Social Media, Content Strategy & Meta Ads Manager

Burwood Wellness Chiropractic is looking for an organised, strategic, creative and commercially minded Social Media, Content Strategy & Meta Ads Manager. You will own the end-to-end strategy that connects organic social content, content production briefs and Meta advertising to generate qualified local enquiries and booked-in patients.

The practice serves patients in Burwood and Turramurra and presents a family-oriented chiropractic approach for musculoskeletal concerns, including back, neck, joint and muscle discomfort. The practice’s public positioning emphasises a structured care approach and a personal patient experience.

This is not a generic posting role. You will be accountable for the full content-to-conversion system: defining the strategy, creating the content plan and briefs, converting approved content into organic posts and ads, launching campaigns, testing, optimising, reporting and improving. You will work within a health-advertising environment where every clinical claim, offer and patient-facing creative must pass the practice’s approval process before publication.

What success looks like

Within the first 90 days, the successful person will have:

•Developed an evidence-informed content strategy that links priority patient audiences, approved service messages, organic content pillars and Meta campaign themes to qualified enquiries and bookings.

•Built a dependable monthly content engine that the clinic can implement through clear calendars, briefs, capture plans, asset requirements and approval deadlines.

•Brought all Meta activity into a clear campaign structure, with advertising creative drawn from the approved content strategy, reliable tracking, lead handling and weekly reporting.

•Established a documented compliance and approval workflow so no paid or organic clinical content publishes without sign-off from the nominated clinical approver.

•Delivered a repeatable test-and-learn programme for creative, audiences, offers and landing-page/lead-form paths.

•Improved the quality, speed of follow-up and visibility of qualified enquiries, rather than optimising only for low-cost leads.

How this role works

The manager owns the strategy and the marketing execution. This includes determining the content pillars, campaign priorities, audience messages, content calendar, creative briefs, organic posting plan, Meta ad concepts, campaign setup and ongoing optimisation.

The clinic implements the on-the-ground inputs required by the strategy. This includes making clinicians or team members available for agreed content capture, providing accurate approved information, filming or supplying requested footage when needed, reviewing content promptly, approving clinical claims and offers, and following up leads quickly. The manager turns those approved materials into posts and ads and will make practical recommendations when an asset, landing page or follow-up process is preventing results.

The intended outcome is not simply more content or cheaper leads. It is a coordinated system that attracts suitable local prospects, creates confidence before they enquire and helps the clinic convert qualified enquiries into booked-in patients.

Core responsibilities

1. Own the content strategy and clinic implementation plan

•Develop a quarterly and rolling 90-day content strategy aligned to practice goals, patient demand, seasonality, service priorities, approved claims and available clinic capacity.

•Define priority patient audiences, their likely questions and objections, content pillars, key messages, calls to action, channel roles and the journey from content view to enquiry to booking.

•Translate the strategy into a practical monthly content calendar that specifies each asset, channel, purpose, format, hook, call to action, required approval and owner.

•Create simple, reusable content briefs and shot lists so the clinic team knows exactly what to capture, who needs to participate, what to say or show, and when the material is due.

•Plan how high-performing organic themes and approved clinic assets will be repurposed into Meta ad creative, without treating organic and paid activity as separate silos.

•Review strategy performance monthly and adjust content priorities based on lead quality, booking outcomes, campaign data, practice feedback and changing local demand.

2. Manage social media and turn the strategy into content

•Create platform-native content including short-form video briefs and edits, Reels, Stories, carousels, static posts, captions and calls to action.

•Convert approved practitioner input into simple, empathetic, easy-to-understand patient education. Use plain language and avoid unapproved clinical claims.

•Coordinate efficient content capture with the practice team, including shot lists, filming days, content requests and asset storage.

•Publish approved content, manage scheduling, basic community management and escalation of enquiries to the practice team.

•Track content performance and use insights to improve themes, hooks, formats, posting cadence and calls to action.

3. Plan and manage Meta Ads

•Build, launch and ---------- Meta campaigns across Facebook and Instagram for agreed business goals, such as qualified enquiries, booking requests, new-patient offers or remarketing.

•Structure campaigns, audiences, placements, creative testing and budgets cleanly in Meta Ads Manager.

•Implement and quality-check tracking, including the Meta Pixel, Conversions API where available, event definitions, lead-form fields, UTMs and dashboard inputs. Work with the practice’s web or CRM support when technical changes are needed.

•Create compliant ad copy, creative briefs and landing-page recommendations that match the prospect’s intent and campaign promise.

•Monitor delivery, spend, frequency, creative fatigue, lead quality and conversion outcomes. Make documented optimisation decisions rather than changing campaigns reactively.

•Maintain a testing backlog covering angles, formats, audiences, offers, lead forms and follow-up paths.

•Protect budget by flagging tracking issues, low-quality lead patterns, poor follow-up, compliance concerns or landing-page friction promptly.

4. Keep healthcare advertising compliant

•Use a mandatory pre-publication checklist for every organic post, paid ad, lead form, landing-page copy and promotion.

•Route any clinical claim, practitioner credential, patient-related content, treatment outcome, offer or condition-specific message to the nominated clinical approver before publication.

•Never publish patient testimonials or patient stories that refer to symptoms, diagnosis, treatment, outcomes or practitioner clinical skill. Such content may constitute prohibited testimonials when used to advertise a regulated health service.

•Do not use unsupported, absolute or outcome-guarantee claims; claims about treating non-musculoskeletal conditions; language that implies a treatment is risk-free; or language that encourages unnecessary treatment.

•Ensure that any discount, gift or promotional offer has clear, accessible terms and conditions approved by the practice before launch.

•Keep a dated approval record and a simple creative/claim register for all campaigns.

5. Report, collaborate and improve

•Deliver a concise weekly performance update and a deeper monthly marketing report with insights, actions, tests and decisions required.

•Reconcile Meta platform metrics with the practice’s lead, booking and attendance data wherever available.

•Work closely with reception or the patient-conversion owner to understand lead outcomes and improve speed-to-lead, scripts, reminders and booking conversion.

•Maintain clear files, naming conventions, access documentation and campaign-change logs.

•Bring proactive ideas, while respecting that clinical accuracy and compliance take priority over speed to publish.

Required experience and capabilities

Essential

•3+ years managing social media and Meta Ads for a service business, healthcare/wellness brand or performance-focused agency.

•Proven ability to develop a content strategy and turn it into an implementable calendar, creative brief system, organic social plan and paid-Meta campaign plan.

•Proven ability to manage campaigns from strategy through creative, launch, optimisation and performance reporting.

•Strong hands-on Meta Ads Manager capability, including campaign setup, budget management, audience strategy, lead generation, retargeting, creative testing and reporting.

•Excellent English copywriting and editing. You can explain useful information clearly without hype, clichés or overclaiming.

•Strong short-form content skills, including Canva plus a video-editing workflow such as CapCut, Adobe Premiere Pro, DaVinci Resolve or similar.

•Confident analytical ability with Meta Ads reporting, spreadsheets and core marketing metrics.

•Experience using project-management, social scheduling and shared-asset tools.

•A reliable remote-work setup, consistent internet connection, disciplined time management and availability for the agreed Australian-time collaboration window.

•A portfolio or case studies that demonstrate content-strategy judgement, creative work and measurable paid-social outcomes.

Strongly preferred

•Experience marketing an Australian healthcare, allied-health, medical, dental or regulated professional service.

•Practical understanding of Ahpra advertising expectations, or a demonstrated ability to learn and apply a regulated content-approval process quickly.

•Experience integrating Meta lead generation with a CRM, appointment platform, website form or call-tracking process.

•Experience with local-area service marketing and community-oriented social content.

•Experience briefing or coordinating creators, photographers, videographers or front-desk staff for content capture.

What we value

•Sound judgement: you know when a claim needs approval and do not guess.

•Commercial ownership: you