Director of Content & Distribution

About Black Diamondz

Black Diamondz is a luxury property and lifestyle brand operating in Australia and internationally. The business sits at the crossroads of premium real estate, developer-led projects, global investor relationships, media, and upscale brand collaborations, with teams based in Sydney CBD, Double Bay, Melbourne, and Shenzhen.

The brand serves high-net-worth and ultra-high-net-worth clients, along with international buyers, who expect a highly tailored, insight-driven, and relationship-led experience. The business is now focused on turning its strong content assets, founder profile, and global network into a scalable media engine.

Role Overview

This is a senior leadership position rather than a standard social media coordination role. The Director of Content & Distribution will be responsible for the full content ecosystem, including strategy, production direction, team leadership, distribution, and growth. The role reports directly to the Founder and Director, Monika Tu, and will help position Black Diamondz as a true media brand with measurable reach and commercial outcomes. The role also spans growth for both Black Diamondz and Monika Tu's personal brand.

Bilingual English and Mandarin is preferred, though not mandatory.

Core Responsibilities

• Design and deliver content strategies that support the goals of each business area.
• Create annual, quarterly, and monthly content plans that align with commercial priorities.
• Identify opportunities to extend the value and lifespan of existing content assets.
• Work closely with Monika Tu on personal brand storytelling and thought leadership.
• Shape editorial ideas and campaign concepts with a premium, polished voice.
• Build narratives that connect with UHNW, Chinese, and international audiences.
• Coordinate with internal teams and external creators, videographers, editors, and designers.
• Maintain consistent brand messaging across all channels and content formats.
• Lead the social media function across active platforms, including YouTube, Instagram, Facebook, LinkedIn, WeChat, Rednote (Xiaohongshu), and other relevant emerging platforms.
• Oversee publishing cadence, channel optimisation, engagement, community growth, and platform-specific execution.
• Drive audience expansion across Monika Tu, My Fortune Code, When East Meets West, and Black Diamondz content channels.
• Repurpose each content shoot into multiple deliverables such as long-form video, short clips, social posts, articles, newsletters, podcast edits, and event-related assets.
• Partner with marketing teams, production vendors, AI tools, designers, editors, and videographers to keep delivery timely and commercially aligned.
• Monitor audience growth, engagement, subscriber numbers, and lead generation.
• Assess content performance and conversion data across all channels.
• Prepare monthly reports with practical insights, recommendations, and next-step pivots.

About You

You are an experienced content leader who has already built or scaled content operations at a senior level. You understand that publishing content is different from building an audience, and you are comfortable working independently while thinking in systems rather than isolated campaigns.

You know how to make premium brands feel dynamic across digital channels, and you can balance strategy, storytelling, production, and performance.

Experience and Background

• Strong background in content strategy and digital media leadership.
• Proven ability to grow social channels and build audience communities.
• Experience growing YouTube channels and increasing subscribers is important.
• Experience with personal branding and thought leadership content is valuable.
• Experience in luxury, lifestyle, or property-related sectors is preferred.
• Mandarin language ability is considered an advantage.

Success Measures

• Increase total audience across YouTube, Instagram, LinkedIn, and Rednote by 50% to 100% within 12 months.
• Grow My Fortune Code YouTube subscribers to more than 100,000, with monthly growth of 8% to 10%.
• Expand Monika Tu's personal brand audience by 75% across all channels.
• Improve average engagement rates across social platforms by 20% to 30%.
• Lift qualified leads from content channels by 40% to 60%.
• Achieve a 5% to 10% conversion rate from content-driven leads to enquiries or sales.
• Deliver a steady monthly output of 8 to 12 long-form videos and 40 to 60 short-form pieces.
• Build and lead a strong content team with defined KPIs and performance benchmarks.
• Introduce scalable systems that cut production turnaround time by at least 30%.

What the Role Will Build

The successful candidate will help evolve Black Diamondz into a multi-platform media brand with genuine international reach, engaged audience communities, and content that supports conversion. This is a rare opportunity to lead content at the meeting point of luxury real estate, cultural influence, and UHNW audience development.

How to Apply

Interested candidates should submit a CV through the provided application method or contact the listed email address. A short note explaining your approach to content strategy, along with examples of channels or audiences you have grown, must be included. Applications without examples will not be considered.

Additional Information

This role is based in Australia and follows a full-time, onsite working arrangement.

The role is focused on senior-level ownership of content operations, audience growth, and cross-channel distribution rather than routine social posting.

While the position is framed around leadership and growth, no salary or stipend details were provided in the source.

No vacancy count, start date, application deadline, or formal experience range was specified.

No benefits or perks were listed separately in the source material.