Graduate Brand & Content Executive

Role Summary

Bayleaf FM has established solid operational systems including full service transparency, live performance analytics, a customer portal called Bayleaf Connect, an independently assessed ESG initiative, and an expanding Academy for staff development. However, our messaging remains scattered across various channels and only a few individuals can clearly convey our complete story to clients, candidates, or colleagues. We aim to unify this with a clear brand narrative, "Operational Confidence," supported by a consistent content and communication framework involving multiple platforms and professional marketing resources. The Graduate Brand & Content Executive role supports the daily execution of this strategy under the guidance of the Marketing & Systems Manager and strategic input from the Head of Business Transformation.

Role Importance

This position is focused on strategic storytelling and enhancing brand recognition, which will drive inbound interest and improve success rates for business pitches. Each content piece and marketing communication must be evaluated on its capacity to raise Bayleaf FM's profile and attract potential leads.

Primary Responsibilities

• Manage the editorial calendar spanning website, LinkedIn, and internal channels.
• Create case studies, articles, and supporting materials from the evidence bank targeting prospective clients.
• Oversee Bayleaf FM's LinkedIn page and other secondary business social channels.
• Develop and coordinate leadership content for LinkedIn and potentially Instagram and TikTok for nominated leaders.
• Handle WhatsApp broadcast messaging for key clients and frontline teams in collaboration with marketing and client teams.
• Draft content for in-app notifications for both client-facing Bayleaf Connect and internal operations apps, coordinating technical delivery.
• Monitor engagement metrics on leadership’s personal brand channels to advocate for expansion.
• Evaluate and support business case development for launching TikTok and YouTube channels.
• Prepare proposals and tender documents alongside Sales and Procurement, ensuring brand consistency and compelling presentations.
• Create marketing collateral including brochures and leaflets.
• Maintain the evidence bank containing accreditations, testimonials, performance stats, and stories.
• Manage awards and accreditation schedules and submissions with Procurement.
• Generate internal communications materials such as briefing packs, Town Hall presentations, and onboarding content working closely with HR.
• Assist client communications with monthly updates and quarterly ESG and performance reports.
• Compile monthly brand performance reports detailing content activity, engagement, adoption, and lead generation impact for management review.
• Operate CMS/HubSpot systems under supervision to update content and reports.

Candidate Profile

• Excellent English writing and storytelling skills, demonstrated through relevant portfolios or publications.
• Some prior experience or exposure to social media, content creation, or communication roles (including placements or university projects).
• Willingness and ability to learn CMS/HubSpot platforms, WhatsApp Business tools, and notification delivery systems.
• Confidence in conducting stakeholder interviews with support.
• Genuine interest in the impact of marketing and brand on business growth beyond aesthetics.
• Bonus skills include basic design knowledge and experience briefing video content.

Personal Qualities

• Self-motivated, well-organized, and able to manage multiple deadlines.
• Comfortable working in dynamic operational settings, not limited to desk-based tasks.
• Highly curious, eager to learn, and inquisitive about both processes and outcomes.
• Clear and calm communicator, capable of converting detailed operational information into engaging narratives.

Reporting Lines

The role reports directly to the Marketing & Systems Manager for daily responsibilities, receiving strategic guidance and content sign-off from the Head of Business Transformation while also benefiting from career development support.