Social Media and Content Manager

Your Purpose...

To change peoples, lives for the better through wellness, through delivering on OUR PROMISE, which is to welcome and know our members. Be the host whilst owning every interaction and make the member experience memorable.

To drive a social wellness club by having a natural service orientation with a deep passion for wellness and desire to make a positive difference every day.

You are the custodian of Virgin Active’s digital voice. You will lead the brand’s social and content strategy with a focus on building communities, inspiring wellness and driving measurable growth.

• Shape and execute Virgin Active’s social media and content strategy across all channels.
• Build and nurture engaged online communities through compelling storytelling, two-way conversations and social listening.
• Leverage Friends of Virgin Active ambassadors, sports partnerships and Kauai collaborations to create authentic, high-impact content.
• Partner closely with the Product team to showcase innovation, new offerings and unique club experiences.
• Collaborate with Global Virgin Active teams to localize global campaigns and align on brand standards while ensuring local distinctiveness.
• Champion innovation in social and content, testing new formats, tools and platforms to keep Virgin Active fresh, relevant and disruptive.
• Use analytics to inform decision-making, maximize ROI and ensure measurable contribution to acquisition, retention, and brand equity

• Lead the development and execution of a best-in-class social and content strategy aligned with the Marketing Calendar and business priorities.
• Govern Virgin Active’s social channels, ensuring brand consistency, innovation, and quality.
• Maintain the Social Media Content Calendar, ensuring a mix of brand, product, promotional and partnership content

• Direct creative development across platforms, overseeing content production by internal teams and external partners.
• Act as the voice of the brand, balancing creativity with insight-driven engagement.
• Showcase Friends of Virgin Active, Kauai collaborations, product innovations, and sports partnerships through compelling storytelling.

• Lead influencer strategy and the Friends of Virgin Active program, building authentic advocacy and content co-creation opportunities.
• Integrate sports partnerships, Kauai collaborations, and product-led initiatives into content calendars, ensuring visibility and impact.
• Track and report on performance of all partnership-driven content.

• Partner with Kauai to co-create content that reflects shared wellness values.
• Work with the Product team to communicate launches, innovations and member benefits across social channels.
• Collaborate with Global Virgin Active teams to adopt shared learning across the territories.

• Establish and track KPIs for social and influencer performance.
• Use social listening and analytics to guide content decisions, spot opportunities, and measure ROI.

• Lead social coverage of Virgin Active events, live streaming and real time storytelling.
• Collaborate with the Growth team to optimize paid social campaigns for reach, engagement, and conversions.

• Act as a thought leader, bringing fresh ideas, new tools and best practices into Virgin Active’s social ecosystem.
• Pilot new formats (eg. AR/VR, AI-driven content, immersive video) to keep the brand at the forefront of digital conversation.
• Mentor and guide freelancers and agencies to deliver best in class execution.

• Related Tertiary Qualification
• Minimum 7 years’ experience in social media and content management
• Proven success in scaling brand communities and integrating partnerships.
• Proven experience in successfully leading influencer/ambassador programs and delivering ROI through brand collaborations and sponsor ships.
• Hands’on experience with social tools, analytics and community management.
• Proven experience in engaging with stakeholders across…