Content & Channels Coordinator

Company Description

WHO ARE WE?

Smiling Mind is Australia’s leading not-for-profit dedicated to building children’s mental fitness. Since 2012, we have pioneered evidence-based, preventive approaches that support children’s wellbeing at scale. Through national programs delivered in schools and accessible tools for families, Smiling Mind strengthens mental fitness where children live and learn.

Trusted by millions of parents and educators globally, we equip the next generation with lifelong skills to thrive and aim to create generational change in mental health. Every dollar we raise fuels impact for children.

ROLE OVERVIEW

As the Content & Channels Coordinator at Smiling Mind, you will help coordinate and develop high-quality content across our digital, social, email and partner channels. Working closely with the Marketing & Communications Lead, Designer, internal stakeholders and external partners, you will support the delivery of content and communications that strengthen awareness, engagement, trust and impact.

This is a hands-on role for someone who can combine strong writing and storytelling for key audiences (educators and parents as well as key stakeholders such as major donors) while reflecting the changing way audiences discover, engage with and act on information. You will support content & channel planning social media, community engagement, email/CRM activity, reporting, AEO/SEO and emerging AI-enabled content workflows.

We are looking for someone who is passionate about modern marketing. Contribute to repeatable ways of working that help the right audiences find, trust, engage with and advocate for Smiling Mind across social platforms, email, web, search, AI-assisted discovery environments and partner ecosystems.

With the support of the senior team, you will support Smiling Mind to deliver smarter, faster and more effective marketing activity: improving discoverability, testing and learning, and ensuring every output strengthens our position as the leading voice in children's mental fitness.

Your work will contribute to increasing awareness, engagement, advocacy and sustained action in support of our mission to create generational change in children's mental health.

RESPONSIBILITIES OF THE ROLE

Key Responsibilities

Content & Campaign Coordination

• Support the planning and coordinate the execution of always-on communications and campaign content across owned, earned, partner and third party (eg media) channels.
• Support the translation of campaign priorities, organisational moments, evidence, expert insight, home & school content and community stories into practical multi-channel content plans.
• Develop high-quality written content including social copy, EDM copy, blog and web content, campaign messaging, stakeholder updates, short-form video scripts, media support materials and internal communications.
• Coordinate campaign assets, timelines, approvals and stakeholder inputs to ensure strong delivery across channels.
• Work with the Designer to prepare briefs and coordinate the delivery of social-first, brand-aligned and accessible creative assets.
• Ensure all content is consistent with Smiling Mind’s brand, tone, evidence base, child-safe standards and organisational strategy.

Social Media, Community & Advocacy

• Oversee and enhance Smiling Mind's social media presence across key platforms, including Instagram, Facebook, YouTube & LinkedIn, with a focus on parents, educators and sector influencers.
• Coordinate the development of social-first content that is engaging, useful, credible and designed for platform behaviour, not simply adapted from other formats.
• Monitor social and cultural trends, audience needs, platform changes and emerging formats to identify relevant opportunities for reach, engagement and impact.
• Support community engagement by responding to comments and messages, identifying audience insights, surfacing positive stories and helping turn our audience into advocates.
• Identify opportunities to amplify content through partners, ambassadors, educators, lived experience voices and internal experts.
• Support Smiling Mind’s visibility and voice in children’s mental fitness through timely, relevant and audience-led content moments.

CRM, Email & Audience Journeys

• Support the delivery and optimisation of EDMs, campaign emails, nurture journeys and stakeholder communications through HubSpot.
• Work with the Marketing & Communications Lead and relevant internal teams to support improvements to segmentation, targeting, automation and audience journeys for parents, educators, donors, partners and sector stakeholders.
• Use CRM and channel data to identify opportunities to deepen engagement, improve retention and move audiences from awareness to action.
• Test and optimise all content - subject lines, calls to action, content formats and audience segments - to improve engagement and conversion outcomes.
• Maintain strong list hygiene, campaign tagging and reporting discipline to ensure CRM activity is useful, measurable and connected to organisational priorities.

AI, Search & Discoverability

• Use AI tools responsibly to improve the speed, quality and consistency of marketing outputs, while maintaining human judgement, evidence integrity and brand safety in line with the organisational AI Ethics Framework and governance standards.
• Support and maintain practical AI-enabled workflows for content repurposing, first drafts, content variants, campaign asset matrices, reporting summaries, audience insight synthesis and internal knowledge management.
• Support Smiling Mind’s discoverability across traditional search, social search and AI-assisted discovery environments, including search engines, AI answer engines and emerging content discovery behaviours.
• Apply SEO and AEO principles to help Smiling Mind become easier to find and cite for children’s mental fitness, school wellbeing, family wellbeing and preventive mental health topics.
• Collaborate with internal experts to translate evidence-based content into clear, structured, useful and discoverable content that can build authority and trust over time.
• Maintain a practical test-and-learn mindset around tools, prompts, platforms and content formats, sharing learnings with the team.

Insights, Analytics & Optimisation

• Monitor campaign and channel performance across social media, email, website, CRM and other relevant digital platforms.
• Provide regular reporting on content, social, email, campaign and engagement performance, with clear recommendations on what to continue, change, test or stop.
• Translate data, audience behaviour and community insights into practical improvements for future content and campaigns.
• Support testing and optimisation initiatives across content formats, channels, calls to action, posting cadence, email journeys and campaign activity.
• Contribute to quarterly planning by identifying content opportunities, audience needs, seasonal moments, emerging trends and performance insights.

Communications, PR, Events & Partnerships Support

• Support media and public relations activity through drafting, coordination, monitoring, amplification and repurposing of earned media outputs.
• Help surface case studies, expert insights, user stories, school stories and community voices that demonstrate Smiling Mind’s impact.
• Support brand, fundraising, advocacy and partner activations through content, communications, logistics and post-activity reporting where required.
• Ensure PR, event and partnership activity is amplified across owned channels and connected to broader campaign and audience journeys.

Qualifications

WHO ARE YOU?

You are an emerging, modern marketer, sharp writer and practical content operator who is excited by the intersection of brand, communications, technology, social impact and audience growth. You know how to turn ideas into action and you are energised by variety: one day developing a campaign content plan, the next writing EDMs, briefing social assets, analysing results, supporting a media moment or testing a new AI workflow.

You are social-first, but not trend-led for the sake of it. You understand how to earn attention while protecting trust. You care about clarity, usefulness and credibility. You are curious about how audiences discover information now: through search engines, social platforms, AI-generated answers, communities, recommendations and trusted voices.

You thrive in a small, dynamic team where you can wear many hats, move quickly and build better ways of working. You balance creativity with discipline, and you are motivated by the opportunity to help millions of children, families and educators build the mental fitness skills they need to thrive.

Your Skills and Experience

• 3+ years of experience in marketing, content, digital, social media, communications or audience growth roles.
• Excellent copywriting, editing and storytelling skills, with the ability to adapt tone and format for parents, educators, partners, funders, sector audiences and internal stakeholders.
• Strong social media capability, including content planning, platform best practice, community management, social-first formats and performance optimisation.
• Experience using CRM/email platforms such as HubSpot or similar, including EDM building, segmentation, testing, reporting or nurture journey support.
• Emerging capability in digital discoverability, including SEO fundamentals, social search and emerging AI search or answer engine optimisation principles.
• Proven ability to use AI tools to improve productivity, content development, research, repurposing, reporting or workflow efficiency.
• Strong project coordination and stakeholder management skills, with the ability to manage multiple priorities and deliver high-quality work to deadlines.
• Comfort working with data and insights, and the ability to translate performance results into practical recommendations.
• Budget-conscious and resourceful, with experience creating impact within constraints.
• Experience in health, wellbeing, education, behaviour change, not-for-profit, social impact or mission-driven organisations is desirable but not essential.

Personal Attributes

• Curious, proactive and future-focused.
• Practical, organised and accountable.
• Creative but disciplined in execution.
• Confident using technology while applying strong human judgement.
• Able to work with pace, ambiguity and changing priorities.
• Warm, collaborative and stakeholder-aware.
• Passionate about creating generational change in children’s mental health.

Additional Information

THE VALUES WE LIVE BY AT SMILING MIND

• 100% People-first - We are dedicated to creating impact with people at the centre of everything we do.
• Changemakers - We challenge the status quo and pave new paths towards helping every mind thrive.
• Curious - We ask questions and we strive to keep learning and improving.
• I ntentional - We know action is required to achieve our goals and we’re purposeful in every action we take.

YOU WILL THRIVE AT SMILING MIND IF YOU HAVE

• A belief in the purpose and philosophy of Smiling Mind - that we can achieve generational change in mental health by focusing on building mental fitness skills in children and the adults that surround them.
• A desire to have a positive impact on the world - particularly through behaviour change and learning design.
• The ability to blend agility and pace with the rigour required to deliver impactful health services.
• A growth mindset and willingness to learn.
• Attention to detail, accountability, and ability to work to timelines and manage competing tasks.
• A warm, friendly, collaborative, and engaging approach.
• Alignment to our values.

WHAT TO EXPECT & HOW WE WORK

We're a friendly and highly driven small team with a big dream so expect to be surrounded by people who are passionate about changing the future generations of Australians. Smiling Mind is a high growth, fast paced organisation more akin to a tech start-up than what you might perceive a not-for-profit to be like.

Our people have tenacity, creativity, and resilience in spades, meaning we punch well above our weight, working together as a tight knit team to achieve great things.

You will be supported to succeed, but encouraged to use initiative to get the job done, will be challenged to perform at your very best, and in return get the opportunity to learn from inspiring and skilled team members achieving life changing results for our community.

Other perks include a remote first work approach with your birthday off each year, salary sacrificing and a co-working office space at The Commons QV you can use to your heart’s desire, with the whole team coming together every fortnight for collaboration and social events.

Smiling Mind is a child safe organisation and is committed to ensuring the safety and wellbeing of all children, at all times. All offers of employment are subject to satisfactory background checks including, but not limited to, Working with Children Check and Referee Checks.

All employees are required to adhere to Smiling Mind's Code of Conduct, Policies & Procedures, and relevant Clinical & Technical Governance frameworks. Additionally, all activities must comply with the National Digital Mental Health Standards to ensure safe, ethical, and high-quality service delivery and operational integrity.

We are committed to creating a workplace that promotes mutual learning, respect, dignity, cultural openness and an appreciation of differing perspectives and backgrounds. We encourage applications from all people regardless of age, gender, ethnicity, cultural background, or sexual orientation. It is our goal that Smiling Mind continues to evolve as a culturally safe and welcoming organisation to Aboriginal and Torres Strait Islander children, young people, families, and communities. Aboriginal and Torres Strait Islander people are encouraged to apply for this position.