POSITION: Digital Content Lead
LOCATION: Adelaide Fringe Head Office
REPORTS TO: Head of Marketing
EMPLOYMENT: 1.0FTE full time, flexible
SALARY: $70K – $73K per annum (pro rata), plus 12% superannuation
POSITION SUMMARY
The Digital Content Lead owns Adelaide Fringe’s social media platform strategy and
digital content program. This is a role that demands equal parts creative vision and structural discipline. You will develop platform-specific strategies, lead the content briefing and planning processes, direct content production, and measure what works. You will guide and develop the Digital Content Coordinator and work closely with the wider Marketing team to ensure content is always on-brief, on-brand, and tied to campaign objectives.
This role suits someone who gets genuinely excited about great storytelling and the power of a well-executed platform strategy and who has the organisational nous to build the systems that make it happen consistently. A passion for the arts and creativity is essential; so is the ability to operate strategically and bring structure to a fast-moving, high-volume environment.
ORGANISATIONAL RELATIONSHIP
Department: Digital, Marketing and Ticketing
Supervises: Nil
Internal Liaisons: Head of Marketing, Marketing Commercial Manager, Marketing Campaign Lead, Marketing Project Lead, Performance Marketing Lead, Design Studio, Business Development,
Ticketing, Artist & Venues team, Finance team and all Adelaide Fringe staff as required.
External Liaisons: Adelaide Fringe stakeholders including artists, venues, partners, agencies,
photography/videography contractors, media and government bodies.
KEY RESPONSIBILITIES
Social Media Platform Strategy
- Develop and own a platform-by-platform social media strategy for
Adelaide Fringe, covering Instagram, Facebook, TikTok, LinkedIn and YouTube;
including channel objectives, audience profiles, content formats and posting
cadence.
- Stay ahead of platform algorithm changes, format trends and
emerging platforms, proactively bringing recommendations to the team.
- Identify and develop new content opportunities, creator
collaborations and community partnerships that grow and diversify Adelaide
Fringe’s audiences.
- Champion a digital-first approach to content, ensuring
platform-native thinking is built into every campaign from the start.
Content Strategy & Planning
- Own the annual and campaign content calendar, mapping content
activity to festival milestones, campaign phases and audience segments.
- Lead the content briefing process: writing clear, well-scoped
creative briefs approved before production begins, and ensuring the team always
has what it needs to execute with confidence.
- Set content standards and maintain Adelaide Fringe’s tone of voice
and brand guidelines across all digital channels, acting as a brand guardian
who reviews content before it goes live.
- Collaborate with the Performance Marketing Lead to align organic
content strategy with paid media activity and audience growth targets.
Content Creation & Production
- Lead content ideation for key campaigns and high-priority moments,
shaping creative concepts that are both original and executable.
- Produce or guide production of video, photography and written
content suited to each platform, working with the Digital Content Coordinator,
Copywriter and Design Studio.
- Provide direction and feedback on content produced by the team,
maintaining a consistent standard of quality and creative ambition.
- Oversee the Adelaide Fringe photo and video library, ensuring
accurate archiving and accessibility.
- Manage briefing, direction and delivery with external photography,
videography and content contractors.
Ticketing & Partnership Campaigns
- Develop content that supports key ticketing campaigns, working
with the Marketing Campaign Lead and Performance Marketing Lead to identify
relevant audience segments and create content that moves people from interest
to purchase.
- Work closely with the Marketing Campaign Lead to co-ideate and
execute engaging content for Adelaide Fringe’s key partners, finding authentic
creative angles that genuinely connect partner brands to festival audiences.
- Ensure partner and sponsor content integrates naturally into the
content calendar; maintaining Adelaide Fringe’s creative integrity while
delivering on partnership obligations.
- Contribute creative ideas in campaign development meetings,
bringing a platform and content lens to how partnerships are activated across
digital channels.
Performance & Reporting
- Develop and communicate content and campaign timelines, monitoring
delivery against targets and flagging risks early.
- Provide regular performance reports with channel insights and
actionable recommendations for the Head of Marketing and Marketing team.
- Use data to continuously improve content approach; identifying
what performs, why, and what to do differently.
Team Leadership & Collaboration
- Provide day-to-day creative direction and structured feedback to the Digital Content Coordinator, supporting their development and quality of output.
- Collaborate with the Copywriter to ensure written content is strategically aligned and on-brand across all channels.
- Brief and align internal stakeholders on content deliverables, timelines and approvals.
- Support and guide interns as required, contributing to their development and ensuring high-quality output.
General Responsibilities
- Embrace and utilise organisational project management and digital collaboration tools.
- Act as an ambassador for Adelaide Fringe’s culture, values and brand across all communications and interactions.
- Observe and comply with all Work Health & Safety policies and workplace procedures.
- Undertake additional duties as reasonably directed in a fast-paced festival environment.
ESSENTIAL / DESIRABLE CRITERIA
Education & Experience
- 3+ years of experience in digital content, social media strategy or marketing.
- Demonstrated experience developing platform-specific social media strategies.
- Proven experience planning and managing a content calendar across a full campaign
cycle, including briefing, approvals and delivery.
- Experience producing or directing short-form video content for social media platforms.
- Strong copywriting and editorial skills with an understanding of brand voice and tone.
- Experience with social media scheduling tools and analytics platforms.
- Demonstrated ability to manage multiple projects and deadlines simultaneously in a fast-paced environment.
- Tertiary qualifications in marketing, communications, media, journalism or a related
creative field (desirable).
- Experience in the arts, events or entertainment industry (desirable).
- Basic graphic design or video editing skills — Canva, Adobe Creative Suite or equivalent (desirable).
- Experience managing or briefing external creative contractors (desirable).
Soft Skills & Personal Attributes
- Genuinely excited by content, creativity and the power of a great platform strategy — you
bring ideas AND a plan.
- Equally comfortable thinking big-picture strategy and getting into the detail of a
content brief or publishing schedule.
- Highly organised with strong attention to detail and a track record of delivering to
deadlines.
- A natural collaborator who communicates clearly, gives and receives feedback
well, and brings the team along.
- Resilient and adaptable in a high-volume, seasonally intense environment.
- Passionate about the arts, culture and the social value of community events.
- Self-motivated with the confidence to take ownership and make decisions.
