Social Media Manager

Company Description

In 1987, Red Bull not only launched a completely new product, it also created and has led ever since a whole new category, Energy Drinks. Today Red Bull employs around 22,000 people in over 178 countries, selling over 14 billion cans last year. The World of Red Bull provides the forum for you to use your talent and passion, to develop & grow yourself and make an impact through our purpose of giving wings to people & ideas.

The Red Bull Australia Social Media Manager (managed channels) leads strategy and oversees execution of day-to-day programming of managed (TikTok, Instagram, YouTube, X, Strava) channels. This person will be tasked with translating the world of Red Bull to our social media channels, while navigating platform changes, strategic shifts, and making data-driven decisions with the goal of reaching millions of Australian consumers. This role is responsible for attracting and engaging our key audiences across the marketing funnel by contributing to the growth and maintenance of audiences – reach, frequency, and length of interaction across all platforms, by ensuring the right content is published at the right time on the right outlet. This role contributes to optimising channel performance and experience through content scheduling, featuring, customised functionalities and smooth consumer journeys, while increasing awareness, relevance, and an engaged community that follows the Red Bull brand and its content offering. You will understand how to analyse and interpret insights and apply them to the associated programming strategies.

Your primary objective and challenge is to stay top of mind with entry-point Australian consumers, while innovating ways to attract new ones. You will be an expert and strategist for Red Bull Media Network, identifying and articulating the most impactful opportunities and approach to Red Bull’s media properties.

Job Description

Social Channel Execution

• Ensures Red Bull Australia is engaging its key target audiences across the top of the funnel – our local and global social media channels (Instagram, TikTok, YouTube, Strava, X and Twitch), driving conversion down to the funnel to Owned Platforms (RedBull.COM, Red Bull TV) directly or indirectly
• Ensures consistent, brand-adherent, local, and inclusive tone of voice; drives emotional reactions as an expert storyteller focused on Australian athletes, projects and events
• Develops and implements social strategy based on global guidance and coordination with platform partners, leading social data analysis efforts and leveraging insights to drive decisions and inform strategy across platforms
• Collaboratively leads strategy development and implementation of new channels and features (i.e. Instagram Features)
• Defines and grows social reach via creator and partner program, ensuring that we bring new storytelling talent into our network and open new audience potentials by working closely with Red Bull Media Network Communications and Creator team counterparts

Performance And Planning

• Analyses baseline performance of Red Bull Australia’s owned and managed channels using proprietary (Red Bull Performance Dashboard) and 3rd party tools (Emplifi, Sprinklr, Instagram Dashboard, TikTok Dashboard, etc.) on a weekly, monthly, and quarterly basis
• Leads content management processes, ensuring they are consistent for the Programming team. Ensures plans, schedules, and content are ingested, and activity is inputted across Managed into Media Planet/Airtable on a weekly basis; aiming for two weeks minimum of content planned
• Defines assigned channel priorities based on local channel performance, Global channel performance and Global guidance
• Builds consistent local cross-network programming plans, utilising local and Global programs to build awareness, relevance, content consumption and effective journeys around key moments and program releases
• Briefs related content needs and contributes to Content briefs & builds and aligns on Activation plans with Communications, Sports Marketing, Brand Marketing, Field Marketing, etc.

Qualifications

• Approximately 5-7 years of experience required in organic digital programming of social media managed channels; related roles in comparable industries such as Digital Specialist, Social Media Specialist with a broad network of channels

• Experience building and nurturing communities online to larger audiences and understands what it takes to be truly ‘always on’ in these spaces

• A comprehensive understanding of the process of growing audiences and communities required; understands how to follow changes in algorithms, has a hunger and hustle to continuously learn about growth strategies, tactics, new social platforms, etc.

• Strong editorial understanding and connections with authors in Red Bull’s existing playgrounds preferred

• Cross-functional management experience; working within a global, matrixed organisation is an asset
• Excellent presentation skills and expertise in Microsoft 360 suite
• Experience in social content commissioning, creation, and native organic publishing required, with a focus on Instagram and TikTok

Additional Information

Thank you recruitment agencies, we will be recruiting this role internally.

You warrant that:

• You have read and understand the Privacy Statement and the Red Bull Australia Privacy Policy.
• You are qualified to work in Australia and understand that Red Bull Australia may require you to provide evidence of this to comply with its obligations under the Migration Act 1958 (Cth).
• All the information you have submitted to Red Bull Australia Pty Ltd (including via this application and any attachments) is true, accurate and complete. You understand that if any information you have provided is false or misleading we may reject your application, review any employment offer made to you and potentially dismiss you from any employment with Red Bull Australia Pty Ltd.

• Travel: 20-30
• Organization: Red Bull Australia
• Job type: Permanent