Content Development Lead

At United Way of Calgary and Area, we believe that united, we make the biggest difference. We’re strongest when we come together to improve local lives and communities—and when we come together as a team, we passionately propel our mission forward.
United Way of Calgary and Area is seeking a highly skilled and forward-thinking Content Development Lead to create compelling, multi-format content that deepens engagement, builds trust, and inspires giving.
This is a strategic and hands-on role. The successful candidate will develop stories from every angle—written, visual, and digital – bringing our community impact to life across platforms. They will be comfortable writing long-form features, producing social-first video, capturing photography, shaping donor communications, and optimizing content for performance. This role also leverages AI-enabled tools responsibly and strategically to enhance storytelling efficiency, personalization, and digital reach, while maintaining the integrity and authenticity of United Way’s voice.
Reporting to the Director of Communications and sitting on the Mar Com team, this role will also work closely with cross-functional teams including Resource Development, Community Impact, Transformation, and the President’s Office. This role will help to ensure United Way’s storytelling drives measurable engagement and supports revenue growth.
If you are passionate about your community, aspire to make an impact, thrive in a fast-paced environment, and want to make a difference, then we’re looking for you!
What you will do
Multimedia Storytelling & Production
Develop high-impact stories that inspire action and communicate United Way’s work in the community and social impact purpose.
Produce content across formats including:
Long-form impact stories and blog features
Campaign narratives and donor communications
Social-first video (Reels, Shorts, Linked In)
Event coverage and testimonial videos
Website and email content
Film, edit, and produce video content (interviews, testimonials, campaign assets).
Capture and edit photography aligned with brand standards.
Develop scripts, interview guides, and creative briefs.
Manage post-production workflows and ensure high-quality final assets.
Campaign & Revenue Alignment
Translate community impact into content that supports donor acquisition, stewardship, and retention.
Create emotionally resonant content that shortens the path from awareness to donation.
Align content with audience personas, segmentation strategies, and donor journeys.
AI-Enabled Content Innovation
Leverage AI-assisted tools responsibly to enhance content ideation, production efficiency, personalization, and optimization.
Use approved AI tools for tasks such as transcription, headline testing, SEO enhancement, caption generation, content repurposing, and performance insights.
Apply automation and data-informed insights to scale storytelling while maintaining authenticity and ethical standards.
Ensure human oversight, editorial integrity, and alignment with United Way’s values in all AI-assisted content.
Stay current on emerging content technologies and recommend innovative approaches that increase reach and impact.
Editorial Leadership & Brand Governance
Maintain consistency of brand voice, tone, and messaging across all channels.
Contribute to the refinement and promotion of the Brand Messaging Toolkit.
Manage and evolve the editorial calendar in collaboration with Communications and Marketing.
Digital Optimization & Performance
Apply SEO best practices to written and video content.
Optimize content for platform-specific performance.
Monitor engagement, reach, and conversion signals and recommend continuous improvements.
Collaborate with digital and marketing automation teams to align content with CRM segmentation and donor engagement strategies.
What you will bring

Experience:

Post-secondary degree in Communications, Journalism, Marketing, Film, or related field.
5–8 years of experience in multimedia content creation, journalism, brand publishing, or digital storytelling.
Exceptional writing and editing skills across formats and audiences.
Demonstrated experience in:
Video production (filming and editing)
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