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Full-time
Posted 26d ago
~40 hrs/week
Responsibilities
The Head of Digital oversees the digital function for both The Local Project and The Local Production, managing brand-owned channels and a tiered client social media portfolio. Responsibilities include setting paid advertising strategies, leading a global team of employees and contractors, and driving AI integration across the business.
Requirements
Candidates need 10+ years of experience in digital and social media, including at least 3 years of team leadership and a proven track record of managing six-figure paid ad spends. Fluency in current AI tooling and a premium brand sensibility, particularly within architecture, design, or luxury publishing, are essential.
Full job description
Location: Sydney (Alexandria HQ), 4 days p/w onsite
About The Local Project
The Local Project is one of the fastest-growing premium architecture and design media businesses, operating across Australia, New Zealand and North America. We celebrate extraordinary local design and its global impact through editorial, digital, video and documentary content, reaching over 100 million impressions per month. In 2024 we expanded with The Local Production, a full-service creative agency dedicated to elevating brands through strategic storytelling and high-end content creation.
We are recognised by the industry for our craft. In 2025 we were awarded Publication of the Year, Publishing Company of the Year, Publish Leader of the Year, and Special Edition of the Year at the Mumbrella Publish Awards.
The Role
The Head of Digital owns the digital function across both The Local Project and The Local Production. This is a dual remit: the brand-owned audience channels that define our voice in market, and the social media management (SMM) portfolio that we deliver for our partner clients.
Core responsibilities include:
Strategy and reporting
Quarterly strategy and performance reviews with the CEO.
Weekly reporting on paid ads performance.
Monthly Sales and Client EDM delivered live and consistent.
Paid advertising
Set the paid strategy across brand and performance, across Meta (Instagram and Facebook), Google, Pinterest, LinkedIn and emerging channels as relevant.
Own creative briefing for paid campaigns, working with the in-house content and production teams to develop ad creative that meets the TLP brand standard.
Own audience strategy, segmentation, retargeting and lookalike modelling.
Owned brand and audience
The Local Project owned channels: Instagram, Pinterest, TikTok, LinkedIn, web and newsletter.
The Local Production Instagram and other owned production channels: activated, planned, and run on a sustained weekly cadence.
Client SMM portfolio
Premier accounts that require senior, direct ownership. You will hold the relationship at executive level, attend strategic client meetings personally, and approve every client communication.
Major accounts that require disciplined account management with strong delegation. You set the strategy and oversee delivery, with day-to-day execution led by named team members and reviewed at structured checkpoints.
Mid-tier accounts thatrequire efficient, productised delivery with clear quality benchmarks. The department must be able to deliver against these contracts at margin while maintaining the same craft standard as our premier work.
Team leadership and operations
You will lead a team of six employees and four contractors spanning content, digital execution, and web development. The team operates across Sydney, Manila and additional offshore locations.
This is a hands-on operational leadership role. You will:
Hold regular 1:1s with reports, with structured agendas covering delivery, blockers, development and feedback.
Lead a weekly digital WIP with tracked schedule changes against client-approved plans, and documentation of decisions taken.
Maintain Sprout (our publishing platform) as the single source of truth for scheduling, delivery and reporting across the entire SMM book.
AI integration
The Local Project is in active rollout of AI across the business, with the digital function central to that work. This role will be a key partner to the CEO in driving the next phase of AI integration in the function, including:
Identifying where AI can lift the quality and efficiency of content production, paid ad creative, audience analytics, reporting, and client deliverables, without compromising the TLP brand standard.
Embedding AI tooling into the team's weekly workflow in ways that the team adopts and trusts.
Maintaining the TLP point of view that AI augments craft, it does not replace it. Premium brand voice, considered creative, and human-led storytelling remain non-negotiable.
This is a meaningful component of the role. We are looking for someone with genuine fluency in current AI tooling for content and digital marketing, who can think clearly about where it adds value and where it does not.
What we're looking for:
10+ years' experience in digital and social, with at least 3 years 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. You have personally set strategy on six-figure annual spend, briefed creative, run testing cycles, and owned reporting to executive level.
Genuine fluency in current AI tooling for content and digital marketing, with a considered view on where it adds value and where it doesn't.
Premium brand sensibility. You understand the difference between content that performs and content that elevates.
Experience in architecture, design, lifestyle, fashion, hospitality or premium publishing will be looked on favourably.
An architecture & design publication dedicated to exploring how locality shapes design, interior design & architecture.
Industry
Media Production
Company size
11-50 employees
Founded
2016
Headquarters
Alexandria, New South Wales
LinkedIn followers
49,095
The Local Project celebrates extraordinary design across a range of platforms, championing the best from industry leaders and emerging designers alike. After launching in 2016 with a focus on Australian architecture and design, we broadened our scope in 2019 to include New Zealand, and again in 2023 to encompass North America. Our print periodical features three titles – The Local Project, The Commercial Project and The Local Marketplace – and we recently launched our first hardcover book, 10, compiling highlights from our first 10 issues in print.
We are honoured to have been recognised twice at the Mumbrella Publish Awards; in 2022, we were awarded Best Use of Video for our video of James Stockwell Architect’s Bunkeren and in 2023, we were named Publication of the Year. Our hardcover book was also highly commended for Special Edition of the Year.
Our audience is a genuine cross-section of the design community, encompassing design-lovers and industry professionals. As such, we aim to inform, educate and inspire, exploring current questions, ideas and conversations through compelling and informed content. As we continue to grow, cultivating authentic and engaged communities is a vision that remains at our very core.
Offices: 9/32 Ralph St, Alexandria, New South Wales 2015, AU