Overview
Social Media Lead Jobs in Melbourne, Victoria, Australia at Love Athletica
We’re a growing premium Pilates brand with a loyal community across Victoria, South Australia and the ACT. This role owns our social presence across three Instagram accounts and TikTok – but it’s bigger than posting. You’re the custodian of how Love Athletica looks, sounds and feels on social, and a real contributor to how social drives the business.
The thing that makes this role distinct: we offer two genuinely different studio experiences with different energies and audience skews. Reformer leans toward a considered 30+ female cohort – strength, longevity, credibility. Hot Mat is high-energy, trend-aware and younger in its skew. Your job is to know how to communicate each compellingly to the people it resonates with most – creating content that’s engaging, well-framed and unmistakably LA. As we bring paid social and creative in-house from September 2026, you’ll be central to making that work. Our next Melbourne studio opens in Spring – you’ll be there for launch.
What You'll Own
- Strategy, tone and content pillars for our 3 IG accounts and 1 TikTok account – balancing representation of our Reformer and Hot Mat offering (distinct in energy and skew), consistent in quality and brand
- Monthly content plans integrated with campaigns, studio events and product launches
- Hands-on production – camera and phone, polished and platform-ready
- Real-time content at shoots, studio events and openings – including our next Melbourne studio, set for Spring
- ManyChat – DM flows, keyword triggers and CTAs that turn engagement into action
- Day-to-day engagement – comments and DMs across all accounts
- Briefing and directing content coordinators in VIC and SA
- In-house paid social creative from September 2026 – social-first assets built in Canva and later Claude Design, on-brand and production-ready
- Weekly and monthly reporting on the metrics that matter – follower growth, engagement, referral traffic
What You'll Bring
- 3+ years in social content creation with a portfolio that shows visual range and platform fluency
- A fitness, wellness or experience-led background – essential; you need to understand the member from the inside
- Relevant university qualification in marketing, communications, media or similar.
- Demonstrated ability to create content that speaks to a range of audience demographics – ensuring breadth and relevance across the one brand
- Hands-on production skills and fast editing turnaround – CapCut, Premiere or equivalent
- ManyChat or comparable DM automation, used to actually drive conversion
- Confident briefing and directing others – talent on camera and coordinators producing local content
- Data-driven – you know your numbers and manage to them
- Available for approx. one weekend day per month for events and shoots – day in lieu arranged in the following fortnight with Marketing Manager
- Not mandatory, but bonus points if you have experience managing multiple accounts, or a business with multiple sites.
What We Offer
- Competitive package including a performance bonus – discussed with shortlisted candidates
- Unlimited Pilates membership across all LA studios
- Real ownership of a brand at a genuine turning point – new studios and in-house creative
- Next Melbourne studio launch – Spring 2026 – you’ll be there from day one
- In-house paid social from September 2026 – you’ll help build this capability
- A tight leadership team – Founders, Marketing, Systems and CX – genuinely in your corner.
- Collaborate closely with the Marketing Manager to bring new content ideas to life across BAU and campaign-based projects.
Your First 90 Days
- Month 1: Audit done, brand voice absorbed, content strategy presented to the Marketing Manager, first weekly report live
- Month 2: Comprehensive content plan live across all accounts – balancing the considered, strength-led feel of Reformer and the high-energy direction of Hot Mat. ManyChat live or optimised, coordinators briefed and on-brand
- Month 3: Engagement rates, referral traffic and views moving in the right direction, community actively engaged, monthly report delivered with clear next steps
We’re looking for someone who knows how to create engaging content for a range of class types, across different local studio communities and demographics – communicating what makes each class compelling to the people it resonates with most, all under one brand. You care about the standard, you love the medium, and you want to make social a real driver of the business. High standards and a strong work ethic matter here, as does showing up with warmth and clear thinking every day.
Apply via LinkedIn with your CV, a link to your portfolio or a selection of content you’ve created, and a short cover letter. We want to get a sense of your tone and approach before we meet.
If you submit your application directly via email, your application will not be considered.
Title: Social Media Lead
Company: Love Athletica
Location: Melbourne, Victoria, Australia
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