Digital Marketing Specialist(Owned channel)

The Opportunity

We are seeking a passionate and strategic digital marketing professional to lead the exponential growth of UNIQLO Australia's owned digital channels, with a key focus on social media, email, app engagement, and CRM.

In this key role, you will transform our customer engagement strategies and bring the LifeWear philosophy to life for our loyal fans across Australia. Working alongside dynamic local and global teams, you will be a key leader in an ambitious team shaping the future of UNIQLO Australia's digital presence.

Key Responsibilities

• Social Media Strategy & Ownership

Develop and execute the owned social media strategy for UNIQLO AUSTRALIA (Instagram, Facebook, TikTok, etc.), ensuring alignment with global brand guidelines and local market objectives.

Define platform-specific content pillars (e.g., product storytelling, sustainability, local collaborations) tailored to Australian audiences.

Lead the content calendar planning, ensuring timely delivery of campaigns (e.g., seasonal launches, promotions, cultural moments).

• Content Creation & Optimization

Oversee end-to-end content production, including briefs for creative teams (in-house/agencies) for organic social assets (videos, graphics, copy).

Ensure content is on-brand, culturally relevant, and optimized for each platform's algorithms.

Leverage data-driven insights to refine content mix (educational, inspirational, promotional) and maximize engagement.

• Community Management & Brand Voice

Foster a two-way dialogue with followers by moderating comments, direct messages, and user-generated content (UGC) in alignment with UNIQLO's brand tone—friendly, inclusive, and helpful. Implement crisis management protocols to address negative sentiment or PR issues on social channels, and collaborate with Customer Service to resolve public queries efficiently.

• Performance Analysis & Reporting

Monitor and report on key performance indicators using tools such as Meta Business Suite, Google Analytics, and Dash Hudson. Deliver monthly and quarterly insights to leadership, highlighting successes, gaps, and actionable recommendations. Conduct competitive benchmarking to identify emerging trends and strategic opportunities.

• Cross-Functional Collaboration

Collaborate cross-functionally by partnering with E-commerce to integrate social commerce features, working with PR and Influencer Marketing to amplify campaigns and co-create content with local creators, and aligning with global teams to localize international campaigns for the Australian market.

• Innovation & Experimentation

Pilot new platform features and scale high-performing formats to stay ahead of trends.

• Budge & Resource Management

Manage the organic social budget and coordinate with agencies or freelancers to support tools, post boosting, and small-scale content testing.

Skills, knowledge and experience

• 5–10 years' experience in social media, email, and app marketing or a similar role.
• Demonstrated ability to lead the transformation of social media strategies and build frameworks from the ground up.
• Experience working in cross-cultural environments and collaborating across multiple regions.
• Advanced knowledge of platforms including Instagram, TikTok, RedNote(Xiaohongshu), Adobe Campaign, Salesforce, and Klaviyo.
• Strong working knowledge of CRM systems and email marketing platforms.
• Proficient in Google Analytics and performance reporting across owned media channels.
• Experienced in driving customer segmentation and personalisation across owned channels.
• Deep understanding of social trends and consumer behaviour.
• Analytical and data-driven, with the ability to translate insights into actionable strategies.
• Excellent communication skills, with strong copywriting, editing, and brand storytelling capabilities.
• Proven project and stakeholder management skills, with strong time management, organisational ability, and a focus on streamlining processes.

• Agile and self-motivated, with a strategic mindset, strong attention to detail, and a positive, solution-oriented attitude.

• Knowledge of other digital marketing channels including paid social, SEM, and SEO is desirable.

• Familiarity with UNIQLO's brand values and philosophies is a plus.

What's in it for You?

• Opportunity to work in a leading global fashion retailer
• Collaborative, engaging workplace culture - combining the best of Japanese and Australian culture
• Generous employee discounts and benefits

To be eligible to apply, you must have full working rights in Australia.

For more information about Fast Retailing / UNIQLO, please visit our website at

UNIQLO is an equal opportunity employer. We value diversity and are committed to creating an inclusive environment for all employees.