Job Description
Full time role, in-house (St Kilda) with WFH days and flexibility.
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About the Role
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We're looking for a strategic, commercially minded Social Media Manager to lead the growth of both the Health Lab and Naturally Good Brands across Instagram and TikTok.
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This role is responsible for developing our social media strategy, leading influencer and creator partnerships, growing our online community, and ensuring every piece of content supports our broader commercial objectives.
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Working alongside the Brand Content Creator, you'll transform content into a high-performing social media ecosystem that builds brand awareness, drives engagement, strengthens retailer campaigns and supports eCommerce growth.
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This is not a content creation role. Instead, you'll own the strategy, planning, influencer marketing, publishing, community management and performance of our social channels.
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Key Responsibilities
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Own the strategic direction of Health Lab's social media channels.
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Develop and execute the Instagram and TikTok strategy.
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Own the monthly content calendar aligned with product launches, campaigns and commercial priorities.
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Brief the Brand Content Creator on weekly content requirements and campaign objectives.
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Approve content prior to publishing to ensure alignment with brand guidelines.
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Stay across platform updates, consumer trends and competitor activity.
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Continuously identify opportunities to grow reach, engagement and community.
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Influencer & Creator Marketing
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Build one of Australia's leading creator programs within the health and wellness category.
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Develop and execute our influencer marketing strategy.
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Recruit, negotiate and manage gifted and paid creators.
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Lead influencer campaigns from briefing through to reporting.
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Manage contracts, budgets, usage rights and approvals.
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Build long-term relationships with creators, agencies and talent managers.
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Continuously optimise creator investment through performance insights.
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Community Management
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Create a highly engaged Health Lab community.
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Manage comments, DMs and customer conversations.
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Foster authentic relationships with our audience.
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Monitor sentiment and identify customer insights.
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Escalate customer service enquiries where required.
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Drive community engagement through proactive conversation and interaction.
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UGC & Creator Program
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Develop an always-on pipeline of authentic brand content.
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Recruit and manage UGC creators.
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Brief creators and manage deliverables.
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Maintain creator relationships and content libraries.
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Identify high-performing creative for paid advertising and organic social.
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Track creator performance and ROI.
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Seeding & Brand Partnerships
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Manage Health Lab's always-on brand advocacy program.
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Coordinate product gifting and seeding.
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Manage PR boxes and launch mailers.
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Support international distributor and export seeding programs.
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Source and manage strategic brand collaborations that increase awareness and reach.
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Performance & Insights
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Monitor performance across Instagram and TikTok.
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Analyse engagement,



audience growth and creator performance.
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Deliver monthly reporting with recommendations and key learnings.
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Measure influencer ROI and optimise future investment.
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Manage influencer and social media budgets.
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About You
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We're looking for someone who:
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Has 4–5+ years' experience managing social media for a consumer, FMCG, beauty or lifestyle brand.
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Has proven experience developing and executing social media strategies that deliver measurable commercial outcomes.
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Has successfully managed influencer and creator programs.
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Understands how social media supports retail growth, brand awareness and eCommerce.
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Has excellent copywriting and communication skills.
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Is highly organised and confident managing multiple campaigns simultaneously.
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Understands TikTok, Instagram and emerging social platforms.
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Has experience using influencer platforms such as Modash or similar.
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Is confident briefing creatives and providing explicit creative direction.
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Thrives in a fast-paced, collaborative environment.
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Success in This Role
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Grow Health Lab's Instagram and TikTok communities through consistent audience and engagement growth.
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Deliver high-performing influencer and creator programs that generate measurable commercial impact.
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Build a scalable UGC program that supports both organic and paid marketing.
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Deliver clear strategic briefs that enable the Brand Content Creator to produce best-in-class content.
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Create meaningful community engagement and strengthen brand advocacy.
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Deliver actionable reporting that continually improves performance.
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Build strong creator, agency and brand partnerships that support long-term growth.
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#J-*****-Ljbffr

📌 Social Media Manager (New South Wales)
🏢 Health Lab Pty
📍 New South Wales