Social Media Manager

Job Title: Social Media Manager (Instagram Growth Specialist)

Location:

About Rolling Canvas

We are a luxury wedding photography and videography brand serving high-end South Asian weddings across Australia. We work with affluent couples who value emotion, storytelling, and a premium experience. Our social media manager must understand this luxury market and know how to create content that resonates deeply with couples planning their dream weddings.

Role Overview

strategic social media manager

Key Responsibilities1. Instagram Growth Expertise

• Proven experience growing Instagram accounts (from scratch or major scale-up)
• Must share case studies with real numbers: follower growth, engagement lifts, reach improvements
• Strong understanding of Instagram's 2025 algorithm: retention, saves, shares, watch time
• Experience using both organic strategies and paid boosts

2. Creating High-Engagement Content

• Ability to make strong hooks within the first 13 seconds
• Understands how to keep viewers watching till the end
• Writes meaningful captions that spark conversation
• Knows how to create infotainment teaching while entertaining
• Skilled in structuring content to boost retention, not just views

3. Modern Content Strategy (For 2025)

• Reels-first thinking: short videos (730 sec) with clear storytelling
• Creates value-driven content that positions the brand as an expert
• Focus on building community, not just followers
• Shows authentic moments and behind-the-scenes, not overly polished content
• Uses polls, Q&As, and interactive tools to increase engagement
• Understands Instagram SEO (keywords in captions, bio, hashtags)

4. Platform Knowledge & Analytics

• Knows what Instagram prioritizes today not 2023 techniques
• Understands which metrics truly matter
• Can read insights and adjust strategy quickly
• Understands why some content gets pushed and some doesn't
• Can differentiate between content for reach, content for engagement, and content for conversions

5. Luxury Brand & Cultural Understanding

• Experience with premium brands: weddings, events, hospitality, or luxury lifestyle
• Familiar with affluent South Asian audiences (Indian, Pakistani, Sri Lankan)
• Can maintain a classy, sophisticated brand image
• Comfortable working with brands where clients spend $10K+

6. Strategy & Planning

• Creates clear content strategies tied to business goals
• Defines content pillars: educational, inspirational, promotional
• Uses trends wisely without losing our luxury identity
• Builds monthly content calendars with consistent storytelling

What We DON'T Want

? Canva-template posters

? Aesthetics-only social media coordinators

? People who believe more posts = more growth

? Outdated hashtag users (#love #instagood)

? Candidates who can't show numbers/proof

? People who don't understand community building

What Makes the Ideal Candidate Stand Out

? Thinks creatively AND analytically

? Understands why content performs, not just what to make

? Knows South Asian wedding culture

? Can turn long-form content into 3050 smaller pieces

? Writes natural, human captions

? Uses content to build trust and conversions

? Follows trends but adapts them for luxury brands

? Treats Instagram as a business tool, not a vanity platform

Who They Should Be (Mindset)

Someone who:

• Creates strong, emotional content consistently
• Thinks strategically, not just executes tasks
• Understands culture and trends
• Loves experimenting with Instagram
• Focuses on real engagement, not just follower numbers