Digital Content Specialist

About the role

Greenpeace Canada (GPC) is seeking a Digital Content Specialist to perform community management of our social media and create digital content intended for first engagement to ensure the organic relevance of Greenpeace Canada and grow our movement of Greenpeace supporters.

Responsibilities

• Deliver compelling, innovative and effective content that engages people who have never been involved with Greenpeace before to broaden our base of supporters and start them off in supporter journeys connected to our impact and fundraising goals.
• Perform community management in our social media presence, including:
• Social listening
• Social monitoring
• Proactive responses to activity naming Greenpeace Canada.
• Ensure digital activities support progress towards campaign mobilization and fundraising KPIs and lead generation goals, particularly outside of paid advertising.
• Produce innovative, engaging, and compelling social media content in a variety of formats, including multimedia, to trigger action and deepen engagement with both French and English-speaking audiences.
• Manage GPC's online communities, including moderating, creating content, encouraging conversation, deepening engagement and growing communities.
• Act as organizational spokesperson when required, particularly in responding to social media reactions in both French and English.
• Provide social media advice and other relevant support to staff building and stewarding digital relationships.
• Keep abreast of innovation, developments and trends in the digital advocacy space, working with the team to test as appropriate and expanding the GPC internal body of knowledge.
• Proactively engage with Greenpeace’s global digital community to share and learn best practices.
• Coordinate and manage the content publishing schedule, coordinate publishing priorities and negotiate with other departments across the website, email list and social media.
• Participate in the development, planning and implementation of GPC’s content strategy and digital editorial calendar.
• Report on the effectiveness of GPC’s online presence and engagement through regular reporting and analysis of metrics.
• Identify campaign communication key opportunities for web target audiences. Seek to build linkages between digital and offline opportunities for action.
• Manage the reporting, tracking and evaluation of specific digital campaign strategies in consultation/coordination with the Head of Insights and Engagement.
• Ensure all online activities comply with usability and organizational policies and procedures.

Requirements

• Content Creation Skills: creating, publishing, and amplifying innovative, engaging content on campaign issues and relevant topics.
• Digital and Technical Skills: creating, managing and updating web and social media content. Graphic design skills.
• Interpersonal and Team Work Skills: performing effectively within cross-departmental project teams, and interacting effectively across functions and hierarchies.
• Organizational, Administrative and Time Management Skills: managing multiple projects, conflicting priorities, and meeting tight deadlines.
• Critical Thinking and Policy Interpretation Skills: deploying fulsome understanding and implementation of organizational policies, ensuring public-facing outputs are in compliance and represent organizational positions.
• Research and Analytical Skills: evaluating information, planning strategies and anticipating ramifications; developing systems and procedures.
• Innovation and Knowledge-Sharing Skills: developing creative online campaign solutions, contributing to fostering a culture of excellence and innovation by actively sharing knowledge and striving for continuous improvement.
• Negotiation and Communication Skills: effectively internal and external communication to Greenpeace Canada’s French and English audiences, with a professional level of fluency.

Skills

• Bilingual Verbal and Written Communications Skills: effectively internal and external communication to Greenpeace Canada’s French and English audiences, with a professional level of fluency.
• Knowledge Requirements: In-depth understanding of digital strategy, online community management, and social media monitoring. Understanding of audiences and engagement, marketing/branding, online design and optimizing user experience/usability issues. Knowledge of, and experience with, web and digital platforms, including but not limited to Meta, Bluesky, X, Instagram, TikTok, LinkedIn, Hubspot, Wordpress, Talkwalker, Meltwater. Design programs such as Canva and Adobe Photoshop. Experience with campaigning, lobbying, or advocacy. Knowledge of environmental issues and the environmental sector. Justice, Equity, Diversity, Inclusion, Safety (JEDIS) knowledge and approaches to intentionally and effectively identify new audiences and engage with diverse partners and audiences with care and solidarity. Knowledge of the overall goals and intent of Greenpeace (including policies, guidelines, programs, campaigns and project activities).