About Us:
Destroy All Lines (DAL) is Australia’s largest independent tour promoter with flagship festival brands Good Things and Knotfest Australia. DAL provides artists and their teams with end-to-end touring services from ideation, venue engagement, support act set-up, sponsorships, financial management, ticketing and sales, promotions, and event marketing. Our dynamic team prides themselves on being artist first, reliable and adaptable. We bring together great people who support each other to achieve outstanding tours and events.
This Position Matters Because…
The Social Media Specialist plays a key role in developing and delivering high-quality and engaging social content and campaigns across the DAL social media platforms to promote assigned tours. This hands-on role involves end-to-end campaign ownership, from strategy and caption writing to publishing and reporting on assigned tours, while collaborating with the Senior Social Media Manager.
Operating in a fast-paced touring environment, the Social Media Specialist produces platform-native content like trailers, meme style edits, and tour recaps, requiring a creative storyteller who can juggle multiple live campaigns with precision and speed. The position also works closely with the Marketing and Promoter teams, and will seek guidance and mentoring from the Senior Social Media Manager to execute strategies and ensure campaigns align with the organisation’s vision.
Key Accountabilities
Social Media Coordination
- Develop and deliver social content plans across DAL social media platforms (Facebook, Instagram, TikTok, YouTube, X), working closely with the Senior Social Media Manager.
- Coordinate social campaign strategy and execution for assigned tours, managing day-to-day social content delivery and campaign activity.
- Manage and grow the DAL TikTok profile, identifying trends, developing platform-native content ideas, publishing content and monitoring performance to drive audience growth and engagement.
- Support the Senior Social Media Manager with planning and execution of social media campaigns for their assigned tours and festivals.
- Schedule and publish approved content across all social media platforms.
- Write and tailor engaging captions for different audiences and platforms.
- Maintain and adhere to DAL social media guidelines.
- Assist in the planning and execution of promotional competitions and audience engagement initiatives.
- Identify and evaluate potential content creators and influencers to support campaign activity.
- Contribute social content ideas to broader marketing campaigns including email and SMS marketing.
- Work closely with the Paid Digital Marketing team to ensure cohesive messaging and alignment across paid marketing channels.
Content Creation
- Source, organise and adapt supplied assets (video, imagery and fan content) into platform native social content across Instagram, TikTok and YouTube.
- Produce and edit lightweight, fast turnaround social content including Reels, TikTok, shorts and posts, incorporating cut downs, captions, subtitling and basic motion editing.
- Create reactive, trend led and meme style content to drive engagement and cultural relevance.
- Identify when higher production is needed and brief larger assets (trailers, animations, campaign creative) to external teams.
- Coordinate feedback and approvals to ensure content aligns with brand, artist and campaign messaging.
- Contribute to content ideation and campaign brainstorming.
Community Management
- Monitor and respond to community interactions across social channels in a brand-consistent manner.
- Identify and escalate sensitive or high-risk community issues to the Senior Social Media Manager.
- Monitor conversations relevant to tours/artists and flag insights or audience sentiment.
Analytics and Reporting
- Monitor performance of organic social content using analytics tools.
- Use data to identify insights around audience growth, retention and engagement.
- Stay ahead of platform updates, trends and emerging formats to inform future campaign activity.
- Track campaign performance and contribute reporting for key tours.
Capabilities, Qualifications and Experience
- Minimum 4 years experience in a social media, content or digital role.
- Strong working knowledge of Facebook, Instagram, TikTok, YouTube and X, including platform best practices.
- Demonstrated experience creating and editing content, with a focus on short-form video (trailers, recaps, cut-downs).
- Experience in writing clear and concise briefs for high production assets.
- Strong creative, copywriting and visual storytelling skills.
- Strong attention to detail, with the ability to manage multiple campaigns concurrently.
- Excellent time management and organisational skills, with confidence working to schedules and deadlines.
- Experience using platform analytics and performance insights.
- Highly motivated, proactive, with a can do attitude and ability to adapt to changing priorities.
- Strong understanding of, or passion for, the music and live events industry.
- Australian Work Rights.
Capabilities
The most effective way to learn is on the job experience. DAL believes in empowering and exposing staff to opportunities and experiences that will help them grow in capability and confidence.
Accountability and Confidentiality
Anticipates client needs and proactively discusses services based on astute listening and diagnosis abilities. Adapts personal style to build good relationships and follows through on promises proactively at a level beyond clients’ expectations. Contributes as a proactive team player to a cohesive and productive team environment. Acts discreetly, maintains confidentiality, and behaves diplomatically.
Planning and Organising
Demonstrates planning and organising skills by managing actions in a timely manner to achieve outcomes as defined by others. Prioritises and manages multiple tasks simultaneously without compromising quality.
Professionalism
Shows respect, reliability, ethics, confidentiality, and timeliness in completing tasks. Raises concerns and seeks guidance from managers when frustrated or uncertain. Demonstrates a friendly demeanour through written and verbal communication and represents DAL professionally at all times.
Adaptability and Resilience
Remains calm, listens, and seeks to understand changing situations, even when facing obstacles and disruption. Adjusts approach with support to align with new circumstances, processes, and technologies.
Quality Review
Produces and reviews detailed information, documents, and data for routine tasks and some complex tasks. Investigates information that may not be accurate and raises any concerns proactively.
Communication
Conveys verbal and written ideas and information confidently and clearly in a manner that engages audiences. Understands personal style and adapts communication to suit audiences. Solves problems with creativity and resourcefulness. Be courteous to other people’s needs and deadlines.
Initiative and Self-Management
Takes action and responds to queries within a reasonable timeframe. Exercises good self-control over thoughts, feelings, and actions. Demonstrates transparency, initiative, and optimism across operational and some complex tasks. Applies good judgment when making decisions. Works autonomously and takes ownership of tasks. Acts proactively, embraces feedback, and takes on responsibility, seeking opportunities to learn, grow, and contribute. Consults managers openly for more complex matters.
Want to join our team?
Please submit your resume, a cover letter outlining why you’re interested in working with DAL and how your experience aligns with this role (including any relevant campaign or social media work) and portfolio (if available) via Pedestrian.
Then email a photo of your favourite animal to jobs@destroyalllines.com with the subject line “DAL Social Media Specialist - [Your Name]”
Applications close Sunday 12th April 2026, but may close earlier if a suitable candidate is identified.
