Digital and Content - Social Media Executive (MCC)

Social Media Executive MCC

Reporting to: Social Media Manager

Purpose

This position is responsible for the day-to-day execution of VRC’s social media presence across key platforms including Instagram, Facebook, LinkedIn, TikTok and X (formerly Twitter).

The role focuses on scheduling, publishing, community management, trend awareness, and content capture to grow audiences, engagement, and brand relevance for VRC and the Melbourne Cup Carnival.

This role blends content production, platform execution, community management, and performance analysis within a wider content team. As a Social Media Executive, you are the hands-on operator who turns strategy into measurable daily output.

Stakeholders

Internal: Executive team, department heads, managers, Board of Directors, and the broader VRC team.

External: VRC members, customers, clients, suppliers, vendors, regulators, and relevant industry networks and associations.

Focus

Content Creation & Publishing

• Plan, schedule, and publish social media content across multiple platforms daily.
• Create and coordinate targeted content including copy, images, short-form video, reels, stories, and basic graphic assets.
• Capture high-quality content at VRC race days, events, and behind-the-scenes moments, including editing for social output.

Community Management & Brand Voice

• Monitor comments, messages, and mentions across all channels, engaging with audiences in a timely and on-brand manner.
• Ensure a consistent and authentic brand voice across all social media channels.
• Encourage and monitor community engagement to build loyal, active audiences.

Performance & Insights

• Track social performance including reach, engagement, clicks, follower growth, and sentiment through platform analytics and prescribed reporting tools.
• Report on performance metrics to measure the impact of social content and programs, providing actionable insights.
• Identify platform trends, content opportunities, and competitor activity to continuously improve results.

Campaigns & Cross-functional Collaboration

• Support campaign execution alongside the wider marketing, content, design, and paid media teams.
• Coordinate social media competitions and/or promotions in collaboration with the Social Media Manager.
• Contribute to large-scale social-media-reliant projects including Fashions on the Field, Melbourne Cup Tour, and other major VRC initiatives.

Success Measures (KPIs)

• Audience reach across priority channels (Facebook, Instagram, TikTok, X, LinkedIn).
• Engagement rate and content interaction benchmarks met or exceeded.
• Community response times.
• Contribution to campaign reach, brand visibility, and key event coverage.
• Quality and timeliness of content calendar delivery.

Core Capabilities

• Strong understanding of major social platforms (Facebook, Instagram, TikTok, X, LinkedIn) and how content should be adapted for each.
• Strong copywriting and visual storytelling capability.
• Video editing skills including capture, and some post-production for social purpose.
• Some experience with scheduling, listening, and reporting tools.
• Solid user of creative tools including Adobe Creative Suite (Photoshop, Premiere, etc.) and Canva.
• Strong understanding across analytics and reporting capability across platform-native tools and third-party dashboards.
• Ability to work quickly, stay organised, and manage multiple priorities through major race weeks and peak event periods.
• Awareness of trends, audience behaviour, and evolving platform algorithms to drive engagement.
• Excellent communication and interpersonal skills with the ability to collaborate across teams.

Values

Think VRC: We deliver with one purpose and plan. We’re one VRC team.

Create Joy: We design every experience, for our members, customers and each other, to create joy.

Be Gutsy: We are grounded in our heritage; we’re brave and curious in our pursuit of a bigger future.

F-Learn: We fail but learn, treating setbacks as opportunities for growth.

Care Deeply: We genuinely care about each other: our people, our members, our customers and our community.