Purpose

The Social Media Manager is a core creative role which is key to supporting the presentation, cut-through and commercial growth of Rugby Australia’s portfolio of brands and partners.

This position will be responsible for the day-to-day management of Rugby Australia’s social presence across its team and competition brands including Wallabies, Wallaroos, Australia Sevens, rugby.com.au and rugbyau, as well as the development, execution and measurement of multi-platform digital strategies.

Utilising core digital channels to entertain and engage fans, provide news and updates, drive traffic to respective websites, raise awareness of core events and marketing initiatives and integrate sponsors, the ideal candidate is data-driven, has wide ranging reporting and presentation skills and displays a substantial track record of developing engaging content. They should have a strong understanding of existing and emerging social platforms and be able to use and gain insights from analytics tools to measure and elevate Rugby Australia’s digital efforts.

Key Accountabilities

Content Strategy Development

• Work with Head of Digital & Content, Marketing Managers and respective Media Managers to:
  • Develop digital media and content objectives that are focused on Rugby Australia's fan engagement and audience growth goals
  • Collaborate, build and deliver digital playbooks and content plans with strategic clarity and creative flair that focus on inspiring, educating and entertaining Rugby Australia's fans and audiences across social, website and email
• Become the go-to influential liaison between external partners and High Performance, Operations, Marketing and Commercial teams to drive commercial effectiveness and efficiencies with regard to content capture, production, delivery and distribution
• Support the broader Commercial and Marketing team with the strategic development and commercialisation of Rugby Australia’s digital proposition and offering across social media with a particular focus on partnership integration and amplification

Content Planning & Delivery

• Perform the role with an ‘always on’ approach to social media, constantly monitoring and engaging current content trends, best practices and seeking to identify brand partnership content opportunities
• Support the delivery of annual, monthly and weekly content plans that seek to grow relevance, educate, entertain, inform and commercialise Rugby Australia's digital/social media communities
• Drive and support the ideation and production of multimedia content, ensuring consistency and alignment in brand presentation and tone
• Pitch, create and repurpose engaging, high quality multimedia content for Rugby Australia’s digital platforms that is considerate of the channel’s role, its audience and the objective of each brief including but not limited to:
  • Branded content for partners, behind the scenes, documentary, interviews, highlights and VNR packages, in-stadium / event presentation, advertising campaigns, live video publishing, partner promotions and internal video campaigns
  • Manage and deliver game day content and publishing plans for respective events including but not limited to the British & Irish Lions tour in 2025, Rugby World Cup, The Rugby Championship, Bledisloe Cup, SVNS series, WXV, Laurie O’Reilly Cup, Super Rugby Pacific and Super Rugby Women’s
• Work with key internal and external teams to pitch best practice and on-trend ideas for content and storytelling opportunities
• Lead and support the Digital Content Producers, ensuring that there is ample support for both content and platform initiatives

Content Optimisation & Reporting

• Compile, analyse and distribute analytic reports and social media data to the internal team, regularly making recommendations, updates and improvements to the social platforms based on your findings
• Stay abreast of current industry trends and channel/platform evolutions to present new ideas to enhance the current content strategy and increase interest and engagement with Rugby Australia's respective brands
• Approach content with a non-one-size-fits-all lens, being strategically considerate in the production and the distribution of content across multiple platforms to leverage and capitalise on the nuances of different channels and their audiences and behaviours
• Work with the Marketing &Content team to report on plans, calendars and tracking of activity against pre-determined KPIs

Capabilities, Experience & Qualification Requirements

• Minimum of 4 years of experience working in social media management, preferably in sport.
• Knowledge and passion for rugby is a plus
• Strong track record and demonstrated experience in creative storytelling and delivering impact and growth across digital communities including but not limited to Facebook, Instagram, X, TikTok and YouTube
• Detail-oriented and results-driven with the ability to work in a fast-paced environment
• Experience in data-driven social listening and tracking tools such as Meta Business Suite and YouTube Studio or similar
• Strong knowledge and understanding of digital marketing best practice
• Ability to lead in an environment with multiple stakeholders including senior colleagues
• Reliable team player who works collaboratively and cooperatively with peers in a team-oriented environment
• Excellent organisational, production and project/time management skills with the ability to execute on multiple projects simultaneously in an organised and timely fashion
• Strong attention to detail and capable of delivering accuracy and success within timeframes
• Able to travel and work on weekends when it is required
  • International travel for longer periods may be required