Experience

SGP-ID11

Content & Campaign Operations · Aug 2024 – Jan 2025 · Remote / Global · Nonprofit

Official title: (Intern) Social Media Manager

SGP-ID11 is a nonprofit operating within a global football ecosystem focused on talent pathways, partnerships, and development infrastructure. During my time there, the organization entered a post-merger phase tied to the acquisition of a partner operation and the launch of a new training facility in Málaga.

In that context, external presence was less about growth metrics and more about credibility. Leadership needed a public presence they could confidently point partners, recruits, and collaborators to during a sensitive transition.

Context

The work sat inside a high-trust environment where timing, messaging, and continuity mattered. The organization’s outward presence needed to reflect stability and momentum while internal operations were navigating change.

Role and scope

I supported content and campaign operations across Facebook and Instagram, managing baseline publishing and a higher-stakes campaign window tied to the Málaga launch.

Although multiple contributors were involved, collaboration was intentionally kept to a small group to preserve coordination and quality. I handled most day-to-day creative execution myself, with additional support brought in only when higher-production assets were needed.

Approach

The work emphasized signal over scale. Rather than optimizing for reach or engagement alone, content was structured to communicate legitimacy, continuity, and organizational momentum.

Operational priorities

• Consistent cadence to avoid perception gaps
• Alignment of content timing with merger milestones
• Clear narrative framing around new signings, facilities, and partnerships
• Coordination across time zones and contributors without introducing chaos

What I worked on

• Managed end-to-end publishing through Meta Business Suite with a consistent Monday–Wednesday–Friday cadence
• Structured content before and after the merger so leadership could refer external stakeholders to a credible and current public presence
• Supported the Málaga training facility campaign, coordinating produced video deliverables while maintaining baseline content flow
• Screened and interviewed prospective contributors, then onboarded a smaller subset to support campaign production
• Created recruitment-oriented content highlighting player background and positioning to support scouting and talent visibility
• Delivered weekly updates to leadership and collaborators, tracking progress and upcoming releases

Outcome and learning

This role provided early exposure to how marketing can function as external signal infrastructure, especially in environments without traditional revenue funnels. It reinforced that credibility, timing, and consistency often matter more than raw performance metrics when marketing supports partnerships, recruitment, and trust-building rather than direct sales.

The experience strengthened my view of marketing as a coordination and systems problem, not just a content or growth function.