- Own the social strategy of one of Australia's fastest-growing brands
- Lead a high-performing team and shape Yo-Chi's storytelling and social direction
- Flexible working arrangements, free breakfast & lunch + onsite parking
Head of Social – Full time, Melbourne
If you eat, sleep, and breathe social media and you've got the strategic vision to match, then this role was made for you.
Yo-Chi is one of Australia's most culturally iconic retail brands, and we're looking for a
Head of Social who's ready to push boundaries, set trends, and ensure Yo-Chi never stops turning heads online. This isn't a content calendar maintenance role. We want someone who sets the direction, raises the bar with every campaign, moves at the speed of culture, and has the leadership skills to inspire a high-performing, forward-thinking team.
You'll be based out of our Hawthorn HQ in Melbourne. With an on-site chef (free breakfast and lunch daily), free parking, on-site gym, and a genuinely vibrant team culture. Flexible working is part of the deal!
Not based in Melbourne? We'd still love to hear from you. We're open to supporting relocation for the right person.
About Yo-Chi
Yo-Chi was born from a simple but powerful idea: bring together incredible frozen yogurt and açaí, an infinite flow of good energy, and a space where people actually want to be. Since our first venue in Balaclava in 2012, we've grown to 70+ locations across Australia. We're proudly family-owned, culturally driven, and just getting started with plans to double in size over the next 18 months. Chi runs through everything we do!
About the Role
This is a senior leadership role for someone who doesn't just follow culture, they help shape it. You'll define the vision for how Yo-Chi shows up across social, leading the strategy, campaigns and direction that keep the brand culturally relevant and impossible to ignore. Own Yo-Chi's social strategy across all platforms, driving brand growth, guest engagement and community while leading and developing a high-performing social team.
You're not just a social leader. You're a strategic thinker with a deep understanding of platforms, culture and what makes people engage. You know how to build campaigns that strengthen brands, inspire teams and create lasting impact. Every campaign you lead should feel fresh, bold, and unmistakably Yo-Chi, protecting and elevating our iconic status in market.
You'll report to the Chief Brand Officer, working closely with Marketing, Product Development and Operations, to shape how Yo-Chi shows up as we continue to expand internationally. You'll set the direction, empower your team and drive the social agenda across the business.
What You'll Own
Social Strategy & Campaign Leadership
- Set the vision and strategic direction for Yo-Chi’s social presence, ensuring every campaign strengthens the brand and drives cultural relevance
- Lead end-to-end social content and campaign strategy across social platforms.
- Oversee integrated campaigns, including Out of Home (OOH), activations and in-venue digital screens
- Direct campaign shoots from concept through to execution
- Build and execute a UGC strategy that turns the Yo-Chi community into a content engine
- Oversee in-venue digital content to ensure brand consistency across all touchpoints
- Continuously identify opportunities to innovate, raise standards and keep Yo-Chi leading the category.
Social, Paid & Growth
- Drive Yo-Chi’s social strategy across all platforms, with deep expertise in Meta and TikTok
- Work with marketing on the creative content for our paid social strategy across Meta and TikTok
- Stay ahead of trends, culture and platform shifts, turning emerging opportunities into competitive advantage
- Launch & grow Yo-Chi’s YouTube channel and content strategy
- Use insights and competitor analysis to continuously evolve strategy
Leadership, Influencers & Partnerships
- Lead, mentor and develop a small content team while empowering venue teams to create on-brand content
- Build a high-energy, collaborative creative culture
- Own influencer relationships end-to-end, from sourcing through to content approval
- Brief, manage and hold external production and media agencies accountable to Yo-Chi standards
- Manage workflow, campaign timelines, and priorities across the team to deliver exceptional outcomes
- Partner closely with Marketing and brand team to ensure consistency across every touchpoint, locally and globally
Strategy & Reporting
- Deliver regular reporting on performance, engagement and growth with clear insights
- Use insights and data to inform strategic decisions and continuously improve content and campaign performance.
- Partner cross-functionally on campaigns, product launches and venue openings, including international markets
The successful candidate will have:
- 5+ years in a social media position with leadership experience managing a small to medium sized team
- A true social media native! You don't just use the platforms, you understand them deeply, algorithmically and culturally
- A social director's eye with a content creator's instincts.
- A track record of campaigns that felt fresh, bold, and brand defining, not just on brief
- Proven experience directing shoots and leading production end to end
- Experience managing external agencies and production partners
- Exposure to international or multi market campaigns a strong plus
- Confident across Meta Business Manager, TikTok and social analytics tools
- Highly organised. Able to run multiple campaigns without losing quality
- Photography, videography, or CapCut skills? Big tick. Canva proficiency a plus
Why Yo-Chi?
We're not building just a food brand. We're building a culture brand. One that competes on creativity and community as much as product. If you want to work somewhere your ideas actually shape the brand and there's real runway ahead globally... this is the role!
Ready to raise the bar? Come help us share the chi.