Social Media Manager

About FRANKIE4

FRANKIE4 is a fast-growing Australian footwear label founded on a straightforward belief: women should not have to choose between style and comfort. Created by podiatrists and informed by science-backed design, the brand has spent the past 15 years rethinking what footwear can do. It now has more than 150,000 five-star reviews, 10 concept stores worldwide, and teams in Brisbane and Seattle supporting customers across the globe.

Customer experience sits at the center of the business. Every interaction, recommendation, and solution is part of helping women feel confident and comfortable as they move through life. The team is looking for someone who is genuinely customer-minded, proactive, and excited to contribute to a fast-paced environment.

Role Overview

As Social Media Manager, you will lead FRANKIE4’s presence across its social platforms by shaping strategy, improving performance, and creating stronger connections with digital audiences. This is a strategic and creative role that extends well beyond posting content. You will manage a growing mix of channels and creators across paid and organic activity, influencer and gifting programs, and PR coordination.

The role suits someone who can move easily between creative briefing, performance analysis, and brand storytelling, while ensuring social activity supports commercial goals.

Social Media Strategy and Growth

• Build and deliver a multi-platform social media strategy that supports growth, engagement, and overall performance.
• Maintain the content calendar for Instagram, Facebook, Pinterest, LinkedIn, TikTok, and new/emerging platforms, keeping it aligned with brand priorities and campaign plans.
• Review KPIs and contribute to reporting across channels, using performance insights to improve timing, content direction, and creative approach.
• Stay current on platform changes, algorithm updates, and social trends so the brand remains timely and competitive.

Influencer and Gifting Management

• Lead the global influencer and gifting approach by identifying, onboarding, and growing relationships with brand-aligned creators.
• Run the full gifting and contra workflow, including setting and managing gifting limits, coordinating MMPR gifting activity, and ensuring recipients reflect the brand appropriately.
• Evaluate influencer campaign results, produce regular performance summaries, and identify what should be repeated or improved.
• Refine influencer briefs using paid media insights so creator content can be strengthened for paid amplification, and include practical feedback to support ongoing improvement.

PR Coordination

• Act as the day-to-day contact for FRANKIE4’s PR agency, MMPR, and attend bi-weekly meetings.
• Provide the monthly marketing calendar and upcoming campaign angles to support PR pitching.
• Assist with brand and partnership opportunities in the US in partnership with the Director of Ecommerce and Marketing and MMPR.
• Check that gifting suggestions from MMPR fit the brand and remain within approved limits.

Content and Creative Execution

• Lead content ideation and brief development for social channels, ensuring each asset reflects the brand voice, visual identity, and platform goals.
• Work with internal creative teams, external agencies, and brand partners to produce strong social assets across static, video, UGC, and other formats.
• Identify top-performing content and work with the paid media team to create organic and paid strategies that build on that success.
• Capture and edit trend-led, culturally relevant content that encourages sharing and strengthens brand relevance.

Performance and Community Insights

• Monitor, report on, and interpret social and influencer performance data, turning metrics into clear recommendations.
• Track community engagement and sentiment across all platforms, respond when needed, and look for ways to strengthen loyalty and advocacy.

About You

• You bring at least 3 years of experience in social media, with retail experience preferred.
• You are highly organised and able to manage several priorities at once.
• You use analytical thinking to make decisions based on data.
• You enjoy developing fresh campaign, PR, and event ideas.
• You have a strong interest in digital marketing, especially influencer culture and industry trends.
• You are motivated by growth and KPI achievement.
• You understand major social platforms well, including TikTok.
• You have a strong history of producing engaging social content that performs well.
• You communicate clearly in writing and verbally, with strong attention to detail and brand consistency.
• You are comfortable using social media management and analytics tools; experience with influencer and gifting platforms such as Modash and LTK is an advantage.
• You can work independently, manage multiple deadlines, and keep projects moving.
• Basic graphic design ability and familiarity with tools such as Adobe Photoshop or Canva would be an advantage.
• You have experience with video capture and editing and are confident appearing on camera.

Benefits

• Generous staff discount across the footwear range.
• Access to an expanding set of employee benefits that support both personal and professional wellbeing.
• Exclusive savings through external brand partners.
• A collaborative, supportive workplace with opportunities to grow internally.
• A values-led culture focused on people and customers.

Additional Information

FRANKIE4 describes itself as a community built around purpose, passion, and progress. The business is looking for someone who wants to make a meaningful contribution and help shape how women experience footwear.