Social Media Strategist

Diaspora Insurance provides culturally informed insurance solutions for diasporans living and working abroad, helping customers protect themselves, their families and their dignity across borders. As the business prepares for FY2026/27 growth, Marketing is building a stronger brand, digital, community, event and partnership engine to support awareness, lead generation, online portal conversion, retention and trust.

Own the organic social strategy across Facebook, Instagram, Tik Tok, Linked In, You Tube and Whats App community content to double DI’s social footprint while improving quality, engagement, trust and lead contribution.

The FY2026/27 strategy requires social media to move from posting activity to a structured engagement and trust engine. A dedicated strategist is required to plan platform-specific growth, corridor content, community engagement, event amplification and social reporting.

• Develop and manage the annual organic social strategy aligned to corporate awareness, corridor lead generation, events, source-market activity and retention.
• Create platform-specific plans for Facebook, Instagram, Tik Tok, Linked In, You Tube and Whats App content distribution.
• Own the monthly content calendar with weekly themes by corridor, campaign and funnel stage.
• Plan content pillars across education, claims trust, events, community, CSR, portal, reviews, referrals and source-market proof.
• Coordinate with Content Producer and Designer to produce reels, carousels, videos, live sessions, event coverage and short-form educational assets.
• Moderate community engagement, comments and inbox handoffs with approved response templates and escalation routes.
• Use social insights to identify customer objections, content opportunities and corridor-specific themes.
• Support influencer content planning with the Community Manager, ensuring consistency and trackability.
• Report weekly on engagement, reach, follower quality, link clicks, video completion, event interest and assisted leads.
• Ensure all social content follows brand guidelines and compliance-approved messaging.

KPI Area
Measure

Social footprint Double meaningful follower footprint by June 2027 while maintaining engagement quality.

Organic lead target Support 1,700 organic social leads and assisted lead generation across events, website and influencer funnels.

Content cadence Deliver agreed weekly platform cadence:
Facebook 3-5 posts, Instagram 4-6 posts/stories, Tik Tok 3-4 videos, Linked In 2-3 posts, You Tube weekly Shorts/education.

Engagement quality Improve saves, shares, comments, profile visits and link clicks by corridor.

Event amplification Provide pre, during and post-event content plans for all major events.

Community response Ensure approved response SLA for comments/messages and escalation to sales/customer service.

Reporting Weekly social dashboard and monthly insight report.

• Audit all social platforms and content performance.
• Build 90-day content calendar around corporate awareness and four corridors.
• Create platform playbooks and response templates.
• Launch recurring content series:
  Claims Explained, Family Protection Checklist, Diaspora Money & Responsibility, Event Recaps.
• Build reporting dashboard with engagement and lead attribution.

• 3+ years in social media strategy, community management or organic growth.
• Strong understanding of Facebook, Instagram, Tik Tok, Linked In, You Tube and short-form video trends.
• Ability to create culturally relevant content without stereotyping or over-generalising communities.
• Excellent copywriting and content planning skills.
• Experience working with regulated brands, financial services or sensitive subject matter desirable.
• Comfortable reading data and turning insights into content decisions.
• Able to work with designers, video producers, events, BDMs and compliance.

Meta Business Suite, Tik Tok, Linked In, You Tube Studio, Canva/Figma review, Cap Cut review, scheduling tools, GA4/UTMs, CRM/PAS handoff sheets.

• Commercially minded and outcome-focused.
• Culturally aware and respectful of African diaspora communities.
• Comfortable working in a regulated environment with compliance review processes.
• Highly organised, proactive and accountable.
• Able to work cross-functionally with Marketing, Sales, BDMs, Compliance, IT/PAS, Claims and Customer Care.

Diaspora Insurance is a trading name of Destiny Finance Ltd, a company registered in England and Wales (Company Registration No. ). Authorised and regulated by the Financial Conduct Authority, FCA Registration 795897.