Social Media Manager

Health Lab Pty; Australia; On-site; AUD 90,000 - 120,000; Full time

Benefits offered by this job

Hybrid work arrangement

Flexible hours

Job summary

Health Lab Pty in Australia is seeking a strategic Social Media Manager to lead the growth of Health Lab and Naturally Good Brands across Instagram and TikTok. This is a full-time, in-house role based in St Kilda with WFH days and flexibility.

You'll own the strategy, influencer partnerships, publishing, community management and performance of our social channels, working with the Brand Content Creator to build a high-performing social ecosystem that drives brand awareness and eCommerce growth.

Qualifications

• 4–5+ years managing social media for consumer, FMCG, beauty or lifestyle brand.
• Proven experience developing and executing social media strategies with measurable commercial outcomes.
• Experience managing influencer and creator programs and reporting.

Responsibilities

• Own the strategic direction of Health Lab's social media channels.
• Develop and execute the Instagram and TikTok strategy.
• Own the monthly content calendar aligned with product launches and campaigns.
• Brief the Brand Content Creator on weekly content requirements and objectives.
• Approve content prior to publishing to ensure brand alignment.
• Stay across platform updates, trends and competitor activity.
• Grow reach, engagement and community.

Skills

Strategic thinking

Commercial mindset

Campaign planning

Copywriting

Time management

Education

Bachelor's degree in Marketing, Communications or related field

Tools

Modash

TikTok Analytics

Instagram Insights

Job description

Full time role, in-house (St Kilda) with WFH days and flexibility.

About the Role

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.

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.

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.

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.

Key Responsibilities

• Own the strategic direction of Health Lab's social media channels.
• Develop and execute the Instagram and TikTok strategy.
• Own the monthly content calendar aligned with product launches, campaigns and commercial priorities.
• Brief the Brand Content Creator on weekly content requirements and campaign objectives.
• Approve content prior to publishing to ensure alignment with brand guidelines.
• Stay across platform updates, consumer trends and competitor activity.
• Continuously identify opportunities to grow reach, engagement and community.

Influencer & Creator Marketing

• Build one of Australia's leading creator programs within the health and wellness category.
• Develop and execute our influencer marketing strategy.
• Recruit, negotiate and manage gifted and paid creators.
• Lead influencer campaigns from briefing through to reporting.
• Manage contracts, budgets, usage rights and approvals.
• Build long-term relationships with creators, agencies and talent managers.
• Continuously optimise creator investment through performance insights.

Community Management

• Create a highly engaged Health Lab community.
• Manage comments, DMs and customer conversations.
• Foster authentic relationships with our audience.
• Monitor sentiment and identify customer insights.
• Escalate customer service enquiries where required.
• Drive community engagement through proactive conversation and interaction.

UGC & Creator Program

• Develop an always-on pipeline of authentic brand content.
• Recruit and manage UGC creators.
• Brief creators and manage deliverables.
• Maintain creator relationships and content libraries.
• Identify high-performing creative for paid advertising and organic social.
• Track creator performance and ROI.

Seeding & Brand Partnerships

• Manage Health Lab's always-on brand advocacy program.
• Coordinate product gifting and seeding.
• Manage PR boxes and launch mailers.
• Support international distributor and export seeding programs.
• Source and manage strategic brand collaborations that increase awareness and reach.

Performance & Insights

• Monitor performance across Instagram and TikTok.
• Analyse engagement, audience growth and creator performance.
• Deliver monthly reporting with recommendations and key learnings.
• Measure influencer ROI and optimise future investment.
• Manage influencer and social media budgets.

About You

We're looking for someone who:

• Has 4–5+ years' experience managing social media for a consumer, FMCG, beauty or lifestyle brand.
• Has proven experience developing and executing social media strategies that deliver measurable commercial outcomes.
• Has successfully managed influencer and creator programs.
• Understands how social media supports retail growth, brand awareness and eCommerce.
• Has excellent copywriting and communication skills.
• Is highly organised and confident managing multiple campaigns simultaneously.
• Understands TikTok, Instagram and emerging social platforms.
• Has experience using influencer platforms such as Modash or similar.
• Is confident briefing creatives and providing clear creative direction.
• Thrives in a fast-paced, collaborative environment.

Success in This Role

• Grow Health Lab's Instagram and TikTok communities through consistent audience and engagement growth.
• Deliver high-performing influencer and creator programs that generate measurable commercial impact.
• Build a scalable UGC program that supports both organic and paid marketing.
• Deliver clear strategic briefs that enable the Brand Content Creator to produce best-in-class content.
• Create meaningful community engagement and strengthen brand advocacy.
• Deliver actionable reporting that continually improves performance.
• Build strong creator, agency and brand partnerships that support long-term growth.