Role Overview

This role is responsible for owning the end-to-end social media strategy, content architecture, and performance optimization across all platforms. You will translate brand and campaign direction into platform-native content that drives engagement, growth, and brand relevance across TikTok, Facebook, LinkedIn, YouTube, X, and Instagram.

This role is positioned to:

- Own social media content strategy and planning across all platforms
- Define how content behaves differently across TikTok, LinkedIn, X, YouTube, Facebook and Instagram
- Improve content performance through structured experimentation and optimization
- Build a scalable social media content system (not just campaigns)
- Strengthen brand storytelling through platform-native thinking
- Ensure social media aligns with broader brand, campaign, and business objectives

Key Responsibilities

Content Strategy & Planning Ownership

- Own weekly and monthly social media content planning
- Translate brand campaigns into platform-specific content directions
- Define content pillars, messaging frameworks, hooks, and narrative structures per platform
- Ensure content is adapted natively for TikTok, LinkedIn, X, Facebook and Instagram
- Build scalable content systems and frameworks for recurring execution

Platform Strategy & Channel Differentiation

- Define the role of each platform in the overall brand ecosystem
- Ensure each platform has a distinct content strategy and purpose
- Identify new formats and trends per platform

Creative Direction, Content Review & Quality Gate

- Review and refine content before publishing (strategic + performance lens)
- Ensure messaging, hooks, and formats align with platform behaviour
- Improve content clarity, engagement potential, and storytelling strength
- Provide direction to wider team for revisions and improvements
- Set visual + narrative direction (not only hooks and messaging)
- Define what “good content looks like” for the brand
- Guide tone, humour, personality, and brand voice evolution

Performance Optimisation & Experimentation





- Analyse content performance across platforms (engagement, reach, saves, shares, watch time)
- Drive continuous optimisation based on data insights
- Run structured content experiments (hooks, formats, posting times, creative styles)
- Identify high-performing content patterns and scale them
- Reduce underperforming content through iteration and testing cycles

Social Media Systems, Risk & Technical Architecture

- Set up and maintain social media technical architecture across platforms
- Ensure account health, safety, and platform compliance
- Understand and mitigate platform risks (account restrictions, content flags, algorithm shifts)
- Support basic paid media coordination and organic-to-paid funnel alignment
- Understand user journey mapping across social platforms (awareness → engagement → conversion)
- Ensure tracking structure is in place for performance measurement and attribution

Growth & Distribution Strategy

- Improve how content is distributed, not just created
- Source and secure collaborations (KOLs, partners, repost ecosystems)
- Create cross-platform amplification strategy

Crisis & Reputation Monitoring

- Monitor brand sentiment shifts early
- Flag risks (negative narratives, misinformation, backlash)
- Work with brand/PR on response strategy
- Maintain social listening hygiene

Cross-Functional Coordination

- Work closely with Brand, Campaign, Education, Partnerships, and KOL teams
- Translate business and campaign objectives into social-first execution plans
- Ensure alignment between social content and broader marketing initiatives
- Provide strategic input into campaigns and brand initiatives

Requirements

- Strong understanding of platform-native content behaviour
- Analytical mindset with robust performance interpretation skills
- Ability to turn campaigns into structured content systems
- Strong editorial judgment (hooks, storytelling, messaging clarity)
- Understanding of social media algorithms and growth mechanics
- Basic knowledge of paid media and content amplification strategy
- Strong cross-functional communication and coordination

📌 Lead/Senior Social Media Specialist9) (Sydney)
🏢 PU Prime
📍 Sydney