Head of Social

Role overview

Yo-Chi is seeking a senior social leader to define how the brand shows up across social channels and to help shape its cultural presence online. This is a full-time position based in Melbourne, with on-site work at the Hawthorn headquarters. The role is for someone who thinks strategically, leads with creativity, and can elevate the brand through campaigns that feel fresh, bold, and unmistakably Yo-Chi.

This is not a routine content-planning position. The business is looking for a person who can set the direction for social, keep pace with culture, and guide a high-performing team to deliver standout work.

About Yo-Chi

Yo-Chi began with a simple idea: combine great frozen yogurt and açaí with positive energy and welcoming spaces. Since opening its first venue in Balaclava in 2012, the brand has expanded to more than 70 locations across Australia. It is family-owned, culture-led, and planning to double in size over the next 18 months.

Work environment and location

You will work from the Hawthorn HQ in Melbourne. The office offers an on-site chef with free breakfast and lunch every day, free parking, an on-site gym, and a lively team atmosphere. Flexible working arrangements are also available.

Candidates outside Melbourne are still encouraged to apply, and relocation support may be available for the right person.

Role focus

The Head of Social will own the brand’s social direction across all platforms, driving growth, guest interaction, and community building. The role reports to the Chief Brand Officer and works closely with Marketing, Product Development, and Operations. It also contributes to how the brand presents itself as it expands internationally.

Key responsibilities

• Set the overall vision and strategic direction for social media so that every campaign supports brand strength and cultural relevance.
• Lead the full social content and campaign process across all relevant platforms.
• Oversee integrated marketing activity, including out-of-home media, brand activations, and in-store digital screens.
• Guide campaign shoots from initial concept through to final delivery.
• Create and run a user-generated content approach that turns the customer community into an active content source.
• Manage in-venue digital content to keep branding consistent across every customer touchpoint.
• Spot opportunities to innovate, improve standards, and keep the brand ahead in the category.
• Lead social strategy on Meta and TikTok, with responsibility for broader platform performance.
• Partner with Marketing on creative assets for paid social campaigns.
• Monitor trends, cultural shifts, and platform updates to identify new growth opportunities.
• Build and grow the YouTube channel and associated content direction.
• Use analytics, insight, and competitor research to refine strategy continuously.
• Mentor and develop a small content team while encouraging venue teams to contribute on-brand content.
• Create a collaborative, high-energy creative environment.
• Own influencer relationships from sourcing through to content approval.
• Brief, manage, and hold external production and media partners accountable to brand standards.
• Manage priorities, workflows, and campaign timelines to ensure strong delivery.
• Work closely with Marketing and the broader brand team to keep messaging aligned locally and globally.
• Provide regular reporting on performance, engagement, and growth, with clear takeaways and recommendations.
• Use data to guide decisions and improve future content and campaign results.
• Collaborate cross-functionally on campaigns, product launches, venue openings, and international projects.

Candidate profile

The ideal candidate is deeply fluent in social media at both a practical and strategic level. They understand how platforms work, how culture moves, and what drives audience engagement. They bring a strong creative eye, leadership ability, and the confidence to deliver campaigns that are distinctive and brand-defining.

You should be highly organised, comfortable managing multiple projects at once, and capable of leading shoots, agencies, and internal teams with equal confidence.

Why Yo-Chi

Yo-Chi sees itself as more than a food brand; it is building a culture brand that values creativity and community as much as product. This is an opportunity to shape a brand with significant growth potential and to have real influence on its direction.

Additional information

This role includes the possibility of relocation support for the right candidate.

The company is also open to flexible working arrangements.