As the Social Media Lead, you will lead the strategy, planning, and execution of City Beach's social media presence, driving brand awareness, engagement, and conversion across all social platforms. Leading the Social and Influencer team, you will deliver creative content, creator partnerships, and community initiatives that connect with our evolving customer while ensuring City Beach remains at the forefront of culture, trends, and social innovation.
What you'll be doing
Create and lead the delivery of engaging, on-brand content across all social platforms, including short-form video and creator content.
Develop and execute a data-led social media strategy aligned to the marketing calendar to drive brand awareness, engagement, community growth, and conversion.
Manage the brand's social presence across Instagram, TikTok, Facebook, YouTube, Pinterest, and emerging platforms.
Lead and develop the Social and Influencer team, setting strategy, priorities, and KPIs.
Own the social content calendar, delivering impactful brand moments, reactive content, and cultural opportunities.
Develop and deliver event and community strategies that strengthen brand affinity and audience engagement.
Lead the influencer and creator program, including talent partnerships, ambassador management, product seeding, paid collaborations, and ROI.
Champion best-in-class community management, fostering meaningful engagement with customers, creators, and brand advocates.
Analyse social performance across engagement, traffic, revenue, conversion, and growth, using insights to optimise strategy.
Identify and trial emerging platforms, AI tools, and social trends to drive innovation and growth.
Partner with Marketing, eCommerce, Paid Media, Retail, and Buying to deliver integrated campaigns and consistent brand storytelling.




Collaborate with Paid Media to maximise the performance of organic, creator, and paid social activity.
Own the social commerce strategy, driving traffic, conversion, and revenue through platform shopping features and creator commerce.
Lead social listening and trend forecasting to identify cultural moments, consumer behaviours, and content opportunities.
What we are looking for
Minimum 3+ years' experience in social media, content, communications, or digital marketing within a fashion, lifestyle, retail, or agency environment, or equivalent experience.
Tertiary qualification in Marketing, Communications, Digital Media, or a related discipline.
Proven experience developing and executing end-to-end social media strategies that drive brand awareness, engagement, community growth, and commercial outcomes.
Strong understanding of the social media landscape, including platform trends, creator marketing, social commerce, and emerging opportunities relevant to our target customer.
Excellent content creation skills, with the ability to concept, capture, edit, and publish engaging short-form video content across platforms including TikTok, Instagram Reels, and YouTube Shorts.
Proficiency with short-form video editing tools and a strong understanding of platform-first creative best practices.
A creative storyteller with exceptional written, verbal, and visual communication skills.
Demonstrated leadership experience, with the ability to inspire, coach, and develop high-performing teams.
Strong stakeholder management skills, with the ability to collaborate effectively across Marketing, Creative, eCommerce, Retail, Buying, and Commercial teams.
A highly creative mindset, with a proven ability to develop concepts and bring integrated campaigns to life from idea through to execution.
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📌 Social Media Lead (Brisbane)
🏢 City Beach
📍 Brisbane