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

Social Media Strategy

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

Turn data into action.

  • 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

You'll be successful if you:

  • 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.

To apply

If you're passionate about building exciting consumer brands and think you'd be a great fit for Health Lab, we'd love to hear from you.

Please submit:

  • Your resume

  • A portfolio showcasing relevant content you've created for brands (TikTok, Instagram, paid advertising, photography, video, etc.)

  • Please include links to the social media accounts you've managed, along with examples of influencer campaigns, social strategies or campaigns you've led that you're most proud of

  • A short cover letter telling us why you're interested in the role and why you'd be a great fit

Email to jess@healthlab.com.au