Senior Social Media Strategist

Thisismash; Australia; Hybrid; AUD 111,000 - 185,000; Part time

Job summary

Thisismash is seeking a Social Media Strategist for a 1-3 month freelance contract in Australia to refresh the organic social strategy for a well-known beverage brand. The sprint will deliver a practical playbook for the next 12 months, aligned with business objectives and audience insights.

You’ll review existing strategy, define content pillars, tone, community principles and measurement KPIs, and map an execution plan across Meta, YouTube and Reddit.

Qualifications

• 8+ years of experience in social strategy, content planning or brand communications.
• Develop practical social strategies for consumer, beverage, FMCG, lifestyle or culturally relevant brands.
• Deep understanding of Meta platforms and how they affect organic performance.
• Working knowledge of YouTube and Reddit for community and discovery.
• Translate platform insights into clear, actionable recommendations.
• Work independently and drive fast strategic sprints.
• Strong understanding of Australian culture and social behaviour.
• Experience with alcohol brands and responsible marketing is valuable.

Responsibilities

• Review the existing social strategy, brand positioning and current content.
• Define objectives, audience priorities and community segments.
• Develop content pillars, tone of voice and community principles.
• Recommend balance of planned, reactive and culturally aware content.
• Define formats and publishing cadence; identify creator and UGC opportunities.
• Map organic role across Meta, YouTube and Reddit; support discovery.
• Create measurement framework with KPIs and a practical playbook.

Skills

Social strategy

Content planning

Brand communications

Platform dynamics

Independent work

Australian market knowledge

Education

8+ years in related field

Tools

Facebook/Instagram knowledge

YouTube

Reddit

Job description

Location: Australia

Engagement: Freelance / 1-3 month contract

Format: Remote/Hybrid

About the Project

We’re looking for a Social Media Strategist to develop a refreshed organic social strategy for a well-known Australian beverage brand.

This is a focused strategic sprint designed to give the Creative Director and the Social Media and Community Manager a practical, future-facing playbook for how organic social should work over the next 12 months.

You’ll build from an existing strategy and brand platform rather than starting from scratch, bringing current platform behaviour, culture, audience insight and category learning into a clear recommendation the team can actually use, including understanding how Meta, YouTube and Reddit contribute to community, discovery and the wider communications ecosystem.

About the Role

Social Strategy & Insight

• Review the existing social strategy, brand positioning, current content and relevant discussion materials.
• Understand the brand’s business objectives, audiences and current challenges through client onboarding.
• Bring current thinking on platform algorithms, consumer behaviour, cultural trends and category best practice.
• Assess competitor and category activity where it can inform stronger strategic choices.
• Define the role organic social should play within the wider communications ecosystem and consumer journey.

Content & Community Planning

• Define clear objectives, audience priorities and key community segments.
• Develop content pillars, strategic themes, tone of voice and community principles.
• Recommend the right balance of planned, reactive and culturally responsive content.
• Define the content formats and publishing cadence the brand should prioritise.
• Identify opportunities across creators, user-generated content and community participation.
• Recommend the organic role of YouTube and Reddit alongside the Meta-first strategy.
• Consider how relevant platforms contribute to search and AI discoverability.

Measurement & Playbook Development

• Build a clear measurement framework with practical KPIs and definitions of success.
• Translate the strategy into prioritised recommendations the Community Manager can execute.
• Develop a concise, practical 8–10 page strategy/playbook and one-page executive summary.
• Recommend a 12-month implementation roadmap.
• Present the strategy clearly and incorporate feedback through a structured review process.

About You

• You bring 8+ years of experience in social strategy, content planning, brand communications or a closely related discipline.
• You have developed practical social strategies for consumer, beverage, FMCG, lifestyle or culturally relevant brands.
• You understand Meta deeply, including Facebook, Instagram, Reels and Stories and how evolving platform behaviour influences organic performance.
• You have a working understanding of YouTube and Reddit across community, discovery and content strategy.
• You understand how creators, UGC and community participation can strengthen a brand’s organic ecosystem.
• You can connect platform behaviour and cultural insight back to a brand and commercial objective.
• You are strong at simplifying large amounts of insight into clear, useful recommendations.
• You can work independently and keep a short strategic sprint moving without unnecessary process.
• Strong understanding of Australian culture and social behaviour is highly desirable.
• Experience working with alcohol brands and responsible marketing requirements is valuable.

Please Note

Due to the high volume of applications, we unfortunately can’t get back to everyone, and only successful applicants will be contacted. When you share your details with us, we consider this as consent for us to use your data during the application process. We may implement AI in various stages of the recruitment process, but human involvement will always remain as part of our hiring ethos. At the moment, MASH is not in a position to sponsor work visas, so you have to be eligible to legally work in the country where we’re hiring.