What Matters is Australia’s leading content and performance agency for multi-venue hospitality groups. It’s where hospitality does marketing!

We’re a team of creative humans who make content, run socials and manage paid media for Australia’s leading multi-venue groups. Mobile-native, creative-first, built to perform.

In July this year we opened in the UK. We’re already working with a number of accounts in London, and we’re building the team to match. That means real relocation opportunities for our Sydney staff who want to take on the UK.

We’re a forward-moving team making thousands of pieces of content a month across hundreds of venue accounts. Every day there’s a new shoot, a new venue or a new idea to get out the door, and we’re growing quick. If you like pace, variety and seeing your work go live across some of the best venues in Australia and the UK… Then please take a seat!

We’re looking to hire a Social Media Manager to own all-things organic social. You report directly to our Co-Founder and Accounts Director. This is not a scheduling role. You’ll set the standard for how social is done at What Matters (internally and for clients) across: strategy, systems, art-direction, brand positioning and the team that delivers it. Come help us get the content, the views, the bookings and hopefully the smiles.

WHAT YOU’LL OWN

- Strategy and performance: Build and own organic social strategy across our client portfolio. Decide what we post, why, and how we know it’s working. Set KPIs for every account and report on results in a way clients actually understand.
- Client leadership: Be the senior social voice with Group Marketing Managers and Heads of Marketing. Present strategy, run performance reviews, and push back when an idea isn’t right.
- Team leadership: Lead, coach and develop our social media team, including in-house specialists and contractors. Own workload allocation,



quality control and capacity planning as we build dedicated pods around key clients.
- Systems and workflow: Build and refine the processes, templates and AI-enabled workflows that let us deliver social at scale without the quality dropping.
- Creative standard: Set and protect the copy and creative bar across every brand voice we manage.

WHO YOU ARE

- You have 4–6+ years in social media, including at least 2 years agency-side managing multiple brands at once.
- You’ve led or mentored people and you’re ready to own a function.
- You think in strategy and performance, not just aesthetics. You can explain why a post worked.
- You can sit across from a CMO/Head of Marketing and hold your ground.
- You’re an exceptional copywriter who can switch between brand voices without them blurring together.
- You know short-form video on Instagram and TikTok deeply and currently: hooks, formats, trends and the algorithms.
- You’re systems-minded. You build processes that make the whole team better, and you’re comfortable using AI in your workflow.
- Hospitality, food or lifestyle experience is a big plus.

WHY WHAT MATTERS

- You’ll work with Australia’s most iconic hospitality groups, with a growing footprint in the UK.
- You’ll have real ownership: you shape how an entire function runs, with direct access to the founders.
- There’s a clear pathway to Head of Social as the agency scales.
- You’ll join a team of producers, editors, strategists and paid media specialists who genuinely care about the work.
- We offer hybrid working.

HOW TO APPLY, WHAT TO INCLUDE:

- Your CV
- A short video (3 minutes max): Tell us who you are, your 3 favourite Sydney venues and walk us through the best social result you’ve driven, including what you did and why it worked.
- Your work: Accounts you’ve managed or campaigns you’re proud of, with highlight results
- Your why: Why What Matters, and why now.

Only shortlisted applicants will be contacted.

📌 Social Media Manager (Sydney)
🏢 What Matters Agency
📍 Sydney