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David Fettes

Social Media Manager
What employment sector do you work in?

NGO Sector

How long have you had a green job for nature?

8 years

Salary Range – Full Time Equivalent

£40,001 – £50,000

Please describe the work that you do.

I lead the strategy and governance of social media at the National Trust for Scotland, setting direction and ensuring consistency across the organisation. I oversee national channel performance, manage policy and protocols, support staff training, and guide partnerships and campaigns that help connect people with Scotland’s natural and cultural heritage.

What do you most like about your job? Any dislikes?

I love seeing social media used as a tool for meaningful connection – whether it’s a visitor being inspired to explore a new place or a member of staff gaining confidence to share their work online. It’s rewarding to work across disciplines and regions to shape how the organisation shows up publicly. The biggest challenge is balancing creativity with governance: protecting the Trust’s reputation while giving teams the freedom to tell powerful, authentic stories.

What inspired you into this career? 

I’ve always been fascinated by how people communicate, and passionate about Scotland’s landscapes, history and heritage. When I moved into the heritage sector, I saw how powerful social media could be as a strategic tool – not just for storytelling, but for shaping public understanding, building support, and empowering staff across the organisation. That blend of creativity, structure and purpose is what drew me in – and still drives me today.

Have you faced any challenges in progressing your career so far? 

One challenge has been making the case that social media is not just a marketing and communications tool – it’s also a strategic asset. Demonstrating how social contributes to everything from fundraising to reputation management has been key to building internal understanding and securing the resources needed to grow and govern it effectively. Another ongoing challenge is keeping up with change – from platform trends to regulatory shifts – and helping others stay confident amidst that change.

What education/training did you have?

I didn’t follow a traditional route into digital marketing or communications – I graduated with a first-class honours degree in Classical Music. But I believe there’s no single path into this kind of role. Since entering the sector, I’ve completed a number of professional qualifications in digital marketing alongside my job, building practical skills in areas like analytics, campaign planning and content strategy. Most of my development has come through experience, curiosity, and a commitment to learning on the job.

What advice would you give to someone coming into the profession? 

Understand the bigger picture. Strategic social media work isn’t just about content – it’s about people, purpose and process. Be curious about how organisations work, and build your confidence in areas like policy, governance, and measurement. And always stay open to change – the most successful people in this field are the ones who keep learning and adapting.

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Tags: Scotland, NGO sector, Media and communications roles, Unrelated first degree

Date profile submitted: 23/06/2025

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