Social Media Manager - Australia

Job Introduction

Location: Australia - 100% Remote / Home Working (Must permanently live in Australia & have the right to work without restrictions to apply for this role)

Contract: Full-time, permanent

Hours of work: 37.5/week

First things first! What is Twinkl? What is Twinkl's mission?

Twinkl is here to "help those who teach." It's what brings us to work every day. We're proud to create educational resources that can be used at each step of a child's learning journey.

Our award-winning resource collection - created by teachers for teachers - provides unlimited supplementary digital and printable teaching resources at an unbeatable value.

We have over a million editable resources, and new content is added every day. Don't see what you need? Just ask! We make bespoke resources for our members as part of our world-class customer service promise to help those who teach.

We support educators and children around the world, and we’re committed to transforming lives through education.

Whoever you are, whatever you teach, Twinkl is here for you!

The Role:

Twinkl Australia is seeking an experienced and strategically minded Social Media Manager (SMM) to lead and transform our social media presence across Australia.

This role will hold responsibility for the strategy, performance and growth of Twinkl Australia’s social media channels, including Facebook, Instagram, TikTok, YouTube and Pinterest. The SMM will consolidate and lead Twinkl’s social activity, ensuring it is aligned with the broader Australian marketing strategy and positioned as a key driver of brand awareness, teacher engagement and customer acquisition.

This is a high-impact role focused on evolving Twinkl’s social channels from primarily engagement-driven platforms into a strategic growth engine that supports teacher acquisition, subscription growth and long-term community development. The SMM will oversee the creation and execution of a clear social strategy, manage and grow Twinkl’s online teacher communities, and ensure social media plays a meaningful role in helping teachers discover, understand and benefit from Twinkl’s resources.

Working closely with the wider marketing team, the successful candidate will help ensure Twinkl’s social presence reflects the needs, challenges and realities of Australian teachers while supporting Twinkl’s commercial growth in the Australian market.

Key purpose of the role:

• To build and lead a clear, strategic social media function for Twinkl Australia

• To transform social channels into a scalable driver of teacher acquisition, engagement and retention

• To ensure Twinkl’s social presence authentically reflects and supports the needs of Australian teachers

• To build thriving, supportive online teacher communities that strengthen trust and advocacy for Twinkl

• To align social media strategy with Twinkl Australia’s broader marketing and commercial objectives

Key responsibilities:

1. Social strategy and channel leadership

• Own and lead the social media strategy for Twinkl Australia

• Develop platform-specific strategies across Facebook, Instagram, TikTok, YouTube and Pinterest

• Align social media initiatives with Twinkl Australia’s wider marketing campaigns and commercial goals

• Identify opportunities for social media to drive brand awareness, teacher discovery, subscription growth and customer retention

• Continuously review and evolve channel strategies based on performance insights and platform trends

• Develop and lead community management protocols to maintain brand safety and manage high-volume sentiment during key campaign periods.

2. Acquisition & growth

• Develop and execute social strategies that contribute directly to teacher acquisition and subscription growth

• Optimise social media channels to drive website traffic, free trials and subscriber conversions

• Work closely with marketing and paid media teams to maximise the effectiveness of organic and paid social campaigns

• Develop innovative approaches to reaching teachers across different career stages and education sectors

• Monitor and improve the performance of social media initiatives using clear performance metrics

• Provide the 'social-first' creative hooks and copy for Paid Media teams to ensure organic and paid assets work together to drive maximum ROI.

3. Content strategy and creation 

• Develop a high-impact social content strategy tailored to Australian teachers

• Oversee and support with the creation of engaging and valuable content including teaching tips and classroom ideas, resource demonstrations and product highlights, short-form video and visual content, educator insights and professional learning content

• Ensure all social content aligns with Twinkl’s brand voice and mission to support those who teach

• Collaborate with internal teams to showcase Twinkl’s resources in practical and inspiring ways

• Design and implement a system for sourcing, clearing and repurposing UGC to show Twinkl resources in 'real' Australian classrooms.

4. Teacher community / engagement

• Manage and grow Twinkl’s online teacher communities and social groups

• Foster meaningful conversations and relationships with educators across social platforms

• Ensure teacher feedback and insights from social communities inform marketing and product development

• Encourage the sharing of teacher stories, classroom experiences and user-generated content

• Maintain a positive, supportive and inclusive community environment

• Identify, onboard and manage relationships with Australian 'Teacher-Gram' and 'Teacher-Tok' influencers and brand advocates to drive authentic reach and trust.

5. Social media operations

• Consolidate and manage Twinkl Australia’s social media activity across platforms

• Implement best-practice workflows for social publishing, moderation, content planning and campaign management

• Manage and optimise social media management tools such as Sprinklr (or equivalent platforms)

• Identify opportunities to improve efficiency, consistency and impact across all social activity

6. Analytics & operations

• Own the tracking and reporting of social media performance

• Monitor and analyse key metrics including reach and engagement, audience growth, website traffic, conversions and subscriber growth

• Use insights and data to refine social media strategies and maximise impact

• Provide regular performance reporting and recommendations to the Australian marketing leadership team

• Act as the 'voice of the customer' by synthesising social sentiment and teacher feedback into actionable insights for the Product and Resource Development teams

Skills, experience & attributes:

Essential:

• Proven experience managing multi-platform social media strategy

• Demonstrated ability to grow and manage social communities and audiences

• Experience developing and delivering content strategies for digital platforms

• Strong understanding of social media performance metrics and analytics

• Experience aligning social media initiatives with broader marketing and commercial objectives

• Excellent communication and storytelling skills

• Strong organisational and project management capabilities

• Passion for supporting educators and building meaningful communities

• High-level copy-editing proficiency: A meticulous eye for brand voice consistency and a deep understanding of Australian cultural nuances

• Proven experience in the strategic implementation and day-to-day management of Sprinklr (or a comparable enterprise-level social suite) to drive publishing, social listening and global brand governance.

Desirable:

• Experience working within education, edtech or teacher-focused communities

• Experience using social media management platforms such as Sprinklr

• Experience using social media to support customer acquisition or subscription growth

• Experience creating or overseeing video and short-form content strategies

• Experience working within a fast-moving, scaling organisation

Personal qualities:

• Community-focused and empathetic toward teacher needs

• Strategic thinker with strong execution skills

• Creative and curious about emerging social media trends

• Data-informed and results-driven

• Collaborative and comfortable working across teams

• Adaptable and proactive in a fast-changing digital landscape