ROLE OBJECTIVES

• Build and execute a platform appropriate social media strategy for Onyx Fitness.
• Grow the brand’s following, reach and engagement among its target audience.
• Produce a consistent, high-quality flow of original content (graphics, short-form video, copy).
• Convert social engagement into measurable business outcomes, leads, enquiries and memberships.
• Protect and strengthen the brand’s identity, voice and reputation online.
• Provide leadership with clear, regular reporting on performance against agreed targets.

SCOPE AND KEY RESPONSIBILITIES

Strategy and Planning

• Develop and maintain a monthly content calendar aligned to business priorities, promotions and seasonal moments.
• Define platform strategy (e.g., Instagram, TikTok, Facebook, YouTube), selecting the right channels for the audience rather than posting identically everywhere.
• Set and agree growth and engagement targets with management each quarter.

Content Production

• Create original graphics, short-form video (Reels/TikTok/ Shorts), and written copy in the brand’s voice.
• Shoot and edit photo and video content on location (gym floor, classes, member stories, events).
• Maintain consistent visual identity, templates and brand guidelines across all output.
• Use AI and design tools responsibly to increase content volume without diluting brand voice or quality.

Publishing and Community Management

• Schedule and publish content across all active channels using a social media management tool.
• Monitor comments, direct messages, mentions and reviews daily, responding promptly and on-brand.
• Escalate complaints, sensitive issues and sales-ready enquiries to the appropriate person or team.
• Foster community engagement, prompts, polls, user-generated content, member features.

Paid Social and Campaigns

• Plan and run paid social campaigns (boosted posts and ad sets) within an agreed budget.
• Coordinate launch and promotional campaigns end to end, from concept to post-campaign review.
• Manage ad spend responsibly, track cost per result and optimize toward the most efficient outcomes.

Analytics and Reporting.

• Track performance using native analytics and the chosen management tool.
• Produce a monthly performance report covering growth, engagement, reach, and conversions/enquiries, with clear commentary and recommendations.
• Use data to iterate, identify what works, drop what does not, and brief management on insights.

Coordination

• Liaise with gym staff, trainers, and any external creators or agencies.
• Keep brand assets (photos, videos, logos, templates) organized and backed up.
• Ensure all content complies with relevant advertising, data-protection and platform rules.

KEY DELIVERABLES

• Monthly – Content calendar; published content per agreed cadence; monthly performance report.
• Weekly – Scheduled posts across active channels; community engagement (responses to comments/DMs); short weekly progress check-in.
• Quarterly – Strategy review and revised targets; campaign performance review; competitor and trend scan.
• Ongoing – Brand-consistent creative output; organized, backed-up asset library; timely escalation of issues and leads.

QUALIFICATIONS AND EXPERIENCE

• Diploma or degree in marketing, communications, digital media or a related field, or equivalent demonstrable experience.
• Minimum 2–3 years’ hands-on social media management experience with evidence of accounts personally grown (follower and engagement growth you can show).
• A portfolio of published work, graphics, video and live accounts, available for review.
• Demonstrated experience developing and executing social media strategy, not only posting content.
• Experience producing short-form video (shooting and editing) is strongly preferred.
• Desirable experience with fitness, wellness, lifestyle or consumer brands.

REQUIRED SKILLS, TOOLS, & COMPETENCIES

Technical Skills and Tools

• Proficiency with a social media management / scheduling tool (e.g., Meta Business Suite, Hootsuite, Buffer, Later or similar).
• Native fluency across the major platforms relevant to the brand and their analytics dashboards.
• Graphic design and video editing capability (e.g., Adobe Photoshop, Illustrator, Premiere Pro, Canva, CapCut or equivalent).
• Working ability with paid social (Meta Ads Manager, TikTok Ads or similar).
• Comfort with reporting and spreadsheets for performance tracking.

Personal Competencies

• Strong copywriting and a confident, consistent grasp of the brand’s voice.
• Creativity balanced with discipline, consistent output to a calendar.
• Self-starting, organized and able to work without constant supervision.
• Responsive and customer-minded in community interactions.
• Data-literate , reads results honestly and adapts.