Social Media Manager & Content Creator

Full Time | Knoxfield, VIC |

About Light My Bricks

Light My Bricks is a premium LED lighting brand for LEGO® sets, founded in 2016 by Kenny Lee, a LEGO® builder who wanted something that didn't exist. Today we've sold 500,000+ lighting kits to 100,000+ builders across 60+ countries and earned 37,000+ five-star reviews.

We make the LEGO® experience better. Not by adding generic lights. We engineer precision lighting systems researched and calibrated for each set individually, designed to look like the real thing. Our customers are adults: surgeons, lawyers, architects, collectors, franchise fans. They invest seriously in their builds and display them with pride. The lit display is the payoff for the time and money they have put into a set. It needs to look exactly right and our content needs to speak to that.

We're a lean, ambitious team in Knoxfield, VIC. We move fast, we build things properly, and we're growing quickly. This is a genuine opportunity to own a channel at a brand that has a real community, real product, and real momentum.

The Role

This is a full-time role for someone who lives and breathes social media. You'll own our social channels end-to-end: strategy, content creation, community, calendar, analytics, and continuous improvement. You'll also create ad content for our digital team and collaborate closely with our design and marketing teams to make content that genuinely performs.

We're not looking for someone to post and ghost. We're looking for someone proactive, creative, and data-literate who can think in hooks, obsess over retention, and produce content that makes people stop scrolling. Versatility matters here. You'll be in front of the camera as much as behind it, and you'll use every tool available to do your best work.

KEY RESPONSIBILITIES

Social Media Management

- Own and manage all LMB social channels: Instagram, TikTok, Facebook, YouTube Shorts and any emerging platforms relevant to our audience

- Build, maintain and execute the content calendar using ClickUp, creating and managing cards, timelines, campaign briefs and content schedules to keep everything on track

- Schedule and publish content across all platforms using Metricool, maintaining a consistent and strategic posting cadence

- Develop and implement a social strategy that grows followers, increases engagement and drives traffic to lightmybricks.com

- Monitor, analyse and report on channel performance using Meta, Metricool or other analytics tools, including watch time, reach, engagement rate, follower growth, skip rate, link clicks and any metric that matters

Content Creation

- Shoot, edit and publish short-form video content for Instagram Reels, TikTok and YouTube Shorts from concept through to final cut

- Get in front of the camera when needed: presenting products, voicing over content, telling stories and being the face of a piece of content. Versatility is as important as craft

- Write hooks, captions, scripts and cards that are punchy, platform-native and built to retain viewers

- Capture in-the-moment behind-the-scenes and lifestyle content that feels authentic rather than produced

- Create static content, including graphics, carousels, stories and product imagery, that maintains our premium visual brand





- Produce ad creative for our digital marketing team, including video ads and static assets optimised for Meta and Google

- Direct and brief internal shoots, including working with design team talent and on-camera talent, to capture the content we need

Strategy, Planning and Tools

- Analyse performance data across all channels and use it to improve. What hooks are working, where viewers are dropping off, what formats are driving results

- Develop and test content hypotheses: hook styles, formats, lengths, posting times, caption approaches

- Use AI tools including Claude to support ideation, hook development, script writing, calendar management and workflow efficiency. We are a team that embraces smart tools to do better work, and we want someone who shares that mindset and knows how to apply them thoughtfully without losing the human voice that makes content connect

- Track competitor and market trends in the LEGO® collector, display, home décor, hobby and premium lifestyle spaces, particularly brands and creators targeting adults who build and display LEGO® sets as a centrepiece in their home

- Present regular performance reports and strategic recommendations to the broader team

Collaboration

- Work closely with our design team to direct and brief product shoots, lifestyle content and campaign assets

- Collaborate with our marketing team on campaign rollouts, launch content, email tie-ins and promotional calendars

- Brief and manage external talent, creators or videographers when needed

- Manage your own time and workload independently. This is a role with real ownership and we expect someone who can run with it

WHO WE ARE LOOKING FOR

Experience and Skills

- Proven experience managing social media channels for a brand, not just posting, but growing, strategising and analysing

- Strong hands-on content creation skills: video shooting and editing (Reels, TikToks, Shorts), graphic design, copywriting

- Comfortable in front of the camera: presenting, doing voice overs, appearing in content when needed, not just operating from behind the lens

- Deep understanding of short-form video: hooks, retention mechanics, watch time optimisation, algorithm behaviour on TikTok, Instagram and YouTube

- Experience creating paid ad creative for Meta and/or Google

- Confident with analytics, including Meta Ads Manager, Metricool, platform dashboards or similar tools

- Experience with project management tools like ClickUp or equivalent for calendar and content management

- Comfortable with or actively curious about using AI tools like Claude to support ideation, scripting and workflow. We are not looking for someone who outsources their thinking to AI, we're looking for someone who uses it intelligently as part of a strong creative process

Who You Are

- You live on social media, not just as a user, but as someone who notices what works, why it works, and how to replicate it





- You have a genuine connection to the world we operate in: LEGO®, collecting, hobby culture, display, craftsmanship, or premium lifestyle. Our audience is passionate, knowledgeable and critical. They can spot content that doesn't understand them from a mile away. You need to genuinely get them

- You're proactive and self-directed. You don't wait to be told what to post. You come with ideas, you test them, and you report on what happened

- You're versatile, equally comfortable scripting a hook, editing a Reel, presenting to camera, writing a caption, or directing a shoot

- You're creative and original in your approach to hooks, formats and storytelling, but you also understand that creativity without data is just art

- You manage your time well and can handle multiple content streams, deadlines and campaign cycles simultaneously

- You're hungry. You want to build something. This isn't a job to you. It's a channel you want to own and grow

WHAT GREAT LOOKS LIKE IN THIS ROLE
A excellent performer in this role is someone who treats LMB's social channels like their own. They're posting consistently and strategically, experimenting with new formats, reading the data, adjusting their approach, and always looking for the next thing that's going to grow the channel. They're in front of the camera when it calls for it, behind it when it doesn't, and equally strong in both places. They collaborate naturally with design and marketing, keep ClickUp organised, use Metricool properly, and apply every tool available, including AI, to produce content that genuinely performs. They understand our audience deeply because they're not far from it themselves.

ABOUT OUR AUDIENCE

Our primary customer is an adult, typically aged 35 to 55, who builds LEGO® sets as a genuine passion and displays them with pride. The display is the whole point. A lit set on a shelf is a centrepiece, a tribute, something they look at every day. That emotional connection to display is what drives purchases and what our content needs to reflect. This is not a casual audience. They are passionate, knowledgeable and critical. Content that doesn't feel authentic to the world they love will be called out immediately.

Our secondary audiences include AFOL collectors (Adult Fans of LEGO®) who are deeply embedded in the LEGO® community, and franchise fans: Star Wars, Harry Potter, Lord of the Rings and Marvel, who see a lit display as a tribute to something they love. Understanding these audiences and what genuinely resonates with them is central to this role. Experience in or passion for LEGO®, hobby culture, collecting or a related space is a real advantage.

HOW TO APPLY

Your application should include:

- Your resume

- A short cover note, not a cover letter, a genuine note, telling us why you want this role and what you'd bring to it

- Examples of social content you've created and are proud of: Reels, TikToks, campaigns, ad creative, on-camera work, whatever shows your range

- Any analytics results you can share, including follower growth, engagement rates, watch time improvements, anything that shows your content performs

We're not hiring based on years of experience alone. We're hiring based on quality of thinking, quality of content, and cultural fit. Show us what you can do.

📌 Social Media Manager / Content Creator (Knoxfield)
🏢 Light My Bricks
📍 Knoxfield