Social Media & Content Marketing

Role overview

The National Lottery is seeking a strategic and imaginative Social Media & Content Manager to shape its social and content direction. The role is focused on strengthening audience engagement, protecting and building brand reputation, and supporting commercial results across digital channels.

As part of the marketing function, you will take ownership of social strategy, content production oversight and community interaction. You will also make sure all communications follow brand standards, responsible gaming commitments and relevant regulatory rules. In partnership with internal stakeholders and external agencies, you will deliver fresh, insight-driven campaigns that resonate with customers and elevate the National Lottery brand.

This position is based in Dublin City Centre and follows a hybrid working pattern of three days per week in the office.

What the role involves

• Setting the direction for social media activity across all relevant platforms.
• Managing the social content plan and delivering integrated campaigns that support brand, commercial and Good Causes objectives.
• Leading social-led storytelling for cultural moments, game launches and winner stories.
• Handling community engagement, social listening and customer responses.
• Overseeing the development and optimisation of content across formats such as video, motion and timely social posts.
• Acting as a guardian of the brand voice, ensuring message consistency, quality and responsible communication.
• Identifying and testing new creative approaches, including opportunities involving emerging technologies, creators and influencer partnerships.
• Managing agency relationships, content budgets and reporting on campaign performance.
• Working with Performance Marketing, PR, Sponsorship, Legal and Compliance teams to deliver joined-up and compliant campaigns.
• Ensuring all outputs meet advertising, regulatory and responsible gaming requirements.

Experience and skills required

• At least 8 years of experience in social media, digital content or integrated marketing roles.
• A strong track record of creating effective social and content strategies for well-known brands.
• Solid knowledge of social platforms, content production, community management and digital analytics.
• Background in managing agencies, creative production and campaign budgets.
• Excellent copywriting, storytelling and creative decision-making skills.
• Experience working in a regulated environment.
• Strong ability in stakeholder management, project coordination and analysis.
• Preferred experience in lottery, gaming or similar highly regulated sectors.
• Exposure to global or multinational brands is an advantage.
• Familiarity with social listening, analytics and reporting tools is desirable.
• Experience leading video-first, creator-led and influencer content strategies is also desirable.

Why join

The National Lottery offers a range of benefits designed to support your work-life balance, wellbeing, finances and professional growth.

• Hybrid working for eligible roles, along with full leave entitlements, career breaks and secondment opportunities.
• Physical wellbeing support including discounted gym membership, eye tests, flu vaccinations, paid sick benefit and wellbeing initiatives.
• Financial wellbeing support including a competitive salary, defined contribution pension, income protection and one-to-one financial advice.
• Learning and development resources available continuously through in-house training, Go1 Learning Content, the Irish Management Institute and The Executive Institute.

Additional information

Talent Pool: candidates interested in similar opportunities but not ready to apply can join the Talent Pool for future openings.