
- Digital advertising
- AI-assisted content creation or campaigning
- Campaign automation and personalised supporter journeys
What Success Looks Like
Success in this role means that our investigations and advocacy work are consistently translated into campaigns capable of reaching and mobilising large numbers of people.
You will be expected to build a constant pipeline of compelling campaign ideas, launch campaigns rapidly when opportunities arise and continually improve performance using data.
You will help us increase:
- The number of active supporters participating in our campaigns
- Petition signatures and advocacy actions
- Email and SMS engagement
- Supporter retention
- Digital fundraising income
- The number of supporters progressing from an initial action into deeper engagement
- The speed with which we can respond publicly to investigations, cases and breaking developments
Above all, you will help turn public concern about animal cruelty into meaningful action, pressure and resources capable of achieving change.
Pay: From £28,950.00 per year
Benefits:
- Casual dress
- Company pension
- Flexitime
- Health & wellbeing programme
- Work from home
Work Location: Remote
