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About the Role
The Head of Digital owns the digital function across both The Local Project and The Local Production, managing brand-owned audience channels and the social media management (SMM) portfolio for clients.
Responsibilities
- Conduct quarterly strategy and performance reviews with the CEO.
- Provide weekly reporting on paid ads performance.
- Deliver monthly Sales and Client EDM live and consistently.
- Set paid strategy across brand and performance on Meta, Google, Pinterest, LinkedIn, and emerging channels.
- Own creative briefing for paid campaigns, collaborating with content and production teams.
- Develop ad creative that meets TLP brand standards.
- Own audience strategy, segmentation, retargeting, and lookalike modeling.
- Manage The Local Project owned channels: Instagram, Pinterest, TikTok, LinkedIn, web, and newsletter.
- Manage The Local Production Instagram and other owned production channels on a sustained weekly cadence.
- Oversee premier client SMM accounts, holding executive-level relationships and approving all client communications.
- Manage major client accounts by setting strategy and overseeing delivery, with day-to-day execution led by team members.
- Ensure efficient, productized delivery for mid-tier client accounts at margin, maintaining craft standards.
- Lead a team of six employees and four contractors across content, digital execution, and web development.
- Conduct regular 1:1s with direct reports, covering delivery, blockers, development, and feedback.
- Lead a weekly digital WIP with tracked schedule changes and documentation of decisions.
- Maintain Sprout as the single source of truth for scheduling, delivery, and reporting.
- Identify AI opportunities to enhance quality and efficiency in content production, paid ads, audience analytics, reporting, and client deliverables.
- Embed AI tooling into the team's weekly workflow, ensuring adoption and trust.
- Uphold the TLP point of view that AI augments craft, not replaces it, maintaining premium brand voice and human-led storytelling.
Requirements
- 10+ years of experience in digital and social media.
- At least 3 years of experience leading a team of similar size and scope.
- Demonstrated experience leading an SMM client portfolio across a tiered book of business, including premium and mid-tier accounts.
- Direct, hands-on paid advertising experience, including setting strategy for six-figure annual spend, briefing creative, running testing cycles, and reporting to executive level.
- Genuine fluency in current AI tooling for content and digital marketing, with a considered view on its value.
- Premium brand sensibility, understanding the difference between performing and elevating content.
- Experience in architecture, design, lifestyle, fashion, hospitality, or premium publishing is favorable.
Skills
- Digital marketing
- Social media management
- Paid advertising strategy
- Meta (Instagram and Facebook) advertising
- Google advertising
- Pinterest advertising
- LinkedIn advertising
- Audience strategy
- Segmentation
- Retargeting
- Lookalike modeling
- Content creation
- Production
- Client relationship management
- Team leadership
- AI tooling for content and digital marketing
- Reporting
- Web development
Location
- Sydney (Alexandria HQ)
Work Type
- 4 days p/w onsite
Experience Level
- 10+ years experience
- 3+ years team leadership experience
About the Company
- The Local Project is a fast-growing premium architecture and design media business operating across Australia, New Zealand, and North America.
- Celebrates extraordinary local design and its global impact through editorial, digital, video, and documentary content.
- Reaches over 100 million impressions per month.
- Expanded in 2024 with The Local Production, a full-service creative agency.
- Recognized by the industry with multiple Mumbrella Publish Awards in 2025, including Publication of the Year and Publishing Company of the Year.