Lead, Content Strategy & Storytelling

LEAD, CONTENT STRATEGY & STORYTELLING

SALARY
Starting Salary $75,000

WHO WE ARE
United Way Winnipeg brings people together to build a stronger, more connected city. 

For more than 60 years, we have helped Winnipeggers turn care into action by mobilizing donors, workplaces, volunteers, community partners, governments, and a network of 125+ agencies and programs. Together, this network protects and strengthens the social safety net that thousands of people rely on every year. Every 12 seconds, someone in Winnipeg reaches out to one of these organizations for help. 

Our work is about more than raising funds. It is about growing a movement of people who believe they have a role to play in shaping the future of our city. We listen to community, invest in local solutions, build partnerships, and create opportunities for more people to belong, participate, and contribute. 

As part of the United Way Winnipeg team, you’ll bring your skills to work that matters. You’ll join a workplace grounded in care, curiosity, collaboration, and accountability, where people are encouraged to learn, contribute, and help move important work forward. 

If you’re looking for a role where your work can help strengthen community and grow a movement for a better Winnipeg, we’d love to hear from you.

THE OPPORTUNITY OF THIS ROLE
Winnipeggers already belong to something bigger than any single donation or program: a movement of neighbours, agencies, donors, and organizations who believe that looking out for one another makes our city stronger. Many people simply do not see themselves as part of that movement yet.

Content is one of the main ways United Way Winnipeg helps people recognize that they are already connected to this work and understand what becomes possible when thousands of people choose to act together.

The Lead, Content Strategy & Storytelling is a hands-on content practitioner and peer leader within the Content Unit, working closely with and under the direction of the Director, Narrative and Engagement. This role translates organizational strategy, United Way Winnipeg’s Theory of Change, and narrative direction into content that helps people clearly understand the issues facing Winnipeg, recognize their own role in addressing them, and feel that the movement is theirs to join.

Rather than simply speaking on behalf of United Way Winnipeg to an audience, this role helps Winnipeggers see themselves within a shared story—one where showing up for their city is part of who they are.

United Way Winnipeg’s content strategy and storytelling approach extends across donor stewardship, campaign, brand, digital, and community impact priorities. This role plans content with clear audience insight, messaging, channel, timing, desired action, and measurement. They lead the Content Unit and work closely with colleagues in digital marketing, design, events, donor relations, growth, and community impact to create content that builds trust, deepens donor identity, inspires participation, and strengthens United Way Winnipeg’s movement for a better city.

RESPONSIBILTIES
Content Strategy & Planning

• Develop and implement content strategies that align organizational priorities with audience needs, donor journeys, campaign goals, and community impact storytelling
• Create content briefs, messaging frameworks, editorial plans, and campaign narratives that support fundraising, stewardship, brand awareness, and community engagement
• Build and manage content planning systems, including editorial calendars, story banks, content intake processes, and content prioritization
• Define audience insights, messaging approaches, content formats, channels, timing, calls to action, and success measures for priority initiatives

Content Creation & Storytelling

• Write and edit compelling content across a variety of channels, including website copy, email campaigns, social media, speeches, donor communications, annual reports, campaign materials, and community impact stories
• Translate complex information into clear, engaging, and audience-focused communications
• Interview donors, volunteers, agency partners, staff, and community members to develop authentic, respectful, and inclusive stories
• Ensure all storytelling reflects United Way Winnipeg's commitment to ethical, trauma-informed, and community-centered communications

Donor & Campaign Communications

• Develop content strategies that support donor retention, renewal, recognition, deeper engagement, and long-term donor identity
• Create and guide content for donor emails, impact updates, stewardship reports, recognition materials, thank-you journeys, leadership donor communications, major donor updates, campaign follow-up, legacy giving, and event follow-up
• Connect generosity to impact, participation, and collective change, ensuring donor-facing content builds trust and helps supporters see themselves as part of United Way Winnipeg’s movement
• Identify content opportunities across every stage of the donor journey, including pre-campaign, active campaign, post-campaign, recognition, stewardship, re-engagement, and relationship-deepening moments
• Collaborate with fundraising, marketing, and engagement teams to deliver integrated communications that strengthen donor relationships and invite continued participation

Leadership & Collaboration

• Lead and coordinate the work of the Content Unit by assigning projects, managing workflow, providing coaching, and reviewing content quality
• Partner with colleagues across marketing, digital, design, events, fundraising, and community impact teams to deliver integrated communications
• Foster a collaborative, inclusive, and high-performing team environment focused on continuous improvement
• Contribute as a member of United Way Winnipeg's leadership community by supporting organizational priorities, collaboration, and responsible stewardship of resources

WHAT WILL HELP YOU SUCCEED
Ideal candidates will have:

• Strong strategic thinking and the ability to translate organizational priorities into compelling content strategies
• Exceptional writing, editing, and storytelling skills across multiple communication channels
• Experience leading content planning, editorial calendars, campaign messaging, and audience-focused communications
• The ability to build strong relationships and collaborate effectively across teams and with community partners
• Strong organizational and project management skills with the ability to balance multiple priorities
• Experience coaching, guiding, or leading communications or content teams
• A commitment to ethical, inclusive, and audience-centered storytelling
• Curiosity, creativity, sound judgment, and a continuous learning mindset

QUALIFICATIONS/EXPERIENCE

• Post-secondary education in Communications, Marketing, Journalism, Public Relations, Digital Media, or a related field, or an equivalent combination of education and experience
• Seven to ten years of progressive experience in content strategy, communications, marketing, storytelling, donor communications, or a related field
• Demonstrated experience developing multi-channel content strategies, campaign communications, editorial plans, and audience engagement initiatives
• Experience leading, coaching, or coordinating the work of communications, creative, or content professionals
• Strong portfolio demonstrating writing and content development across digital and print channels
• Experience using content management systems, email marketing platforms, social media management tools, and workplace collaboration software
• Experience in the non-profit, fundraising, public, or purpose-driven sector is considered an asset
• Training or experience in accessibility, ethical storytelling, trauma-informed communications, SEO, or fundraising communications is considered an asset

BENEFITS
United Way Winnipeg offers opportunities for personal and professional growth in a rewarding career! We offer excellent benefits, including: 

• Company paid Health and Dental Coverage 
• Defined Benefit Pension Package with Company Match 
• Generous Paid Time off and Holiday schedule 
• Opportunities for professional development and career growth 
• Flexible hybrid work arrangements to support work life balance 

HOW TO APPLY
United Way Winnipeg is committed to achieving and maintaining a workforce that reflects the demographics of the communities we serve. Applicants are asked to self-declare.

We are committed to providing an inclusive, barrier-free work environment, beginning with the hiring process. Individuals applying for employment with United Way Winnipeg may request accommodations at all stages of recruitment and employment from the People & Culture team. All information received as it relates to accommodation will be kept confidential.  

Applicant reviewal will begin on August 19, 2026. This posting will remain open and will continue to receive applications until the position is filled.

To apply, please visit our website or click Apply today!   

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