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Head of Content and Social Digital Marketing

Marketing | Hybrid in Melbourne City, Victoria, Australia | Full Time

Job Description

An ASX100 business with a 50-year heritage, IDP is a pioneer in international education services. Our core business lines include student placement to Australia, US, UK, Canada, Ireland and New Zealand institutions, English-language testing and training.  

We are on a mission to build the world's leading platform and connected community to guide students along their journey to achieve their lifelong learning and career aspirations.

As a co-owner of IELTS, we deliver the English test the quality English language test that is trusted by more than 11,000 organisations including governments, universities worldwide. We also operate English language teaching schools in Southeast Asia. 

We are innovators, driven by the needs of our customers and deep data insights. Our 5,000 team members based around the world understand that our services change lives – not only of our customers, but their wider communities. 

In recent years, our investment in digital technology and customer research has enhanced these personal connections, enabling us to deliver global success to more students, test-takers and our partners.

Proudly customer-first, our expert people are powered by global technology. Together, we offer unmatched services, helping local dreams become realities, all over the world.

And best yet, at 50, we are just getting started.


An incredible opportunity for a proven and bold marketing leader who loves work with meaning and is capable of effecting great results and innovation.  

As Head of Content and Social Digital Marketing you will build and execute bold marketing content and social strategy coherently across all digital marketing platforms and driving the best result from our teams and tools through consistent best practice and new initiatives. You will be responsible for marketing the global content and social initiatives for IDP IELTS and Student Placement in collaboration with Regional Marketing teams.

A full-time 10-month Fixed term opportunity based out of Melbourne, reporting to our Marketing Director. 

Working with marketing leaders of our major regions, you will:  

  • Own and develop our marketing platforms and operationalise consistent use and best practice worldwide  
  • Co-design new initiatives to mature content development, organic search and social growth and deliver with global marketing and product teams  
  • Help set and monitor content and social marketing KPIs, working with regions to optimise performance  
  • Report on what is driving success and amplify the wins and lessons from your team and the regional marketing teams

Responsibilities include: 

Strategy and innovation

  • Evolve and execute a customer-led, modern content and social strategy for which drives the IDP global business strategy and goals  
  • Deliver winning and innovative omnichannel customer content and experiences across web, app, events, content and social  
  • Evolve and refine content and digital experiences through data analysis, market research and customer co-design and adapt strategy to agilely meet movements in the market and execute practicalities 


  • Use the Redefining the Futures research and customer co-design to focus in on the emotional needs of our customers to prioritise, produce, brief in and map content with your broader content team
  • Lead the creation and management of effective content models to deliver the desired content strategy across IELTS and Student Placement
  • Lead the content experience for all Digital Experience team products


  • Using the Redefining the Futures research and customer co-design and understanding of strong performing past creative, to help build a plan with the Social team that ladders up to the overarching Marketing Strategy
  • Align social media strategy closely with content teams to ensure there is a consistent, aligned content and social strategy
  • Establish and manage processes and workflows to improve ways of working and standards across global teams.
  • Monitor, measure and report on social media performance and identify opportunities for improvement while creating a culture of improvement

 Global Collaboration

  • Work with global teams for SEO, Social, and Content to deliver bold global initiatives and support sharing for these disciplines to raise the bar across country and regional practitioners. 
  • Drive efficiency globally by working as one team with shared tools, assets and content and conversion through automation and use of AI

Analytics and Reporting

  • Ensure there is access to the correct data to continually improve the outputs from your team and the wider content and social media practitioners and track goals to completion
  • Monitor, measure and report on social media and content performance to identify opportunities for improvement
  • Use social listening to identify opportunities for content creation, lead generation and conversion

Governance and Finance

  • Manage budget and resource allocations effectively to deliver business priorities with expenditure in line with agreed budget and business priorities 
  • Exercise appropriate stewardship over IDP assets and intellectual property  
  • Work with privacy and data security teams to ensure that personal information is respected - that customer data is secure and is in line with organisation and government standards

About you

  • A proven, bold, modern marketing leader, who has led delivery of strong, engaging social and digital content to market  
  • Exceptional communication skills 
  • Adept at relationship management, strong and trusted relationships with internal and external stakeholders 
  • In depth experience in an international regional and global team structure, to help engage and implement changes and messaging across broad channels
  • Cross cultural awareness and sensitivity, respecting diversity 


  • Tertiary qualification in marketing or business management 
  • Minimum 7 years staff management experience in marketing
  • Knowledge of the education industry desirable 

More about us

We are evolving rapidly. This is an exciting time to join us as we transform the way people access global education and opportunities, through leveraging innovative technology and a creating a connected world.

At IDP, our people are always at the forefront of what we do.  We strive to provide workplaces that are truly diverse and representative of the communities that we work in, so our people feel empowered to bring their best and authentic selves to work.  We are focused on continuing to build a culture of inclusion and belonging by providing a safe work environment where all our people are encouraged to excel, be agile and creative, and seek new ways to solve meaningful problems.

Why join us

Be part of our story, as we support you to create meaningful and rewarding experiences, grow your career with purpose, and celebrate as a global team.

If you identify as a member of an underrepresented community, we encourage you to apply, even if you feel you do not meet all the criteria, but have relevant skills, experience and capability that will enhance the role. At IDP, you can be yourself, be seen, heard, valued, and celebrated every day for your meaningful contributions. If you require any adjustments, let us know.

Some other benefits include:

  • Work in our new 6 green star office, featuring creative collaboration zones and a focus on health and wellbeing.
  • Professional development programs to grow your career.
  • Two paid volunteer days every year to support our local communities.
  • Stay energized with free fresh fruit and barista onsite.